I’ve talked previously about why you should use direct response marketing – specifically, because with direct response marketing, there is no guesswork. You can test everything, measure your results, and choose the methods that get the best response. Internet marketing is no different – it’s just direct marketing on the web.
There are two fundamental components to any internet marketing campaign:
- Traffic – You need to get targeted traffic (people who are likely to have a need for your products and services) to your site.
- Conversion – Once someone is at your site, they must take a specific action that you can measure. This might be opting in to your mailing list, subscribing to your RSS feed, downloading your free guide, or calling a specific phone number to request a consultation.
You need both. It’s pointless to get lots of traffic if they leave as soon as they get there.
The beauty of the internet is that you can easily tell what types of people are coming to your site, how long they stay, what percentage of people are new visitors vs repeat visitors, which pages are most popular, and so on. You simply need to install a web analytics package – which you can get for free from Google Analytics.
Once you sign up, Google will give you a script to copy and paste into your website’s code and you’ll be able to start tracking your visitors within the hour. Then, it’s just simple math – of all the people who come to your site:
- What percentage visit a specific page (whichever page you want them to visit)?
- What percentage join your mailing list?
- What percentage download a free report?
- What percentage call your special number for a consultation?
Once you know baseline numbers, it’s time to start testing. What can you test?
- the page headline
- the page’s copy
- the page layout
- your offer
You don’t have to guess what will work best – let your market tell you. If you increase your conversion rates from 1% to 1.5%, that’s 50% more conversions! Small, incremental changes lead to big results.