Here are some of the “snippets” from my upcoming book “1000 Things Every Business Owner & Manager Should Know About Internet Marketing.”
If you’d like to be notified when it is available use the form below. – Chris
“Conversion” is getting someone who interacts with your website, social media, or email to do something that you want them to do. It could be making an inquiry via the inquiry form at your website, subscribing to your email newsletter, or getting a “Like” on your Facebook business page. Conversion is what Internet marketing is all about.
Conversion is also a primary factor in your off-line marketing. Get more value and punch from your offline marketing by using it to drive traffic to your website. This can be done very simply by using your domain name or a QR code in your off-line marketing, and offering people something they can get if they visit your website.
POWER TIP: Use a unique link in your print advertising and marketing to track it’s effectiveness. You might even use a unique domain name that links to a landing page specific to a marketing campaign. Atelier Esthetique is a school in New York City. You’ll find them online at aeinstitute.net. When they advertise open houses in the newspaper, they use the domain aeopenhouse.com – and a QR code.
Conversion puts prospective new customers into your marketing and sales pipeline, and ultimately is how you generate revenue! Put the proper analytics and tracking in place to monitor and measure conversion. Do you know how many inquiries you got from your website this past month? How many turned into sales?
The initial look and feel of your website impacts conversion dramatically. I call it the “Oh Yes Moment,” the moment when someone first visits your website and says to themselves, “Oh Yes, this is what I’m looking for.”
Generally speaking, people have short attention spans online. You have less than 10 seconds to get someone’s attention and initially communicate what you do, what you’ll do for them, and why they should keep reading (and stay at your website).
If you use Google Analytics at your website, and you should, check your “bounce rate.” Bounce rate is an indicator of how many people visited your website and immediately left. In other words, they did not click to another page. Many things impact bounce rate, but initial first impression and poor website design would be high on the list.
The number one reason people leave websites is because of slow loading pages. It is very important to have high-quality, high-performance fast hosting for your website. Google also frowns on slow loading websites and has indicated it is a measured factor in their ranking algorithm.
Creating a strategy to optimize conversion across your various online assets is an Internet marketing best practice. Too many people fly by the seat of their pants when it comes to conversion. As a result, they get poor or inconsistent results from the effort or investment they make in their Internet marketing.
People don’t read online like they read offline. Using short paragraphs and “chunking” your content is more likely to have a positive impact and increase comprehension of your marketing message. People will stay at your website, read your content, and ultimately it will improve your conversion.
If you’d like to be notified when my new book “1000 Things Every Business Owner & Manager Should Know About Internet Marketing” is available let me know using the form below.