"Conversion" is how we describe turning a website visitor into a client. If you know your web site's "traffic" (the number of visitors to your site), and track the number of products, appointments and gift certificates sold from the site, you can figure its "conversion rate." Lots of things affect a web site's conversion rate but the basic design and layout of the site has an enormous impact. Wall Street Journal, in a story entitled Marketers Seek a Banner-Blindness Cure, reports:

How can spas use this research to make more money? Simple;

• put your instant gift certificate link at or near the center of your page
• don't be too corny with blinking text, or boxes or oversize fonts
• make sure your pages are easy to navigate

Most web users know if it's flashing and making noise it should be avoided. Keep it simple and you too can turn banner blinded visitors into customers.

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