Where did this marketing myth of conversion start start? There are a lot of things business people tend to believe about web design and Internet marketing that are inaccurate, outdated, or mistaken. That’s only natural, given that things change so quickly on the web, and lots of details (especially when it comes to things like HTML code and search engine algorithms) tend to be arcane. It’s hard enough for us to keep on top of things, and we live and breathe Internet marketing every day.
Still, there is one marketing myth that comes up again and again… and it’s one you need to stop believing today. We are talking about the misconception that every visitor to your website is a potential customer.
Why Some Prospects Are Imposters
Let’s be completely clear: some people who find their way to your website simply aren’t going to buy from you. And some of them might, but you don’t want them to.
If this seems like it runs contrary to everything you’ve ever heard about Internet marketing, we understand. But consider these details:
- Some visitors are going to come across your website by accident
- There are buyers you can reach only at great expense
- Some customers are more trouble than they’re worth (in returns, complaints, etc.)
- A certain percentage of your market could be persuaded to buy, but will be dissatisfied and leave you bad reviews that make it harder to win future sales
We could go on with more instances and examples, but the point to be made here is that not everyone who could buy from you should buy from you. And that’s a good thing.
How to Stop Falling for the Marketing Myth of 100% Conversion Rates
When you accept that not every online prospect is a great prospect, an interesting thing happens: you stop obsessing about the buyers who clicked away from your website, and start wondering what you can do to better appeal to your best customers.
Once you move into that mindset, you come up with better content, better promotions, and even better layout and design. Things just fall into line because you have the approach with which you’re going to reach your most important buyers and give them what they need.
Certainly, having low conversion rates on a website or landing page isn’t a good thing. But when you let go of the notion that you should be converting everyone into a customer, good things start to happen. Nobody wins all the business in any market, and once you get to be savvy enough, you realize that converting your best customers is more important than winning one-time transactions with everyone else.