The ABCs of Internet Marketing Success
Convert More Customers
With Better Website ROI
If you have been following along with our ABCs of Internet Marketing Success you know about establishing a presence online and driving qualified traffic to your website. With those tasks complete the real work begins: turning those visitors into buyers.
How to tell if your website is really working:
Quick... what is your website’s conversion rate? Not sure?
The conversion rate of your website (the percentage of visitors who make a purchase; sign up for a newsletter; download a report or whatever your objective may be), is really the most important statistic when it comes to understanding the health of your website. This is how you measure your marketing Return on Investment (ROI).
If you did not have an answer to our question, you are not alone. Despite the importance of conversion, we have found that it is one of the least understood measurements among the small business owners we speak to every day. Business owners who thought getting a website would improve their bottom line, but ended up being disappointed by the lack of results.
As Internet Marketing Consultants we have learned from experience the secrets that can unlock the full potential of your website.
Measuring and continually improving your website’s conversion rate is a top priority, and there are a number of ways we use to do this. These include (among other techniques) building your credibility and delivering a positive online experience to your customers.
Close the credibility gap
Consumers can be skittish, especially online. The slightest sign of impropriety can send them back to their search engine results to find another site which may have a more professional and trustworthy appearance, even if it means paying a little more for the same product or service.
Simple things like prominently displaying contact information and telephone numbers for your business shows openness and alleviates concerns consumers may have about who they are buying from.
Posting testimonials and case studies from existing clients on your website are also great ways to improve your credibility score, but make sure these are specific and genuine. Today’s savvy consumers know how to spot phonies.
Look like a million pounds (without spending it)
Your website’s design, layout and overall presentation are other important factors that affect your conversion rate.
No one likes to shop in a store that is disorganised, run down or poorly staffed. Customers want to find what they are looking for easily, and when they have questions they expect a knowledgeable associate to be available to assist them.
This expectation is also true online.
Confusing layouts, incomplete product information and broken links account for the majority of customers abandoning a website even though they had already made the decision to purchase. Your goal is sales, so make sure there are as few roadblocks between your products and the “register” as possible.
Now that you have progressed through our ABCs of Internet Marketing Success it is time to take the next step and contact us for your no-obligation Internet Marketing Analysis.
We will develop a straightforward strategy to get you online, attract qualified prospects and turn more of your website’s visitors into customers!