Aaron Wall has an interesting post today about the value of a website visitor and the non-focus of investment by marketers into actually making the sale.

It’s an interesting point. Should we, as many marketers do, continue to spend thousands of pounds in attracting traffic, or thousands of pounds improving our sales process online? Surely, the benefit comes in the conversion.

When you are one in a hundred thousand choices in Google you not only need to attract your website visitor, you need to engage them and drive them to sale. Windows shoppers may be great for attracting more business through popularity, but unless someone buys something, the shop doesn’t stay open very long.