Sanity vs Vanity
Friday, March 13th, 2009Whilst watching Comic Relief Does The Apprentice last night, Sir Allan referred to the comment made by “some schmuck on Dragon’s Den”:
“Profit is sanity; Turnover is Vanity.”
It’s exactly the same in the world of search marketing:
“Conversions are sanity; Traffic is vanity.”
It’s easy to be seduced by the ever-increasing traffic that comes to a site as a result of improving on your search engine optimisation or buying clicks on the pay-per-click platforms. But if that traffic isn’t converting to something tangible – sales, enquiries, sign-ups, downloads, etc than you have acquired nothing more than boasting rights.
The moral? Make sure that you always idenity at least one action that you can track as a ‘conversion goal’ within your stats and measure your site’s performance against that. Don’t look just as the volume of traffic.