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The Internet Road Map

1) Data CaptureOne easy way to collect a variable affecting your conversion
e-mail addresses and permission is via a rate. I call these kinds of variables
signup box on your website. Place your "micro conversions" because they are all
signup box in a visible place on your small (microscopic, even) steps toward
homepage, and other appropriate pages, full conversion. A micro conversion is
where visitors might choose to something that you should test and
opt-in.Don't just do what I suggested, measure."Read more here" might not get as
but go one step further. What that means high a click-through rate as "Click here
specifically is always giving back to to find out how to win a month's supply
your customers before you expect them to of vintage wine." So, by improving this
give. Give them an offer with some click-through, you get the person
urgency behind it and a call to action. browsing to take another small step
For example, why not offer a visitor to toward your final website goal. By doing
your website a whitepaper, a free this, you improve your overall conversion
consultation, or a short clip of audio rate, which in this case is to get
from a recent speaking engagement or someone to register or subscribe to win a
seminar. People love when you extend the month's supply of vintage wine.Micro
olive branch. In return, you'll usually conversions can be tracked by measuring
see much higher click-thru and e-mail the click-through of links, or the read
submission rates. Always remember WIIFM. time for content, or the bounce rate for
What's in it for me? Think, why would I headlines and copy. Full conversion means
just assume that anyone stepping into my persuading your visitors to do what you
website would give me their personal want them to do. In my example, it would
mailing address, or e-mail, simply be registering to win wine. But it could
because I placed an empty box that read be subscribing to a newsletter,
"join my list." Well, that's a good downloading an audio file, buying a
start, but a lousy finish.It's all about product, selling a service, or whatever.
offer, urgency, call to action and then It should reflect your website's business
BOOM! You can sit back and watch your objective.If you would like to learn
click-thru rates soar.2) Conversational about the top 10 best practices that
Calls to ActionSo, how do you give your ensure that you get the most visitor
website the right dose of personality? interaction on your website, visit call
Think of your website as a one-on-one 925.705.0372.Jerry Hart is the CEO of
conversation. Just imagine sitting in a Hart Creative Marketing, Inc., an
coffee shop talking informally with a internet marketing corporation dedicated
customer. That's the starting point for to not just building websites, but
your approach, a more personable and building business, specializing in expert
appropriate "human" voice will come email marketing, search engine marketing,
naturally.When you picture the coffee and dynamic database driven websites.
shop scenario, you quickly see how Hart Creative Marketing aims to give
inappropriate (not to say ridiculous) people tools that ignite and excite
some of the more traditional styles of business decision makers to maximize
customer communication can sound on a their success in marketing.Hart is also
website. Drop the jargon, drop the sales recognized as a dynamic speaker and
pitch, be as honest as you can, and talk prolific writer having been published in
like a human being.Refreshing idea, isn't various magazines, newspapers, and
it? Especially on the navigation bar of internet publications. He is the author
your website. For example at one of only of the forthcoming book, Blueprint to
six harp stores in the county, they E-Marketing. (Blueprint Press, Summer
understand how enticing call to action 2005). Hart was recently a featured guest
conversational language can be on many of Office Depot's "WebCafe", a series of
pages of the site. The navigation bar webinars on Marketing and Business
includes, "Test drive a harp." Doesn't broadcast around the world via the
that sould like fun? Or "Hear before you internet.Hart has over 20 years of
buy", and "Is the harp for me? Find out experience in marketing which includes
more." The audience loves to read on the his time as a radio morning show host for
web as if you're speaking with them. If Clear Channel Communications. He
you know it's effective with you, then currently serves as chairperson for
why not give it back to your website eBig.org, a sales and marketing special
visitor.3) "Read More Here""Read more interest group in the East Bay.
here" is an example of what I would call




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