Zero Conversions

Sep 162008
 

So you have worked hard optimizing your site for search engines, and the traffic is beginning to come in. You have fine tuned your site, tested it with participants, and you feel confident that sales will happen. You have one big problem though, things are not as they planned, and you are getting zero conversions.

Wrong Target Audience

If you are not converting, and you don’t think it’s your site, maybe it’s your visitors. Here is a must read: Good Keyword Research, found on SEO Services website. The article is about fine tuning your keywords. A common mistake that is made is generalizing a site to just one keyword.  They use the example SEO, versus SEO Services. Fighting to get ranked for the keyword SEO is difficult at best, but if you are a SEO service company, you might not really want that traffic anyhow. You want traffic from people looking to hire you. A better keyword phrase would be “SEO Services”. It’s an easier battle, and the target audience is more defined. By the way, SEO Services is currently ranked 4th on Google so I think they know what they are talking about.

For this site, I used to try getting the word, usability. Not the greatest idea. Usability testing is done on more than just websites. There is also a lot of competition for the word. So when I found that was failing, I fined tuned it to “web usability and design tips”. I am trying to target visitors who are simply looking for a blog that offers my advice on the subject. I want subscribers! I’m currently now on page one for the keyword phrase.

SEO, Usability, Target Audience, Conversion

SEO, usability, and target audience. It’s what you need to make a conversion. SEO to get the free traffic, and usability to make sure the audience can easily convert. What about the target audience? Well if you don’t have that, you don’t have crap. Optimize to get them, optimize to convert them, and optimize your services to keep them comming back.

Invite New Users with a Demo

Aug 212008
 

Any golfers out there? What’s your handicap? I was looking for more ways today on making new visitors  break the one minute barrier, and found this golf stats site that uses the a demo to lure the new visitor into a site.

Remove Fear, Improve Knowledge

Getting a website to perform the way you want takes a little bit of basic Sales 101 training. To get someone to join your site or buy something, it takes several factors, and fear and knowledge are two of those. In the case of Fore Score Golf Stats, they took this into account, and offered a demo page to encourage new visitors to join. In this case, the fear is not knowing if this is the right service the visitor is looking for, and the knowledge is the great features the service offers that the visitor may not be aware of.

Target Audience Will Join

If done right, like I think Fore Score Golf Stats Demo has done, the target audience will join. The home page clearly directs the new visitor to the demo page which will increase the chance of getting the new visitor to break the one minute barrier, and it will quickly educate them about the service. If the visitor falls in their target audience, they will not just create an account, but use the site on a regular basis.

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