Marketing Sherpa posted their graph of the week about web site optimization priorities. They asked their subscribers to comment on it and give their own take on the graph. This is mine.
With 83% of responders ranking increases in overall conversion for pages as the most important, the short term results are considered to be the most important. Conversions, whether sales, lead generation, newsletter signups or some other goal, are immediate results; they’re a sign that the user has been motivated to take action.
Solving issues like understanding user behavior or finding leaks in the conversion funnel are long-term strategies that are meant to, ultimately, still lead customers into the conversion funnel.
At the end of the day, what matters to most companies is the bottom line – sales or conversions. Making sure the page is effective, well-worded, or well-branded doesn’t mean anything if your company’s site does not convert.