Over the last several months we have gone through our research data and found that offline support of web sites can make a significant impact not only on site traffic, but also on conversion rates.
In one set of results we saw how press releases and mentions in major media can generate a very noticeable spike on site activity and sales. You can find out more about this in our Press Releases Tested research brief.
More recently we have seen how offline publicity can give new life to sites which are otherwise seeing a steady decline in conversion rates.
While occasional mentions in the media may not reverse an overall decline in the performance of a site, their impact is a reminder that online marketing plans should always involve offline support. (More on Conversion Erosion here.)
