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Posted 26 February 2009 - 03:17 PM
I think that I'm experiencing what could only be called; a "stopping point" in my online marketing efforts for a particular client. You see, after establishing online marketing goals, doing keyword research, optimizing for those keywords, updating content, getting inbound links one thing is clear (from reviewing the analytics data). We're getting more traffic and more targeted traffic which is great plus have above average rankings. The problem is while the conversion rates are great for a certain type of searcher they are horrible for the rest (namely the many new people we've brought on to the site). And the certain searcher who converts is one that’s already looking for our website; meaning they already know about us and are just trying to find us online and search by our name. I’m curious what kinds of things do y’all suggest doing to “market” to these other online searchers who look like they should be converting because of what they search for but are not. Any good books anyone can recommend?
Posted 26 February 2009 - 03:45 PM
Posted 26 February 2009 - 08:16 PM
Step 2: Really analyze where the drop out is taking effect by reviewing the site's analytics and looking for patterns. Are people coming to just one page and bolting? Are they getting into the shopping cart and dropping out before they complete their order? You'll probably find a couple of places that are the major drop out points. Once you know where it's happening it's a lot easier to start figuring out Why.
Step 3: Armed with your new Customer Profile that (hopefully) better matches your non-converting visitors and an idea of where the drop outs are occurring you can start start conducting some A/B Split or Multivariate Testing on those pages to see what makes a positive difference.
This is where it gets exponentially more difficult to give general advice without knowing any of the details. As a general rule though you need to understand who your visitors are, what their hot buttons are, how to trigger those and keep them hot all the way through the checkout process.
Posted 27 February 2009 - 06:30 PM
Are these returning visitors? Most research today indicates that consumers do a lot of research before making a final purchase decision. You may simply have a longer pipeline process than you realize, and you have to cultivate a stronger relationship with first-time visitors so that they feel more compelled to search for your site when they are ready to make a purchase.
It's not a bad thing to have a long lead time and multi-touch conversion process as long as you understand what is happening and manage that process well.
Posted 28 April 2009 - 10:17 AM
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