By Bob Speyer, Web Success Team
You are getting thousands of hits but no conversions. Why? You have done your homework, your website is up and running, and your site has been thoroughly optimized for search (SEO) and marketing (SEM). Here is why:
Confusion Leads to Desertion
First, you have to rethink how you do business online. An effective website is one that entices and motivates the viewer into taking action. It’s not about the “wow” factor. It’s about getting them to respond. The messages have to be clear, simple and direct(ed). If you have so much information, the visitor won’t grasp anything. Confusion leads to desertion (of your website).
Converting Bye Bye into Buy Buy!
That’s where direct response web development and social media marketing can help your online business. Client feedback and an outside online marketer is critical in the assessment process in analyzing the existing website, content, graphics, navigation, calls to action, and the entire buying process. Specific recommendations are detailed and implemented. Along with any suggestions, it is critical to test and track messages, keywords, headlines/subheads, and promotions.
Words Have Wings
Your website should have good and appealing visuals, but they should act as window-dressing for the content. As we say, “Content is king!” On the web, a picture is not a thousand words, but a thousand words will get you the results (provided it is written in a direct response manner). The copy must have a Most Desired Action (MDA) component — the compelling reason for people to use a service and/or buy a product. And then give them the opportunity and incentive to take action now or a clear way and reason to return to the site to buy later!
Capturing a name and email is one way to communicate with your visitor and remarket to them with incentive laden offers or information. There are some very effective direct response strategies to complete the buying process after the visit. Social media marketing is another great way to revive or reinforce the buying process. Invitations to join your social communities, offer special only promotions for fans or followers, build relationships and encourage discussions.
From Graveyard to Web Success!
Many sites fail because the buying process is too complicated or not engaging or the marketing is not targeted enough. Remember, a buy isn’t just a shopping cart purchase, it can be a connection for more information, an email request or a telephone call to learn more. The buying process, is just that. It may take up to seven contacts to finalize a sale. Offer to “give to get.” Be as helpful and responsive as possible. People don’t want to shop endlessly for the right vendor or product. Give them good reasons to buy from you! Reinforcing their decision during the buying process is key to completing the buy and not having them abort.
Remember, it’s not only what you have to offer them, but how they can benefit from your products and services. You have to get under their skin, make them remember you and remind them that you are what they need to solve their problem, make their life easier
and, if appropriate, help them be more profitable.
About the Author: Bob Speyer is an online marketer, social media strategist and co-founder of the Web Success Team. Bob develops effective marketing strategies to help companies increase brand awareness and target more customers for their products and services. His articles are intended to educate as well as inform readers of the latest tools and techniques of online marketing. You can follow Bob on Facebook, Twitter and LinkedIn.