Of course the fonts you can use for your website design are directly dependent on the fonts that are available on your visitor’s machine. If they do not have the font installed, then the visitor will not see the design exactly as you intended it.
Statistics source: www.w3schools.com
Zeald recommend that websites are designed to fit an 800 x 600 pixel browser for a number of reasons:
is an alternate option however we do not recommend this for the following reasons:
The number of visitors coming to your website is directly related to your website promotion and marketing.
The first thing that you should ask yourself if you have a low number of website visitors is– “How much money do I spend, and do I have budgeted, to be spent on website promotion and marketing each month?” If your answer to this is ‘nothing’ then you need to urgently reconsider your commitment to your website!
If you do not promote and market your business then what happens? No new business right?! And eventually no business at all, i.e., the business goes belly up! Well, the same thing happens with a website– no promotion and marketing then no results. And no results generally means that eventually, your website will go belly-up.
You must have at least some budget dedicated to the marketing and promotion of your website. $100 a month? Surely any company that is serious about their website can find a spare $100 to use on website promotion? What about $250, $2,500 or $10,000 a month? The more money that you can allocate to website promotion and marketing, the better.
If you have a successful physical business then chances are that you spend a healthy amount of money each month on the promotion and advertising of your business. Don’t expect miracles from your website. Give it a healthy budget too and the results will follow.
If you have a budget in the $1,000 - $10,000 range, then you should seriously consider employing a professional website marketing and promotions company. Talk to your Zeald Internet consultant for more information.
If you have a very small budget– in the hundreds of dollars a month range, then you are going to have to take a DIY approach. You will need to read the ‘Promote’ module of your E-Business Bible very carefully.
So how do you promote a website if you have little or no budget? This is a good question. You need to be prepared to work hard! The short list of things we would suggest are:
Like with everything, you will need to track and measure each of your different advertising or promotional campaign initiatives very carefully. If it isn’t working, tweak it, or drop it, and give something else a go. If it is working, then try dropping something that is barely working, and use the extra budget to do more of what is working.
Website advertising and promotion can be tricky. Remember the Support Team is there to help you. Don’t hesitate to talk to them for more recommendations and ideas.
Conversion Rate is the first website success metric that you should look to improve. Why? If your conversion rate is poor then you can burn an awful lot of money on website promotion and advertising without seeing any result.
Improving conversion rates can be an extremely tricky task. There are so many factors that can influence conversion. This is where you could really do with the help from your E-Business Consultant They will be able to analyse your website, determine its weaknesses and provide you with some great strategies for improving your conversion rate.
There are a huge number of things that influence the conversion rate of a website. Let’s take a look at a few of the basics.
You need to know, without a doubt, what your customer’s need, problem or goal is. Everything about your website and the things that you are selling on your website should be focused on those needs, problems or goals.
Your understanding here will often directly affect the…
The strength of your product or service forms the foundation for your entire website.
How good is your product or service (especially compared to your competition), and do lots of people want it or need it? Think about this honestly. If the answer is no– then this can be one of the biggest negatives on your conversion rate.
Think long and hard how you can strengthen your product or service? How can you differentiate it from your competition? How can you make it deliver more of what your target customer wants or needs? Often, an in-depth analysis of your target customers’ problems, goals or needs will give you a good insight into what they want. Then you just need to give them more of it!
Consider running a survey. We know that it can take a lot of time and effort but surveys can give you a real ‘grass-roots’ look at what your customer truly wants. Never second-guess what you customers really want as it is so easy to get it wrong. Let us share a little story about this with you…
In the early days of Zeald we were struggling to really sell our website solution. As one of our ‘marketing strategies’, we decided to set up a stand at a local business expo (North Shore Business Expo).
For our stand, we decided to run a simple survey. To record the results from our survey, we built a massive bar graph on the back wall, with results added every time someone completed our survey.
We asked just one question- “Why do businesses go online?”
We then provided five possible answers, which respondents could select from:
We got each of the respondents to put a number beside each of the answers between1 to 5 to indicate whether the answer was an important reason for them to start doing business online (with 1 being ‘most important’ and 5 being ‘least important’. Every person who completed our survey went into a draw for a free website from Zeald.
Guess what we found? - The majority of people put a ‘1’ beside ‘Increased business opportunity’.
What did this teach us? - Our target customers were interested, more than anything else, in extra business. They wanted results! They wanted sales, enquiries or leads! They wanted a website that wins business!
What an incredibly powerful result! From this point onward we changed everything about our company. Everything about our product and our service became focused on delivering results for our customers. Our whole solution became 100 times better because of this one simple survey. It helped us to truly understand our customer needs, problems and goals.
We also developed software that makes it easier to conduct a survey- the Zeald Email Marketing tool, which plugs into your ZES solution. It allows you to email your entire customer database and run a survey. It then collates all the results for you and presents them as a report. You can’t get any easier than that!
Talk to your E-Business Consultant to find out about the Zeald Email Marketing tool. With an automated tool like this, it is worthwhile running surveys on regular basis just to keep in touch with changes in your customers’ thinking or preferences.
For great conversion you need…
Great product(s) or service(s) that fulfill your ‘target customer’s’ needs, problems or goals.
Do you remember the six steps to visitor conversion? Here they are again:
Before anyone will buy from you they need to trust you and believe that what you are saying is true. If you can’t guide your visitor through these first two steps then you have no hope of getting your visitor to enquire about or buy your product or service.
Think about when you buy from an organisation or off someone– you will go through the same process; you will not buy unless you trust them, and you believe that what they are telling you is true.
So how do you do this on a website?
Well – it’s not easy, but there’s a whole bunch of things that will help your website build trust and credibility with your visitor. Let’s go through some of the most important ones below:
Let’s say you have established a strong base of trust and excellent credibility on your website. And you have great product(s) or service(s) that you’re targeting directly at your target customers’ needs. Is there anything else that can affect your conversion rates?
Don’t forget the six steps to visitor conversion:
We have only dealt with the first two steps. What about the final four steps?
Your sales copy will influence your conversion rate just about more than any other factor. The number one thing that every visitor does is read.
Good sales copy is absolutely vital. It can really pay to have an objective and constructive review of your sales copy from an online professional.
Make sure you ‘study’ the articles on Loading your website. They provide a clear step-by-step guide to drafting great website sales copy. If you are not good at writing– definitely get some help from a professional. You’ll be amazed by what even a phone interview with a writer can do to help your sales copy shine.
In this article we have gone over the basic ‘influencing factors’ in a website’s conversion rate.
Conversion rates are a complex subject and depend on many different factors. Talk with your Zeald E-Business Consultant anytime for an in-depth analysis of your conversion rate.
This article is all about testing and improving your website results. Within your normal business you will always be looking for ways to make everything work better. You need to do the same with your website. The tune process can be summed up with three words – ‘Test’, 'Measure' and 'Tune'.
One of the reasons the Internet is a direct marketer’s dream, is just about everything can be measured automatically! If you’ve been in business for any length of time you will know how hard it can be to measure your results (and it takes a heap of time and effort). Website marketing is quite different– you barely have to lift a finger, it just happens!
Most people just don’t get how incredibly powerful this is!
If you understand what needs to be measured, then you can measure it, read the measurements and make adjustments to your website to improve your overall result. This is unbelievably powerful!
So, what do you need to measure?
Well that is a subject in our book– “Website Fundamentals – How to Generate Amazing Results Online! ”. But to save you sourcing the relevant section right now, the crucial parts follow…
Within any business there are a number of simple success metrics that determine the performance of the business.
In the physical world, success metrics are– leads, conversion rate, average sale and margin. Let’s take a closer look at each of these:
The most important thing to understand about success metrics is this –
If you can increase ANY ONE of the success metrics then your business will make more money!
It’s that simple.
If you want to run a successful business you need to know and understand success metrics and therefore how they influence your business. The same applies if you want to run a successful website– you need to understand success metrics on the Web and how they affect your website.
The key success metrics for a website that sells products, with transactions automatically completed online (an ecommerce website), are ‘visitors’, ‘conversion rate’ and ‘average sale’.
‘Visitors’ is a new success metric, which is a more accurate description of receiving a prospect on an e-commerce website. The ‘visitors’ success metric refers to the amount of ‘traffic’, or visitors, your website receives.
As with most businesses, the ‘margin’ is still determined by the physical aspects of the business (and includes the cost of running the website, so it is an expense that affects your margin).
The key success metrics for a website that is focused on generating enquiries (an Profile website) are ‘visitors’ and ‘conversion rate’.
An Profile website is designed to generate leads. Everything after the generation of the lead on the Profile website is still processed in the physical world.
An example of a company using an Profile website would be a service-oriented business, or a business with large custom-made products that are less suitable for making purchases and payments via an Ecommerce website.
So on the Internet, success metrics can be summarised as follows:
|Website Success Metrics Summary|
|ecommerce Website||Profile Website|
|Conversion Rate||Conversion Rate|
Writing a great classified ad is completely different to writing great sales copy for your website. The primary objective of a classified ad is completely different! Generally the primary objective of your website copy is to persuade your visitor to buy or enquire about your product. The objective of your classified ad is to get the reader to click-through to your website or pick up the phone and call you.
The type of customer that you are going to come across using a classified ad will also be different. When a customer comes to your website they are already interested in what you are offering– they are pre-qualified. A customer that you will find in an ezine or on a website that has classified ads is unqualified.
The structure for a classified ad is as follows:
The headline is the most important part of the whole ad. It needs to immediately attract the reader’s attention. It needs to YELL above the ‘din’ and cut through all the noise. Think about your target customer. What is your target customer’s need, problem or goal? Write a headline around that. Yell out their problem!
Whenever possible use your reader’s name– some ezines give you the ability to personalise your advertisement by automatically inserting the person’s name into each separate copy of the ezine.
Review ‘headline’ writing in the ‘load’ module from the E-business Bible for a detailed look at writing good headlines.
The opening hook should expand on your headline. Elaborate further on your strongest benefits and look to set the reader up for the call to action.
Remember, your primary objective with a classified ad is to get the reader to click through to your website, or pick up the phone and call you. Outline exactly what you want your reader to do. Make it as easy as possible.
Your business website should make sales, or generate enquiries for your products or services. Is Yours? If not, it will be due to one of three simple reasons.
Because a website that delivers results is no fluke!
Visit our website or call 0508 WEBSITE to find out why.
Once again, review the ‘content’ module from the E-business Bible for a detailed look at formatting your ads. Consider putting your headline inside quotes. Make sure you bold your headline and capitalise the first letter of every word. Sometimes putting your advertisement inside a table and using some alternative colours can really help it stand out from the rest of the copy on the page.
As always– make sure you measure and monitor everything. Set each of your classified ads up as separate campaigns in the Zeald Website Management Software, so that you can track and measure the results. Experiment with different headlines and different opening hooks.
Make sure you vary your classified ads and keep them fresh– especially the advertisements that are in ezines. You will see your response rates drop-off significantly, after a number of repeated listings.
There are many other online advertising opportunities, besides Google Adwords, for you to tap-into, for driving visitors to your website. Think about the following areas:
Specialty search engines focus themselves on specific niche areas. They can be an excellent source of targeted website traffic. Some examples are:
- Yahoo Shopping (http://shopping.yahoo.com)
- BizRate (www.bizrate.com)
- PriceGrabber (www.pricegrabber.com)
- PriceSpy (www.pricespy.co.nz)
- SearchNZ (www.searchnz.co.nz)
- NZS (www.nzs.com)
Find websites that are ranking highly for the keywords that you are targeting, and are not in competition with you. You may be able to approach these website owners to see if they offer Pay-Per-Impression, Pay-Per-Click, or Pay-Per-Acquisition advertising opportunities.
We have already covered some of the free directories earlier; but there are a number of major online commercial, local directories that receive substantial traffic. They are:
Each of these commercial directories charges a fee to have your company listed as part of their directory.
The online Yellow Pages (www.yellowpages.co.nz) offer you a number of different listings to complement your basic online and paper-based Yellow Pages directory listings:
$15+GST p/month – Priority 1 Upgrade.
$15+GST p/month – Priority 1 Upgrade.
The Yellow Pages also offers banner advertising on a Pay-Per-Impression model. Talk to your local Yellow Pages representative to discuss their options.
UBD is one of New Zealand’s largest and most popular business directories. There is both a print based and online version of the directory. Both versions allow you to list your website address and the online version also links directly through to your website.
There are three basic options for listing on the UBD website.
UBD also has more advanced advertising options. Talk to your local UBD representative to discuss further options.
Iris is a directory for consumers. The Iris directory is run by UBD.
There are three basic options for listing on the Iris website.
Iris also has more advanced advertising options. Talk to your local UBD representative to discuss further options for advertising on Iris.
As with every part of your website – always monitor and test your search engine listings.
Most of the different PFP providers supply tools to help you monitor and measure your advertising results.
The Zeald Website Manager also has a campaign management module that allows you to track and measure all your PFP advertising campaigns. Talk to your Zeald E-Business Consultant or the Support Team for information on activating this add-on.
The key metrics that you will need to monitor when advertising on the search engines, using paid placements programs are different depending on what type of website you have. The key metrics for an ecommerce website are:
The key metrics for an Promotion or Catalogue website are:
Writing search engine advertising is not very different to writing sales copy for your website. If you haven’t already– go back and review the articles on ‘Headlines’ and ‘Opening Hooks’. When writing your titles and descriptions for your advertisements make sure you follow the principles outlined in these articles. You should always be thinking– “Will this title and description clearly attract my target visitors, and repel visitors who are not genuinely interested in my products and services?” For example:
Order meat online today
Order New Zealand’s finest meat online and have it delivered direct to your doorstep.
To substantially increase your click-through rate, mention the keywords that you are targeting in your title or description.
Don’t always send users through to the home page of your website. If your ad is targeted at a certain product or service, direct the customer directly to that section of your website.
Analyse your competitor’s advertisements. If they are positioned higher than yours, especially on Google, then there is a good chance that they are achieving a higher click-through rate. Look at what they may be doing to gain a higher click-through rate.
Now it’s time to submit your listings and start your PFP advertising.
The first thing that you will need to do is set up an account with a PFP advertising provider. Our recommendation for beginners is to set up an account with Google Adwords first. You can move to Overture and some of the other PFP providers at a later date. Google Adwords has a simple system and it costs only US$5 to create an account.
Go to Google Adwords website (http://adwords.google.com).
The Google Adwords website provides detailed instructions for setting up an account, and running and managing Adwords listings.
Don’t forget– ‘walk before you run!’
Start with a small advertising campaign on Google and once you are familiar with that and you’re achieving results, move forward.
Please Note: This section talks extensively about website and business ‘metrics’. If you do not understand metrics like ‘visitors’, ‘conversion rate’, ’average sale’, ‘revenue’, ‘margin’ and ‘profit’, then you need to read our free booklet titled– 'Website Fundamentals - How to Generate Amazing Results Online' before working through the remainder of this document. This section extensively utilises information we provide in the booklet, ‘Website Fundamentals - How to Generate Amazing Results Online’.
One of the first things you need to do before venturing into the world of search engine advertising is to establish your advertising budget. In order to successfully establish an advertising budget you need to work out exactly how much you can afford to spend on attracting visitors to your website. How much can you pay for each visitor or each click while you’re making money? This is called your Maximum Cost-Per-Click (CPC) or ‘Bid Cap’.
Calculating the max CPC/bid cap will vary depending on whether your website sells products or services directly online (ecommerce) or merely looks to generate an enquiry (E-Profile).
To work out your max CPC/bid cap for an ecommerce website, perform the following calculation:
|Conversion Rate (Visitors)||5%|
|Max CPC / Bid Cap||$1.50|
To work the max CPC/bid cap on an Profile website, you perform a slightly more complicated calculation:
|Conversion Rate (Enquiries)||25%|
|Conversion Rate (Visitors)||5%|
|Max CPC / Bid Cap||$0.375|
Optimising your website for the search engines is only one option for generating traffic for your website. Another option is to advertise on a search engine.
When advertising on a search engine, you pay for an advertisement to appear when a person searches for a particular keyword or phrase, relevant to your website. There are three common models search engines use for charging for advertisements- in fact; these models are common across all forms of online advertising:
There are two common types of search engine advertising:
The rest of this section focuses on PFP advertising, as this is the form of advertising that will be most applicable to the majority of our readers.
In the PFP advertising world there are two main providers:
There are also a number of smaller PFP providers: