Comments on: Visitors: To Convert Them Right Away or to Make Them Comeback, That is the Question? http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/?utm_source=rss&utm_medium=rss&utm_campaign=visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question Marketing, Analytics and Entertainment Thu, 26 Jan 2012 22:18:15 +0000 hourly 1 http://wordpress.org/?v= By: ivan aublin http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-595 ivan aublin Wed, 24 Feb 2010 14:48:45 +0000 http://jfbelisle.com/?p=1144#comment-595 Hey Marc Thank you for your answers. If you are interested, here is an old mashable article that helped me quite well when working on that question http://mashable.com/2010/02/02/social-analytics/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_content=Google+Reader Enjoy ! ivan Hey Marc
Thank you for your answers.
If you are interested, here is an old mashable article that helped me quite well when working on that question
http://mashable.com/2010/02/02/social-analytics/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_content=Google+Reader

Enjoy !

ivan

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-555 Jean-Francois Belisle Thu, 18 Feb 2010 15:31:22 +0000 http://jfbelisle.com/?p=1144#comment-555 @Ivan, I would personally follow Marc advices, words that should come to your mind may include : (1) budget, (2) money, (3) time, (4) objectives and (5) Return on Investment (ROI). In other words, act like a marketer and a creative dude in generating your list of possible traffic building sources, and, thereafter act like a finance dude in investing where you could earn the highest ROI. @Ivan, I would personally follow Marc advices, words that should come to your mind may include : (1) budget, (2) money, (3) time, (4) objectives and (5) Return on Investment (ROI). In other words, act like a marketer and a creative dude in generating your list of possible traffic building sources, and, thereafter act like a finance dude in investing where you could earn the highest ROI.

]]> By: Marc Poulin http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-554 Marc Poulin Thu, 18 Feb 2010 13:56:20 +0000 http://jfbelisle.com/?p=1144#comment-554 Ivan, Maybe you should ask yourself: Is there a better way to invest my time and money? Can I achieve my objectives of more visitors and more conversion by investing in something else? Ivan,
Maybe you should ask yourself: Is there a better way to invest my time and money? Can I achieve my objectives of more visitors and more conversion by investing in something else?

]]> By: ivan aublin http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-553 ivan aublin Thu, 18 Feb 2010 13:07:18 +0000 http://jfbelisle.com/?p=1144#comment-553 You mean, whatever the reference point, as long as it increases it doesn't really matter ? In my case should I still focus on the newsletter as a conversion even if the opening rate is very low? cheers You mean, whatever the reference point, as long as it increases it doesn’t really matter ? In my case should I still focus on the newsletter as a conversion even if the opening rate is very low?
cheers

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-551 Jean-Francois Belisle Wed, 17 Feb 2010 19:58:20 +0000 http://jfbelisle.com/?p=1144#comment-551 Hey Ivan, thanks for your comment. Line 4 is actually reflecting my point of view. For a blog, which I consider as a (personal) relational website, RSS feed and newsletter should be the primary objective. Hhowever, for a newspaper website, since the company behind the newspaper is making money out of ads on the website, then I should force visitors to comeback to the website, to increase revenues and also to force visitors to read not only a journalist that they like, but also new ones. Concerning your second and third issue, opening rate of a newsletter and conversion rate for a non-e-commerce website may vary depending on the content quality and the quantity of the newsletters. The most important thing here is to establish a reference point, which is the first time you measure it, and thereafter try to increase it over time. Hey Ivan, thanks for your comment. Line 4 is actually reflecting my point of view. For a blog, which I consider as a (personal) relational website, RSS feed and newsletter should be the primary objective. Hhowever, for a newspaper website, since the company behind the newspaper is making money out of ads on the website, then I should force visitors to comeback to the website, to increase revenues and also to force visitors to read not only a journalist that they like, but also new ones.

Concerning your second and third issue, opening rate of a newsletter and conversion rate for a non-e-commerce website may vary depending on the content quality and the quantity of the newsletters. The most important thing here is to establish a reference point, which is the first time you measure it, and thereafter try to increase it over time.

]]> By: ivan aublin http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-550 ivan aublin Wed, 17 Feb 2010 19:15:34 +0000 http://jfbelisle.com/?p=1144#comment-550 Hey Jean-François I was wondering if the line 4 of your table was accurate, considering that when you explain in the 4th paragraph you say that the main objective of a newspaper's website is to convert through newsletter and RSS feeds. Anyway, personnal experience on a newspaper's website tought me that the opening rate of a newsletter is very, very low (I guess 20% should be a good long-term estimate), especially long-term. In that case, is subscription to a feed or newsletter a good conversion choice for a newspaper ? To be fair, what is a good conversion for a non-e-commerce website, really ? Regards Ivan Hey Jean-François
I was wondering if the line 4 of your table was accurate, considering that when you explain in the 4th paragraph you say that the main objective of a newspaper’s website is to convert through newsletter and RSS feeds. Anyway, personnal experience on a newspaper’s website tought me that the opening rate of a newsletter is very, very low (I guess 20% should be a good long-term estimate), especially long-term.
In that case, is subscription to a feed or newsletter a good conversion choice for a newspaper ?
To be fair, what is a good conversion for a non-e-commerce website, really ?
Regards
Ivan

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-545 Jean-Francois Belisle Tue, 16 Feb 2010 18:51:19 +0000 http://jfbelisle.com/?p=1144#comment-545 Hey Marc, thanks for your nice comment. Concerning the difference between low-involvement and high-involvement product, we can consider that it is strongly correlated to the difference between simple and complex purchases. In this way, simple purchases are generally for low-involvement products (i.e. e pair of scissors) and high-involvement product are generally associated with complex purchases (i.e. a car). As for the Nissan website, I totally agree on the fact that I would like to keep my product fresh to the visitors/consumers memory for increasing chances of a conversion. However, I would emphasize the idea that my primary objective is to convince the visitor to buy the product offline, thus I should design my website to make to simplify its decision process, for instance, by comparing my product to other comparable products to facilitate the visitor's decision. On the other hand, I should also favor the navigation for the visitor if he wants to comeback, but at the end of the day, my main objective is that the visitor buy the product offline and not that he likes my website and wanted to comeback again and again. Finally, since I make the hypothesis that a visitor that comeback again and again to your website has a higher probability of buying your product, I would consider "comeback" as a second objective to achieve, but I would not choose it as my primary objective. I think our main divergence here is that I propose to force and help the visitor to take a decision, while you take the visitor decision as external (exogeneous) of the website content. Anyway, there are still some interesting food for thoughts and the discussion is still open on my side. Hey Marc, thanks for your nice comment. Concerning the difference between low-involvement and high-involvement product, we can consider that it is strongly correlated to the difference between simple and complex purchases. In this way, simple purchases are generally for low-involvement products (i.e. e pair of scissors) and high-involvement product are generally associated with complex purchases (i.e. a car).

As for the Nissan website, I totally agree on the fact that I would like to keep my product fresh to the visitors/consumers memory for increasing chances of a conversion. However, I would emphasize the idea that my primary objective is to convince the visitor to buy the product offline, thus I should design my website to make to simplify its decision process, for instance, by comparing my product to other comparable products to facilitate the visitor’s decision. On the other hand, I should also favor the navigation for the visitor if he wants to comeback, but at the end of the day, my main objective is that the visitor buy the product offline and not that he likes my website and wanted to comeback again and again. Finally, since I make the hypothesis that a visitor that comeback again and again to your website has a higher probability of buying your product, I would consider “comeback” as a second objective to achieve, but I would not choose it as my primary objective. I think our main divergence here is that I propose to force and help the visitor to take a decision, while you take the visitor decision as external (exogeneous) of the website content. Anyway, there are still some interesting food for thoughts and the discussion is still open on my side.

]]> By: Marc Poulin http://jfbelisle.com/2010/02/visitors-to-convert-them-right-away-or-to-make-them-comeback-that-is-the-question/#comment-539 Marc Poulin Tue, 16 Feb 2010 02:11:38 +0000 http://jfbelisle.com/?p=1144#comment-539 Jean-Francois, I like this matrix of web sites vs primary objective. Smart guy! I am unclear as to the difference between low-involvement and high-involvement products. My fault. The distinction is make is between simple and complex purchasing decisions. If the decision is simple, you want to convert immediately. If it is complex, you want to keep your product fresh in the memory of the visitor so that it is considered whenever the time comes to buy. That is why you want to put in place features that will make your visitor come back to the web site regularly. Consequently, for the Nissan website, I would not put conversion as a primary objective. Few people will go from the web site directly to the dealership. Not me anyway. Jean-Francois,
I like this matrix of web sites vs primary objective. Smart guy!

I am unclear as to the difference between low-involvement and high-involvement products. My fault. The distinction is make is between simple and complex purchasing decisions. If the decision is simple, you want to convert immediately. If it is complex, you want to keep your product fresh in the memory of the visitor so that it is considered whenever the time comes to buy. That is why you want to put in place features that will make your visitor come back to the web site regularly. Consequently, for the Nissan website, I would not put conversion as a primary objective. Few people will go from the web site directly to the dealership. Not me anyway.

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