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Today's
Article: 20 Website Mistakes That Cost Me - Part 1
Today's Ask Dr. Ebiz:
12 Essential Strategies for
Building and Structuring Inbound Links
Want to reach more than 10,000
readers? Advertise in the
@Marketing Digest.
Get a Better
Position on Google - Build up your Links!
Check this
out
20
Website Mistakes That Cost Me - Part 1
By
Catherine Franz
"Learn from other's mistakes," my Mom always
advised me. Learn from mine, save three precious marketing years,
tons of frustration, energy, and come out way ahead of the game.
Best of all, you probably didn't lose thousands of dollars like I
did.
1. If you use a shopping cart, check if the zip
code request appears before the city and state on the order form.
Most carts don't to this. Why is this important? Because if ordering
is not easy, I mean real easy, for your buyers, they drop out in the
process. Ordering should be as effortless as possible for the
purchaser.
If the zip code is before the city and state and
is set to drop their city and state into the next two fields
automatically, it saves the purchaser's time. Believe it or not,
this one "little" item leaves a memory chip and they will remember
the experience in the future. Did you know that 60% of buyers
opt-out and don't complete the transaction because of the little
things.
2. Do you have boxes or radial buttons that
they need to check off in the ordering process? Yes, then go ahead
and fill-in the checkmark in for them. Let them uncheck it if they
do not want the choice you are gave them. Again, making it easier to
buy from you and reduce the chance of them leaving before completing
the transaction.
If you have a questionnaire or survey form,
check all the "yes" categories or one of the radial buttons for them
so they don't have to do the work. They will remember the experience
as "easy" and it will imprint in their minds for the next purchase
or experience with you.
3. Many people forget to set
up their "error page" on their web site. Do not leave that to
chance. Ask them questions on the error page so that you know what
occurred. Example: "Tell me how you saw this page please." Add your
e-mail address. Hyperlink the address and spell out the full address
for those with different browsers. Make it easy for people to
identify any errors on your web site so you can fix them quickly.
If you think that will never happen to you and that you have
checked your links repeatedly, it can still happen. Software has
glitches and it happens to the best of the best. In addition, an
error page is a great place to add other hyperlinked navigational
bar (a list of the main areas of your web site). Also, offer an
opportunity for them to enroll in your ezine here as well.
4. Omit the metaphors. Most adults do not have the
time or the patience to play games on the Internet. If your market
is teens, this is a different story. Teenagers will enjoy the
entertainment.
If you offer an entertaining feature on your
site, you will need to carryout the theme throughout your site,
otherwise they will leave as soon as it stops. This has occurred
quite often lately as professionals add video to their site
(considered entertainment) and then the rest of the site is flat.
They get a lot of hits to the video and then no response on the call
to action they set it up to give them.
5. Please do not activate "under construction" pages. Wait
until the page is ready and then upload it. If you are using
FrontPage, you can remove it from the Navigational system by right
clicking on the page and turning it off.
6. Don't
beat around the bush with your visitors. Make your message so clear
that even a ten year old will understand it. Make the language
conversational -- easy English.
7. Make your "buy me"
buttons "Amazon" blue. Backed by good research, Amazon has trained
millions of their visitors in this color and in their design style.
Use their success to your advantage. Visit http://www.amazon.com to
see what "Amazon" blue looks like.
8. Do you offer a
search form on your site? You need to. Once again -- make it easy
for your visitors to find the information they want quickly. Here is
a tip that I learned only a few months ago that has paid big since.
After all I have read and learned over the past 10 years, nothing
was every mentioned about this. When someone searches for something
and it is not found, set up a default-selling page.
Here are
a few ideas on how to use the default page when their search comes
up empty. Offer them a 10% coupon for something else, or for
anything on your site. Tell them this is a one-time offer (they will
not know otherwise). On the other hand, you could provide a list of
available discounts or offer them a choice of sections to proceed
to. Do not let them get the "Can't find a match" message at any
time.
9. When collecting visitor information for your
database, do it one step at a time. Do not try to do everything at
once. If you offer an ezine, the first step is to ask for their e-
mail address only. After they type that in, take them to another
page to answer questions.
Alternatively, you can send them
an auto responder asking them questions. Better yet, send them to a
survey page after they have subscribed to your newsletter. You will
enjoy an increase in subscribers and survey submissions.
10. If you use drop down menus for your states or
countries, remove them. "Techies" like drop down menus, but visitors
don't. Let the visitor type in their state and country. It is ten
times faster and much easier than looking through a long list
searching for the state and country. Even if the United States is at
the top, it is still makes the buyer search.
Watch for Part 2 in our next newsletter.
About the Author:
Catherine Franz is a 30-year marketing industry
veteran, a Certified Business Coach, CertifiedTeleclass Leader and
Trainer, speaker, author, and Master Attraction Practitioner.
Business client's include professional firms, restaurants, retail
stores, coaches, employees using writing for advancement, and
independent professionals across the globe, i.e., the USA, the
United Kingdom, Europe, Australia and New Zealand. For daily
marketing tips and electronic newsletters on marketing, Universal
Laws of Attraction, and marketing writing/copywriting, visit: http://www.AbundanceCenter.com, catherine@abundancecenter.com or directly at
703.671.5677.
"Dr
Ebiz"
Every once in a while I come across an excellent general article
like this: Stephen Mahaney, "12 Essential Strategies for Building and
Structuring Inbound Links,"
MarketPostion Monthly, Dec 20, 2004, discusses reasons why a
natural link structure is better than an artificial one. He suggests
looking for links from authoritative (high PageRank) or trusted
sites.
As much as you can, prefer a lower number of links on referring
pages, a standardized incoming link format, and getting keywords
into your anchor text. Start with directories and try creative link
sources, using reciprocal links as a last resort. He warns: Be
careful who you link back to and keep your eye on profits. Helpful
article!
"Copyright 2005, Ralph F. Wilson. All rights
reserved. Used by permission."
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