Most entrepreneurs know that their website and social media sites are crucial pieces of the marketing puzzle when it comes to their brand. But it’s not enough to just have these pieces, one must use these pieces to turn visitors into customers and page views into sales. Take the following case study, for example. Verve Medical Cosmetics had long been easy to find online by potential customers searching for Botox or laser hair removal treatments. However, founder Dr. Bracci, admits that his website did not do a good job of turning visitors into customers. By making simple tweaks to the website such as adding before and after photos and promoting a free consultation offer, the website saw a 20 percent increase in the number of qualified phone leads from the site and an 18 percent decline in bounce rates. (Bounce rate refers to visitors who leave the site after viewing just one page.)
Dr. Bracci and his staff now regularly monitor the site’s metrics on a monthly basis and track where customers learn about the company. “One of the biggest mistakes I’ve seen is that people don’t measure their website’s conversions,” says Gabriel Shaoolian, chief executive of Blue Fountain Media. Here are three tips from Shaoolian that will help you convert web visitors into buyers:
1.) Determine online marketing focus by knowing how visitors use your site.
2.) Monitor your redesign to ensure appropriate messaging.
3.) Find customers who are ready to buy by optimizing SEO.
To learn even more about online marketing from four experts, attend PCV’s Online Marketing for Small Business seminar on Tuesday, October 23 from 8:00am to 10:00am. Panelists from private marketing firms, Constant Contact, AdRoll and overnight sensation Chubbies Shorts will share their recipes for marketing success.
Register for this event today – space is limited and the event WILL sell out.