Over the past two years, our website has converted a consistent 3% of its visitors into sales, with very little fluctuation. Clearly, then, our goal for the upcoming year should be to raise the number of visitors to our site by any means necessary. If we can double our number of visitors by casting a wider net on pay-per-click advertising and by creating site content that is more search-engine friendly, we'll double our sales.
The author of the argument believes that the goal of the company for the upcoming year should be to raise the number of visitors to its website by any means necessary. The author believes that the company will double its sales if it casts a wider net on pay per click advertising and creates site content that is more search engine friendly. The author also notes that the website has converted 3% of its visitors into sales with very little fluctuation. Since the author makes a number of assumptions for such an argument, the argument is not persuasive.
To begin with, the author seems to assume that simply because it has converted 3% of visitors into sales, the actual amount they spend in their website is a significant amount. However, if the converted visitors don’t spend a significant amount through their website, the converted amount of customers does not represent a large fraction of the companies’ sales.
The author also assumes that the simply spending more budget on pay per click advertising and creating a more search internet friendly site will yield to double the amount of sales. However, this might not be case. For instance, the number of visitors visiting the website does not have to be directly proportional to the sales amount. The visitors can spend more or less depending on the type of visitors who will visit the website, and thus, the increase in sales will not be the same as the increase of traffic.
Moreover, while the author seeks to increase the number of visitors to its website to increase the companies’ sales,...
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