Post by Larry L. Miller on May 16, 2009 14:38:06 GMT -5
What is the purpose of a website?
When a website is developed, the developer usually has a goal in mind. Sometimes that goal is for the site to actually serve a “retail” function. In other words, when people arrive there, they will see the sales copy that will make them want to part with some of their hard earned money in exchange for the products that you are promoting on the site. I would call this a “direct sales site”.
At other times, the developer might want the site to promote yet another site. That is, drive traffic to the site where you think you have a chance of getting conversions, whatever they might be. I would call this type of site a “support site”.
Another type of site might be one that is designed to simple put forth a “basic idea” and promote an avenue for more information to be obtained about a specific topic of interest to the visitor. I would call this type of site a “setup site”.
Regardless of the “purpose” of the site that you are promoting, when the visitor comes to the site, whatever it is that you want them to do must be “simple” to understand and “easy” to do. The more difficult it is for the visitor to understand the “path” that they will have to take to get whatever it was that interests them the less likely they are to go forward with the effort.
The visitors expectations are the fuel that got them on your site and those expectations must be fulfilled quickly or the visitor will become a non performing statistic for your site.
There is a direct relationship between what the search engines see when they visit your site and the analysis that they generate that determines the popularity of your site and its position on the search engines pages. Relevancy is the key. What the site “says” it is, and what the search engine “determines” it is according to the content that it finds there. If the two match, then a better “score” will be assigned to the site, if not, then the site has the potential to be ignored by the search engine in the future.
The same is true of people. If someone comes to your site thinking that they will see a full description of the product they are interested in, listing all its benefits and extra features that set it apart from all the competition, and all they find is information that is irrelevant or confusing, then they are not likely to hang around very long, nor will they “revisit” the site later. The absence of information that is key to decision making, like price, quantities, dimensions, or deliverability can create distrust. On the other hand, if they came to the site “expecting” to find specific information that will help them to learn more about all types of products in a particular category, and they find it, then their desire will have been fulfilled, they will be more “comfortable” with their visit to your site, and a prospect has been converted to a potential customer.
Few people will “click” the “buy button” the first time they visit a site. Even if the product is what they are looking for, they are not likely to buy right away simply because there is always the idea in the back of their mind that a better “deal” could be had somewhere else. So doesn’t it make sense that, even though you make it possible for the visitor to buy the first time around, that you actually make plans for the likelihood that they will not buy the first time. Such a plan would have a goal of “bringing the visitor back” to your site in the hope that the next visit will convert to a purchase. The easy way to do that is simply get the visitor to “allow” you to send him more information, which, if properly organized, will give them additional opportunities to come back and buy the product from your site.
A well thought out auto response campaign can be the answer. Your next question might be; what is an auto response campaign? An auto response campaign is simply a set of pre-written informational emails that can be automatically sent to any recipient who agrees to receive them, at predetermined intervals. Each is an additional chance to remind the prospect that your offer is still on the website, and perhaps to even sweeten the offer with discounts or other incentives.
The key, of course, is for the prospect to give you permission to send him or her more information about you, your product, or other products that they might consider as an alternative to the product of their original interest. The best way for the process to begin is for the prospect to “opt in” for more information at one of your “set up” sites, a site that is designed to elicit interest and offers a way to get more information. In other words, provide you with a good email address, as required by law for you to send them the requested information. Of course any auto response system must, also by law, provide the recipient with the ability to “opt out” of further contact, thereby eliminating any further emails at all from the auto response system.
The system provided at the following link will demonstrate each step of how an auto response system should be employed. You can activate the demonstration system and get more information about auto response systems and Automated Information Delivery Systems here.
Additionally, you can browse the BLM Traders Home Page blmtraders.com where you will find a wide variety of website and Internet businesses and support systems, and you can find a list of BLM Traders sites here.
The eBiz Solutions Team
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blmtraders.com/mysites The most powerful link on the internet!!