Traffic vs. Conversion

Which is more important; getting people to your site or having people do what you want once they are there? I ask this question because many interactive agencies are contracted to get people to do both but rarely seem to do both well. Let me first try to define a couple of terms. Traffic as we know it, is the result of how well your website is promoted and being found on the net. Search engine placement, online advertisement, email marketing, third party recommendations are all factors in getting people to your website. The individual entering the site is considered a visitor or what online marketers would count as traffic. Conversion is simply the result of what you want users to do once they've entered your site. Sign up, make a pledge, buy something, get information, pickup the phone and dial a number are all different types of conversions which ultimately count for the websites intended purpose. In order to get to those types of conversions there are many different factors and variables needed in convincing the user to do so. The look, feel, message, and even the way someone navigates through a site are some of the variables associated with getting that conversion. So which one is more important? The answer should be obvious. Both are equally as important. You can have the best looking site on the net but if it can't be found all you have is a very expensive business card. Likewise, you can have hundreds of thousands of people coming to your site every day but if your site is not appealing you probably won’t be getting those conversions nor maximizing its intended use. The point is when looking for an interactive agency to build web presence ensure they understand and do both these functions well; traffic and conversion. Request and look for those success stories behind each site. Don't be afraid to ask for client references and remember all online marketing and website design agencies say they do both.