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But such models are so crude they often mislead when applied to your site. A CR of 2% may be nifty (or a disaster, if more was expected). However good it is, it is still only an average. It gives a useful picture only over long term. It says nothing about today. Or right now. Or about what your next visitor will do.
Turn this other end to. Given a CR of 2%, how many sales can you count on in your next 100 visitors? 2? No. I said, "count on," and answer is none.
Say you make 20 sales on your first 100 visitors today. But not a one off next 900. Still, 20 sales in 1000 hits is a CR of 2%.
There is no way you can say your next visitor will buy. Or will not. Come up with a way to do so, and you'll be a millionaire right quick.
You simply do not know what your next visitor will do. But you probably hope he or she ...
Buys - Terrific
Returns to buy - Great news
Returns to buy again - The key to success
Tells a friend who visits - Very nice
Your list will differ. And there are other actions you may want your visitors to take. For example, sign up for free information of interest, delivered by an autoresponder over time. This often brings people back to buy. And if you can get them to set a bookmark, this may do same.
The Secret To Improving Your Business
You can not afford to risk losing even a single visitor. Period. The big boys counting sales in millions and hits in billions can safely ignore a bunch. You can not.
Accept potential value of every single hit as unlimited. Then act in every way to draw them. And never ever turn even one aside.
Obvious, don't you think? But look about on Web and you'll often see visitors not encouraged or even turned away. Then, of course, look to your own site and be certain you are not making such blunders.
Bob McElwain, author of "Your Path To Success" and "Secrets To A Really Successful Website." For info, see
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