The companies build a web site for branding purposes, or to provide information to potential clients, thinking that one-way communication is a valid goal. I’m afraid that I disagree. Using a web site merely to provide information is like using an airplane to drive around town without ever leaving the ground - you’re missing the real opportunity to help your business ‘take-off’ by creating leads and sales.
After all, a web site is a corporate resource, and like any other resource it should provide a return on investment. That return should be immediate and measurable, meaning that the bottom line for any website is – how specifically has the web site grown my business today/this week/this month, and so on. Enter the concept of ‘conversion’.
What is Conversion?
For a business web site, there are three primary goals: - generating leads - selling products via e-commerce - generating referrals
The reason that I say this is because these are the only actions that lead to real dollars. So, they’re the only way for your web site to produce a return-on-investment. When a visitor takes one of these actions, that is counted as a ‘conversion’ (as in converting visitors into leads and customers).
I do understand that websites can accomplish other less-tangible benefits. I call these secondary goals. Typical secondary goals might include: - building credibility - supporting existing customers - recruiting partners or affiliates (this may be a primary goal if your business is largely affiliate based) I consider these goals secondary because if this was ALL that your site did, then you’re probably missing the real potential of a company website.
Conversion Aids Site Development and ManagementDeciding that you want/need a conversion web site is actually a tremendously empowering moment. For example, your new goals can actually help you to determine what should or shouldn’t be included on your site (removing much of the politics of website development). In a sense you build your site backwards – start with your site goals and then flesh out the structure and content from there. As you use your goals document as a set of criteria for determining site content, there’s much less room for disagreement.
Secondly, having specific web conversion goals allows you to measure the effectiveness of your site after it’s completed and live. That’s key because if you can’t measure web site performance, then improving it becomes much more problematic. So you’ll find that measurement and improvement are the keys to that ROI you’re looking for.
Tips for Improving Conversion RateHere are few tips to increase your conversion rate:
1. Give DirectionTo build interest in a product or service, consider structuring your website as a logical sequence of information, rather than a smorgasbord. The way to accomplish this is to reduce the number of links, and identify the best next click for each page. Then provide a specific link which is essentially a signpost pointing where you want your visitor to click once they've read the page they're currently on.
2. Trade Value for ValueFor lead generation sites, collecting visitors contact information in exchange for something is the desired outcome. The exchange should be high perceived value to the recipient, low cost to the provider, and have a low perception of commitment. Typical on-line exchanges of this 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 essential to you.
3. The Work’s Not OverOnce your web site is up and running, the work isn’t over! Pay careful attention to the results you're getting. Establish a baseline 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 place for a month or even longer.
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Friday, April 30, 2010
Why Are Online Web Tutorials So Popular?
For those individuals who are not as Internet savvy as they would like to be, there are various ways to gain knowledge in the area of the World Wide Web. Although taking classes at a local school is a wonderful option for many people, there are many great reasons to use online web tutorials to help give individuals the knowledge that they need to adequately maneuver around the Internet with relative ease.
The first reason why individuals should consider signing up for online web tutorials is that there is a wealth of options to choose from in the way of these online courses. One can choose a course ranging anywhere from Internet 101 to a more advanced online web tutorial that can update established Internet users with new and improved Internet options. The wide array of online web tutorials provides individuals with so many options to choose from in the way of online classes relating to Internet use.
Another reason why individuals interested in learning more about the Internet should choose online web tutorials to address this matter is that it is an extremely convenient way to learn about the Internet. One who wishes to take classes on the Internet can do so online in the comfort of their own home without having to commute to a community college or sit in traffic along the way to an establishment of that type. Also, online web tutorials are convenient as they allow the individual to learn about the World Wide Web on their own time and the student does not have to report to class on a specific day at a certain time. The convenience feature which one will see by signing up for an online web tutorial is priceless.
Individuals who would like to learn more about the Internet and are considering signing up for an online web tutorial should know that this route is also much more cost efficient than a physical classroom tutorial would be. Since the individual is taking part in the web tutorial online, they would not have to worry about paying for books or classroom time as they would in an informational web class in a classroom setting. One will have to pay some amount in order to take a web tutorial online however it will be inexpensive in comparison to the price they most likely would have had to pay if they had taken the class at a college.
One who takes advantage of the online web tutorials will see that there are a wide array of options available to them in the way of online courses, they are extremely convenient and are much more cost efficient than courses at a college would be. It is easy to see why online web tutorials are so popular and continue to increase in popularity each and every day.
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The first reason why individuals should consider signing up for online web tutorials is that there is a wealth of options to choose from in the way of these online courses. One can choose a course ranging anywhere from Internet 101 to a more advanced online web tutorial that can update established Internet users with new and improved Internet options. The wide array of online web tutorials provides individuals with so many options to choose from in the way of online classes relating to Internet use.
Another reason why individuals interested in learning more about the Internet should choose online web tutorials to address this matter is that it is an extremely convenient way to learn about the Internet. One who wishes to take classes on the Internet can do so online in the comfort of their own home without having to commute to a community college or sit in traffic along the way to an establishment of that type. Also, online web tutorials are convenient as they allow the individual to learn about the World Wide Web on their own time and the student does not have to report to class on a specific day at a certain time. The convenience feature which one will see by signing up for an online web tutorial is priceless.
Individuals who would like to learn more about the Internet and are considering signing up for an online web tutorial should know that this route is also much more cost efficient than a physical classroom tutorial would be. Since the individual is taking part in the web tutorial online, they would not have to worry about paying for books or classroom time as they would in an informational web class in a classroom setting. One will have to pay some amount in order to take a web tutorial online however it will be inexpensive in comparison to the price they most likely would have had to pay if they had taken the class at a college.
One who takes advantage of the online web tutorials will see that there are a wide array of options available to them in the way of online courses, they are extremely convenient and are much more cost efficient than courses at a college would be. It is easy to see why online web tutorials are so popular and continue to increase in popularity each and every day.
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Why You Should Avoid Developing A Website In Flash
If you know anything about website design, or anything about the Internet in general, then you have probably heard of flash. There are actually lots of websites and advertisements online that utilize flash and some web designers are claiming that Flash is the future of the Internet and web design. However, currently there are more reasons to avoid developing a website in flash than for doing so. Not that flash is not cool and able to attract attention, it is just that at this point in time the technology is not so advanced that it ready for full web design implementation.
One of the main reasons why Flash is not the best thing to include in your website design is because it really slows down your site. When an individual types in your web address and points the browser to your site then when they arrive they will be waiting a significant amount of time for the site to open. The truth of the matter is that nobody cares so much about your flash design that they are going to sit around and wait for your site to download the information in order to open it. So, when you use flash design you might have a “better” looking site, but you also can expect to lose a lot of traffic because people just don’t sit around and wait.
Another reason to avoid flash design is because it can be distracting. Flash is always moving, allowing movie like technology for your website. This results in the Flash distracting web visitors from your site because they are focused on the flashiness of Flash. For many websites plain and simple graphics are more important and will retain visitors better.
Of course, when you use Flash you might think your site looks better, and it might. However, you really need to think to yourself what is more important, a site that looks great but that nobody opens because it takes too long or a site that looks pretty good and opens immediately? More than likely you will respond that the site that opens immediately allowing all visitors in is the best option because the more visitors you have means the more money your site will generate.
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