Website Marketing Strategy (Conversion Strategy)
A website marketing strategy is a well-founded plan by which you will leverage web design and development to increase internet sales from targeted website traffic and thus achieve a better website ROI.
What is "conversion"?
"Conversion" is market-speak for turning visitors into customers. A "conversion action" is any action you want the visitor to take on your web site. Here are some examples of conversion actions:
Register for an event
Subscribe to a newsletter
Make a purchase
Why you need a website marketing strategy
It is not enough to just increase website traffic. You need a website marketing strategy because without one the typical conversion rate for a website is about 2% of visitors. You want to do better than that. You need to do better than that if your traffic us costing you money.
A comprehensive online marketing strategy begins with the first impression you make on your visitor. Do you look like a company that is professional and on-target to the customer's goals?
Conversion strategy is implemented technically through your overall site architecture and follows through with effective content that makes visitors feel confident that you can solve their problems. Underlying an effective website marketing strategy is an incisive empathy with your target market's needs.
Elements of an effective website marketing strategy
Analysis and Evaluation
- Analysis of your business goals, products, competition and customers
- Evaluation of your existing website's structure, content, navigation and usability
- Motive-Directed Design™
- Professional graphic design
- Exhaustive keyword research
- Content enhancement for both SEO and internet sales
ROI Web Solutions uses Motive-Directed Design™,
a cutting edge website marketing strategy that determines and facilitates the website development tactics that will most effectively leverage your web site's capacity to convert visitors to buyers.
Our website marketing strategy works hand and glove with our search engine marketing strategy by targeting landing pages that are tied to your top keywords. The keyword research we do for search engine optimization is also the first step of a web conversion strategy.
Landing page layouts are crafted to simultaneously attract search engines and people. A visitor who has just arrived from a page of search results wants to be greeted by a prominent display of the words she typed into her search engine. Conversion rates rise dramatically if we can oblige her, so our strategy for constructing landing pages is based on that exact goal.
But how do we know what the visitor typed? Motive-Directed Design™ addresses itself to that specific challenge and to the fascinating business of moving the visitor through all of the steps in his or her characteristic buying ritual so that your site provides instant gratification all the way from first impression to sale.
A happy buyer is a loyal customer. Our online marketing strategy is aimed at the entire sales life cycle. Motive-Directed Design™ drives sales and encourages repeat business and referrals by anticipating buyer needs at every point in that cycle.
You can get an in-depth view into the whys, wherefores and specifics of website marketing strategy in our section on Motive-Directed Design™.
External factors that affect conversion rate
It is imperative to consider business strategies entirely external to your website development that may affect your conversion rate. Some of these external factors include:
- your pricing model
- your competitive environment
- your fulfullment capacity
- your customer service
among others. You may want to engage the services of a good Strategic Business Planning consultant to advise you. This will ensure that you have a viable business plan, suggest a variety of marketing strategies, and help you to determine the appropriate budget to allocate to a website development project.
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