Top 5 Tips to Improve Your Digital Dollars in 2009

Tip No. 4: Conversion first, traffic second
Before you have a big party, you make sure your house is in order. In terms of your Web site, understand what your conversion rate is. How many visitors does it take to get one online donation? Is it five, 10 or 100? The answer to this question is extremely important. If one out of every 100 visitors is currently making a donation, you have a 1 percent conversion rate. You can double your digital dollars in one of two basic ways: work to get your conversion rate to 2 percent, or double your Web site traffic. Measure, test, refine until you are happy with your conversion rate before you start spending resources on driving traffic to your site.