Conversion rates matter less than traffic? Yes, actually … it’s true. Even though I’m a copywriter … and copywriting is ALL ABOUT conversions … I’m more interested in success, the big picture, and the truth.
And the truth is that conversion rates can matter less than traffic.
To explain why, let’s review the factors that determine the success of a promotion:
40% Offer + 40% Target Audience + 20% Copy = Total Success Rate
That is, sending the right offer to the right target audience determines 80% of the success rate. Then 20% of that is determined by the sales copy.
Naturally, you want to optimize each of these rates as much as possible.
But before you start split-testing left and right, consider this…
When traffic gains costs less than the gains of split-testing, tests are a waste of money
In other words, don’t spend money optimizing campaigns when it costs less to bring in more customers through investment in traffic.
Imagine you spend $5,000 per month on PPC ads to acquire 500 new customers per month.
Your CPA is $100.
Now imagine you increase your conversion rate from 1% to 1.5%.
That’s a very nice bump and would save you significant mulah!
The CPA would drop to roughly $67 and you’d gain an extra 25 customers per month at that $5,000 budget.
However, what if you could double … triple … or massively multiply … your traffic for the same budget?
That’s exactly why people invest so heavily in SEO.
While SEO certainly isn’t free or cheap … minimum price tags start around $750 per month … it can generate CPAs that are ultimately than PPC ads.
One guy I know wrote a single long-form article (23,000 words) that outranks big corporations’ pages for the same highly competitive keywords.
He spends $0 on ads.
Why? Long, engaging articles increase dwell time.
I know of SEO companies that have exploded their clients’ businesses through the roof … forcing those customers to double their staff count and move into new facilities.
Despite the fact that SEO is getting more competitive and more expensive (not to mention more complicated)…
SEO spend is still skyrocketing
Forbes claims that SEO spend will increase another $8 billion by 2020, up to $80 billion.
The reason? Everyone uses search engines.
The result? The search landscape will only become more competitive.
To stay seen and stay ranked, SEO is an absolute must.
And, as mentioned, the right SEO solution can bring you significant savings, traffic, and profit.
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