When does marketing stop? Is marketing meant solely for getting viewers to your site? I think too many people focus all of their attention on how to get people to their site but neglect strategies to assist the customer with their experience within the site.
Don’t get me wrong, I still think the efforts in getting people to your site is absolutely essential and should not be neglected in any manner, but I feel strongly that it is just as easy to lose a customer while in your site as it is in trying to get them there.
I want to share a couple of things I picked up from an article I read the other day entitled, “10 Important Conversion Optimization Tips That Make Your Site Bad@$$” by Stoney Degeyter. He is a very experienced and well known internet marketing authority and he wrote this article for SearchEngineJournal.com.
Explain What You Do
How many times have you arrived at a site and after perusing around could not figure out the point of it or what it represents? It can be really annoying, frustrating even.
You don’t want to make your customer work for it, give it to them. They’re your customers, not game show contestants! Not everyone that comes to your site is an expert on what you share, some may be, but for the most part, they looking to learn more and that’s how they ended up there.
“Every visitor that comes to your site needs to be able to quickly and easily figure out what you’re about. Don’t bury that information on an “About Us” page or in some vague mission statement. Make it obvious!” said Degeyter in his article.
Give Yourself a Voice
It’s very important to have your own style, your own sound. We associate so much of what we do in our relationships depending on how someone sounds to us. Their voice can make them appealing, appalling, intriguing, or comical. Establish what your voice is and use it to help promote your product or site. You’ve heard the saying, “Use what your momma gave you.” Use your voice and your personality to your advantage. You need to be unique, if you’re not, then you are the same as your competition or even a little behind.
The unique voice helps customers remember you and when they remember you, trust can be established. Trust helps them buy your products, keeps them coming back and encourages them to refer their friends.
Now let’s be honest, you might not ever read those. I don’t. I have sometimes glanced at it to make sure there is one but that was enough for me.
Fix Your Checkout Process
With each and every click, a customer gets more wary. Be cognizant of this. You may want to ask yourself, “Is this check out process to lengthy?”
Do everything you can to limit the amount of pages and steps a customer has to go through to purchase your product.
“Studies show that drop-click rates increase as the checkout process clicks increase!” said Degeyter.
So the more they need to do, the fewer customers you will gain. The more info they need to give, the more likely they are to abandon ship.
You get my drift.
Like I said before, don’t abandon the strategies, time and effort of getting people to your sites, but whatever you do, DO NOT forget to help them stay on your site and have a good experience. Your traffic and retention will sky rocket with simple applications and we all know that means, more revenue.