If you've been following businesses on the Internet continue to evolve and how Marketers are making use of the Web, you might have noticed several important trends. In particular, you might have noticed an increasing and complimentary use of Social Media (Facebook and Twitter) strategies, increased attention to traffic generation and list-building
strategies and, of course, Frank Kern with his List Control product (that sold out within a week).
We're finding though, talking with clients and others in the industry, that in their haste to get a website and up online, many are forgetting some key fundamental and necessary principles which affect their short-term opportunities and, in some cases, also lead to complete failure within 12-18 months.
There are many common mistakes that even savvy business owners make when marketing on the internet. If your site is not selling well, you may be making these three important website marketing mistakes.
1. Not Knowing Your Website's Conversion Rate
Can you answer these two simple questions?
- How many people come to your site every week, on average?
- How many of them buy from you, on average?
Most website owners don't even realise that the answers to these questions are vital to online sales success.
Do 1 in 100 visitors buy from you? 2 in 100? This is known as your Conversion Rate.
Another useful way to look at it is like this. If you're getting a 1% conversion, that means 98-99% of your visitors are leaving your site without buying or signing up to your list.
Most business owners don't know their website's Conversion Rate and the problem isthat without knowing this, your online success is no better than winning the lottery.
When you have these numbers though, you can focus on increasing them.
Let's say your conversion rate is 2%. You make some changes and it increases conversion to 3%. Initially, it doesn't sound like much but when you actually do the maths, you've actually increased sales by 50%.
2. Not Using Search Engine Optimisation
When most marketers think of search engine marketing, they usually think of submitting to search engines and then sitting back - waiting for traffic. It's true that that search engine submission is an important part (it's not essential mind you), but there
are two main things that effect whether or not search engines actually list your site and they're know as Onpage and Offpage search engine optimisation (SEO).
Onpage optimisation includes ways to adjust your website to increase your chances that search engines list your website high up in their results pages. Making changes to your website such as strategically including keywords on your site makes a difference in getting listed on some search engines.
Off page optimisation refers to the number and quality of links pointing to your website. When your site has been optimised to be listed on search engines, your rankings will improve and you will show up higher in the search engine results.
SEO is quite an involved process but basically it leads to better rankings and, as you'd know, better rankings means more traffic.
3. Not Having Persuasive Sales Copy
Does your website focus on what you provide or what your customers will receive? Most sites focus on the company.
Visitors want to know the difference your product will make to their current situation like:
- saving time
- making money
- looking younger, fitter, sexier
- winning the esteem of others, greater confidence
- ease, convenience
How do people feel without your product? Frustrated? Confused? In pain?
How will they feel once they use your product? Copywriting is an art in itself. You can learn how to do it yourself, or you can hire a skilled copywriter to assist you.
Paint a picture of life once they use your product or service. Having persuasive sales copy can make a big difference in your sales.
One of the first steps towards Internet Marketing Mastering is in understanding that sometimes its the simple things that can make all the difference and the first steps in knowing what those steps are is reviewing your website from these three perspectives.
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