Promoting the Web Site - Building Traffic And Sales

Increasing sales at a Web site is a two-step process that involves driving traffic to the site and, more importantly, converting a percentage of visitors into customers. E-commerce sites must develop strategies to attract the maximum number of buyers to their Web sites and also entice them to return to the site often.

There are a wide range of marketing activities that companies can engage in to drive traffic to their Web sites. Once marketing efforts have driven a high number of visitors to an e-commerce Web site, the site itself must convince them that the company is serious about meeting their needs and providing a sufficient level of service. In other words, building traffic is only half of promoting the Web site. The other half of the equation involves promoting the site to people who are already there and converting them into repeat customers.