Plan Your Internet Success: Part 22: Basic Optimization to Achieve Higher Conversions

22. Basic Optimization to Achieve Higher Conversions

No matter what you do, you must test, experiment and optimize at all time. This is one of the very few things that you can do at no expense, and it is critical to your success.

For example, try various combinations and approaches when you send offers to people who have registered on your Web site.

For example, if you are offering content that appeals to men, make sure to use offers, images, and a tone that appeals to men. Apply the same principle for women, teenagers, 30-somethings, baby boomers, etc. Tailor your message to your audience’s need and expectations.

When you look at verticals and want to appeal to both sexes, you may consider tailoring this appeal differently for men and women by creating messages, banners as well as pages of your Web site that are specifically targeted at each of the sexes.

To go back to the car example, a call of action via a banner such as “Need a car for the growing family?” would draw people who, in all likeliness have children. Make certain that the landing page and other Web pages corresponding to your demographics are specifically designed to their expectations with, for example, the latest in minivans or SUVs, as well as safety features for children, cost per mile, insurance rebate if it applies, additional family services or dealers’ offers, etc.

The idea behind all this is to “qualify” and “funnel” (an expression that you may have seen in the online marketing circuits) as much traffic as possible toward specific areas of a Web site that is designed to answer the needs and expectation of your target audience.

You can find examples of what I mean on the Internet if you look at online stores such as Amazon, Barnes &Noble and others. I It all comes down to the following:

Ideally three pages and as few clicks as possible that consist of the following:

• Home Page: Must be Attractive and Funnel Potential Buyers to Customized Areas of your Web Site
• Product Page: Show Product in its Best Light with Option to Review Specs or Information and Make it Irresistible
• Action Page: Turn Excitement from Potential Buyer into Action (Not Necessarily a Sale)

Examples of this can be seen at some of the most popular computer companies’ Web sites as shown below:

Pretending to be shopping online for a computer (not sure of the type) and looking at three major brands, I Googled these major computer brands, conducting a basic search using a combination of keywords as follows: ”name_of_company” followed by the keyword “computer.” This was used in all three instances to be fair to these brands as far as what page would show up.

The result was a typical Google list from which I clicked on the first listing showing the company name in the Web address (as in http://www.company_name.com/whatever). The result of this click on the listing is what you see below with, in all instances the company’s home Page.

The questions that I asked before apply here: get They are a) Is the page attractive and b) Does it funnel potential buyers to the right place?

Brand 1:

HP

Brand 2

Dell

Brand 3

Acer

Let’s try to answer the first question (attractive home page)?

a) Attractiveness of the Web site: It is fair to say that all three companies have a well thought through and beautifully designed Web site, and while Brand 1 uses a more “product-oriented” page, its home page is excellent.

Ok, let’s look at the site’s ability to funnel potential customers?

b) Easily funnel customers: This is where I believe there are some dramatic differences between these three sites that will probably impact the way people act.

Let’s take a closer look at the three approaches:

Brand 1 offers a promotion for a printer, but we don’t care since we are looking for a computer. Right underneath this promotion, we are presented with the option to select products with for option laptop, desktop, etc. Bingo!

Brand 2 offers an immediate selection for a visitor to make between business and home computers with search options underneath each. This is a great approach but, in my opinion it has a disadvantage vis-à-vis Brand 1, since it adds one click to my search. After all, I will have to click on home or business first before being presented with computers to select from. On the other hand, if I were looking for a business computer, this approach may be more effective. As a result, let’s call it a draw between Brand 1 and 2.

Brand 3 offers… hmmmm… There is nothing in terms of selection for the type of computer that I would like to see. No laptop, no desktop icon or list to select from. I am not sure how I am going to find what I want unless I click on computers, or via the search. In my view, this is a mistake that guarantees that unless someone comes to the site with the express purpose of buying this brand’s computer, it has a tremendous disadvantage when compared to brand 1 or Band 2.

Some observations before we continue:

In this example, I used brands that are well known and with tremendous name recognition and gigantic marketing budgets that ensure that they are seen everywhere it counts and beyond. And while you may think that this does not apply to you, a sole entrepreneur with limited (or no) budget, think again. Here is why: imagine for a moment that Brands 1, 2 and 3 offered the exact same product. Which one would you select? Based on my experience, Brand 1 or 2 would be favored by a small margin compared to 3. And no matter how small this margin maybe, it adds up and end up making the difference between success and failure.

Note that Brand 2 is a very well known company with a very active business division. This probably is why it decided to go with offering an option for a home system or business system.


We can continue this exercise and go to page two and three of these sites, but I believe that by now you should get a sense of what I am trying to demonstrate. You must be extremely aware of what you show and what you do to make visitors take some kind of action. Their questions or needs to go beyond the page they are on should be intuitive. If someone has to look for a button or something to take him to another page where he may find what he’s are looking for, chances are this person will be gone before you know it. And you must do all this in such a way that it appears natural and conductive to helping your visitors find what they want when they want.

Last note: Another obvious observation here is that the more you know about your visitors, the better you will be able to tailor your Web sites, pages, offers, etc. For example, do you target by gender, age, Zip code, car driven, habitat, etc.? There are hundreds of variables that you may want to take into consideration, depending on the offer you want to promote and the way you want to approach the design of you pages.

Unfortunately, there is no one single formula for all and this is why the workbooks in Volume 2 and the online seminars that are offered are critical. During this time, we will look at every entrepreneur’s Web site problem and, as a group (or individually), help each other solve these problems via constructive criticism and brain storming.

While this is very challenging for some, it is an irreplaceable and invaluable approach to making your Web site and business the best it can be, and complete the best possible plan of action that will insure your success.

To review and download the complete manuscript go to www.planyourinternetsuccess.com

No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: