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An effective web marketing strategy addresses both
of the above issues.
Here's a metaphor that explains the situation you
may find
yourself in: imagine that you're trying to put out a
fire, but you have
two problems - your water pressure is low, and your
hose leaks.
Which do you fix?
On the web, most seem to 'turn up the water
pressure', meaning you simply
spend more money to drive more traffic to your site
via
pay-per-click advertising, e-newsletter sponsorships,
and search engine
optimization. What happens? The hose leaks faster!
Sure, you experience an increase in overall results
(some water
makes it out of the hose), but a lot of your efforts
can be wasted in 'leaks',
increasing your costs.
The most effective approach is to patch the holes in
the hose first by
increasing the number of visitors that take action (a
conversion), and then
increase the water pressure. By taking this step first
you'll substantially increase the amount of 'usable'
water, producing a dramatic increase in leads and
sales.
The Five Tactics to increased web conversion
rates
- Simplify your homepage
- Add a call-to-action to every page
- Get your copy edited by an outsider
- Give something away
- Implement an autoresponder follow-up
process
I understand that these tactics might look
simple (maybe too simple to be
effective), but don't be deceived. There is an
inherent power in these five
steps, despite their simplicity.
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