By now, most companies have a website. It seems incredible that a business would choose not to have a website in this day and age, but it still happens. Since we’re talking about site conversion here though, we’ll leave the convincing of those other companies for another day.
Depending on the size of your company (and the size of the website’s budget) you may have played a role in the way it looks and functions, the flow of its navigation, the platform it was built on and the content. While all of these things are important to the success of a website, they’re really just constituent parts contributing to the larger goal: to get visitors to take a specific action. In other words, to convert visitors into customers (and hopefully brand advocates).
A Little Improvement Can Make A Big Difference
Companies often place too much emphasis on increasing their website’s traffic numbers while ignoring the immense power of site conversion. Traffic is important – if you aren’t getting people to your website then it may as well not exist. But if you’re a reasonably sized company and people know who you are, your website will generate nonzero traffic numbers, even with no effort on your part (and you can always confirm this with Google Analytics).
Let’s say one customer conversion is worth £100 to you (whether it’s buying a product with a £100 margin or taking an action that leads to £100 of future profit). Let’s also say that right now, you generate 250 visitors a week and convert two of them, so 2/250 (a 0.8% conversion rate) = £200 a week in website sales conversions.
Instead of worrying about increasing website traffic, which can be a lot of hard work, why not focus on site conversion? It makes more of a difference than you might think. If you focused on improving your design, messaging and calls to action, it would be very reasonable to see a 1.2% bump in conversion (to 2% total). This would result in 5/250 visitors converting resulting in £500 a week in website sales conversions.
For comparison’s sake, you could double your website’s traffic to 500 visitors per week (which is definitely more work than improving design and messaging) and it would only bump conversions up to 4 (because the conversion rate would still be 0.8%).
With the rise in the use of mobile devices and social media such as Facebook, many businesses are questioning whether their corporate website is still important for the future growth of their business.
We firmly believe that companies of all sizes should be serious about digital marketing, as the internet will be a key driver for future business growth.
This short video reviews five reasons why you should not neglect your website as it has a pivotal role to play in your online strategy.
If you would like further assistance or guidance in creating and implementing a online strategy for your business, contact WSI Chester today on 01928 787026.
Last month, our Avoiding Writers Block blog item looked at some sources of inspiration for blog writers when the mind goes blank. However often the problem is a bit broader, especially when you are looking at the content required for a new or refreshed website.
The design process has gone smoothly and then your web developer asks you for the new page content!! In our experience most people dread the mundane task of writing new web content and will use almost any excuse (real or imaginary) to procrastinate on it.
If you are in that situation, then you should find the simple process below helpful.
One short cut to great content is to create a series of simple FAQs (Frequently Asked Questions) and SAQs (Should Ask Questions).
Should Ask Questions (SAQs) are those questions you would like a potential buyer to ask about your product or service, if they knew what the business knows.
These are the important factors that differentiate your business from your competitors.
Each FAQ or SAQ and related answer can be then turned into relevant content in the form of web pages, blog posts, Press releases, Social Media posts, Video, etc etc.
For example, if you are asking a client for a testimonial (written or video) to use on the web, then suggest they focus on one or two of the FAQs or SAQs.
This can help prevent writers block, take a lot of the pain out of creating content and can help structure a topic plan for future content development.
Finally, if you need help in converting those FAQs, SAQs and their answers into persuasive, stylish web copy, then employ a copy-writer. A good copy-writer will ensure that all your content has a consistent style for the internet and written in a tone appropriate to your target market.
Blogging regularly is hard work for most people. The biggest challenge for many is the constant quest to find a topic and/or content from which the next article can created.
Some days, the ideas flow. But other days, the screen is blank and so is the mind.
It is therefore important to have some strategies or processes in place to provide a regular flow of inspiration!
Here is a short list of just a few inspiration sources – you will find more on a recent blog post on eConsultancy which addressed the same topic.
1. What are other people talking about?
Every business blogger should be following relevant news sites and the thought leaders and commentators in their market. It is a great way to keep right on top of news which is relevant to your readers. And when you find a topic that you have a view on or want to share, then you have your next blog subject. (What do you think triggered this blog post?)
2. Calendar, Events
Many businesses have cyclical or seasonal patterns. It could be holidays such as Christmas, it could be statutory dates for tax returns. These events can provide a wealth of material to share with your readers in the run up to the event, and afterwards.
This also leads to ………
Read your own blog posts from 1, 2, 3+ years ago and rework them (don’t just copy them). Bring them up-to-date, perhaps comment on changing trends or legislation, add new images. And don’t forget to link back to your original posts.
Also look at the web stats to see which of your posts were the most popular and perhaps focus on those first.
What are they talking about that is provoking a reaction? Do you have a view on this topics? Is it something your readers could be interested in?
5. Regular Features
Introduce a weekly or monthly feature relevant to your business and readership. It could be an industry news round-up, a dish of the month, perhaps staff profiles.
6. Ask Your Team
What questions do clients and prospects regularly ask? It may be a topic already covered on your website, but that’s no reason not to address it again.
These questions can be great ways to introduce and bring focus to case studies and user stories.
7. Guest Bloggers
Corporate blogging is often a solitary task, so share the load by inviting colleagues to occasionally contribute. And you can always reach outside of the business inviting guest posts from industry experts and even clients!
To summarise, don’t conjure blog topics out of thin air. Instead, build a ‘safety net’ of strategies to deliver those sparks of inspiration!
These days – with the vast flow of information and the dawn of Big Data – we’re becoming an increasingly analytical society. Whether it’s documenting the fuel efficiency of cars, counting Twitter followers, or managing personal finances, we’re always trying to determine the direct results of our actions and decisions. Did you buy the best performing stock? Do you have the cheapest smartphone plan? How many miles per gallon does your car get?
All of these things require measurement, which isn’t a recently discovered concept (despite the new tools and tracking methods brought forth by the Digital Age). Businesses have always had budgets, financial reports and fiscal targets. Employee reviews are another way that businesses measure, using performance markers to determine promotions, demotions and areas of need.
So why are many businesses forgetting this tendency to track and measure when it comes to their digital marketing campaigns? Some inside the industry might suggest that, “It’s easy, the data is all right there,” but the reality is much tougher than that. Plenty of businesses, especially smaller ones and those in niche markets, are having a hard enough time fully embracing digital marketing tactics, so of course the idea of web analytics is overwhelming – after all, if you don’t understand what a set of data is saying, the data itself is useless. Understanding measurement by establishing a baseline
In order to adequately track and measure anything, you need to determine a baseline that you can use to compare the results of your tracking and measuring. For a simple example, take your website’s traffic. If you are planning on implementing digital marketing tactics to increase the number of visitors to your website, you would want to know how many visitors your website is receiving prior to implementing your campaigns. If you obtain three months of data that shows you get roughly 50 hits a day on your website, you have then established a baseline of 50 visits. When you implement your digital marketing tactics, you’ll now be able to easily discern whether your campaigns are working by how many more visitors your website is getting. If it’s many more than 50, you know what you’re doing is working; if the difference is negligible, you need to make a tweak.
While the example of website visitors may seem simple, it highlights a critical error that many businesses are making when they delve into digital marketing: they forget to establish a baseline. When used correctly, measurement and the establishment of a baseline number from which you intended to improve is an extremely important (and often overlooked) function of your overall digital marketing plan.
To learn more about using web analytics to measure the success of your marketing campaigns, contact us today.
December 4th, 2013 | Category: Web Analytics | Comments are closed