The article "Conversion is King!" talks about internet marketing, it has been released by Mat Greenfield.
Some time ago I came across incredible sttaistics.
A study done by the e-tailing group showed a conversion rates for websiets. A stunning a 64% of businesses surveyed had wesbites with less than a 6% conversion ratio.
A further 19% "didn't know". If we make a leap of the imagination, and recommend that the 19% who 'didn't know' had relatively low conversion rates, we might conculde that in an incredible 83% of websites have less than a 6% conversion rate.To me, that simply isn't good enough. If the company has done a good job of specifying and targeting its markets, I think it should be shooting for at least a 10% to 15% cnoversion rate. Now, keep in mind that a conversion is not necessarily an e-sale. An e-newsletter sign up, a request for more information, a whitepaper download, a free trial, in fact anything that provides you with a visitor's contact information constitutes a conversion.
Conversion really is KING for one simple reason; it's the only way to move your relationship to the next level (anyone remember Permission Marketing? ), which provides you with an opportunity to follow-up and create a sale.Here are few tips to increase your conversion rate:1. Understand the PointMost small business sites aspire to be primarily lead generation sites, possibly with a small e-commerce element (we'll make that assumption in the rest of that article). When you've identified the focus of your website, sit back and consider whether the content, structure and design are hottest suited to accomplish your goals.2. Provide SignpostsTo build interest in a product or service, consider structuring your website as a logical sequence of information, rahter than a smorgasbord. The way to accomplish that is to reduce the nubmer of links, and identify the next-best click for each page. The next- hottest click is esesntially a signpost pointing where you want your visitor to click once they've read the page they're currently on. The next-best click should stand out from the other likns on a page. Ever been to a website that had a "more" link at the btotom of a page of content?
That's a next-best click.3. Let's Do a DealFor lead generation sites, collecting visitors contact information in exchange for something is the desired otucome. The exchange should be high-value to the recipient, low cost to the provider, and have a low perception of commitment. Typical on-line exchanges of that sort include free-trials, product demos, and whitepapers.
Be careful not to ask for too much information in the exchange (this raises the perceived commitment level). Ask only for information that's essetnial to you.4.
Track and ExeprimentOnce your site is up and running, pay careful attention to the results you're getting.
Establish a baselnie of results and then begin making changes to impact your conversion rate. Make sure you allow enough time for changes to show an impact, if your site gets only a few visitors, each test element might be in plcae for a month or even longer.Mat Greenfield is the founder and CEO of Utah based Conversion Results, and has been in marketing for 1996.
He is recognized as a website conversion expert by a nmuber of industry organizations including Register.Com and Constant Contact.
He is a regular contributor to a number of pirnt and e-magazines, and is a monthly columnist for Practical e-Commerce Magazine.Visit http://www.Conversionresults.Com for a free eGuide to Improving Website Conversion Rates.
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