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Click Thru To The Sale
by Vincent J. Gomory
http://vinj.referralware.com/

In the brick and Mortar world a visitor is a respondent.
When you go into a retail store and are 'just looking', you
are one step away from the sale. In the online world, the
visitor needs to take an extra step to be included in
the response rate. They need to take action. In the brick
and mortar world, the action is the sale.

Taking Action - The Response Rate

At this point, the reader has turned into a visitor and is
one step away from becoming a respondent. The visitor
becomes a respondent when they take one of the following
actions:

- they subscribe to your newsletter by providing their
email address

- they download a free ebook or software tool from the web
site

- they request additional information through an email form

Why is this significant?

When a visitor takes action it is the first time in the
process where you have taken some control over the sale. Up
until now, the reader and visitor did not commit in any
way. They begin to commit when they allow you to
influence them. You influence the visitor when they give
you the ability to contact them with your autoresponder and
provide them with further information. It is at this step
in the sales process that pre selling occurs.

Again, let's assume that your response rate is 10%. 10% or
50 people take action and request additional information.

Making the Sale - the Conversion Rate

So, here we are at the end of the process. We have 50
people out of the original 5,000 who may buy your product
or service. This is a far cry from the original 10,000
subscribers, 5,000 readers and 500 visitors. We will
assume that your pre selling was effective and results in a
5% conversion rate. This sounds awful I know - but its
reality. 5% of 50 is 2.5. 2.5 sales does sound demoralizing
especially when you compare it to the original 10,000
subscribers.

As you can see, the number of readers in step 1 is crucial
to the outcome.

This article courtesy of http://www.promotion-index.com. You may freely reprint this article on your website or in your newsletter provided this courtesy notice and the author name and URL remain intact.

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