June 2003 Monthly Newsletter :: Anduro Marketing Inc.
Visitors are Coming but Not Responding ? Now What?
Now that traffic has increased and visitors are looking at your web site and your offerings, you may be wondering how to get them to respond.
A well designed web site should entice visitors to respond.
The sections below suggest a variety of ways to create ?response hooks? and encourage visitors to initiate some type of interactive action to your web site.
Flow Through Path
The Flow Through Path is the route that visitors use when looking at a web site.
- Generally the fewer distinct paths the better ? more paths means that visitors are randomly looking at your web site and may not see the pages that they should see.
- Review your web logs and determine the total number of different paths taken by visitors.
- If this is a large number, say over 250, then you may want to design your web site so that visitors are encouraged to follow one or two tracks. You need to lead visitors through your web site.
- For an example of a very clear flow through path, go to www.sharecrest.com and click on ?The Problem?.
Surveys and Poling
The types of surveys and poles that can be used include:
- Entry Survey: How did you find our web site?
- Exit Survey: Pop-up asking if you found the information you wanted? www.potche.com
- Readiness Survey: Do our values fit? http://ventureguiding.com/values/
- Poling questions on specific topic - see "Take Our Poll": www.cfcnplus.ca
- eNewsletter Sign-up
If you publish a regular eNewsletter, then it makes sense to add a link on your web site to a sign-up form.
For an example, see our web site: www.anduro.com.
Lead Generation Form
- Many web sites have a Contact Us page but most do not include a Lead Generation Form.
- The advantage of a form is that you encourage those filling out the form to add their phone number and their web address. The web address is helpful if you want to quickly review the company before contacting the visitor. And a phone number is great if you are in sales and you like to phone people back.
Demo or Screen Shots
- If your company is selling software then it only makes sense to offer a demo or presentation of screenshots.
- For an example of an excellent presentation of screenshots, go to www.projectarena.com and click on "Take a Quick Tour of our solution."
Know Your Target Audience
- Although this may seem obvious, many web sites do not lead visitors down a specific path based on who they are and their specific needs. Yet it is important for visitors to feel that you know who they are.
- One of our favorite examples is www.dell.com. Notice the icons for each product line at the bottom of the page and the links for each target market on the right hand side.
Merchandize Your Products
- Feature the key product(s) on the Home Page.
- Add time limited specials to create a sense of urgency.
- Use pictures of the product if possible (or diagrams): www.chefscatalog.com
- Add as many response features as possible on the Home Page.
- Include the company phone number on every page.
- Add a section and a form for visitors to easily ask questions ? e.g. www.heelpainrelief.com/contact_us.asp
- Sprinkle the testimonials throughout the web site in sidebars instead of having all the testimonials on one page.
Emotional Response
- One of the most important features of a web site is creating a positive emotional response. This is critical for getting a behavioral response from the visitor later.
- For example, www.theventureinstitute.com is a warm design and clear layout encourages the visitors to navigate and learn more.
Strategies for Increasing Response Rate
Anduro Marketing is currently offering an analysis of your web site from a response perspective.
We will review the following points and send you a report with our recommendations for $995:
- User interface: layout and usability
- Online and offline sales process
- Problem and need clarification
- Competitor review: pricing and online sales process
- Management of marketing and sales data
- Customer motivation
- Conversion metrics
- Target market
- Persuasion strategies
- Best practices for merchandising
- Suggestions for increasing the response rate
- Access and clarity of features and benefits
- Call to action
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