GATE Exam

Sandra P. Martini
http://www.SandraMartini.com



Conversions - What do they mean and why do they matter?
We hear all the time that we need to "increase our
conversions" or "get our numbers up". But what exactly does
that mean and what else do we need to know?

"Conversion" is all about turning leads into paying clients
and, when done well, more leads turn into more clients
while doing it better, faster and with the least possible
expense.

"Conversion" is also used to describe the result of
desiring someone to take a step -- whichever step you want
them to take -- whether it is signing up for a f'ree
report, register for a strategy session,or join a
teleseminar or webinar, etc. -- the result is a desired
action.

"Conversion Percentage" (sorry, just a little bit of math
here) is defined as the "number of NEW sales" divided by
the "number of leads" times 100.

And in the above case, "NEW sales" are people who are
giving you money for the very first time (they're not
repeat clients) and "leads" are people who have expressed,
in some way, an interest in what you're offering -- whether
they visited your website, called your office, sent you an
email, etc.

"New Client Cost" is defined as how much it costs for you
to market to someone such that they give you money for the
first time.

"Extreme Client Care(tm)" describes the process by which
the better the care you provide to your clients, the less
likely they'll be to switch to another vendor. (More on
this in an upcoming series.)

Why do these terms matter?

Quite simply put, the better your conversion, the lower
your new client cost AND the better your client care, the
less new clients you'll need as existing clients won't
leave your service and will refer others who cost almost
nothing to market to (and therefore lower your new client
cost even further).

You may want to read the above paragraph again to truly
absorb the logic.

Make It Real -- My Request to You

Before we can even chat about increasing your conversions,
you need to know where you stand today.

Ask your webmaster or assistant to get you signed up with a
service such as Webstat if you don't already get statistics
about the number of visitors to your site, blog, ezine
sign-ups, etc.

After all, you need to know where you are in order to
determine where you want to be. :-)


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For the past 5 years, Sandra Martini has been showing
self-employed business owners how to get more clients
consistently by implementing processes and systems to put
their marketing on autopilot. Visit Sandra at
http://www.SandraMartini.com for details, compelling client
testimonials and her free audio series "5 Simple and Easy
Steps to Put Your Marketing on Autopilot".