Conversion Enhancement Services can help define and measure actions
Your website is just one drop in the mighty W3 ocean of a zillion websites. Count yourself lucky if you somehow manage to drive traffic to your website. But what happens next? It's the proverbial "You-can-lead-a-horse-to-water-but-you-can't-make-him-drink" scenario. Traffic is fine. But if it doesn't convert, what's the point? You can't preach to a moving parade. Traffic without conversion is like adding water to a leaky bucket. Like closing the stable door after the horse has bolted. Like buying a burglar alarm after the break in. Like...enough already!
Sure, traffic improves your search-engine ranking, but of what use is it if your website fails to convert. No conversion equals no profits. How do you make sure traffic converts? You start, of course, by analyzing user activity, which most websites don't bother doing.
According to John McDougall, president of internet marketing strategy at McDougall Interactive Marketing and DeeperClicks.com's blogger-at-large, Conversion Enhancement Services can help define and measure actions such as special offers, forms and the like. Changes to initiate and improve actions also need to be made and tested. Conversion Enhancement Services can also tell you if you need to give visitors better reasons (e.g. special offers or free gifts) to stay on your site and to encourage them to buy whatever it is you are selling or become paid users of your website's members-only area. Well-written titles and descriptions also help.
But no matter what you do, a good analytics program should be at the heart of your conversion initiatives. The program can takeoff from one of the simplest ways to boost conversion: a form in the top-right quadrant of every web page inviting visitors to ask a question. It also helps if the form area includes a phone number and encourages visitors to call anytime. The form must capture at least the name and e-mail address of the visitor. You will be amazed at the results McDougall Interactive has seen after websites started using a simple form-a good example is www.meridianassoc.com.
If its conversions you are after, you will do well to start with www.google.com/analytics and www.google.com/websiteoptimizer. You may also want to track your leads and improve your website's usability (navigation, your logo on the top left, clear site hierarchy and the like). DeeperClicks.com also recommends the conversion optimization blog, www.grokdotcom.com.
DeeperClicks.com is the Internet Marketing Blog of Gloucester, MA, internet marketing company McDougall Interactive Marketing (www.McDougallInteractive.com). Internet marketing services-including Conversion Enhancement Services - offered by McDougall involve an in-house team of writers, link builders and of course the search marketing experts: the search engine optimization and paid search specialists.
Soniya Gurg writes content about Increasing engagement on websites, Internet marketing advice and Conversion Enhancement Services. For more information visit at: http://www.deeperclicks.com/
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