Only 1 percent to 3 percent of all Web site visitors convert into customers, reports Topica, an online marketing and sales solutions provider based in San Francisco, in its whitepaper The Basics of Website Visitor Conversion. If the only way visitors can engage with your company is by making a purchase, this means 97 percent of your traffic will leave without taking any action. One way to improve your conversion rates, suggests Topica, is to establish a lead acquisition program that captures Web site visitors not yet ready to buy, but who have expressed an interest in your product or services and may be persuaded

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