The success of an Internet marketing campaign can be measured by its conversion rate. Depending on your site and your type of business, your conversion rate may be based on convincing readers to become subscribers, encouraging people to buy something, or enticing prospective customers from another site with an ad. The best way to convert users is to provide them with all the information they need to make an informed decision.
Online marketing is direct-response marketing, so you need to encourage the customer to act. And action is determined by letting customers know what and why they should click. They need a compelling differentiated benefit.
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David Carlick Internet Marketing Expert AllBusiness.com