This is nothing less than a puzzle for several business owners. A majority of managers and business owners look to develop internet traffic using search engine optimization (SEO) or search engine marketing.
Building volume for web traffic is important to the success of your online business; even if you have a small setup as a Molecular sieve bead supplier. Bear in mind that not every web visitor traffic is equal. Traffic volume or lone traffic is a complete waste of your resources and time. You need quality traffic along with keen and targeted potential customers!
Now take a step back and read your traffic visitors as to what they will expect to do once they use your website? It naturally comes to mind that what’s the point of investment to generate traffic if your site is not fruitful for your business?
Before indulging in traffic building activities, make sure that when a potential user visits your pages, you are ready for them.
The four Cs are; Credibility, Content, Conversions, and Customers.
These four important Cs are critical factors for a successful online web presence. A productive online business contributes through the maximization of new opportunities from the interested traffic visiting your website.
We will start with Content. You probably know the phrase “Content is King”. Your website content must be interesting, relevant, useful, and engaging to your target customers.
It is irrelevant as to what you wish to publish as your web content. It is all about what your potential customers want to see on your web pages. Website is not yours, it is of users and you must give what they are searching for.
You must construct your web content around ‘What’s in it for me’ for your potential customers. Your web content should focus on the advantages of using your product; even if you are selling carbon molecular sieve, with regards to your potential customers.
Credibility is another element of online business success. A majority of your visitors will be unfamiliar with your business owner or with your product. You need to give awareness so that the visitors will view your content in terms of possible risks to their interaction with your website and your business.
Further, different friction factors on your website may discourage interaction and may revoke them to act upon the ‘call to action’ that you might be offering.
You will require to accept the challenge by providing credibility symbols, social proof, and service delivery guarantees.
Social proof is positive comments or reviews, testimonials in video format, and reference case studies. Credibility symbols are displayed by association or industry certifications or license qualifications. Commitments on service level include guarantees supported by an acknowledgment of your reputation and brand image will boost your online credibility.
Also, you need to reduce or eliminate where possible, any friction aspects from your content and web pages. For instance, several websites have subscription forms asking the potential subscriber to give information that is beyond what is required immediately.
Web stores where shipping costs are revealed late in the purchasing process will suffer from high cart abandon rates. Upfront display of shipping costs minimizes the friction factor. Reduction of friction factors and credibility establishment improves your opportunities for successful lead conversion at your business’ online web presence.
Now a question arises as to how we can ‘convert’ our web visitors by taking their ‘call to action’ on your web pages. All your website pages must contain a specific corporate objective and a relevant ‘call to action’ to allow your visitors to take your desired action that supports your objective.
On an e-commerce store, conversion is the buying of the desired product. On a business subscription website, the conversion would be the payment after enrollment in the program fee or plan. On a corporate services website that needs a longer nurturing and selling cycle a conversion success could be the newsletter sign-up, download articles or information documentation, sign-up to a demonstration site, or free trial or submission of an inquiry web form.
One has to apply a technique called ‘conversion-persuasion scenarios’ in designing your web layout and content. Make it easy for your interested visitor to find the relevant content, data, and build your credibility, lower friction factors with content that allows them to click the ‘call to action’ button; achieving your conversion goal.
Your end result should be to lock a paying customer. For a business customer (B2C) web store, the conversion is the actual purchase at the online store of a product to become a customer.
The customer’s experience includes the online buying process, shipping combined with the condition and quality of the product to satisfy their expectations. A favorable experience would increase the frequency of repeat referrals and business to other potential customers.
For an online business to business (B2B) web presence, the conversion is a qualified sales generated. Now depending upon the complex nature of the product or generated lead service will need further relationship building before a prospect becomes a customer.
The success of your online web business presence will be measured in terms of ‘call to action’ conversions NOT website traffic volume. Your conversions translate to business growth and development. Establish those Key Performance Indicators that reflect your online business objectives and measure these results to track and fine-tune your web. Look at actual conversions or online sales and percentage conversions/traffic volume as the measure of the quality of your online business and your capability to achieve your desired corporate results.