Forecasting Online Buyer Behavior
September 13, 2008
Great ideas for entrepreneurs approaching starting a new company.
Is Internet traffic everything?
August 14, 2008
Focusing on two primary tasks which are generating traffic to a website and decreasing the cost of online results whether its sales or leads. But is website traffic everything? Not if you are missing the management of the machine..traffic can be generated hundreds, maybe thousands of ways from pay per click, organic search, social network referrals, participating in forums, etc..but all that changes each day as more and more companies enter the Internet to compete and win the hearts and minds of their prospective customers. Managing the costs of all Internet traffic sources and the corresponding revenue is crucial to success. The core lever is conversion rate…How many of my visitors can I convert to a customer. I will prepare a post specifically breaking out the impact of raising your conversion rate and the impact on cost per conversion and the how your maximum cost per click can change dramatically.
Sales Letters and Mini Sites
August 8, 2008
Are long sales letters and mini sites similar? Yes in the sense the communicate to the visitor. No in the sense of the goals of each. The goal of the sales letter is to take you sequentially through the buying process with benefit statements, testimonials, images, hypnotic copy and in the end, pull your credit card out and buy something. A micro site is suppose to do the same thing except its not a sequential process and the micro sites take the information and create categories/menu system making it very easy to find the appropriate category to research and break the sequential top down approach to buying. In the end being able to clearly communicate your offer trumps persuasion. If you are interested in copywriting, Stephan Dean does a great job of teaching sales page copywriting.