The magnet. The journey The person. Shared values. No barriers.   PHILOSOPHY I have written at length about the importance of customer lifetime value – or, more importantly – maximising the average lifetime value of each enquiry. Maximising the average lifetime value of enquiries required maximising the rate at which enquiries are converted into customers. […]

The magnet. The journey The person. Shared values. No barriers.   PHILOSOPHY I have written at length about the importance of customer lifetime value – or, more importantly – maximising the average lifetime value of each enquiry. Maximising the average lifetime value of enquiries required maximising the rate at which enquiries are converted into customers. Marketers are traditionally obsessed with awareness and enquiry, even though no level of awareness or enquiry is of any value unless they can be converted into sales. Indeed, driving awareness and enquiry can cause as much harm as good without maximising conversion rates. I have written at length about the importance of having the customer at the centre of your marketing strategy. Only by being genuinely customer-centric can your marketing be maximally cost-effective. The minute you lose the customer’s site, cost efficiency begins to erode. With these points in mind, my philosophy on conversion rates…