Basics of Website Success

By Paul on September 23rd, 2008

To be successful, a website must be able to be good in doing 4 things. These are stated below.

Creating Impressions
Even before traffic is generated to your website or blog, an impression or awareness of the site’s existence must be created. Be it word-of-mouth to your friends or an Adwords advertisement, this is the first layer which you must implement to reveal that there is a website in place to go to.
Driving Traffic
Traffic is the result of people acting on the impression you have left on your potential visitors. It is significantly less than the impressions that was imposed. It can be measured as the numbers of page loads or visitors at your website.
Encouraging Action
This is the result of people doing something once they have visited your website. Be it filling up a form or downloading a file, as long they have taken action based on what you have recommended them to do on your website, your content has made an impact.
Generating Loyalty
Your website is so good that it attracts the same visitors to come back again and again. These visitors are key to points 1 to 3.

From points 1 to 4, the pool of people doing them gets smaller and smaller. It is important to have a high ‘conversion rate’ inbetween the levels. To give an example:

A 10% conversion rate equally on each level

1000 impressions -> 100 traffic visits -> 10 actions -> 1 repeated visitor

A 50% conversion rate equally on each level

1000 impressions -> 500 traffic visits -> 250 actions -> 125 repeated visitors

Can you see the great difference between the two? There is a snowball effect. Of course conversion rates differ on all levels but always start to improve on them by working from the bottom – the traffic impressions level. Once that is done satisfactorily, work on the next.

By consistently doing that on each level, you will eventually achieve success for your website.

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