Conversion rate is something that a lot of people tend to get obsessed with. But here's why it's not the end all be all.
Once in a while, I get asked this question. Not too often, but enough for me to feel the need to address it.
“What are your conversion rates?”
I assume people ask for one of two reasons. They either want to know if my copywriting skills are good, or they want to see if I can produce the same results for that person.
To me, the first reason is valid. But the latter, not so much.
The biggest reason being there are just way too many factors that affect conversion rates.
Some of which are:
Your market
Your relationship with your audience
The size of your email list
The quality of your email list
Price
Let’s actually talk about price for a minute. Typically, products and services with a higher price tag tend to have lower conversion rates than lower priced ones.
So consider this hypothetical example:
Business A is selling a $20 product with a 40% conversion for every 100 people they offer. Business B is selling a $2,000 product with a 2% conversion for every 100 they offer.
Business A ends up making $800. Business B makes $4,000 in sales. Would you still care about your conversion rate then if you were Business B?
If your answer is no, then you understand that it’s the sale that matters at the end of the day. And there’s no better way to get sales than through email.
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