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Chapter 1: Identifying Your Competitors > Looking at Conversion as a Competitiv...

Looking at Conversion as a Competitive Measure

When you go through your competitors’ sites, you’re essentially looking for anything they have that gives them an advantage — any special content that appeals only to a certain sector or that is attracting links. Obviously, you’re not using their sites as a blueprint to copy, but there’s something about venturing off your own web site and seeing things from a visitor’s eye that can alert you to holes you would have missed otherwise.

remember.eps If you are bringing your business online, you’re going to want a return on your investment. If you have a shopping site, you want sales. If you have an information site, you want people to hang out and read your content. If you’re advertising a newsletter, you want people to sign up for it. These user responses are examples of conversions (the actions that a web site wants visitors to take). Getting conversions, not just visitors, is your goal if you have a web site.


  

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