Visitors navigating directly = Higher conversions

A study was recently released showing that visitors navigating directly to a web site resulted in almost twice the conversion ratio of those using search engines to arrive there (4.23% compared to 2.3%). Internet traffic generated from other sources such as text links or online advertising converted at less than 1% (.96%).

To make the best use of this information as business owners let's start with how visitors can navigate directly to a web site — there are really only two ways:

• By typing your web site address into the address bar of their browser


• By using a bookmark that they have previously saved

In order for someone to arrive at your web site in one of these two ways, they will have to be reached through some other means first, such as face-to-face sales calls, networking, direct mail postcards or some other form of marketing. Therefore, be sure to include your URL on all of your marketing materials, stationary and company literature. There is something more tangible about being able to hold a brochure, business card or postcard in your hand and type the address into your browser. It creates a higher degree of trust by showing that you really are more than just a web site.

Now we'll look at the lower converting traffic from search engines, links and online advertising. Although it will offer a lower conversion ratio when compared to visitors navigating directly to your web site, it's still a valuable resource and can also serve as the first contact that someone has with your company so that their next return can be through direct navigation. You should include a mix of SEO and online advertising to improve the effectiveness of your overall marketing campaign.