All the web traffic in the world won’t help unless you get them to respond!
The response mechanisms that a business Web site uses are even more important than getting tons of traffic to the site. This is because you can have all the traffic in the world, but if you don’t have a way to capture them, the whole endeavor goes to waste.
Here are some of the tools used on a Web site:
- Soft response tools
- Harder response mechanisms
Mistakes Sites Make in Converting Traffic
Your site has been marketed, you have good content, and your traffic numbers are ever increasing. But the problem you are facing, is no one is buying anything … in fact – they aren’t even e-mailing your company through the site. You are wondering what is wrong with your site. There are many common pitfalls that company decision-makers make that have a negative effect on converting traffic into leads and sales.
Here are some of the causes:
Forms are too long – Marketers want lots of information for marketing purposes (see business intelligence). That is ideal for them. The problem is Web site visitors don’t like to fill out long forms, and will abandon them at extremely high rates. Therefore we recommend that your main forms be very, very simple. If you want to have a more complex form there are ways to handle that process once you have started a relationship with a prospect.
The next step is too hard to find – Site navigation and location of response buttons is very important for a user friendly site. Make sure the buttons are obvious – they really stand out from the rest of the page.
The tool is not suitable for the audience – Some response methods work extremely well for some businesses and very poorly for others. Make sure the tool you are using is appropriate for your visitors.
The enticement is not compelling – Some of the most effective response tools have some kind of hook or offer. This can be a newsletter, a free report, or some other low cost item. Know your target audience and produce items which are attractive to them. For selling items make sure you know what they want to buy and have a great selection.
More Response Tools
Here are some other kinds of response mechanisms which make your site more interactive, and can help you to gather e-mails and process transactions:
Instant Fulfillment – Automatic or manual reply to the request entirely by e-mail with the information in the body of the e-mail or as an attachment.
Download Directions – The e-mail sent in response to the user’s request contains details about how to download information as an text document or Adobe PDF file to their local computer. The reply email may refer them to a special page or simply give them a link to click on for the download.
Private Access Area – The individual receives details about how to access a private area of your Web site with exclusive information, either through a special URL or a password.
Traditional Fulfillment – The user submits a Web-based form or sends an e-mail and requests a response via traditional mail.Web Fax — The system automatically generates and sends a fax as the result of the request. Subscription — The user subscribes to a monthly or quarterly e-mail newsletter on a health topic of interest.
Automated Reminder Services – The consumer can sign up to receive e-mail reminders for mammography screenings or other important health-related events.
Using Modal Window Surveys – Many Web sites place a simple feedback banner on a client’s site. This data collection method is called convenience sampling and it can cause “self-selection” bias. This means that there is a greater likelihood that those who are very satisfied (or very dissatisfied) with the Web site will click the icon and respond to the survey. This self-selected sample produces data that are not representative of the entire population of visitors to your Web site.