There are many businesses that seem to be divided between their traditional brick and mortar location and their online location, which operates based on an entirely different set of assumptions and strategies. Adopting new technology can invariably lead to some level of disconnect with other aspects of an endeavour and its routines.

The battle to convert site visitors into customers is hotting up and many websites will fail by not understanding the issues that affect customer behaviour.

Recent research has demonstrated that price was the major factor in online purchasing decisions, and that postage costs mean online sellers are competing with traditional stores.

But if online businesses solely compete on price, eventually, profit margins will be shaved so much that price differences will be nominal and profits will suffer. If all the competing online stores have prices within the same narrow band in an attempt to stay competitive, there is nowhere left for the marketer to go. Or is there?

Are you solely relying on online marketing to drive traffic to your website?

If so, you are probably missing a considerable number of potential visitors. Just because you’ve successfully turned your business into an online model, don’t dismiss traditional marketing just yet.