Business Owners Are Often Concerned With the Customer "Conversion Rate." And It's Important to Remember That Things Are Different on the Internet.
By Kevin Nunley
Readers often ask me how many visitors they need to get to their website before they make a sale. The average "conversion rate" tends to be between five sales for every 1,000 customers to five sales per 100 customers.
Ouch! If your regular store had to pull in hundreds of customers to make a sale, you would definitely know something was wrong.
But the Internet is different. People can jump from site to site without spending money on gas or even leaving their chair. Most decide within 10 to 20 seconds if they're interested.
Improve your site's conversion rate by telling people what you have to offer them in clear copy at the top of your opening page. If you make customers guess what you're about, they won't stick around to find out.
Put order links in prominent text or with a graphic in several places on each page. Include your telephone number and physical location. Add customer comments. State your shipping and return policies.
And don't forget the search engines. Getting listed high on search engines can bring you a flood of new customers. One way to get listed on search engines is to create doorway pages.
Search engines love sites that tightly focus on a specific word or phrase that a user is searching for. If I type "printers" into Google, the search engine computer will look for pages that have printers mentioned in the title, meta tags, headlines, copy, and even in the hyperlinks.
Rather than using this kind of one-word overkill on your main website, use doorway pages. Each page can focus on a particular word or phrase lots of people use to find a site like yours. The doorway page looks like your regular page, only the words are skewed to frequently mention your keyword.
But what words do customers use most to find a site like yours? Use the free search term suggestion tool at Overture.com Look in the Advertiser Login section. You can get a list of similar words and phrases people use.
Read Kevin Nunley's FREE "10,000 Ideas to Market Your Business" at:
http://www.DrNunley.com
Be sure to check out his popular promotion deals. You may reach him by calling (801) 328-9006 or via email: kevin@drnunley.com
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