The bottom line remains the same: sales equal survival. An Internet site can bask in its glorious themes and content, yet fail to produce in the end. What am I talking about? Conversion rates: The funneling of online viewers traveling through websites, scrolling down pages and (hopefully) clicking the glorious SUBMIT/PURCHASE button.
The truth regarding most Internet users encompasses an unfortunate reality for businesses: most people aren’t online with the purpose of spending money. A vast majority of online users are viewing for pleasure. Some are viewing for sickening forms of pleasure, but most are merely stumbling around the biggest virtual world known to man.
For businesses such as Amazon, the conversion process means everything. The invention of the 1-Click Ordering positively impacted sales on numerous levels. For smaller-scale companies, such as UF’s Young Leaders for Entrepreneurship and Sustainability, the funnel yields a differing end result. YELS needs applicants: students who hope to attend their summer program. The funnel needs to begin with eye-catching videos, bullet points and pictures. The viewer needs to be excited. The funnel, as previously stated, needs to end with a complete application: SUBMIT.
No matter how successful a company seems to be, the funnel into conversion is hellish. The percentages are miniscule and the end results are never good enough.
Popularity: 3% [?]
I agree with the sentiment that the survival of any business depends on how they execute the conversion process. It’s true, “the funnel into conversion is hellish.” It can be really lengthy and intensive, but it’s a worthwhile learning process.
Great Amazon example and hellish link.