If you have a website you will probably be well aware of the importance of getting traffic to your website. There is no point in having a great looking and functioning website if you cannot get anyone to visit it. This is where web marketing comes in. There are a number of ways in which you can improve the presence of the website on the search engines. Web marketing is often outsourced to a third party or looked after by a dedicated department within the company.
Once you have traffic to your site you need to then convert it in to sales. It may be that you have an ecommerce website so people will actually complete the sale on your site, or you may want the site to gain you inquiries. Being able to convert the traffic will rely on a number of factors such as price, reputation / customer service of the company, quality of the product and availability / range of products. To assess whether you are falling short of converting visitors you need to analyse all of the above in detail and make sure that you are on par with your competitors.