If you are wondering what “on site marketing” means and how it can help your online sales, then this case study should shed a bit more light on the subject for you.
The focus of “on site marketing” is to market your goods and services to visitors as they land on your website.
Let me explain…
On Site Marketing 101
To understand on site marketing we have to discuss search psychology for a minute or two.
Here’s an example.
Someone goes to Google or another search engine and types in a keyword. Your site shows up on page 1 (hopefully) and they decide to click on the link to your site.
At this point in their search process they have been involved with your marketing message for a couple of seconds. At most.
Once they land on your site, now what? You need to ENGAGE them.
Keep them interested.
All of your efforts for marketing your site to GET people to show up can be undone in three milliseconds if you fail to engage them once they finally arrive.
That’s the first point to consider.
You don’t want people to think too much or have to work to hard to find what they want.
And if you have an e-commerce site with dozens or hundreds of products listed, it helps to create convenient “packages” to help people get a handle on what you offer.
In other words, make it easy for them to find stuff.
Sometimes those packages can become a product category you want to keep because it keeps generating sales for you month in and month out.
That’s evergreen on site marketing, and it works.
Sometimes you want to rotate promotions, possibly based on the seasons as we move through the year.
And when you find a promotion that works for you keep track of what you did so that you can roll it out again next year.
For example, for one client we created a product category on their site (90+ Point Wines under $20) that keeps generating sales each month.
Another promotion was “Autumn Reds for 2010” that ran well for 2 months before losing momentum around the middle of November.
So what’s the takeaway?
And why does this work so well to boost sales?
First, people want quick “handles” to help them categorize what is available on your site.
You can call this “funneling” or guiding people through your sales process or product offerings. In any event, giving people “shortcuts” to offers, specials, or highlighting certain products makes their job easier to find stuff to buy from you.
Give em what they want and they will pay you and come back for more.
Secondly, you will have visitors return to your site each month. And that’ s a good thing. However, you must remember that people get bored… easily!
Don’t believe me?
Well, no doubt you’ve heard (and possibly said) the following expressions:
- been there, done that
- what have you done for me lately?
You need to mix things up a bit.
The “Autumn Reds” promotion generated instant sales because it was a “new” thing to check out. And with a dozen or so wines listed on the page it was easy to find a new wine to try and buy.
After seeing the same promotion a dozen times or so it eventually lost its appeal. No big deal, it happens. And when it does happen it’s time for you to create a new promotion.
And this, my friends, is how on site marketing works AND how it will boost sales on your website.
Are You Ready for Expert Guidance?
Whether you have worked with another web marketing firm in the past, OR you have been working at improving your website by yourself, here’s what you can do right now…
Call us to schedule a no-strings-attached phone consultation.
Call 888-542-2936 Today!
After you leave a voice message I will personally follow up with you to schedule a mutually convenient time to discuss your web sales, goals, and long-term plans.
And if it makes sense for the both of us to pursue a working relationship, we’ll decide together.
The choice is yours…