| 1) Data CaptureOne easy way to collect e-mail | | | | example of what I would call a variable affecting |
| addresses and permission is via a signup box on your | | | | your 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 I | | | | micro conversion is something that you should test |
| suggested, but go one step further. What that | | | | and measure."Read more here" might not get as high |
| means specifically is always giving back to your | | | | a click-through rate as "Click here to find out how to |
| customers before you expect them to give. Give | | | | win a month's supply of vintage wine." So, by |
| them an offer with some urgency behind it and a call | | | | improving this click-through, you get the person |
| to action. For example, why not offer a visitor to | | | | browsing to take another small step toward your |
| your website a whitepaper, a free consultation, or a | | | | final website goal. By doing this, you improve your |
| short clip of audio from a recent speaking | | | | overall conversion rate, which in this case is to get |
| engagement or seminar. People love when you | | | | someone to register or subscribe to win a month's |
| extend the olive branch. In return, you'll usually see | | | | supply 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 into | | | | headlines and copy. Full conversion means persuading |
| my website would give me their personal mailing | | | | your visitors to do what you want them to do. In |
| address, or e-mail, simply because I placed an empty | | | | my 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 to | | | | an audio file, buying a product, selling a service, or |
| action and then BOOM! You can sit back and watch | | | | whatever. It should reflect your website's business |
| your click-thru rates soar.2) Conversational Calls to | | | | objective.If you would like to learn about the top 10 |
| ActionSo, how do you give your website the right | | | | best practices that ensure that you get the most |
| dose of personality? Think of your website as a | | | | visitor interaction on your website, visit call |
| one-on-one conversation. Just imagine sitting in a | | | | 925.705.0372.Jerry Hart is the CEO of Hart Creative |
| coffee shop talking informally with a customer. That's | | | | Marketing, Inc., an internet marketing corporation |
| the starting point for your approach, a more | | | | dedicated to not just building websites, but building |
| personable and appropriate "human" voice will come | | | | business, 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 say | | | | websites. Hart Creative Marketing aims to give |
| ridiculous) some of the more traditional styles of | | | | people 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 honest | | | | also recognized as a dynamic speaker and prolific |
| as you can, and talk like a human being.Refreshing | | | | writer having been published in various magazines, |
| idea, isn't it? Especially on the navigation bar of your | | | | newspapers, and internet publications. He is the |
| website. For example at one of only six harp stores | | | | author of the forthcoming book, Blueprint to |
| in the county, they understand how enticing call to | | | | E-Marketing. (Blueprint Press, Summer 2005). Hart |
| action conversational language can be on many pages | | | | was 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 before | | | | Business 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're | | | | marketing which includes his time as a radio morning |
| speaking with them. If you know it's effective with | | | | show host for Clear Channel Communications. He |
| you, then why not give it back to your website | | | | currently serves as chairperson for eBig.org, a sales |
| visitor.3) "Read More Here""Read more here" is an | | | | and marketing special interest group in the East Bay. |