As part of your Internet marketing repertoire, your landing page plays a crucial role.
User Experience Design (UXD)
I’m going to be doing a presentation next Wednesday, January 26 on “3 Ways to Get More Value out of Your Web site” as part of BNI Bay Street’s regular weekly networking group.
The 10 minute briefing will cover the 3 core principles that will help businesses get more leads, sales, opt-in’s and other business value out of their Web site. There’ll be a brief Q+A to follow.
In addition to the presentation, you’ll have a chance to expand your network by meeting with a couple dozen of the city’s brightest small business people.
BNI Bay Street meets at the Strathcona Hotel, 60 York St., Toronto from 12:30 p.m. to 2:00 p.m. every Wednesday. The cost is $25 and includes a lunch (it’s good food, too). Dress is business attire (so no jeans or runners, please).
If you’re interested in coming, please RSVP to me at [email protected].
So you’ve taken the plunge. You’ve invested your time, money or both in creating new traffic for your Web site. Maybe you’ve done some Search Engine Optimization on your site, started a Google Adwords campaign or been effective at using Twitter, LinkedIn or other social media to drive traffic to you and increase your visibility.
What do you want all those new visitors to do?
If you’re in business you probably want those new visitors to become your customers (and if you’re a non-profit you want them to become your donors, your volunteers or your advocates). You want them to convert.
And the key to converting your visitors into customers is having a strong and effective Call To Action on your site.
What’s a Call To Action? It’s an invitation to your site’s visitors to take the next step towards becoming your customers (what that step is is going to depend on your business and your sales process).
So what makes a strong and effective Call To Action?
At Fruition, we talk a lot about Web site usability and good online user experience. It’s kind of what we do around here. But as a business person, why should you care about whether your Web site is clean-looking and easy to navigate?
It’s about conversions
Increasing your site’s conversion rate is the easiest and most cost-effective way to generate new leads and new revenue from your site. Period. You don’t need to spend a dime on driving new traffic to your site to generate additional revenue if you can increase the number of your current visitors who become customers. And the payoffs can be huge.
Let’s take, for example, a site that gets 20,000 unique visitors in a month. There are a lot of sites that do this kind of traffic. If we can increase their conversion rate — the percentage of those visitors that become customers — by 1%, that’s 200 new customers a month.
What’s the lifetime value of a customer to your business? For a lot of our clients, that number is in the thousands or tens of thousands of dollars. And what would you spend to increase your sales by $200,000 a month?
So how does Web site usability factor into this math?