Most organizations today recognize they need a Web site. The problem is, most businesses don’t understand how to use a Web site as a business center to develop leads and sales. The result is a good looking Web site with lots of graphics and flash animation that may have brand appeal, but lacks the capability to achieve its organization's business objectives.
The fact is, the Internet is a very competitive medium with millions of new web pages being indexed by search engines every day. It is also the most metric-centric marketing medium. As a result, we have a lot of information about what kinds of things need to be part of a Web site for optimization. Types of optimization include:
- Search Engine Optimization - attracting site visitors is the ultimate goal.
- Conversion Optimization - Increasing the probability that visitors will take specific actions is the ultimate goal.
The Web site development community as a whole is still fairly uninformed when it comes to these matters, especially the issue of conversion optimization.