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| Bring Your Visitors Back Clamoring for More! Maintain and Im |
By:
Judy Cullins |
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80% of your Web site is Maintenance!Once your Web site is up, you must maintain it. Maintenancemeans changes, and each time you make a change, you maymake a mistake. I'm really grateful when people point out myWeb glitches, and I can be more proactive by checking my siteeach week.If your visitors get a link that doesn't work, see incompleteinstructions, or read your dull instead of passionate copy,they will leave your site immediately, and not bookmark it.Before you invite folks to see your masterpiece you need tocheck and correct all parts of your site, and especially thehome page.TEST YOUR HEADLINES. You have four seconds to get yourvisitor's attention. Test your title or opening sentence of copy.This one item alone can make a huge difference in the responsesyou receive.Instead of the wasted words "welcome," put a benefitwith a link to either a benefit story or sales letter about yourproduct or the product itself.When I placed "Quadruple your Web Sales in Just FourMonths" with a "click here" to my sales copy following it, myWeb sales increased ten times from my original home page, andthis in only four months time.People learned about my eBooks and Teleclasses on WriteYour eBook or Other Short Book--Fast!, Ten Non-TechieWays to Market Your Book Online, and Quadruple OnlineSales in Four Months with Free Articles. In 2002, after beingOnline eight months, Web sales are consistently over $3000each month.If your headline doesn't say benefits, the game is over.TEST YOUR OFFERS. People perceive more value when youadd an incentive to buy. Give them a bonus FREE report or atips list with the order. It takes little time and effort to create, butit increases sales thirty-fold.Each month, I motivate my visitors with "Discounts ofthe Month" available as a navigation bar on home page.In each discount I include testimonials and benefits,And perhaps a bundling of several books or teleclassesFor a deep discount--often half price.1. Testimonials. They lend credibility to you. When people seethat other well-known leaders like your products or services,they are more likely to buy. It's relatively easy to get these too.Here's a few that worked:- "Save yourself from headaches, disappointments, and moneydown the drain. Read Write Your eBook or Other Short Book-Fast! before you write another word. The author puts you on thefastest track to publishing success."- "Wow! My sales letter worked! Thank you, thank you, thankyou for presenting your 3-session teleclass "Create YourHomepage With Marketing Pizzazz." You helped me focus onwho my target market really is--a major accomplishment.Knowing the difference between benefits and features helped meproduce a sales letter that got me a sale the next day I put it upon my site."- "In just one coaching session I learned how to strengthen myarticle's language, got a perfect acronym for my coachingbusiness, learned the difference between benefits and features,got a new bio/benefits statement to use for networking, and mostof all the "bigger picture" to see a series of products and servicesto sell--definitely worth her fees."2. Benefit statements. Test your copy by emailing several groupsin your address book with several choices. Call it a Survey. Askthem, which benefits makes their heart skip a beat? Enough totake out their credit card and buy. Emphasize different benefits.Try out different headlines, phrases, power words or metaphors.Appeal to different senses like smell, touch, emotions or visual.Remember most people are visual and kinesthetic.Here are a few ideas:For a book one client submitted these benefits:-Clean up the places of your life where you're out of integrity-Create more time, energy, and passion in your life-Uncover your deepest values and honor them.Another book's benefits included:-Be your self in a world that wants you to be like everyone else-Develop positive expectancy to achieve real results-Procrastinate into your hearts desires-Balance work and home by mastering the joy of moseyingTEST YOUR PRICE. A price that is too low is as bad as aprice too high. Too low a price devalues your product orservice.Potential clients or buyers might think, "If it's that cheap,it must not be good." One myth is that eBooks have less valuethan print books. If your book has information your oneparticular audience wants, you must price it accordingly. If yourservice is invaluable, be sure to charge what you're worth.Always start your prices high. Later you can offer a deepdiscount.TEST YOUR COPY. Change testimonials or pictures every sooften. Redo your opening page and closing page. Instead of"Subscribe to my ezine," put a short testimonial from a famousperson in your field right before the "click here" to subscribe.Always give your visitors a reason to buy. Make your copy"you" oriented. Dan Poynter, author of The Self-PublishingManual, said this about the free monthly ezine The Book CoachSays... ezine is chock full of useful information - totally worthyour time.Make your Web pages easier to read by using bullets. On myhome page I put these questions in bullets:"Let me help you answer questions about your book"· What are the first steps to writing a great selling book?· Will my book attract my desired audience?· Will my potential buyers think my book is worth the money?· Will my books sell enough copies for my satisfaction?· Now that it's written, how can I best promote my book?Test the length of your copy. Check the size of your paragraphs.In general, keep them short, around 1-4 sentences. Imaginelooking at a long line of print before you get to the meat?Discouraged, you would probably leave the page, and possiblythe site!Check for passive sentence construction too. Why? Becauseyou slow your reader down with passives, and they want yourclear, concise, and compelling information. Your spell andgrammar check gives you those percentages at the end. If yoursentences are more than 3-4% passive, you need a professionalcoach to check your copy. This article has 1% passive.TEST YOUR SITE LAYOUT. Know where people areentering your site and exiting. Many companies out there cangive you this service. If potential buyers keep leaving at aparticular page before they go to products and ordering page,your words deceive, and some changes are in order. You cantrack: where your traffic is coming from, what pages visitorslike, what page the majority of visitors enter and exit, andhow long are they there, even which ones signed up for youreNewsletter.TEST YOUR ORDER PROCESS. Ask friends and associatesto run through different parts of your site. Show yourappreciation by paying them for it with free product or service.Tell them you have a thick skin, and appreciate their honesty.One would-be customer couldn't finish the order for one of myteleclasses. It took a lot of effort to get that mistake rectified withsome free product from me. I know a famous eBook authorfrom whom I tried and tried to buy a book. I even emailed himabout it. He said he didn't take email orders and sent me back towhere the problem was.It's much better to have all links work, so your customerswill have an easy ordering experience. Also, be sure to offeryour customers several ways to order. Not all people like toorder on the web.Know that your job of testing never ends. It's what we callmaintenance, 80% of life is maintenance! Just experimentingwith these tests will bring more sales. Keep testing to knowwhat your potential buyers really want. About the Author
Judy Cullins: author, publisher, book coachHelps professionals manifest their book dreamsSpecial Offer: Web Redo Kit at "Discounts of the Month"http://www.bookcoaching.com/discounts.shtmlSend an email to mailto:Subscribe@bookcoaching.comThe Book Coach Says... includes 2 free eReportsmailto:Judy@bookcoaching.com |
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