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An integral part of your Web marketing strategy is to
increase your Web site conversion rate (CR), which is a measure of the
number of sales divided by the number of visitors.
Putting it another
way, your Web site conversion rate is the percentage of visitors you
covert into a sale, compared to the total number of visitors you receives.
When
you do the math...
10 sales per 1,000
visitors to your Web site would give you a CR of 1% (10/1000).
Determining what's
an acceptable conversion rate is strictly a personal matter. However, top
marketing Web sites can easily maintain a CR around 10%.
Here
is the point...
There are several
things you need to look out for that can really have a negative impact on
converting lookers into "buyers".
Most of them were covered in our SWOT
analysis as a part of your Web site strategy planning.
But,...
Here
are a few "special items"
that could also IMPROVE your
Web site conversion rate...
- Make sure you
have a CALL TO ORDER at least once above-the-fold (the first part of
your page when it loads).
Sometimes when the customer is ready to buy, they don't like scrolling
to find the order button.
- Be sure that the
order button STANDS OUT on the page.
Try using something like "Click Here To Order" instead of
just "Buy" or "Buy Now".
Make it bold, without being gaudy!
- Always have
benefit-laden content... but be sure to make the specs
available for those who might be interested.
- E-mailing order tracking
information to your customer, if at all possible, could delight
them to the point of spreading the word about your FIRST-CLASS
service.
- On your order
page, never ask for information your DON'T need to process the order.
These days, people are very skittish about giving out personal
information (and rightly so). Why ask for a phone number if you never
intend to call them?
- Make sure you
have a Privacy Statement so people will know how you plan to
use their information.
- Be sure to
clearly state your Return Policy.
Keep
in mind...
Regardless of what
you do to increase your conversion rate, you simply MUST track the traffic
your Web site receives. This is the only way to be sure of the effectiveness
of your Web marketing strategy.
Whenever there is a dramatic change to your Web site conversion rate,
something has usually happened to cause that change, good or bad.
With all of that
said, the next section covers perhaps the #1 thing that will
convert visitors into customers.
Get
high Web site conversion rates with Targeted Web Site Traffic. Click here
to continue..
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information about Web marketing at this Web site. If you have any
questions that have been unanswered, feel free to fill out the "Contact
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and make suggestions about how to use the Internet to benefit your
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