I would argue that marketers devote far too much attention to maximising enquiry rates and far too little attention to driving conversion rates. Indeed, I would argue that conversion rates need to be the priority – given that maximising it will ensure the best possible return on the investment in driving enquiry rates. This article […]

I would argue that marketers devote far too much attention to maximising enquiry rates and far too little attention to driving conversion rates. Indeed, I would argue that conversion rates need to be the priority – given that maximising it will ensure the best possible return on the investment in driving enquiry rates. This article has already addressed five tips for maximising conversion rates. Following are five more.  To maximise conversion rates – demonstrate your value proposition. I read with incredulity a recent study that found that just 22% of businesses in the United States go to the trouble of testing their value proposition. I can only assume that the remaining 78% use their intuition or piece together research on customer needs to establish the optimal value proposition. The beat value proposition is, of course, the value proposition that appeals most to the primary target market. The best value proposition…