Optimizing Conversions

Increasing sales by optimizing conversions is the primary function of an Internet marketer, but how do you do this? What is the process that will increase order conversions and how should resources be focused, both internally and externally? These are the questions I get asked everyday by leading companies and over the years I have found that the answer can be outlined by the following five points:

• Company Credibility
• Site Credibility
• Product Value
• Service Value
• Transactional Trust

Let's discuss these five points from a very high-level and strategic point of view.

Establishing company credibility is by far one of the single greatest factors a marketer can do to sell more product. If you can not build into the consumer's mind that you are experts in your industry then selling your product will be a challenge. To establish company credibility you need to create synergy between your marketing department, customer service, fulfillment staff, and back it up with follow-up support, as needed. What should your synergy be - profit! You see regardless of product or industry these aspects of your business must be uniquely tied together through a very pronounced and unwavering focus on profit. Please do not think that by focusing on profit you are hurting your customer, vendors, or employees. The profit of a company benefits every stakeholder including those I just mentioned as well as the shareholders. Why - because a profit focused company will develop internal processes that will streamline costs, reduce prices for customers, increase order volume, and bolster the bottom line for shareholders.

Establishing Site Credibility is without a doubt a unique challenge. The primary areas to focus on and fully integrate into your site when establishing credibility is marketing, merchandising, technical, and customer service. Some tactical facets that need to be addressed are: overall presentation, speed of the website, navigation, search features, and content quality. One more thing - tie your advertisements into your site. If you do not you will create a disconnect between what the creatives that brought a consumer to your website and what your website may or may not have available. Another words don't set your customers up for a fall!

Establishing Product Value begins before you start selling. It comes through building equity in your brand. Is it costly yes. Will it produce an immediate return - no. Is it necessary yes and no! It really depends on the product and industry your trying to enter. Regardless, there really are some common and key elements you need to focus on before your customers arrive at your site to look at product. Focus on product photos, product description, product selection (colors, sizes, add-ons), inventory selection, price, customer testimonials, customer reviews and ratings, expert opinions, and any published product reviews. These elements are key in conveying to customers how "on top of the game" you are and customers will be more likely to transact with you if your look and feel shows them that you value them! Another words lead them to the shopping cart page by giving them the material they want and not what you think they need.

Establishing service credibility is probably the greatest concern (after profit) to companies. A friend of mine just came back from Texas and he said that everywhere he went people went out of their way to help him. When he went into a roadside diner they did everything possible to make sure he was having a wonderful dining experience even though he was eating a $5.00 lunch! Here is the point: if you offer service that creates a wonderful experience, it will be remembered and shared! Think viral marketing!

Establishing transactional trust means insuring the security of the customer's transaction, conveying that security, and making sure the customer understands that spending their money with you is safe. Guarantees and warranties will always help conversions and should be offered on every aspect of the transaction, including the product bought! What transactional trust tells the consumer is that the business that I'm spending money with will back me, will support me, will protect me, and for that I feel secure about buying from them!

Until next time!

Provided by danhagopian.blogspot.com