Traffic vs. Conversion: 80/20, but not like most people think
Over 50 years ago Robert Collier said: The secret to copywriting is “Entering the conversation inside the customer’s head.” If you can crack the code on that, you are well on your way.
Anybody who’s experienced the exhilaration of changing two words in a Google ad and doubling the response knows what I’m talking abut.
GETTING TRAFFIC is “Entering.”
GETTING PEOPLE INTERESTED is about “the conversation.”
GETTING PEOPLE TO BUY is about moving that conversation FORWARD to completion.
I’m always looking for the 20% of any formula that produces 80% of the results. Every shortcut or success principle is always essentially about that.
The 80/20 factor here is:
80% of people focus all their attention on getting traffic.
Only 20% focus on conversion.
Discussions about conversion put the *average* webmaster to sleep. Yawn. I think I’m going to get up and walk around and go have a cigarette.
And since there’s always a traffic guy with a blazing new technique, most peoples’ email boxes are an endless stream of distractions that prevent them from ever actually selling anything and being profitable.
But conversion is the 20% that makes 80% of the difference.
If you double your sales without getting anymore visitors at all, doesn’t that make you a kind of marketing black belt?
What would it be like to make a comfortable living with a website that gets just 100 visitors per day?
The average marketer never has the pleasure of experiencing how far a conversation with one person can be carried, how much capacity a small number of people has, to buy from you. If you are moving that conversation forward, and forward, and forward, you are the maestro.
When you learned to write and test Google ads, you really discovered the DNA of how conversion magic happens anywhere and everywhere along the way.
Simply because you know and understand this, you are head and shoulders above 80% of the people out there. As you begin to apply it, you surpass 85% and then 90%… 95%… 97%…. in time you discover it’s not all that hard to be one of those elite 3% that gets 50% of the traffic and 80% of the sales.
It’s lonely at the top. A good kind of lonely.