Archive for April 2013
Online marketing is a little bit like dieting, in the sense that most of the main principles and ideas are fairly well-known and understood, but that doesn’t stop people from making common mistakes or trying to take shortcuts. And, more often than not, these mistakes and shortcuts don’t just make Internet marketing less efficient, but also end up costing businesses more in the long term.
To help you avoid the biggest blunders, here are four common online marketing mistakes that kill conversion rates and eat away at your bottom line:
1. Unfocused web design. There are a lot of different errors that fall under this category, but two of the most important are websites that make it hard for customers to find what they’re looking for, and those that are just “busy” or outdated to the point of being distracting. Obviously, both symptoms are going to be bad for sales.
2. Search-driven copy. If everything on your website seems like it’s written for Google, and not actual customers, we have some bad news for you: Google might have lots of money, but they rarely give search engine spiders the authorization to spend it. In other words, take advantage of keywords, but also make a point of putting real-life buyers first in your marketing messages.
3. Too many ads. It’s important to monetize traffic if you’re going to remain profitable, but there is a difference between having ads and bombarding users with ads, banners, and other “buy now” links. Each page in your site should have one clear conversion goal, so move towards that and keep things clean and simple.
4. Negative reviews. Now more than ever, customers are entering your company name, or your products, into Google before they decide to buy or register for more information. That means what they find – especially in the form of customer feedback and reviews – has a huge effect on your conversion rates.
Is your company missing the obvious and hurting conversion rates in the process? If so, now is the perfect time to talk to a member of our team and see how we can help put you back on the right track.
The more you read about how to promote your website, what to do and not to do in link building, Facebook versus Google plus and all the other information that is out there, you can get sidetracked from your original mission of creating a successful website. Once you put those keys in the ignition, you want to drive from point A to point B safely, avoiding obstacles and not allowing distractions to get you in an accident. That’s how you really need to think about the progression of your website. All those distractions will continue to change as time goes by. If you get caught up in them and take your eyes off the road, you’ll never arrive at point B.
Focusing on Content
The first thing webmasters are concerned about once their websites go live is getting people to it. All the links you can build and social networking you do won’t prove fruitful if people don’t like what they find when they get there. Slapping up an optimized page is not long term planning. You want to ask yourself whether people will really like that page when they get there. Will they want to return to the website after seeing it? Would they want to recommend it to their friends? If you don’t know the answer to that question, then the answer is probably no. That means you need to figure out how to achieve it. If you monitor the bounce rate of that page as you make improvements to it, you’ll know you’re moving in the right direction. Certainly, if people are back clicking from the page instead of clicking a link on the page to arrive at another page on your website, you are chasing them away.
Take a good look at the websites that do it successfully for the same keywords you are pursuing. Are you missing something they offer? If so, find a way to do the same in an original fashion.
Take Care of Site Errors
Sometimes the problems on your website aren’t obvious. You might think you’re doing everything right, but there are www and non-www versions of your site or you have a bunch of broken links. Remember that a website consists of much more than people see. The pieces that make your site perform well in search are in the code and often not displayed to visitors. Use tools like the W3C validator to identify issues and fix them. Fix or remove broken links. Resolve the www, non-www issue to one variation. Visit webmaster tools and address the html issues, server problems, 404 pages, etc. that you find there.
When you raise the standards of your site content, you’ll make it easier for social interaction to happen. Sharing junk on Facebook and Twitter won’t be very productive. When you arrive at point B, there will be plenty of time for sight seeing.
Theresa Happe works with BuyDomains.com where you can buy a url for any website niche.