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“What’s more important, traffic or conversions? If you send me 50k people from a classic tractor repair website and 500 from a prominent marketing site, which one is going to be better for my business?

Unless you’re in the pageview business, what you should first and foremost care about is conversions. Conversions take place when targeted traffic meets relevant offer. It all starts with knowing who is your target audience and what they need or want.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

– Peter Drucker, influential business thinker of the 20th century

If you want to increase conversions, you have to figure out who exactly is your primary target audience, what they want, what matters to them and what are the sources of friction for them.

If you say your target audience is “pretty much everybody” or “anyone interested in my services”, you don’t have much of a chance to boost conversions.”

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