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of my Internet marketing
campaign?
The success of an Internet
marketing campaign can be measured by its conversion rate.
Depending on your site and your type of business, your
conversion rate may be based on convincing readers to become
subscribers, encouraging people to buy something, or
enticing prospective customers from another site with an ad.
The best way to convert users is to provide them with all
the information they need to make an informed decision.
Online marketing is direct response marketing, so you need
to encourage the customer to act. And action is determined
by letting customers know what and why they should click.
They need a compelling differentiated benefit.
- Compelling because it
sparks them to act.
- Differentiated because
your offer is different from what they can get
elsewhere.
Benefit because they have
to get value out of it.
You may try to lure customers to your site with a discount
on your service. You advertise the discount in an email
newsletter. A potential customer is exposed to the email
link and is attracted to the discount that you're offering.
When potential customers click on the link, they need to go
to a specific page that will educate them about the discount
and entice them to sign up for your service. If the link
takes people to a page without the information they need —
or, even worse, your home page — odds are you'll lose the
customer. Home pages have the lowest conversion rate in
terms of purchasing.
In addition, by sending people to a specific page to learn
more about your offer, you can easily measure the conversion
rate — the percentage who sign up for your offer compared
with the total visitors to that page. Keep in mind that it
often takes people more than one visit to a site to convert
them.
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