We apologize for having delayed our writing of articles so much. We have been extremely busy getting everything setup and ready to really expand things. We are pretty much there and look forward to sharing some updates with you soon. Today I want to skip ahead and talk about something we are working on improving. Small business website conversion.
Why is Website Conversion Important?
Well, maybe it’s better to ask yourself what’s the purpose of anything you do? We aren’t in business just to produce, just to feel good, but to make money and create a return for ourselves. So, if you’re doing things that aren’t helping you generate more revenue, subscribers, customers, or whatever it is that you need to make your business run, well then you really aren’t doing anything are you? Conversion is the single most important metric on your site. Let’s take an analogy to look at this further.
Let’s say someone came to you and says, “I can get more people to walk into your store. ” Would you be convinced to buy their service? Would you still be interested in what they have to say? Now, let’s compare that to someone that says, “I can get more people to buy your product and become a customer.” Big difference huh?
Make Sure You Build for Conversion
The most important thing you can do is build your online presence with the goal of conversion. If this is your centric decision, it becomes easy to decide what else you need to put on your website and what you do not need. Here are 4 suggestions to help create conversion:
- Give a strong call to action – People need to know what you want them to do. Make sure you communicate that to them. Tell them what it is that you want from them. Tell them why they should do it and then commit them to do it. It’ll eliminate confusion.
- Add value to your customers – Just like in any business, you need to make sure you’re helping people get the things they need and want. Why not create something through your website that will help your customers get that? It might be hard if your main business is in a store, but tell people that. Tell them why they’re looking at your business and why they should become a customer.
- Make an incentive for your customers – A lot of marketing deals involve things like “loss leaders.” Places like Groupon are attractive for customers because they create a way for you to give a deep discount to lots of new clients. Deals don’t always need to be negative, but they should create a better than normal incentive for your future customers. Figure out what they want and give it to them.
- Create a way for customers to subscribe to your business – Give yourself a way to get in touch with your customers once they leave your site. Sometimes you can’t create a sale on the first visit, but getting their information so you can contact them again and remind them about your business, is a close second. You should have either some type of newsletter or coupon subscription list. You can do this through either email or our personal favorite, text messaging campaigns. You can’t win every customer the first time, but you might be able to get them on subsequent tries. So make sure you give yourself that chance.
Each visitor to your site, business, brand, needs to be treated with care. You want to create action and figure out how to get them going. If you focus on conversion, you can figure out how to turn your website into a customer creation center.
If you would like a free consultation on how you can better create conversion, get a quote from Biz Ingenuity
Seth Godin’s blog recently hit a note that I’d like to touch on today. Marketing is NOT what is on your billboard, your radio ad or your TV spot. It’s not what you send out in your email newsletter, text message campaign, or post on your blog, facebook or twitter. It’s not even how you interact with your customers or clients when they are in your shop, although they definitely have an influence on your marketing.
Marketing is purely what your customers are telling other people about you. Who would you trust? An email newsletter sent by ABC Company about the good things ABC Company is doing, or a friend who calls you up, tells you that you HAVE TO go and try ABC Company’s services because their customer service is incredible? I bet all of us would trust our friend more. Why?
Godin ends, “You will never keep people from talking. But you can take actions to influence the content of what they say.” What actions are you taking to influence the content of what your customers, clients and associates are saying about you online? If you have no idea, we may be able to help.
Eleanor’s Bake Shop was running their entire web operations from a blogspot blog, so we contacted them to upgrade their web presence and take on a more professional look.
We’ve completed their site and it looks great! Eleanor’s is VERY happy with their site!
A little about Eleanor’s:
We’re a family with Celiac Disease. A big ole’ family. And we like to bake. So we opened up shop to share our love of good gluten-free food with you. (Shh! Don’t tell anyone it’s gluten-free and they’ll never know.)
We decided to call our cute little shop Eleanor’s, because my beautiful grandma (Eleanor) is the living matron of our disease. She lovingly passed it on through the gene pool to all of us. Without her, we wouldn’t know the joys of gluten free cooking, or the pains of figuring it out!
If you want some great gluten-free food (really, I’m not gluten-free, but it tastes good!), check them out!