Clicks or Conversion?

Clicks or Conversion?

Prioritize Your Goals and Grow Your Business

By Martin Diamond, Vuria Creative Technology

It’s the old “cart before the horse” story. In our busy digital media/marketing agency, we constantly talk to prospective clients who seek more business from their web and mobile strategies, for obvious reasons. But there’s a lot of confusion about what to do. The typical conversation start with our clients wanting more “clicks,” meaning more visitors viewing their web and mobile initiatives. “We need to be found on Google,” they say. Others aim to improve their online and mobile offerings and image, wanting to best position their products and services, build brand loyalty and increase sales. They want to get more “conversion” out of each web visitor. Of course, it’s natural for every business owner to want both of these areas to be at high levels. The dilemma lies in knowing in which direction to prioritize marketing dollars, and how to work within budget to create synergy and build momentum. Imagine a 5-year-old website with poor visual appeal and minimal content that’s built in outdated flash technology incompatible with mobile sites. Would gaining traffic to such a website help a business? Would the expense involved in doing effective search engine optimization or Google Adwords (pay-per-click) be worth it? It would be hard to imagine a strong ROI being delivered by such a website, considering the marketing costs. Thus, the cart is being put before the horse. Sometimes, it’s necessary to fix the cart before—or while—you worry about the horse. So how do business owners choose the right path? Without a large budget, they need to make objective decisions based on the competitive landscape, the customer demographic and the nature of the transactional relationship. We’ve recently worked with two well-known businesses with a strong Airpark presence that illustrate how business owners need to evaluate their platforms objectively to best allocate their efforts in the short term. Case Study 1: Copenhagen Living Furniture retailer “Copenhagen Living” enjoys a loyal, wide customer base throughout the Valley, with its Scottsdale Airpark store being the most popular. The retailer is in many ways its own brand. Customers associate the name with the clean, modern European furnishings, and research demonstrates that many customers allude to it as the manufacturer of what it sells (try searching “Copenhagen” on Craigslist). While working with Copenhagen ownership on web and mobile strategies, it became clear that its old website simply did not represent the “brand” in a way that supported the public’s perception of a smart, hip contemporary retailer. To the contrary, it made the company appear old, tired and slow. More traffic to such a website would only serve to inflate the problem. The solution? Fix the cart, then the horse. Copenhagen’s new website (www.copenhagenliving.com) embraces the clean, chic sophistication of its products. The web experience resonates with its customers in the same manner as its showrooms, creating a synergy that builds brand equity. And now that the cart is built, we can focus more on the horses pulling it. Case Study 2: Pita Jungle Pita Jungle has been an Airpark staple for years with its location near Shea Boulevard and Scottsdale Road. And now the fast-growing chain is adding another Airpark location near Frank Lloyd Wright Boulevard and Thompson Peak, not to mention locations all over Arizona and California. Yet for all of its word-of-mouth success, Pita Jungle has remained relatively obscure online (www.pitajungle.com), despite having an artistic web presence that effectively captures the flavor of its eclectic restaurant interiors. The “cart” was intact. It was time to focus on the horses. When we first met with Pita Jungle, the website ranked No. 1 on Google for 11 keyword search terms and was in the top-10 results for 47 phrases. Considering the scope of phrases and locations in its competitive landscape, this was not driving much traffic to the site. We embarked on a targeted SEO campaign using a variety of short and long keyword phrases to broaden the restaurant’s Google ranking and bring online traffic from all cities in which they have a physical presence. Now, six months later, we have 78 keywords ranked No. 1, and a staggering 569 keywords ranked in the top 10 on Google. The synergy of clicks and conversion is in full swing. It’s important to look at the big picture when considering the web and mobile marketing needs of your business. Hire experts who can perform a valuable competitive analysis so you can see how you stack up to the competition. Put yourself in the shoes of your potential customer and ask yourself, “Would I hire me?” If the answer is “no” or “maybe,” it’s worth some time and money to position your brand for better conversion, and ultimately success. Once your brand image and offerings are strong and compelling, you’ll feel a lot better about spending your valuable marketing dollars toward promoting your web and mobile strategies.

Martin Diamond is the founder and president of Vuria Creative Technology, a mobile digital media/marketing agency with a team of 30-plus in the Scottsdale Airpark. In the past 12 years at Vuria, Diamond has worked with more than 1,000 companies of all sizes around the country to develop and market their web and mobile assets to consumers and businesses in virtually all sectors.