In an age where brick and mortar stores have given way to e-shops like Amazon, eBay, and Buy.com, traffic to your website has never been more important. Nowadays, when a customer is looking to purchase a product you sell, be it a car, a home theater system, or even an everyday household item, they are more likely to jump onto their Internet Explorer and surf the web than to jump into their Ford Explorer and drive around from store to store. That makes your website one of the most valuable assets you have, and it makes web conversion the most important term you may not fully understand.

Now, let’s assume that you’ve done your job correctly and created a great website for your company: jam-packed with lots of information, product details, images, and maybe an easy to use online store, the works. Your website is up and live, and you’re getting a moderate amount of traffic, but you’re not generating many sales, or seeing any other real quantifiable measure of success. So what went wrong? Maybe something small, maybe everything, but maybe it’s just that you’re not turning enough of your visitors into customers.That’s where web conversion comes in.

Web conversion is found through a formula and, simply put, it is the ratio of people who visit your site and do what you want them to versus the total number of people who visit your site. That part about doing what you want them to, that is called the conversion action. It can be one of any number of things; however you want to measure a successful visit to your website. If you sell pet supplies, maybe that conversion action is for the visitor to purchase dog food. If you sell cars, then maybe that conversion action isn’t purchasing a car, but rather just filling out a contact form, so that a member of your sales team can follow up with them later.

The biggest obstacle towards your visitor taking that conversion action and becoming a customer or potential customer is simple: distraction. It’s a big Internet, and often people don’t surf it in a vacuum. If a mother is online looking for cribs (which you happen to sell) when she hears her daughter cry out from the other room, it’s a foregone conclusion that she’s getting up from the computer to check it out. Maybe she closes the Internet browsing window as she rushes out the door, maybe she doesn’t. When she returns, who knows how much time has gone by and what she has had to deal with in that time. Maybe she starts browsing again, maybe she doesn’t, but the moment has passed and she’s moved on to other things. There’s nothing that you can do about external distractions, but the other kind of distraction comes from surfing the Internet itself. As anyone who has browsed the Internet knows, sometimes in the process of browsing you wind up a great distance away from where you started and where you wanted to wind up. Sometimes you find yourself in an unexpected place as you move from one site to the next, one page to the next. So how do you keep the visitor on your page and increase your chances of a web conversion?

You’ve put a lot of work into your website and you need it to be a success; you need it to maximize its full potential. Being able to capitalize on the fact that your visitors will absolutely get distracted and being able to leave them with something that is representative of your site will go a long way towards ensuring the success of your conversion strategy. Leadcrafters is the answer.