The StartupNation Blog Trends, tips and real-life anecdotes from industry experts

Archive for “Web-Based Business”

Landing Page Tips – Part Two

This is the second in a three-part series looking at ways that you can transform your campaign or website Landing Pages into highly effective sales funnels for your business. Follow these tips, and see your Landing Pages generate more leads, orders and sales. LANDING PAGE TIPS 1. Create a Call-to-Action Make it obvious and clear [...]

Continue Reading

Landing Page Tips – Part One

This is the first post in a series covering Landing Page tips to help you improve the performance of your campaign or website Landing Pages. Follow these tips, and see your Landing Pages generate more leads, orders and sales. Landing Page Tips 1. Send People to the Right Page If your online marketing campaigns send [...]

Continue Reading

Going Beyond the Website Conversion to Measure Success

A website conversion is when a site visitor takes the action that the business desires. For a retailer, this is typically an online purchase. For a B2B company, this is typically when a lead is generated through a form submission, download or call.

And there are many other flavors of website conversions as well. For a publisher, it can be Page Views (so the publisher can increase advertising rates). For a social community site, it can be Time-On-Site and participation. For a recipe site, it can be recipe printouts.

Website conversions drive business success. Measuring website conversions is useful and helps us to understand how to continually refine our website to meet the needs of our customers.

What I would argue, though, is that we need to take the next step and measure lifetime value of a customer to our business as well. If you are a retailer, you can aim to make a sale and measure your website’s success accordingly. But you should also take the more holistic view, see the potential for a lifetime of sales, and do everything you possibly can to build a long-term relationship with the person.

So, instead of constructing your website exclusively to drive a single sale, construct a process that:

  • Drives continual customer touch-points
  • Makes your brand relevant in their lives
  • Delivers benefits to your customers continually

Let’s say you sell cookies through your website. Offering a 20% discount for a purchase may drive short-term, one-time sales. But how about tying your cookies into your customers’ lifestyles rather than focusing on a one-time discount, which does nothing to build a relationship with your customer.

With cookies, you can offer different types of packages – is the customer a mom looking for a treat to include in her child’s brown bag lunch? Or is it a person looking for fun family desserts? Or is it a person looking for great gifts for family and friends? Or is it an office worker looking to satisfy afternoon hunger? Define the different ways that your cookies fit into your customers’ lives and design packages and solutions accordingly.

The mom looking for a brown bag lunch treat? Offer her a package with brightly colored, individually wrapped, mini-sized cookies for each day of the week. Offer a subscription service so that the mom is sent a new set of cookies each week. Offer a chart that matches the best type of cookie to various types of lunches.

And if you felt compelled to offer a discount?

Well, instead of a one-time discount, what if your website offered the 20% discount for an ANNUAL cookie-lovers membership instead? In this way, instead of focusing on a one-time sale and then HOPING that the customer will come back, you are building a business model on a more solid, predictable, longer-term foundation.

Within this framework, you can deliver fresh new cookies on a monthly or weekly basis. Further to this, you can offer additional, value-add specials throughout the course of the year. You can build a deeper relationship through conversations with your customers. You can provide access to an exclusive website filled with special offers, fantastic cookie recipes and a forum for their voice to be heard:

  • Offer members an exclusive opportunity to make recommendations for new cookies
  • Offer them the exclusive opportunity to taste test new recipes that are not yet available to the general public
  • Hold an exclusive cookie recipe contest, offering to sell the winning cookie

The possibilities are endless, and they apply just as equally to retail as they do to B2B, publishers and just about any other type of website.

These are just a few suggestions to help you construct a great website that drives your business growth over the long-term. If you need additional help, let me know below or at www.WebsiteMarketingNOW.com. Thanks!

-->

A website conversion is when a site visitor takes the action that the business desires. For a retailer, this is typically an online purchase. For a B2B company, this is typically when a lead is generated through a form submission, download or call. And there are many other flavors of website conversions as well. For [...]

Continue Reading

23 Google Tools for Your Website

Are you aware that Google offers a variety of tools to help you with your website performance and promotion? The pervasive search engine company has a library of information, support materials, blogs, videos and applications all at your fingertips. Here are some of the essential Google tools for your website to ensure that your website [...]

Continue Reading

5 Killer B2B Digital Strategies

Companies that sell to other businesses (Business-To-Business, or B2B), know that there are certain aspects to their online marketing that take on added importance when compared to Business-To-Consumer, or B2C, online marketing. In order to fuel business growth online, B2B firms should explore the following five killer B2B digital strategies: 1. Speak to the Right [...]

Continue Reading

Improve Website Navigation & Improve Your Conversion Rates

When people land on your website, they are typically looking for something specific. Help them find it by delivering amazingly easy navigation on your site. Good website navigation leads to new customers and increased conversion rates. Poor website navigation causes frustration and anger. Which do prefer? So, in the spirit of creating many happy site [...]

Continue Reading