|
Every website must have a clear purpose - whether to generate sales / donations, leads, or both. Run your conversion ratios through the sales funnel (see below). How many website visitors will it take to close to one sale? How much does it cost you on average? Do you have a clear strategy to convert these leads into qualified sales, and the right tools to support your business' operations?
Your prospects and customers will have little patience for a homepage that is cluttered, contains excessive movement, and doesn't address the basic "who, what how" questions. Here's a brief run down on how we approach the web optimisation process.
Who are you trying to attract with your site?
Websites have multiple audiences with different needs, and your website content needs to speak to all of them. Prospects come to your website at different stages in their buying cycle. Describe a typical visitor.
- Most important group
- Second most important user group
- Somewhat important user group
Consider what action will potentially lead to sales. What is the primary action these users should take when coming to your site; make a purchase, become a member, search for information, demo your product, event signup?
What specific content do you feel each audience group would want to see on the website?
- Create content to meet the needs of at least three important groups.
- Plan content that addresses the problems each group is trying to solve and their objections.
- Consider what the most important message is that each page should convey.
How can you encourage visitors to interact with your company?
- Understand and refine the sales process visitors would follow on the new site.
- Define key business metrics by setting "measurable" goals.
|
The metrics provided are illustrative only.
|
Reaching prospects throughout the Buying Cycle
Generating sales leads requires that your website content effectively communicates to your prospects the benefits of doing business with you. Here's an example of a software development company and how they would map their target audience to sales pipeline fulfillment.
| Audience Identification |
Website Content Requirements & Challenges |
What action leads to sales? |
Most important group - Chief Technology Officer (decision maker closest to purchasing)
|
Requires technical specifications on software to ensure compatability and maintainability with existing infrastructure.
|
Download technical whitepaper.
|
Second most important user group - Chief Financial Officer
|
Must approve the purchase. Wants to see "credibility" in the vendor and be clear about pricing and value. Wants a clear message about value.
|
Building credibility through a client list or logos of well-known companies.
|
Somewhat important user group - System Administrator
|
Wants to know that the software is easy to use and that the software will minimise issues with employees.
|
Subscribe to 14-day evaluation period.
|
|
Share or bookmark us
Follow us on LinkedIn
Follow us on Facebook
Follow our RSS Feed (Blog)