Every website has its own purpose, but more often than not, the basic needs of having a web presence is to enable prospective clients, job seekers and the general public to learn more about the company.
Here is the basic structure of the typical corporate website:
The above navigation structure shows the basic information that the company should have, but it doesn’t necessarily answer the need for having a website in a quantitative way.
How can we increase the return of investment for our website?
Tadaa! A (insert your website cost here) question. Having a basic website doesn’t really provide an exact answer to the above question, but with a simple addition to your website, you can start having the answer.
Step 1: Add a lead capture tool into your website
Have a mechanism to track product/sales enquiries originating from your website. An all-purpose contact form is too general to keep track on, so you should have a separate one just to track the sales enquiries.
Or you can introduce a drop down category for your contact form with ‘general questions’ or ‘product/services questions’. Or you can choose to keep 1 general contact form and do the stats manually, which is so 80′s.
Step 2: Track enquiries!
You should now track sales enquiries through the website for at least 6 months and come out with a sales/enquiry ratio:
Total visitors for first 3 months (eg: 120 visitors)
Enquiries for first 3 months (eg: 25 enquries)
Sales closed from the above enquires within the 6 months (eg: 3 clients made purchase)
Total value of sales closed (eg: RM8,000)
Conversion ratio: Visitors/Sales-Closed
Step 3: Boost your conversion performance with additional tools
Now that you have your matrices ready, prepare to boost the performance of your website through the following aspects:
- Increase the number of web visitors to your website (Search Engine Optimization, Pay Per Click Advertising)
- Increase the number of inquires made (landing page, call-to-action)
- Increase the number of captured visitor information for nurturing (auto-responders)
Increase the number of closed sales from enquiries
- Establish a clear classification of potential (Customer Relationship Management System)
Increase the average sales per customer
- Increase the understanding of visitors toward your product (blogging, newsletters)
- Increase the potential for cross-selling (related product section on your product page, product bundle/package)
There you have it. This is a really simple start to your own Marketing Automation platform. It doesn’t hurt to take a little extra effort to ensure your website is up to the mark.