Prior to getting into the usability and design, the different conversion factors, and the ins and outs of establishing online trust, you want to delve into the three most essential aspects of online optimization today. Every business needs to be aware of these three things and plan for them accordingly if they want to have successful websites that draw in and retain new visitors with regularity. Online optimization can take you through the acquisition, the conversion, and beyond – all the way to the retention that you need to be successful.
Acquisition is all about bringing in the new customers. These are the first time customers, the potential clients who have never visited your website before. There are a number of different ways to go about successful visitor acquisition, and they are not all on the World Wide Web, either! Acquisition is a very diverse field that involves a lot of different things. You probably know about Search Engine Optimization (SEO), Pay Per Click (PPC) ads, blogs, and social networking. Acquisition can also involve a variety of offline methods of reaching out to customers and potential customers including television ads, radio ads, newspaper ads, magazine ads, and ads in local classified style newspapers.
One important thing to know about acquisition is that you want to avoid sending all of your site customers to the same page. Your website has multiple pages for a reason, and each page is designed for a certain type of customer. You can, for example, send search engine queries with your specific company name directly to your home page while you would send search engine inquiries with the name of a specific product that you sell to a page further along in the sale process. Match your search term traffic to an appropriate page to make sure that you maximize the impact you make on the visitors you are getting from the various types of acquisition efforts.
Don’t forget some other types of acquisition like public relations media coverage, participation in industry trade shows, referrals from your existing clients, in house email lists, and even third party email lists. You can even use social networking on Facebook, Twitter, Instagram and other similar sites to raise your odds for customer acquisition.
Getting great conversion statistics is sometimes the main thing that will trip up any Internet marketer. Don’t change your strategy in the interim between the acquisition of the customer and the conversion of the customer. You can get customer attention by using the methods detailed above and you can keep that attention and convert them into buyers by focusing strongly on their specific needs. Identify what the customer wants and provide an easy way to getting that want fulfilled conveniently on your website. Establish trust with your potential customers and then make sure that you keep it by giving them exactly what they came looking for.
It is easiest to retain customers instead of trying to get new ones. Make sure that you use a variety of methods to keep your visitors once you have landed them. The online optimization, brand awareness, blogs, SEO, and similar efforts all combine to get your visitors to buy – but think about how valuable those visitors are as repeat purchasers. Show your customers how valuable they are to you in a variety of ways like rewards programs, special customer loyalty bonuses, email lists for frequent customers, and blog feeds that keep your customers up to date on what’s new and exciting about your site!