Online Conversions
Conversion is the complex, multi-faceted process whereby your website and email persuade your visitors to take the action you want them to take. Your conversion rate is a measure of your ability to persuade visitors to take that action. It is a reflection both of your effectiveness and your customers' satisfaction.
Your short-term goal is to persuade those who visit your website or get your email to read it and take action on it. Your long-term goal is to develop ongoing relationships with your prospects, so when they think of real-estate, they will turn and return to you.
How you accomplish this is only peripherally about technology. It is far more about people--who they are, what they feel, what makes them tick, and what they really need from you. And when it comes to communication, it's not what you say, but what they perceive that counts.
When someone clicks on your site and completes the online form, you convert a website visitor into a lead. Conversion optimization is the process of improving the ratio of users whom click on the site and complete the online form. The difference between a well-optimized site and an unoptimized site will be significant.
For example, let's say you invest a few hundred dollars in an advertising campaign that drives people to your unoptimized website. An unoptimized site may generate 10 to 15 leads per month, and out of the 10 to 15 leads, you may get one deal that month.
However, let's say you invest the same money in an advertising campaign that drives people to your optimized website. Your optimized website will generate significantly more leads and consequently more deals. It would not be uncommon for an advertising campaign that yielded 10 to 15 leads per month from an unoptimized site to generate 40 to 50 leads per month with an optimized site, and out of the 40 to 50 leads, you could get 4 or 5 deals that month.