Basics_of_Website_Visitor_Conversion资料.pdfVIP

The Basics of Website Visitor Conversion A Whitepaper from Topica May 1, 2006 The Basics of Website Visitor Conversion 2 The Basics of Website Visitor Conversion Table of Contents A. Introduction3 B. The Conversion Equation4 C. The Components of Website Visitor Conversion5 C.1. Acquire C.1.1. Capturing the Lead5 C.1.2. Qualification Data6 C.1.3. An Automated and Effective Welcome7 C.2. Convert C.2.1. Buyer’s Decision-Making Process8 C.2.2. Work with Available Information9 C.2.3. Keep the Conversation 2-Way9 C.2.4. Targeted and Relevant Conversion Campaigns11 C.3. Grow C.3.1. After Purchase Up-sell Opportunities11 C.3.2. Increase Customer Lifetime Value12 D. Summary14 E. The Topica Solution14 The Basics of Website Visitor Conversion 3 A. Introduction Online marketing spending has been increasing steadily over the past few years and is projected to continue its rise reaching over $22 billion before the end of the decade. The Internet has definitely come into its own and has been embraced by traditional “brick and mortar” companies, as well as online-only businesses. The Web has a particular appeal to smaller businesses, as it allows them to increase their target market from just a few blocks to literally around the world. In fact, according to the Yankee Group, over 2 million small and mid-sized businesses do business online today. This is all very good news to those selling advertising and paid search, or operating affili