Need more sales and new visitors to your site?
Need more sales and new visitors to your site
?
You'll be glad to know that there are many ways to get more (or even some!) visitors to your website. Search engines AREN'T the be all and end all of all online marketing procedures. It is interesting to find out that that Google currently (2008) handles nearly 83% of UK searches, so when we say Search Engines, we tend to think about Google as the top search engine.
How many visitors you could expect should depend on what kind of business you are and who your customers are. If you are selling shirts, you may have around half the population to , if you are offering a service to Chief Executives of FTSE100 companies, you are likely to have fewer targeted visitors. Horses for courses.
Here are some reliable strategies to pick up the visitor numbers:
Free Google Listings
Google Adwords System
E-Mail Marketing Campaign
Direct Mail (yes PAPER!)
Online Press Releases
Free Directory Entries
Blogging
Social Networking & Forums
Virals (not a disease!)
Of course it's not just about capturing visitors, but the right type of visitors. There is almost no use in getting 1000 schoolkids to your site selling bath taps plainly because they are doing a school project. Getting a few plumbers or DIYers onto your site when they have typed 'buy chrome bath taps' into Google could actually result in a few sales. Changing a browser into a buyer is called conversion.
The art of conversion is the holy grail, because it's certainly easy to 'buy' lots of visits, but for most sites, this is simply not going to result in sales or enquiries.
We have a few tried and tested techniques in converting, some easy (make sure you have your phone number is on every page of your site, for example) and some complicated tools that link into Google to tell you how your latest customer found you, and what they typed into the search engine to find you. It can also tell you how much your orders or enquiries are costing by key phrase. Try getting that level of detailed analysis with a newspaper advert! It's not that expensive, well, not as expensive as getting it wrong.
So, you are selling your products online, but you think you can do better? First of all you shall need to get your measures right so that you can see what effect your actions are taking.
Here are the basics:
Measure 1: Visitors
How are you going tomeasure this? Only one way - Google Analytics. This one is dead easy to implement, and quite easy to figure out. Don't confuse visitors with hits, unique visitors are the only visitor numbers you need.
Measure 2: Orders
What number of orders are you getting? Easy (I'd hope!) just count 'em up. Using this you can calculate the next measure.
Measure 3: Conversion Rate
This is how many orders you are getting as a percentage. Divide the number of visitors by the number of orders. When you hit your sales buttons, and pull your delivery levers, this will help you decide if it worked or not.
Measure 4: Total Sales in ?
I' d hope this is easy to get hold of. How much have you sold this month?
Measure 5: Average Basket Value
Perhaps not the ABV that first springs to mind, but this measure is a key one if you are hoping to increase your online sales.
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