Search Engines, Automobiles, Toothpaste and Conversion Optimization Strategy

It is rare that a week goes by, that I don’t read about Google, Yahoo or Microsoft trying to grab market share from each other.  Every day, teams of marketing experts show up at these companies, and fight it out over every tenth of a percent, even hundredth of a percent, of market share.

It’s All About Market Share . . .

Over the last several decades, the Japanese automobile manufacturers have steadily eroded the market share of the American manufacturers.  Now the Japanese manufacturers are looking over their shoulders at the Koreans, who are looking over their shoulders at the Chinese and Indian car manufacturers.

Three or four decades ago, drugstore shelves were dominated by Ipana toothpaste.  Then, as Ipana faded, Crest took over.  Now, dental hygienists are handing free tubes of Colgate Total to patients and telling them to switch.

The Battle Rages . . .

Every day, this epic struggle for market share rages.  You may think your website isn’t involved, but your biggest and best competitors have no such illusions.  The very essence of this struggle is captured in your Website Conversion Rate.

Will they be back? . . .

That purchaser of a motorcycle helmet may not buy another one for a few years.  That travel agency customer may do business with their new travel agency for life.  Once you hand off the opportunity to seize that customer and capture their loyalty, very likely, you will never see them again.

The payoff is huge . . .

Each tenth of 1% can be a lot of money.  Increase your Conversion Rate from 1% to 1.3%, and your top line increases 30% with very little overhead.  Don’t be dispassionate about this.  Every day a competitor wakes up, goes to work and does their best to eat your market share.

Investments in improving your Conversion Rate are remarkably inexpensive and cost effective.  This is true, primarily, because it utilizes the traffic you are already getting, and converts more of it into customers.

The Bottom Line . . .

Small investments in optimizing your website for conversion pay big dividends in market share.

Not sure where to start?  Call us today.