When building a brand for your business, it goes without saying that a network of customers is synonymous with success. However, when measuring the initial success of a start up business,the number of sales is not always the real indicator of creating a spiderweb of customer networking channels.
The initial measure of success for a startup business can come from the total number of visitors or ‘hits’ on a landing page,the total amount of views of a certain product, etc. What translates that figure from vague acknowledgement of your company’s purpose and goals to public recognition of your business being a necessary commodity in your discipline, is the conversion from a minor interest in your company to a commitment; from just visiting your webpage to signing up.
This commitment can come in a variety of forms which promote your business and the services you provide through an ‘out of the box’ or alternative forum to just straightforward advertising:
- Newsletter – produced monthly or weekly with advice, instruction or promotional materials
- Podcasts – a weekly or monthly series which can often be in the form of a lecture or guest interview
- Mailing list – a platform for you to send promotional material relating to your business, partner businesses or relevant organizations
How to Increase the Conversion Rate in your Business
Many entrepreneurs embarking on an online career find themselves embroiled in a cacophony of mailing lists and forums and blogs and promotional press releases which they make available to anyone who will visit their website. Although maximum exposure of materials seems like the best option to make the general public aware of your company, it can in fact, be a hindrance to progression.
1. “If you Only Want People to do One Thing, Only Give them One Thing to Do”
James Martell, host of the Affiliate Buzz on WebmasterRadio.FM spoke of a conversation he had with a highly successful online business man, explaining that the key to having people sign up to a mailing list, newsletter or any other customer network, is to only provide them with one option. By reducing the initial landing page to merely options of ‘sign up’ or ‘sign in’, potential customers are forced to join the network in order to proceed. In a StudioPress themes review, they found that the most successful websites were those with the least cluttered home pages.
A clear example of this is when Tammy Morales, an affiliate businesswoman promoting an online scrapbooking company, found that her conversion rate never exceeded 1%. Despite all her efforts to direct customers to her forums,her mailing list and her podcasts, she found that no matter how many hits she encountered, she couldn’t increase her conversion rate. She found that when she reduced her homepage to nothing but registration to her newsletter, her conversion rate increased to an average of 10%, peaking at 20% on certain days.
2. Test your Popularity
There are many tools available online nowadays that can test which pages on a business website are the most successful landing pages. The most renowned of these tools is Google Website Optimizer. Through running an experiment unseen to customers, the tool can work out which page is most successful and set that as the major landing page.
Promotion and advertising have been proven for many decades to make for successful brands. In order to promote your brand as a reliable and recognizable entity, backlinking is a crucial step. This means that in order to place your brand in the public eye, copies or your website link need to be displayed on websites renowned and recognized within the field your company is aimed at.
There are three main ways to put this action into motion. Firstly, creating a network link with renowned companies will allow you to become ‘friends of the business’. This opens your company to the possibility of being featured on their website as a supporter to their cause.
Secondly, business sponsorship of public causes can place your enterprise in the public eye creating the chance for featured sponsorship recognition on their websites.
Lastly, social media is an invaluable tool,whereby featuring your products through photography, posts and blogging allows for you to create a profile which includes your link, whilst also working with media that will organically spread your website link through reposting.
About the author: Emily Jenkins is a freelancer who built her reputation from a WordPress website built after doing research using many online sources such as www.shopwpthemes.com. This initial success caused by an acutely succinct website, allowed her to expand her writing to provide advice to other businesses on how to create a successful start up company from the initial set up.