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newsletter
April ABCs of Web Design Newsletter
If you would like to opt-out of this newsletter, please send an
email to theresaw@columbus.rr.com.
In this month’s newsletter –
*Introductory comments
*Question of the month
*Wrap up
I have just completed research for my next article on link popularity.
While researching this, and just because I geek out on SEO and other web
topics, I ran across email series called “7 Most Powerful Traffic &
Conversion Techniques.” It is a pretty interesting but they are not
telling me much that I don’t already know but I am hopeful that I may
find a nugget or two of information. One item I did run across that I
completely disagree with is: “Remember – even though we have the “best
keywords”, [organic] Search engine optimization takes a long time –
at least 30 to 60 days.”
This statement is completely false. I have tested this theory through
my own organic SEO work: I had a site move to the number one spot on
Google in only three weeks from registering with the search engine!
I think this guy is trying to push his Google Adwords information, or
perhaps sell it. One thing you should realize in PPC, PPP or organic
SEO campaigns is that with organic SEO – your click through rate is
50% and with PPC or PPP, your click-through rate is 2-5%. To me, doing
organic SEO just makes sense. On to the question…
Question: I have been talking to a lot of people about
contract work lately, and I have been asked repeatedly, how can you
turn searchers into buyers?
Answer: Excellent question. And I have been doing a lot of research
on this topic partly for my full-time gig, but mostly because the subject
fascinates me. This topic is called conversion -- the desired action from
the consumer, such as purchasing a product or signing up for a newsletter.
(I am planning several upcoming articles this subject, but those will not
be published until next year.)
More and more people are using search engines to find what they are
looking for online. Americans conduct an estimated 790 million searches
per week, according to research from ComScore Media Metrix. There are
four types of web traffic to your site:
- People who find your site by mistake and as quickly hit the back button. For this audience, about all you can do is to state clearly on your main page what you do.
- People who have a desire but don’t know what fills it and may just be looking around for information. For example, some one who knows they want a new vacuum cleaner but not sure what brand yet – this person is just starting to look around for information. For this audience, you want to grab their attention and state that your vacuum is the one they want. You really need to sell the benefits of your product.
- People who have a desire, know what type of product fills it and are looking around to see if they are other alternatives. For example, this person may be considering a Hoover vacuum but just saw a commercial for a new brand that they thought may be worth checking out. This audience knows that your brand is the one they want but are comparison-shopping the different brands. For this audience, tell them why they want your brand.
- People who know what they want and are ready to buy. This person is already sold and all you have to do is take their money. For this audience, ensure it is very easy for them to give you their money. This audience also only completes the sale only 30% of the
time.
Seven out of 10 people who want to spend money at your site are still leaving without doing
so. It is your job to figure out why…
Did I whet your appetite to learn more about conversion? It is a
fascinating subject and I am pretty sure I have figured it out! I have been
adding things to sites here and there and measuring the results and I am
planning to put my full knowledge to the test on a few upcoming projects.
Feel free to email me any questions! Thanks for reading my
newsletter!
Please send all questions to theresaw@columbus.rr.com.
To see the articles from my print web column, go to
http://www.w-edge.com/articles.htm
Feel free to forward this email in its entirety to anyone you feel might be interested
in it.
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"Theresa - I just wanted to let you know how much my business has increased since you took over my website. What I am delighted about is that I am
receiving good, solid business leads from my target audience. How do you do that?" Sylvia Watson, President, Healing Environments with Feng Shui |
"I wanted to let you know that our rankings on Google are now in the top 3, on almost every search we've conducted (most of them are in 1st place)—without using quotes to call out specific phrases.
This is in searches that result in over 20,000 pages per search. We're backlogged with orders until late June, possibly July. You ROCK!” Diana Holycross, Tiles with Style."
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