SWOT Category: Internal Weakness

When we’re paying per click, how can we convert more of our site visitors into customers?

We have invested heavily in search engine marketing over the past nine months. We dabble in over 100 keywords and obtain highly targeted traffic for our efforts.

Despite this success, we are still only converting about 1.5 percent of our traffic to leads, and at this rate we’re paying almost $300.00 per lead. As a software company, we offer three opt-in entry points: a request for information, demo and a free trial. What can SWOT Team readers suggest to help us boost our conversion rates?

­ - Anonymous, VP of Marketing

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* 1. Can you help? What's your best advice?

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