Break the code to increase internet sales
Posted by Gary Ares
If you have been wracking your brain for the right "code" to unlock the door to more business - your fortune has just changed for the better. The code has been imperceptibly morphing so it has been difficult to notice the changes. Don't despair, because the map to increase sales generated by your website is about to be laid before you.
More good news... others who have followed this map, some call them pioneers, have found the path to be well marked, and did indeed lead to sales. However, it took courage for them, as it will for you, but if what strategies you had that worked in the past no longer have effect, there is reason for hope and exuberance.
In clear and simple terms think of the letters "PUSH" as the old code that worked well for many businesses. This was interruption based and funnel-fed to us through TV, radio, newsprint, and let's not forget those wonderful phone calls during dinner from telemarketers.
Technology has provided us with great inventions, which provided relief from the growing number of messages we are bombarded with from the time we wake up to our clock radio. Think about how often you rely upon voice mail, email, TIVO to allow you to skip TV commercials, and those wonderful pop-up blockers. We are now very adept at hiding the code from those who'd like to market and sell to us. Well, so are the people you are trying to reach.
A proven solution to increasing you website's ability to generate traffic, and more importantly sales, will need a slightly different code. Yes, again, good news....the code is simply the opposite than what you used to know and use - it's "PULL".
Next, we'll need to prepare for the journey, for our view of outbound, interruption driven, marketing and sales must change. Our new mantra should be inbound, relationship centric, to earn the trust of the buyer, and then provide a clear and transparent means of them allowing you to sell them a product or service. Before you tear up the map, it would benefit you to do some research in the topic of Web 2.0 and Sales 2.0 for starters.
Now, the critical part, finding and implementing each letter, in stages, will open the door to increased sales only so much. In order to gain the full access to real and sustainable business growth the business person, a.k.a. Web 2.0 adventurer, will need to acquire the additional letters from which come the benefits of each.
OK, now that you are prepared, let's begin with trying to solve the immediate problem with increasing sales to your business using the website you've been paying for. The quickest path, read instant-gratification, to more site visitors and maybe sales is buying paid search advertising, which many refer to as pay-per-click. It is widely used, much to the delight of Google and other companies in the same business.
Some things to consider; the paid ads will get more people showing up at your site, but then what? How will you convert them to perform the action you paid money to get them to your site for in the first place - like buying? The second important point is though the method is proven to work well as soon as it stops so does the traffic.
The better strategy and method to gain improvement, and longer lasting results is to make sure your site well prepared to be found. The facts are that the majority of people searching for your product or service will not go beyond the first page of search results. For those still thinking about the instant fix of paid search, the research also shows two key points only 25% of searchers will click on an ad.
It is acceptable to combine paid search while working on enhancing the foundation of the website. This way, when the decision is made to discontinue the paid path, the organic seeds will have taken root. Remember, the goal is to get increased sales, while containing costs.
Having a guide for this trip will be well worth the price, because the work will require specialized knowledge. The objective is to utilize a well informed source who can help you to understand the current state of your site, define the steps to correct its deficiencies, and to fix it, while providing the tools for continuous improvement.
Now, it is time to start the trek, but you will need more knowledge in order to continue making the best decisions for your business. Remember, the code didn't change overnight, and it did so right in front of all of us.
The scope of the solution is beyond this single post. You did learn several important points and hopefully are now more aware of what the problem was, how things have changed, and a good idea of how to continue on a path of long term growth and prosperity for your business.