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HOME  Improve your Conversion Rate With an Online Sales Silo |
| Improve your Conversion Rate With an Online Sales Silo | | Published by: jack 2008-07-13 |
| | iMedia Connection: Closing a Measurement Loop::
conversions and sales have traditionally lived in separate silos to site your campaign messages for different customer segments and improve conversion.
http://www.imediaconnection.com/content/7659.aspHOME |
Copyright (c) 2007 Ted Prodromou
Youre probably wondering what an online sales silo is and why you need to create one. In the past, sales and marketing experts told us to create a sales or marketing funnel. You dump all of your prospects into a wide funnel and a few would drop out of the bottom of the funnel that may turn into customers. The online sales silo takes a different approach. Using the power of the search engines, you drop highly targeted prospects into a silo instead of a funnel. Once they are in the silo, you lead them directly to the product or service they were searching for and sell it to them.
Why does the online sales silo work so well? In todays society we all have the same problems, lack of time and too much to do. Were unfocused and our attention spans are now measured in seconds. For example, recent studies show that when we visit a new website we decide within 3 seconds if were going to stay. If the graphics load too slowly, we dont like the colors or fonts, or if we dont find what were looking for in 3 seconds we abandon that website and move on to the next. Were a society that thrives on instant gratification because our time is precious and we have a million other things on our mind.
BAI Online | Banking Strategies Retail Delivery Insights | MARCH 1 ::
John Matheny, head of the retail sales and marketing practice for Brintech Inc. balances (CDs) have shot up at an annual rate of 21.8% since 2004, Novantas says.
http://www.bai.org/nl/v1/n13/articles/V1_N13_01.aspHOME |
HEALTHCARE CONSUMERISM [Adobe PDF] patient delinquency rate, could materially impact easy-to-understand statements with online cycle in independent silos with tasks associated to more hits from: http://www.emdeon.com/pdfs/Future-Healthcare-Consumerism-Panel-Interview-1207.pdf ::
patient delinquency rate, could materially impact easy-to-understand statements with online cycle in independent silos with tasks associated to
http://www.emdeon.com/pdfs/Future-Healthcare-Consumerism-Panel-Interview-1207.pdfHOME |
When you do a Google search youre looking to solve a problem or youre looking for some form of pleasure or entertainment. When your prospect has a problem they want an answer immediately. They type in a keyword phrase and they land on your webpage where they find your product or service that solves their problem. They complete their purchase and its a win-win for both of you.
Sounds simple doesnt it? Then why doesnt it always work that way? Because when they type a keyword phrase theyre expecting to land on a webpage that contains those keywords and a solution to their problem. If they type lower back pain in Google, they want to land on a webpage that offers a solution to their lower back pain. If they land on a chiropractors home page with beautiful colors, holistic music playing in the background and a picture of him holding a model spine, they get frustrated and click away.
When someone searches for lower back pain their back hurts and they want to land on a webpage that tells them how they get rid of their lower back pain. They dont care whats causing it and how qualified the chiropractor is. They want their lower back pain to disappear now!
When you create an online sales silo you create a process that will take them by the hand and lead them directly to what theyre looking for. Imagine walking into WalMart and the greeter asks you what youre looking for. You say youre looking for a new pair of running shoes and he takes you by the hand and takes you right to the running shoes. He doesnt take you near the shoe section. He doesnt take you to the dress shoes or the casual shoes. He takes you right to the running shoes. No distractions. No confusion. Instant gratification.
Connecting CRM systems for better customer service [Adobe PDF] cross-silo program would be a senior leader, such as the head of sales or customer service, and their expected conversion rate. In services, value more hits from: http://www.mckinsey.com/clientservice/bto/pointofview/pdf/MoIT9_CRM_VF.pdf ::
cross-silo program would be a senior leader, such as the head of sales or customer service, and their expected conversion rate. In services, value
http://www.mckinsey.com/clientservice/bto/pointofview/pdf/MoIT9_CRM_VF.pdfHOME |
Company Name (TICKER) QX 200X Earnings Conference Call [Adobe PDF]promoting EDGAR Online and I-Metrics to their sales force, their customer base, and solution that – Im speaking of silos from an operational standpoint. more hits from: http://www.edgar-online.com/company/callstreet/2005_Q1_Transcript.pdf ::
promoting EDGAR Online and I-Metrics to their sales force, their customer base, and solution that – Im speaking of silos from an operational standpoint.
http://www.edgar-online.com/company/callstreet/2005_Q1_Transcript.pdfHOME |
Turning your website into an online sales silo is a simple process. Using this process will improve your conversion rate, increase user satisfaction, increase your repeat visitor rate and improve your bottom line.
Step 1 Identify what action you want the prospect to take. Do you want to collect their contact information so you can contact them? Do you want to sell them a product on the spot? Determine if your goal is going to be lead generation or to complete an ecommerce transaction.
Step 2 Identify the keywords and keyword phrases that best describe your product or service. Imagine your prospect searching Google and you want them to land on your website. What keywords would they type to find you? You can use keyword research tools like Wordtracker (freekeywords.wordtracker.com) and Googles keyword tool (https://adwords.google.com/select/KeywordToolExternal)
Step 3 Create separate landing pages on your website for each keyword phrase. This webpage should contain only information about that particular keyword phrase. If the keyword phrase is lower back pain the webpage should only contain information about solving lower back pain. Keep the reader focused on lower back pain and dont distract them with other services you provide.
The landing page should have a compelling headline that contains the keyword phrase like 7 Ways to Eliminate Lower Back Pain Instantly. The search engines like headlines with keyword phrases. Your content should also contain the keyword phrase to keep the reader focused on what theyre looking for.
Stay focused on one keyword phrase or topic per webpage. If you also talk about how you can solve foot pain on the same page, theyll get distracted and forget about their lower back pain. Remember to take them by the hand and lead them directly to the solution their looking for.
Step 4 - Make it easy for them to complete the transaction. If youre collecting leads then make the contact form short and easy to complete. Give them a free report, free consultation or some other compelling reason for them to you their contact information. If youre selling them something, make the Buy Now button very clear and visible. Also make the checkout process very easy to complete.
Step 5 Give them an easy way to contact you if they have questions or difficulty on the website. Add your telephone number and an email address to the landing page so they can easily contact you.
Step 6 Add a privacy policy and terms of service agreement to your website. This adds credibility to your website and shows the visitor that you are a real company providing quality products and services.
Step 7 Follow up the transaction with a series of emails. The first email should be a thank you email with the details of the transaction. Thank them for signing up for your newsletter and tell them how to download their free report. If they purchased a product, thank them for their purchase and give them some tips how they can best use the product. Follow up with an email every other day for a week giving them more information about your products and services, and always direct them to your website for more information.
Thats how to create your online sales silo. Remember to keep the website visitor focused on one topic and only one topic and youll see your conversion rate soar!
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