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How to Get Better Value from Your Site's TrafficWhat will visitors find when they click on a link that takes them to your site?
Market research is clear: confused site visitors with too many choices don't buy. They leave, most of the time never to return. Your first goal, then, is to make it very easy for the visitor to stick around long enough to become your customer or client. This is best accomplished in one of two waysOne option:use a page somewhat like a brochure on which the visitor is given enough good and focused information that s/he signs up to be on your email list to receive even more information of value for fr~ee. For example, offer a newsletter, a special report, a digital download, etc. This type of site is an invitation, and is sometimes referred to as a "capture page." You follow up with your new prospects later via email to make offers of products for sale. Of course, you always include a way for people to unsubscribe from your list, as well as complying with all other CAN- SPAM Act requirements.Possibility two:start with a single-item sales page promoting a low price-point item, the opening of your "marketing funnel." Your low price-point item will demonstrate the quality of your product or service, and you will get repeat business because you offer good value. At that point, you can introduce your new clients to a wider range of products and prices. They know you deliver, they know they can trust you, and so they'll wade through a bit of information about products that don't interest them to get to those you have that do interest them. Besides, now they are in your data-base, and you can market to them again later when you have a special promotion or a new product.In generalit is not a good idea to present a first-time visitor with a catalogue site. It might seem impressive to have lots of products at a range of prices and to have distracting graphics, too. But it doesn't work. Think about it: you've got just a few seconds to grab the interest of a first-time visitor who is following links as they search for something online. The best way to capture their attention is to have a single, compelling headline. Encourage them to stay at your site with good sales copy and an excellent, beneficial offer.You naturally want to make the most of every visit, especially if you've paid for the links that visitors click to arrive at your site. You want to get your return on investment (ROI), but don't make the mistake of many online business owners who believe that ROI comes from making an immediate sale. Keep in mind the lifetime value of your clients, and focus on developing a relationship with new prospects, which often takes the from of email follow-up. That's why you save the big beautiful catalogue site for later, after they've become your client, and they know you provide good service and a high quality product. Then, after you've established a relationship, use a catalogue site for back-end sales galore. All right. That's the story of why to use certain kinds of sites. Now, when you're ready to create your 'capture page' or your one-item sales page, you can find copy writing resources on-line. The resources could involve hiring a copy writer, using a copy writing product, or writing your own page from scratch, depending on your budget and skills. The following list contains nine essential elements of a good page.
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