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Setting up a website is the very first step of an Internet marketing campaign, and the success or failure of your site depends greatly on how specifically you have defined your website goals. If you don't know what you want your site to accomplish, it will most likely fail to accomplish anything. Without goals to guide you in developing and monitoring your website, all your site will be is an online announcement that you are in business. However, just because hoards of people have passed
through your gates does not mean your site is successful. Usually, you want
those visitors to actually do something there. It is equally important to
monitor the number of visitors to your site who made a purchase. This figure
is called the site conversion rate, and it is an essential element of the
efficiency of your website.
To find the site conversion rate, take the number of visitors per month and
figure out the percentage of them that actually performed the action your
site is set up for. For example, if you had 2,000 hits to your site, but
only 25 of them purchased your product, your site conversion rate equals
1.25%. To get this figure, take your number of visitors and divide that
figure by the number of visitors who made a purchase. Then divide that
result by 100. (2000/25X100).
You can either research the steps you need to take to improve your search engine rankings, or employ a search engine optimization company to do the work for you. In either case, after your have improved your search engine positions, make sure you keep on top of them by regular monitoring and adjusting of your efforts to maintain high positions. Another factor to examine is how easy it is for a visitor to your website to accomplish the action the site is set-up for. For example, if your goal is for the visitor to fill out a form, is this form easily accessible, or does the visitor have to go through four levels to get to it? If it's too difficult to get to, the customer may just throw in the towel and move on to another site. Make sure your buttons are highly visible, and the path to your form or ordering page quickly accessible. Finally, have a professional evaluate the copy on your
website. The goal is, of course, to get your visitor to make a purchase or
fill out your form. Website copy must be specifically geared to your online
campaign and not just a cut and paste job from your company brochure. The
right copy can make the difference between profit and loss in your online
campaign. | ||||
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