Ignore this Article
if Your CR is Above 4%! :-)
Ken Evoy
I
was rooting through our old database the other day, looking for people
with significant traffic and low-or-no sales. I just about fell off
my chair when I visited these sites... They are so similar that it
staggered me...
1)
Zero to negative "look-and-feel." Look-and-feel does not need to be
expensive. No high-powered graphic designer necessary. See MYSS! and
the 5 Pillar Manual for details about creating a smart, professional
image on a shoestring.
2)
A reliance on banners. I'm starting to thing seriously about removing
banners. More and more, I'm realizing that they are actually counterproductive.
-----SIDEBAR-----
Anyone
out there getting great results from banners? Please, please, please...
let me know!
-----SIDEBAR-----
3)
Worse, a hodge-podge of banners, often having little to do with the
site. Not only is each banner counterproductive, but the more on a
page, the worse you'll do.
4)
These sites sometimes do have great content, but it's obliterated
by the flashing banners on a bad look and feel.
5)
A lack of a cohesive, overall, themed approach that is obvious to
the visitor.
6)
Poor understanding of addressing the needs of their customer base
(i.e., stressing wrong benefits or ignoring benefits all together).
Getting
a sale is a function of traffic and Conversion Rate. It seems that
these sites understand Traffic, but simply don't get the concept of
pre-selling. So... let's take a look at the 5 Pillar winners, people
who generate traffic and sales week after week, with Conversion Rates
of 6% and up... up to 17% lately! What do they do right? Basically,
the reverse of the above...
1)
Good, solid, credible look and feel. But clearly not expensive. This
is easy to do, by the way. Just VIEW SOURCE solid-looking sites to
get design ideas for color, navigation, layout and font selection.
2&3)
An abhorrence of banners. I simply don't see a single winner relying
on banners. At most, they'll use a small logo to headline an article.
4&5)
There is always good, *ORIGINAL* content, all of which ties together
into an overall theme for the site. In other words, it feels like
a real site.
6)
Most importantly -- they understand their customers. The copy is written
in the right tone and contains benefits that motivate their customers.
There you have it. The Web rewards you if you do it right. So if you're
getting traffic but not getting sales, here's what to do...
Article by Ken Evoy , the author of MYSS
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This fabulous
manual is actually 1500 pages of practical information meant to teach
aspiring netrepreneurs how to create a successful online business.
Included
in this manual is a separate manual on getting targeted traffic to
your website.
There's a wealth
of information here on getting ranked well in the search engines - this
information in itself is already worth the ridiculously low price!
I have MYSS!
myself and can't say enough about it. Excellent manual - a very small
investment yields a huge return!
.
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