Archive for the ‘Conversion Rate Optimization’ Category
It’s that time of the year and I just updated the copyright date on this blog – which is one of many that I manage. It made me wonder what others did in terms of managing the copyright date on their website.
Are you someone who updates your website copyright date every year or do you not include the date on the copyright info? If you include the date, do you show the range (i.e. 1999-2014) or just the most recent year? (Please let me know if the comments below). My preference is to show a history in the date because I believe that showing longevity online can increase the trust factor with your prospects.
Why Does it Matter?
Just because Google returns a website in it’s search results, does not guarantee a sale. There are many factors that people use to determine whether or not to trust a website and for some odd reason, I an one of those people who looks at the copyright dates on a website. Right or wrong, I use it as an indicator of how up to date the website is and I know I am not alone.
Let’s say I end up on a website where I want to make a purchase and see a copyright date that is 5 years old (this just happened last week). I start to wonder if the ecommerce security is up to date as well – or if the company is still in business – and it may impact my buying decision. In this case, someone lost a sale to someone who had a horrible sales process and even charged more money. The main reason was that they lost my trust by not caring about their website.
If you were looking for a “best practice” to add to your website “to do” list, now you have it.
Have a great day!
Many people invest time and money into getting visitors to their website. The sad fact – and what many online marketing consultants don’t let people know up front – is that statistically 95% of more of the people that visit your website will not do business with you. When you put it that way, it sounds unbelievable, but think about how you search the web. When you are searching online, how many times do you do business with the very first link you click on? Probably never, especially if you are doing research and wanting to find the best value for your dollar.
The percentage of website visitors that either purchase from you or contact you is referred to as the conversion rate. It is a measure of how many visitors are converted to prospects of customers. If you sell a product online, this will be easier to track because you can look at the number of visitors and the number of sales. If you have a service based company or do not sell online, this will require that you make sure to find out exactly how your customers found you.
There are several factors that determine whether or not someone considers your website to have what they are looking for. Most of all, your website should have a professional look and feel. If the site looks like an amateur designed it, that will certainly not give the customer a sense of confidence; especially if you are asking for their credit card information. This includes seemingly small things like having poor grammar or typographical errors. Another thing that gives consumers confidence is seeing reputable “seals” such as the BBB logo. Website usability (the science of understanding how your customer reacts to what they see) can be complex and my intention was not to discuss website usability.
Given that most people are not going to stay on your site or do business with you on the first visit, the simplest and most effective way to increase the percentage of people that do business with you is to capture their contact information (name and email) so you can follow up with them. Ideally, you should offer them something of value that will entice them to give you their information (such as a “how to” guide or a white paper) and this should be followed up by a series of follow up emails offering more information on your products or services. You might even throw in a coupon or special offer to entice them to act.
There are several systems that will allow you to simply integrate this functionality into your website. I recommend Aweber for it’s features as well as affordability. I have used Aweber successfully over the past several years personal and for many clients who have all been satisfied. They offer the first month for just $1, so you don’t have much to lose by checking it out. If you have any specific questions, please contact me using the link at the top of the page.
In closing, I will you all a Blessed Easter and Passover season.
For those that did not know, I started a new company a few weeks ago. I have not made a big media push or make any announcements yet because I had so much to do to get the business up and running, and most of all I needed to take care of those that needed immediate help with their online marketing efforts. There will be more to come on this very soon. This is my excuse for skipping last weeks Fueled Friday (my first and hopefully last).
Every day, I talk to someone about some form of online marketing. The one thing that people always want to know is “how much traffic will I get.” We discuss market potential, estimated percentages, and the like and they have a broad idea of what to expect over time. What is more important is knowing what percentage of your website visitors will do business with you. The sad statistic is that on average, 97% of the people that come to your website will not do business with you. Ask yourself how many websites you visit when you are looking for something before you buy. Your website visitors are no different.
A few strategies can help you increase the percentage of people that either stay or take the next step and contact you:
1. Give them a good match for their search query. If someone does a web search for “invoice factoring”, the page that they land on better speak specifically to the topic, otherwise you have lost that visitor. If you have multiple service offerings from your company, it is critical that you have specific pages that discuss each separately to help your prospect find what they are looking for.
2. Get their contact information (ethically). This is the most important because if you are able to send educational and informative follow up emails, over time you will find that you are getting more sales from these prospects that otherwise would never have heard from you again. There are several email marketing systems to choose from, but the most robust system by far is InfusionSoft. It is far more than just an email marketing system, but rather a business automation and enhancement system. As an affiliate, I am offering a free 15-day trial of InfusionSoft.
3. Using a Live Chat operator. Just a few days ago I was looking into some software and the live chat operator popped up. I didn’t chat, but it did entice me to call and I got all of my questions answered. Once such option is Website Alive, which also offers a free trial.
These are a few simple ways to make your online marketing efforts go further by engaging your website visitors. Do you have any techniques that have helped you increase your conversion rate that you would like to share? If so, please comment below.
Have a great weekend!