Implementing an online marketing program will increase the number of visitors to your website. But once you have the visitors, what happens next?
Let your visitors know what you want them to do by including a Call To Action.
Ultimately, you want people who visit your website to actually do something. That “something” is called a Call To Action.
Examples of a Call To Action:
- Buy a product or service
- Sign up for your e-newsletter
- Join your community
- Enquire about your product or service.
People who take an action on your website are called Conversions.
Your Conversion Rate is the percentage of total visitors who take an action. It is far more valuable to have a low number of visitors who convert, than a high amount of traffic that does not convert.
For example if you have an estore with 100 visitors and a 10% conversion rate, then you have 10 orders. Whereas an estore with 1000 visitors and a 1% conversion rate also has 10 orders, but the first website is getting far more value out of its visitors and is likely to grow revenue faster as web traffic increases.
Your website’s ability to convert relates to the design, layout, copy, how easy it is to use and how much information you request from your visitors in order to complete the action.
You can increase your conversion rate by including an offer that motivates your web visitors act.
A well-constructed offer:
- Is relevant and targeted to the people reading it
- Is creative and interesting.
Including a deadline with the offer will get people to act quickly.
4 Different types of offers that you can use on your website
1. Give a special price if the product or service is bought before a deadline
The Google AdWords $397 trial is a no-risk way for small businesses to increase their web traffic and evaluate whether or not AdWords is a cost effective marketing activity. The trial includes $100 of free advertising from Google, plus set up and management by a Google Qualified Advertising Professional. Hurry though – places are limited and after 31 March the price must go up!
2. Add something extra to the item that is purchased
A good example of this is the legendary “free set of steak knifes” that is offered as an incentive to get people to respond quickly and buy a product from an infomercial.
But wait, there’s more….
3. Offer an incentive to get people to sign up for your enewsletter or become a member of your group
4. Give something for nothing
Giving something valuable away for free is a great way to build your database. Try a free ebook, whitepaper, webcast or seminar.
If you want to improve your website results, try including a relevant, targeted and interesting offer in your web copy.
Find out more about writing headlines and benefit-driven copy by reading “The Power to Pull Clicks is All in the Headline” and “It’s All About You! Writing Benefit Driven Reader Focussed Web Copy.
Melinda aka Mel is a Premier Google Partner, AdWords & Analytics Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to Australian businesses and is committed to never using an acronym without explaining it first. She also likes grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.