How to Increase Visitor Value at Your Site
What do you want new visitors to find when they click on a link and arrive at your site?
How you answer these questions directly affects the profitability of your web site. Here are some principles to keep in mind that will help make the traffic to your site more valuable to you in the long and short run.
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.
This is best accomplished in one of two ways.
One option: use a page somewhat like a brochure on which the visitor is given enough good and focused information that s/he signs up to be on your email list to receive even more information of value for fr~ee. For example, offer a newsletter, a special report, a digital download, etc. This type of site is an invitation, and is sometimes referred to as a "capture page." You follow up with your new prospects later via email to make offers of products for sale. Of course, you always include a way for people to unsubscribe from your list, as well as complying with all other CAN- SPAM Act requirements.
Possibility two: start with a single-item sales page promoting a low price-point item, the opening of your "marketing funnel." Your low price-point item will demonstrate the quality of your product or service, and you will get repeat business because you offer good value. At that point, you can introduce your new clients to a wider range of products and prices. They know you deliver, they know they can trust you, and so they'll wade through a bit of information about products that don't interest them to get to those you have that do interest them. Besides, now they are in your data-base, and you can market to them again later when you have a special promotion or a new product.
It's tempting to offer lots of products and price points right from the get-go. That might seem impressive, but it is generally not a good idea. With a first-time visitor, you've got three seconds or less to capture their attention, and a big catalogue site usually won't do it for you. Instead, use a focused and compelling headline to get their attention, and strong copy in the sales letter to encourage them to keep reading your offer.
Especially if you've paid for the visitor who has arrived at your site, you naturally want to get your return on investment (ROI). Many online business owners believe that ROI means one thing: making an immediate sale. However, savvy online business owners realize the lifetime value of their clientele is key to success, and comes from developing relationships. Online, this usually takes the form of email follow-up.
That's why you save the big beautiful catalogue site for later, after they've become your client, and they know you provide good service and a high quality product. Then, after you've established a relationship, use a catalogue site for back-end sales galore.
Now you have the rationale of when to use different types of sales pages. As soon as you're ready to create your single-item sales page or your email 'capture page,' search online for copy writing resources. These could include hiring a copy writer, using copy writing products, or writing your own copy, depending on your skills and budget.
The following list tells the nine essential elements of your page.
- Do you want to present first-time visitors with something like a brochure, that has a home page giving information and links to products?
- Would you want your new visitors to find an online catalogue that offers a variety of products and services?
- Or, do you want your visitors to arrive at a focused, straightforward sales page promoting one specific product or service?
How you answer these questions directly affects the profitability of your web site. Here are some principles to keep in mind that will help make the traffic to your site more valuable to you in the long and short run.
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.
This is best accomplished in one of two ways.
One option: use a page somewhat like a brochure on which the visitor is given enough good and focused information that s/he signs up to be on your email list to receive even more information of value for fr~ee. For example, offer a newsletter, a special report, a digital download, etc. This type of site is an invitation, and is sometimes referred to as a "capture page." You follow up with your new prospects later via email to make offers of products for sale. Of course, you always include a way for people to unsubscribe from your list, as well as complying with all other CAN- SPAM Act requirements.
Possibility two: start with a single-item sales page promoting a low price-point item, the opening of your "marketing funnel." Your low price-point item will demonstrate the quality of your product or service, and you will get repeat business because you offer good value. At that point, you can introduce your new clients to a wider range of products and prices. They know you deliver, they know they can trust you, and so they'll wade through a bit of information about products that don't interest them to get to those you have that do interest them. Besides, now they are in your data-base, and you can market to them again later when you have a special promotion or a new product.
It's tempting to offer lots of products and price points right from the get-go. That might seem impressive, but it is generally not a good idea. With a first-time visitor, you've got three seconds or less to capture their attention, and a big catalogue site usually won't do it for you. Instead, use a focused and compelling headline to get their attention, and strong copy in the sales letter to encourage them to keep reading your offer.
Especially if you've paid for the visitor who has arrived at your site, you naturally want to get your return on investment (ROI). Many online business owners believe that ROI means one thing: making an immediate sale. However, savvy online business owners realize the lifetime value of their clientele is key to success, and comes from developing relationships. Online, this usually takes the form of email follow-up.
That's why you save the big beautiful catalogue site for later, after they've become your client, and they know you provide good service and a high quality product. Then, after you've established a relationship, use a catalogue site for back-end sales galore.
Now you have the rationale of when to use different types of sales pages. As soon as you're ready to create your single-item sales page or your email 'capture page,' search online for copy writing resources. These could include hiring a copy writer, using copy writing products, or writing your own copy, depending on your skills and budget.
The following list tells the nine essential elements of your page.
- Headline
- Story
- Credibility
- Benefits
- Features
- Bonus gifts
- Value
- Ordering info
- Summary
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