So you
are converting just 1% of your web visitors?
The search engines are generating visitors to your site
through natural rankings or cost per click advertising using your
carefully targeted keywords. This should mean that they are clearly
interested in what you have to offer. So why are 99% leaving without a
sale or enquiry?
The answer is revealed in a recent survey by comScore (http://www.comscore.com/press/release.asp?press=526)
The comScore
research studied the buying activity of US Internet users who conducted a
consumer electronics or computer search at one of the top 25 search
engines in Q1 2004. the study revealed that 25 percent of searchers
ultimately purchased a product and that an estimated 92 percent of these
purchases occurred offline. Among the 8 percent of post-search purchases
that were made online, the vast majority occurred in subsequent user
sessions (not directly after a search click-through).
This means that only
2% of searchers bought online. So if you sold 1/2 you achieve your 1%
conversion rate.
The study highlights
2 major concerns for web marketers:
1) The main use of
search engines comes before customers are ready to buy. First they
research their options. There may then be a significant time delay before
any eventual purchase. The factors involved here are largely
independent of any detail on your website - even the most fantastic
special offer is unlikely to result in a sale if the buyer is still trying
to work out what they want. Moreover the more important purchases
and B2B sales are likely to require discussion between more than one
decision-maker.
2) The offline world
is still where most purchases are made. If everything else is equal most
buyers take the traditional route.
The importance of
these factors varies from one market segment to another, I have one
client who regularly generates enquiries from 10% of his site visitors.
My new website at
www.web4backup.co.uk still has to generate its first enquiry.
What actions should
you take?
- Review how you
measure success. The simplest measure is naturally of direct sales
and so long as you can see that your monthly net profit from sales
covers all your web marketing cost, there is no problem. You can only
increase your profit. But for products and services with a long
lead time you need intermediate measures - click through rates and page
views to indicate the level of interest.
- Since most
visitors will just be seeking information, you must make your site so
useful they will come back again when ready to purchase. Don't hide
information behind registration barriers. You may want to collect
their contact details; but your prospect will want to maintain his
anonymity until he has at least decided he likes the look of you.
- Analyse your web
stats carefully to understand what information your visitors want and
where they may find problems that cause them to leave.
Regards
Stephen Orr |
