Re: Partnering with other Sites, Take 2

From: Miki Dzugan <mdzugan_at_roi-web.com>
Date: Thu 16 Oct 2003 07:20:14 -0500

Russell Dobbins wrote:

>We're getting traffic, but not as many sales as we'd like. If
>there are insights as to places to go and sites to read up on
>that would help me to understand marketing on the web more
>thoroughly, please respond.

Russell, I'd like to address the "we're getting traffic, but not as many
sales as we'd like" part of your request. It seems to me that if the
conversion rate of visitors to sales is the problem, that is the area
that you should focus on before the Web site promotion piece.

Although having referral links from well regarded sources of children's
learning resources will bring the best qualified traffic and, therefore,
may improve the conversion rate at the site, the first step I would take
is to do some testing of the site to see if there is something that you
could do better to lead visitors through to a sale.

When I visited your site I clicked on the PBS Kids link because I think
I know what you mean by that. Then I got a message that said, well, this
is coming soon. Such links damage the confidence of the visitor. If you
want to advertise that you will soon have PBS Kids products on the site,
you should have a different icon on the home page that says "coming
soon" so that the visitor's expectation of being able to buy that
product is not raised and then disappointed.

One resource for conversion rate concerns is grockdotcom.com. There are
also firms such as Jacob Nielsen's useit.com who do usability testing.
--

Miki Dzugan
Rapport Online Inc
Now, that's ROI
www.roi-web.com






Received on Thu Oct 16 2003 - 07:20:14 CDT