Category Archives: Digital

Source: RAYMUND FLANDEZ, online.wsj.com

These days, the tech-savvy small business is using search engine optimization to steer customers to its home page. But once those online visitors land, how do you get them to buy? Sure, you can pay a lot for site analytics that give you insights into those potential customers’ shopping habits. But small-business owners now have a variety of simple yet effective tools to tempt visitors into opening their wallets.

Here are the three best ways to convert Web traffic into sales:

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Usain Bolt won the 100m sprint at the last Olympics. Who came second?

Michael Phelps came first 8 times in the pool at the last Olympics. Do you remember 2nd and 3rd places in any of those races?

Now, who do you think is raking in all the sponsorship dollars and appearance fees? Bolt and Phelps or the guys they beat? Trust me, the bulk of the money (like 90%) is going straight to the winners while the lunch money is being shared amongst the rest.

Online search is exactly the same. First place wins BIG, the rest pick up the crumbs. It doesn’t matter how many different survey results you look at, the numbers are always similar:

Position 1 = 42.4% of clicks-through

Position 2 = 11.8%

Position 3 = 8.4%

Position 4 = 6.2%

Position 5 = 4.9%

Position 6 = 4.1%

Position 7 = 3.4%

Position 8 = 3.1

Position 9 = 2.7%

Position 10 = 2.9%

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Good web design is increasingly important for businesses trying to compete at a time when the Internet is the most consumed media in Australia. However, merely having a website isn’t enough these days. A good website is one that can be found easily in search, provides the visitor with relevant information and must has effective traffic conversion strategies in place.

So how much time have you spent thinking about the wording of your navigation? Or the location of a crucial button or link? You’d be amazed at the difference in results you can achieve with subtle changes.

We have been running Traffic Visualisation Analytics, such as heat-mapping, on several sites to monitor the results from changes to layout and wording. It has been a revelation. We have been able to see where people are clicking on the tested sites and where they came from. Then after making small changes we can compare results.

Heat mapping in action

On this particular site we found that visitors weren’t clicking through as much as we’d like to one of the most important pages in the navigation, “products”. So after a week of monitoring we changed the name of that page in the navigation to “services”.

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