Podcast Number 66 – July 2011
In this podcast Glenn and Tom discuss the importance of developing and implementing a strategy around lead generation and the specific paths users take before they contact your company via the Web. Website marketers must understand how users prefer to convert and the sales funnel they follow on a Website. This drivers a higher percentage of lead conversions.
What is the “lead conversion funnel?”
- The path users take on your site before they make contact.
- Specific content, photos and Web pages that generally lead to conversions.
- Website visitors can take multiple paths and those paths can be segmented.
- They can also come to your site from other Websites.
What are a few examples of how this funnel works?
- Real Estate Websites start with a home search.
- Product Websites that start with shop and compare.
- The Netflix “How it Works” page.
- Special offers and free samples can be part of the funnel.
- A Facebook referral or special offer.
How should Website owners and marketers go about setting up a funnel on their Website?
- The Website should be designed and developed around the content that will drive conversions and make up the conversion funnel.
- It starts from a strategic standpoint and the content follows.
- The navigation menu supports this path.
- Specific pages can be funnel pages.
- The contact us page is a conversion.
- Website clutter is a barrier to the conversion funnel.
Here are the action items from the Podcast:
- Write a Web marketing strategy for lead generation based on content strategies and specific page views.
- Set-up Google Analytics, along with goal tracking.
- Watch your Webs stats on a regular basis.
- Have an excellent Contact Us page (see our previous podcast).
- Develop and improve the writing skills on your team.
- Write conversion-based content, including photos, images and graphics.
- Include a blog and regular content updates.
- Understand how users convert on your Website.
November 6th, 2011
Tom
Podcast Number 65 – July 2011
In this podcast Glenn and Tom discuss strategies for dealing with shipping in online sales and eCommerce Websites. Shipping is one of the most important considerations in the user’s interaction with an eCommerce Website. There are many variables needed to evaluate before developing a shipping strategy that meets user needs and maximizes sales and conversions.
Why is shipping so important to Website conversions?
- It is one of the most important considerations in the pricing equation.
- Many strategies need to be considered beyond price.
- Delivery time is a big factor.
- Product condition during transport.
- Product receipt and the user’s location.
- Delivery method and user’s impression of their service.
- Return and customer service.
- International issues.
What do users look for in online shipping costs and processes?
- Users want it free and delivered right now.
- Users are very smart and sensitive to shipping polices and pricing.
- An explanation of shipping policies that is in their favor is needed.
- Turn shipping into a win-win and an advantage for the Website.
- Offer return shipping if it fits in your pricing model.
- See the Zappos and Amazon Websites for examples.
What are considerations from the Website marketer and business manager?
- Don’t take shipping lightly or just pass through your costs with a mark-up.
- Shipping should not be a way to improve margins.
- Think of shipping strategical and develop a plan.
- Understand the numbers and the supply/demand issues around pricing.
- Be aware of how online sales tax impacts users and shipping costs.
Here are the action items from the Podcast:
- Understand the financials and pricing issues around selling your products with shipping included.
- Use this financial information to drive shipping and pricing strategies.
- Write up your online shipping policies and explain how you do it.
- Talk to your target market about shipping through informal surveys.
- Research your direct and indirect competitors.
- Map out the shipping process before the site is built.
- Work with your shipping partner to figure out these issues, they also want you to sell and ship your products.
November 5th, 2011
Tom
Podcast Number 67 — September 2011
In this podcast Glenn and Tom review a Website submitted by a listener and Intuitive Website’s Podcast subscriber. The site is eMiniMind.com. Listen to the podcast to hear tips and suggestions to improve your Web marketing efforts.
Here are the action items from the Podcast.
- Simplify and work with a high-end graphic designer for consulting.
- Write simple clear taglines to drive conversions.
- Build on what is working offline.
- Organize the content and simplify the site map.
October 11th, 2011
Tom
Podcast Number 68 — September 2011
In this podcast Glenn and Tom review strategies and recommendations on establishing Web-based marketing campaigns that reach across several online marketing channels and tactics.
Here are the action items from the Podcast.
- Brainstorm a list of campaigns and ideas to test.
- Set-up tracking systems in Google Analytics and Website conversion points.
- Develop a promotional schedule and make sure all outlets are covered.
- Launch the program and don’t wait for it to be perfect!
October 11th, 2011
Tom
A review of four Websites Amazon, Barnes and Noble, Apple and Borders
Podcast Number 64 — March 2011
In this podcast Glenn and Tom discuss the importance of online publishing and its impact on Website marketing. They review key marketing strategies from Apple, Amazon, Barnes & Noble and Borders. Find out who are the winners and losers in selling content on the Web.
Here are the action items from the Podcast.
- Understand the importance of Web strategy.
- Know technology trends before they happen.
- Understand the importance of content and technology (online publishing).
- Learn more about online publishing and how this trend can be used to improve your Web marketing efforts.
March 28th, 2011
Intuitive Websites
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