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How to Increase Visitor Value at Your Site

By Loren Beckart
http://ClickTracs.com

When a new visitor clicks on a link and arrives at your site for the first time, what will you present to them? 1. Will you present something like a brochure that has a home page filled with information and links to products? 2. Will you show an online catalogue that offers a variety of products and services? 3. Or will you have a straightforward, focused sales page that promotes a single product or service?

Your answer to these questions strongly affects the profitability of your web site. Once you've got traffic coming to your site, here are some useful principles that will help make that traffic more valuable to you.

Numerous market studies make one thing very clear: when new site visitors are offered too many choices, they get confused and don't buy. They leave; most of the time they never return. Your objective is to make it easy for a new visitor to become your client. Keep it simple at the beginning.

You can accomplish this in one of two basic ways.

One method: using a brochure-type page to offer useful information, give the reader a compelling reason to opt-in to your email list. Perhaps offer something of value that they can get for fr~ee: a digital download, subscription to a newsletter, a special report, etc. This type of site is usually called a "capture page." You follow up via email with the visitor, giving additional information and making offers of products for sale. Remember always to include in your emails instructions for people to unsubscribe to your list, and in every other way, comply with CAN-SPAM Act requirements.

Method two: using a sales page with a compelling headline, offer a single item at a relatively low price point. This is the beginning of your marketing "funnel." The item could be one that has wide appeal among your target market. Whatever you offer, it should be a model of your high standard of quality regarding products and service. You will get repeat business because of the good value you provide. Once you've made your initial sale, then introduce your clients to the wider range of products, services, and price-points. You're no longer a total stranger. They know you're trustworthy. Now they are willing to sort through a more complex site to find additional products you have that they want. In addition, they are now in your data base, so you can market to them when you have a new product or something special to promote.

One thing that is usually not a good idea is to present a first-time visitor with a big catalogue site. Lots of products and prices and other distractions might look impressive, but you've got less than 3 seconds to capture the attention of a first-time visitor following a link as they search on-line. A focused, compelling headline is the best way to keep their interest and encourage them to stay at your site.

If you've paid for the link the visitor clicked on to arrive at your site, you naturally want to make the most of the opportunity. You want to get your return on investment (ROI). Many online business owners believe that means making a sale immediately. However, the savvy online business-person understands that making the most of the opportunity really means beginning a relationship with a new prospect, usually via email follow-up contacts.

That is why you have the big beautiful catalogue site. It's for later, after the prospect has become your client. Once they know you provide good service and a high quality product and you've got a relationship underway, use your catalogue site for back-end sales aplenty.

All right. That's the story of why to use certain kinds of sites. Now, when you're ready to create your 'capture page' or your one-item sales page, you can find copy writing resources on-line. The resources could involve hiring a copy writer, using a copy writing product, or writing your own page from scratch, depending on your budget and skills. The following list contains nine essential elements of a good page.

A. Headline
B. Story
C. Credibility
D. Benefits
E. Features
F. Bonus gifts
G. Value
H. Ordering info
I. Summary

Search for several examples of the type of page you want to create. Then, use these nine items as a checklist to study the models you've found. Using the models you've selected for inspiration, you or your copy writer will create your unique way of saying it and applying it to your product. You'll find that copy writing is largely about using a formula. If you follow good models and use your own words, you'll enjoy and profit from the results.

About the Author

Author and Marketing Consultant Loren Beckart is Vice President at ClickTracs Advertising Service. For access to additional articles, visit www.ClickTracs.com , a leading resource on the subject of on-line marketing.

Tags: E-commerce and Internet


 

 

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