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01.30.06
Defining Both Top- And Bottom-Line Growth For Your Web Business
 By
Kevin Gold
On Wall Street, financial investors speak of CEOs improving their companies' "top line" by increasing sales volume or their "bottom line" by reducing their expenses to expand the margins from their current sales volume.
For Internet companies a similar "top line - bottom line" approach should be taken by business owners determining where to direct their improvement efforts.
Defining Top-Line versus Bottom-Line
An Internet business improves their "top line" by increasing the number of unique visitors to their website or their "bottom line" by increasing their "visitor-to-sale" or "visitor-to-lead" conversion rates.
Let me illustrate.
After an online business establishes their performance metrics, it is able to predict with confidence the expected results from their visitor traffic. For example, a business' performance metrics may show that for every 1,000 visitors received, 15 sales are completed - a sales conversion rate of 1.5%.
With this understanding, the business can increase its "top line" growth by driving more visitors to its website. For example, if the business invests money in traffic generation efforts to increase their visitor traffic from 1,000 to 10,000, 150 sales will be achieved from the 1.5% sales conversion rate - a ten times growth rate.
Top-Line Improvements Focuses on Traffic Generation
What are "traffic generation efforts"?
In brief, traffic generation efforts are ways a business attracts visitors to their website. They may include online efforts such as search engine optimization, pay-per-click search engines, affiliate marketing, email campaigns, and media or offline ones like direct mail, television, radio, and public relations.
On the other hand, the business may decide to spend their money on improving their "bottom line" by concentrating efforts on website conversion strategies.
For example, if the above business invests money in website conversion strategies to increase their sales conversion rate from 1.5% to 2%, then for the same 1,000 visitors, sales will increase from 15 to 20 - a 25% increase.
Bottom-Line Increases Focus on Website Conversion Strategies
So what are website conversion strategies?
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Website conversion strategies are website design changes that connect with your visitor's wants and persuades them to take action to achieve your goals as well as theirs. There are endless strategies to increase your bottom line although some have greater significance than others.
Depending on your type of online business, different strategies may achieve greater results for your website and offer greater relevancy for your visitors.
If you manage a consumer or business product website than website conversion strategies that focus on reducing shopping cart abandonment may provide the greatest conversion improvement. While a service business' lead generation website will find improvement from website conversion strategies focused on "contact us" form completion.
Implement These Website Conversion Strategies
There are website conversion strategies that will improve conversion rates for all online businesses regardless of their individual objectives. These strategies include improvements to...
* Website's sales copy including writing headlines and sub-heads with stronger visitor appeal, defining stronger calls-to-action, using more visitor-relevant and benefit-oriented words and positioning popular visitor keywords in prominent areas connect with visitors and persuade action.
* Graphics and layout design to generate visual relevancy and message consistency for your visitors.
* Guarantees, returns, shipping, privacy, customer support and security policies you present to gain confidence and trust from your visitors.
Read the rest of the article.
About the Author:
Kevin Gold is CEO of Enhanced Concepts, specializing in turning website visitors into leads or sales, co-editor of WebSalesability.com and published writer. Get a free report, "12 Sure-fire Ways to Increase Your Website Sales" and an exclusive 5-day website conversion email course by visiting www.enhancedconcepts.com.
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