There are a million things to think about when you start a small business. Your website alone is a field of rabbit holes – content, structure, design, SEO, social media integration – down any one of which you might lose yourself for days if you don’t know what you’re doing.
One area that small business owners tend to neglect, or to consider out of their league is web traffic analytics. Yet this form of stat management is nothing less than essential if you want to make your website a worthwhile proposition. (more…)
If you’ve been involved in running a website, you’ll know that it’s relatively “easy” to get eyeballs on your site. Throw money at it and they will come.
But, it’s getting those visitors to take action, to buy from you – that’s the hard part. So it’s no wonder that a website’s ‘Conversion Rate’ is one of the most keenly tracked metrics in online business. It measures the percentage of visitors who take a desired action, which in e-commerce means making a purchase.
Improving your conversion rate means more sales and higher profits, so finding ways to convert more of your website visitors into buyers is a key plank of ecommerce success.
Year on year, the e-commerce industry continues to boom with more and more companies moving to the web.
The rapid pace of business is amplified online, with the proliferation of apps, new technologies and seemingly daily digital changes affecting how you operate.
Analysts and experts are always attempting to predict the latest trends and developments which could make the most difference to online retailers, so we’ve pulled together some of the most talked about, and hotly anticipated predictions for the e-commerce marketplace in 2015.
We’ve focused on the developments we think could affect your business the most in the next 12 months. Whilst some of these online retailing trends have been developing year on year, others may just be set to explode in 2015 (more…)
Ever since social media became so prominent, companies have seen a huge online fan base as something of a marketing holy grail, with the number of Facebook fans and Twitter followers becoming a benchmark for success.
Unfortunately, lots of companies jump into social media with energy and enthusiasm but quickly get disappointed or frustrated when the results aren’t quite as big as their ambitions.
The road to building an online fan base that is both big, and crucially, of value, is a long and winding with very few shortcuts, but here are five steps to think about in order to succeed: (more…)
Before online shopping became the norm, fake goods were widespread but because you could see and feel the products before buying them you were able to ascertain their providence (or at least try to). This is not the case anymore. Anyone can sell on eBay or Amazon, for instance, and pass off fake goods as the real thing.
Companies selling online without a registered trade mark are therefore at a high risk of unscrupulous competitors stealing their identity to sell counterfeit products. (more…)
This is a great time to make money selling things on the internet.
Three out of four people will go online to do some Christmas shopping, according to the Deloitte Annual Christmas Retail Survey.
And the confidence they gain from quickly and easily getting goods this way is likely to see continued growth in online retailing throughout the rest of the year.
The code that effectively created the world wide web, was put into the public domain by the Cern physics lab, based near Geneva back in 1993.
Its creator, Tim Berners-Lee, believes that the web is still in its infancy. That seems very true – but what a difference it has made to the way businesses market themselves. For someone starting a new business in the 21st Century, it’s hard to work out how firms reached customers efficiently in 1993.
Every business needs a website. And not just for the sake of having one. With a little investment of time and energy you can turn your website into a deadly selling tool, no matter what kind of business you have.
Bytestart has a series of suggestions to help you think differently about your website. And that’s followed with a checklist of five things your website must have.
Think sales sales sales
Too many business owners fail to realise that their website is as much a marketing tool as the brochures they spend thousands on, and must be cared for and measured accordingly. No business would put up with spelling errors and incorrect prices on printed brochures. Yet some let their website fester for years, full of mistakes and broken pages.
When getting a website built and putting systems in place to maintain it, you must treat it as a sales tool. Decide what the objective of the site it before it is built. Do you want to educate prospective customers and get them to pick up the phone? Or perhaps increase your client retention rate by using it as a customer support tool?
Work on it weekly
The biggest website crime is getting one set up and then abandoning it. You must spend time on your website weekly to get the most out of it. It doesn’t have to be long, but an hour a week will make a huge difference. Turn it into a habit by making it a Friday morning job, and keep a checklist of things that need to be changed. For most websites, continual tweaking of content will bring better results than huge “we must change everything” revamp projects.
When you get a website built ensure that you have the ability to update and change pages yourself. Your website company will need to give you a Content Management System (CMS) to do this. It could increase the price of your website build, but will prove most cost effective in the long-term than paying the company every time you want a change (and waiting a couple of days).
The devil’s in the detail
Web companies tend to be good at getting the big things right, such as the number of pages, design, accessibility etc – but really the most important part of a website is the detail. This means ensuring price lists are always 100% up-to-date, you remove or update information as it changes – not three months later – and ensure all contact details are up to date.
If you give free information on your website review it regularly to check it is still correct. You see your website every day and might become complacent with it. But prospective customers are seeing it for the first time every day and will form an opinion on your business from their experience with your website.
The web is a one on one media, meaning you have an individual conversation with one person at a time. Your website must take advantage of this by making it easy for a visitor to interact the way they want to.
If they want to call, give them a phone number (if you run the business part-time get a call answering service to take messages). If they want to email or instant message make it easy. Hell, let them contact you by Facebook if that’s what they prefer. When you force potential customers down one route only (such as having to fill out a form) you could lose leads.
You must be aware of how many people are visiting your website, where they come from, what they do while they’re there, and where they go next. If 50 per cent of people who land on your home page click off, ask yourself why. Are you successfully grabbing their attention in just a few seconds. Don’t pay for this information, Google Analytics is powerful and free.
Improve conversion rates
Once you know what visitors are doing, try some tweaks to see what happens. The key is to test and measure. Do little things, give them a week and then use analytics to see what impact they had.
Websites are quite predictable – if 10 per cent of all people who get to your products page will contact you, then increasing the number of visitors to that page by 1,000 will give you 100 new leads.
5 things your website must have
Finally, here’s a handy Bytestart checklist for the 5 essentials every website must have:
- A great domain name – preferably your business name, but “YourTownCarValeting.com” can also work
- A focus on your customer and their needs, rather than your product or service
- Easy site navigation
- Fresh content added regularly. Free information, articles or a blog are all good
- A way for customers to contact you easily