Business

What’s the No. 1 goal for your website?

CAN I ask a question - what is the number one goal for your website?

You may be surprised that, no, it's not so people can learn more about you or the stunning graphics and clever intros and it's not so people can see what you're up to, how good you are etc.

Frankly they don't care - they only care about what you can do for them and how you can add value to their lives.

In business, your website's sole function is to gather you leads and pass them on to you or the team member you have dedicated to web inquiries.

I have written previously about monitoring conversion rates when people make an inquiry via traditional means.

Your website is no different, in fact it's crucial you do everything possible to make it easy for potential customers to connect with you. You've got around 30 seconds, or less before, they decide you are or are not for them.

What is the golden rule in all marketing?

To be able to test and measure results - luckily the web allows us to track this easily. To do this, you must have a data collection device on your site, preferably right hand side under the heading.

You must have a completing reason for the customer to give you their name and email address. Remember you need to add value to them.

Often we use important and high value tips or reports in exchange for their name and email. At this point, don't ask for any more details.

Remembering the web can give us information on how many visit, what they look at and for how long they stay but most importantly, the statistic on how many visits to downloads - hence your conversion.

Here's the exciting bit, you can have your web page automatically split and display two pages in rotation, on each of these, change one aspect, perhaps different offers, headlines, video versus copy or any other testing measure you choose. We call these A/B Split Test. For example, when I log on to your site, I'll see a different page than someone else - a 50/50 split.

This all happens without your continued input.

I'd suggest you leave this for two weeks to a month, run your report and display the page that gives you the best results.

Again, you may want to create another A/B split test with this page and change one aspect, just like you would with traditional marketing.

Topics:  business yale morgan



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