The Internet Road Map

1) Data CaptureOne easy way to collect e-mailexample of what I would call a variable affecting
addresses and permission is via a signup box on youryour conversion rate. I call these kinds of variables
website. Place your signup box in a visible place on"micro conversions" because they are all small
your homepage, and other appropriate pages, where(microscopic, even) steps toward full conversion. A
visitors might choose to opt-in.Don't just do what Imicro conversion is something that you should test
suggested, but go one step further. What thatand measure."Read more here" might not get as high
means specifically is always giving back to youra click-through rate as "Click here to find out how to
customers before you expect them to give. Givewin a month's supply of vintage wine." So, by
them an offer with some urgency behind it and a callimproving this click-through, you get the person
to action. For example, why not offer a visitor tobrowsing to take another small step toward your
your website a whitepaper, a free consultation, or afinal website goal. By doing this, you improve your
short clip of audio from a recent speakingoverall conversion rate, which in this case is to get
engagement or seminar. People love when yousomeone to register or subscribe to win a month's
extend the olive branch. In return, you'll usually seesupply of vintage wine.Micro conversions can be
much higher click-thru and e-mail submission rates.tracked by measuring the click-through of links, or
Always remember WIIFM. What's in it for me? Think,the read time for content, or the bounce rate for
why would I just assume that anyone stepping intoheadlines and copy. Full conversion means persuading
my website would give me their personal mailingyour visitors to do what you want them to do. In
address, or e-mail, simply because I placed an emptymy example, it would be registering to win wine. But
box that read "join my list." Well, that's a good start,it could be subscribing to a newsletter, downloading
but a lousy finish.It's all about offer, urgency, call toan audio file, buying a product, selling a service, or
action and then BOOM! You can sit back and watchwhatever. It should reflect your website's business
your click-thru rates soar.2) Conversational Calls toobjective.If you would like to learn about the top 10
ActionSo, how do you give your website the rightbest practices that ensure that you get the most
dose of personality? Think of your website as avisitor interaction on your website, visit call
one-on-one conversation. Just imagine sitting in a925.705.0372.Jerry Hart is the CEO of Hart Creative
coffee shop talking informally with a customer. That'sMarketing, Inc., an internet marketing corporation
the starting point for your approach, a morededicated to not just building websites, but building
personable and appropriate "human" voice will comebusiness, specializing in expert email marketing, search
naturally.When you picture the coffee shop scenario,engine marketing, and dynamic database driven
you quickly see how inappropriate (not to saywebsites. Hart Creative Marketing aims to give
ridiculous) some of the more traditional styles ofpeople tools that ignite and excite business decision
customer communication can sound on a website.makers to maximize their success in marketing.Hart is
Drop the jargon, drop the sales pitch, be as honestalso recognized as a dynamic speaker and prolific
as you can, and talk like a human being.Refreshingwriter having been published in various magazines,
idea, isn't it? Especially on the navigation bar of yournewspapers, and internet publications. He is the
website. For example at one of only six harp storesauthor of the forthcoming book, Blueprint to
in the county, they understand how enticing call toE-Marketing. (Blueprint Press, Summer 2005). Hart
action conversational language can be on many pageswas recently a featured guest of Office Depot's
of the site. The navigation bar includes, "Test drive a"WebCafe", a series of webinars on Marketing and
harp." Doesn't that sould like fun? Or "Hear beforeBusiness broadcast around the world via the
you buy", and "Is the harp for me? Find out more."internet.Hart has over 20 years of experience in
The audience loves to read on the web as if you'remarketing which includes his time as a radio morning
speaking with them. If you know it's effective withshow host for Clear Channel Communications. He
you, then why not give it back to your websitecurrently serves as chairperson for eBig.org, a sales
visitor.3) "Read More Here""Read more here" is anand marketing special interest group in the East Bay.