Any website that fails to persuade visitors into taking the action you want them to take is like a leaky bucket - traffic fillers the bucket like water, then leaks out of the holes.
It makes sense that you would want to retain the traffic by plugging as many holes as possible.
Why does the average website only convert 1.8% of its traffic?
And how is it that the average bricks and mortar retail store converts in excess of 30% of people who walk in?
Personalised Communication
The key is in recognizing that today's consumers expect a level of personal communication tailored to their needs and wants - relevance and context are their top priorities.
In a retail store the shop assistant has the opportunity to customise and adapt their discussion or sales pitch with the prospective customer, as they learn more about that consumers needs.
Online, it is nowhere near as easy to adapt on the fly, yet it is even more critical to be relevant.
Creating this relevance is no small task but the results are worth the investment. Alkemi offers a range of services to help websites increase the percentage of traffic they turn into customers.
The Customer Is In Control
The Internet is an environment where the consumer has total control. Every individual actively makes a choice to come to you. They arrive, task in mind, prepared to participate. While they remain engaged in your persuasive entity they agree to continue participating in the persuasive exchange with you.
It is critical however to remember that the Internet is voluntary, participatory, and goal-oriented. People who come to you are interested in you. They are also completely in control of what they will or will not agree to experience.
They decide where they will go, how they will engage, what they will spend, whether they will spend, and where they will look for their information.
Relevancy is Key
Search Engines out there are fighting to be the most relevant for good reason. According to Hitwise Google currently dominates approximately 75% of all online searches conducted here in Australia.
Why?
Google delivers the highest degree of relevance in their search results. Relevance is in the heart of their customers; relevant results delight their customers.
Relevance is the single most important factor in getting your prospects to take action. Relevant to their current need or want, relevance to their current motives, relevance to who they are as people and how they like to communicate.
Improving your Conversion Rate and your websites ability to persuade users to take action is by far the most profitable strategy you can implement online.
Contact us and find out how your site can increase its conversion rate by being more relevant >>
Why Increase your Conversion Rate?
- When you have higher sales from the same traffic, your profits go up.
- When you have more customers from the same traffic, your customer acquisition cost goes down.
- When more of your customers are delighted, come back and tell others, that repeat and referral business has no additional marketing expenses at all.
- When you have more repeat business, your customer lifetime value goes up.
Example: Investing in Improving your Conversion Rate
Scenario 1
Scenario 2
Scenario 3
Scenario 4
Conversion Rate
1.5%
2%
2.5%
4%
Customer Acquisition Cost
$26.66
$20.00
$16.00
$13.33
Campaign Gross Profit
$92,500
$130,000
$167,500
$205,000
Example: Investing in Buying More Traffic in Search Marketing
Scenario 1
Scenario 2
Scenario 3
Scenario 4
Conversion Rate
1.5%
1.5%
1.5%
1.5%
Customer Acquisition Cost
$26.66
$26.66
$26.66
$26.66
Campaign Gross Profit
$92,500
$123,334
$154,500
$185,000
Observations:
- By increasing your Conversion Rate you drop your customer acquisition cost forever. This will not only have a significant effect on results from PPC traffic, but also all other website marketing initiatives. By dropping your acquisition cost you also give your company to ability to be more competitive in bidding for PPC keywords. In the past year, we've noticed increases as high as 400 percent in the average position-one bid price in some online marketplaces. In some cases, campaigns that started in late November 2003, with average bids of $0.50, are now at $1.50. It's only a matter of time before you will not be able to financially compete in search engine marketing if you are inefficient at converting visitors once they arrive at your website.
- To continue to boost sales by investing more in PPC you will have to continue to invest an additional $20,000 budget (as seen in Scenario 4) for the long term. While increasing your conversion rate should be an ongoing priority, we offer Conversion Assessments that are a once off investment, with prices starting at $4,450 plus GST. Hear how other Alkemi clients have doubled their conversion rates with this service.
- When comparing both Scenario 4's above the effect of focusing some resources on Conversion Enhancement rather than just PPC Marketing alone means you would benefit from increased Campaign Gross Profit by 11%.
- Word-of-Mouth (and Customer Satisfaction) trumps all. Most savvy marketers realise that word-of-mouth is their most powerful and cost effective source of business. Learn how to deliver relevance and you will delight the customer, delight the customer and you'll satisfy and convert more online visitors, convert more online visitors who have felt great about their experience on your website and your word-of-mouth will grow like never before.
So if Google has built a company purely based on the promise of relevance, now worth in excess of US$126 billion, why do most websites continue to focus on driving more traffic to their website, without recognising the importance of relevance themselves ?
Through our partnership with New York based Future Now Inc, Alkemi International offers a range of services including the popular and highly successful Conversion Assessment System (CAS) to help enhance your conversion rate and your websites ability to persuade uses to take action.
We'd love to meet you and discuss how to increase your websites conversion rate.
Read some case studies to hear how many of our clients have in many cases have doubled their online sales and/or enquiries through working with Alkemi.
Our Client Portfolio
