Sunday, November 30, 2008

How To Make Sure Your Web Site Visitors Convert: Engage Them

Today's Good Marketing Tip: Web site conversion

Marketing people have been trained to always have 'a call to action,' on their web site - a request to act or lose the opportunity of a lifetime. I'm sure you've seen the infomercials, website presentations, and online direct marketing promotions.

You're familiar with the marketing language, "act now and we'll send you two pieces of junk you don't need, but wait there's more..." Does any intelligent person really respond to this kind of pitch, and what self-respecting business would actually behave in this manner?

The truth is, that if you sell something of value at a reasonable price, and you treat your customers with some respect, you will get your share of business. You may not get all the business, nobody does, but the business you do get, will result in more satisfied customers, more word-of-mouth referrals, and ultimately more sales.

Statistically it may be true that if someone leaves your website without registering or buying something that the chances of them returning to order are low. However, I've come to discover that the problem isn't the customer. Rather, it's what you're saying, how you're saying it, and the expectations you set.

Achieving success is not a question of attracting more traffic, especially if your message is weak, unfocused, and lacking in emotional context. Success is a question of how many people you connect with both directly and indirectly, and how many people come back to your site because they are intrigued by what you have to say.

Orders are the result of building relationships and relationships are built on communication. You may not be able to speak to everyone who comes to your website but that only means that your website's primary job is to communicate what needs to be said so that it makes a memorable impression, and provides something more meaningful than a 'buy now' button.

Defining Success On Your Website

Orders are not the true measure of a website's success or is the volume of traffic a site attracts. You can have loads of traffic, but little of it ever gets turned into business, and you can even get some orders, but few long-term clients.

The primary objective of your website should be to initiate contact either by email, phone, or in the case of brick and mortar companies, store traffic. In order to achieve that objective, your website presentation must be engaging, enlightening, and above all memorable. Potential clients want a little foreplay, a little respect, and an understanding that you are asking them to put their faith in you.

Three Things You Need To Motivate Your Audience: Taking Action

Donna Flagg (Krysalis Group) is quoted in the article, "For the Love of Sales," as saying that, "Good selling comes down to three things: communication, education, and the ability to affect others."

I know of no better method to achieve these three goals than to implement video on your website, it is THE must have marketing vehicle for companies intent on maximizing website presentation impact.

The Center for Media Research reported in their recent 'Research Brief' that 41.2% of retailers surveyed were adding product videos to their websites. And the power of video marketing is not just about sales; it's about how you as a business communicate in the most efficient manner to all your concerned publics.

1. Communication - Engage
Your websites serves no purpose unless it engages your viewer and communicates a meaningful, memorable message. A video presentation uses sights, sounds, and performance to produce psychological persuasion.

2. Education - Enlighten
A message delivered using creative video presentation techniques is seen, heard, and embedded in the audience's mind. It informs, explains, clarifies, and focuses attention on the key decision making elements that produce leads, and ultimately sales.

3. Affect Your Audience - Create An Experience
A properly crafted Web video makes a human connection, it affects the viewer on a psychological as well as rational level, so that the message delivered resonates and impacts the decision making process.

It is time businesses employ a new Web-philosophy, one that is aimed at turning advertising into content, and content into an experience. And I know of no better way to create an online experience than to employ Web video.

This post provided by Jerry Bader who is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit


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