I articulate: The success of my web?: but if it is very easy!
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for Alain Jorda, Consultant
In our previous number we were quoting a series of tasks that we must realize him to manage to give coherence and sense to a commercial strategy in the network. We were speaking about Planning, Design, Promotion and Update.
That is very well. Nevertheless, it would be good to have a few points of reference that they were indicating us in a concrete way, in every moment, if we go, or not, for good way or that will indicate us where our virtual presence weakens. Namely clearer: if we do not manage to sell everything for what we were waiting: why does it happen to us? and: on what paragraph must we center our progress efforts?
Saying of another form. It is very clear what it is the Planning and what we must do under this epigraph. We already describe it in the said article. Another thing is, in view of the harvested results, to know if we had planned well, or badly, our project or if the mistake comes from the design, from the promotion or from the update.
THE APPROACH OF THE CLIENT
We are going to try now another approach: that of the CLIENT. Let's see which there are the steps that one of our clients must give up to coming at the moment of spending an order to us. If each of these steps was easily quantifiable and controlable, we might know, with a number, how much success we have in every part of the process. Arranging the numbers of each of the steps, quickly we would see what is the hole for which we lose our clients.
If also we could enumerate a series of means and procedures to reach each of these targets, our happiness would be finished. Well, since in a few days it is a Christmas, I have decided to do this small gift to all of you, valued subscribers of "Commerce in the Network".
The success in the network - the sale - stems in Internet, of inevitable form, of which we make to liberate successively 3 goals to our clients. In that, it looks alike very much to a cycle career. Only after exceeding 3 tops of the day, reaches every corridor the final goal. And these goals are.............
1) TO ATTRACT-> 2) TO RECEIVE-> 3) TO MAKE FAITHFUL-> 4) SALES
That is quite. This is the secret. This is, also, the order of the factors. At sight you have it.
For ATTRACTING we understand to achieve that the Net users who answer to the profile of our objective client approach us.
For RECEIVING we understand that, once they have approached our pages, they visit them thoroughly. Namely that penetrate in our web site. Also under this epigraph we will have to achieve that they give us his mail direction and accompanied by his permission to order them information.
For MAKING FAITHFUL we understand that, once the client has penetrated into our web site, we are capable of establishing with him a permanent relation and, inside the possible thing, personalized, so that we guarantee a periodic contact with each of them. This phase is the one that is constructing in the potential client the confidence in we that he needs us to decide, one day, to order an order and the face to never have met.
Perhaps you have not repaired in the most significant of the equation. And the fact is that the success - the sale - comes only AFTER making faithful. I hear some of you who whisper: "But: how? Does not the sale come first and then we owe to worry about making faithful this client who is already ours?" Since not. In Internet, no.
Because the Net user will never buy us in his first visit to our web. Not in the second one. Not, probably, in the third one. There are studies that they indicate that, in average, only after 7 contacts, the client decides to buy a provider in Internet. You already will tell me, if we do not make faithful earlier, how we will obtain this number of 7 contacts that will allow us to reach the order.
Since véis, the recipe is simple and is within reach of everything the one that wants to apply it. The problem is that many people want to dedicate a very little time and some money (ideally). With these resources these goals cannot be reached. Others claim to put many resources to reach the immediate success. That does not work either. The business in Internet is, badly that it weighs us, a process that needs time and, hence, resources.
WHAT TO DO TO REACH EVERY GOAL?
Briefly, since every point can be a topic of development of several articles, we are going to mention the principal hardware to reach each of these intermediate goals.
META1 = TO ATTRACT. You all realize well that the weapon to be used is the promotion. Off-line and on-line. With the infinite possibilities which we have: searchers, press releases, forums, linkage exchange, banners, newspapers, radio, TV, patronage, stationery and packaging of the company........ It is important, as well as our promotion is focused correctly on the client for that we look. Namely the message must be adapted and also it it must be the way chosen to spread this message.
GOAL 2 = TO RECEIVE. There, 50 % of the responsibility is of the front. It must turn out to be irresistible for those that correspond to the client's profile that we have defined to ourselves previously. For this point many presences fail in the network. The companies autodedicate the front instead of devoting themselves it entirely to his clients. It prescribes: to think only about the client. If I was a client, what would I want to find so that it was attracting attention of me? what is what it would exceed me? what is what would bother me? what is what would turn out to be irresistible to me and might not stop of clicar?
Another 50 % of the results of reception them will contribute the offer of free subscription to a good bulletin.
GOAL 3 = TO MAKE FAITHFUL. Here the contents of the place enter game. Only if they are interesting and useful, if the place is well structured and the information performs easy access, if there is personalización, the Net user will consult them and will bother to visit it again. Only if they are updated continuously. Only if periodically there interfere innovations, of services, of aspect, of products, of solutions, of...... A periodic bulletin with valuable information, for the potential client, is also an extraordinary fidelización tool.
HOW TO QUANTIFY THE SUCCESS IN EVERY GOAL?
We are going to see now, as soon as there were defined 3 steps that we must obtain of every client and the means for it, how easy it is to identify in which of the 3 he weakens more our action, which will allow us to correct it.
META1 = TO ATTRACT. It is enough to take into account the number of contacts that we receive, either be in our web, either be for mail and. It must be permanently a crescent to be satisfactory. If not, it means that we fail in the promotion.
GOAL 2 = TO RECEIVE. It is enough to take into account the number of visits that our potential clients excuse to us. The visit concept must be defined by each one according to his needs, but the idea is that of that a visit is a stay, as long as possible, on our pages. Only this way we will achieve that the Net user knows in depth our knowledge to do and our experience. Namely if we have 5.000 visits to the month, of which 4.500 remain less than 1 minute on our pages, we are failing flatly in the reception. They are Net users who come and go away. We them do not manage to be of interest. Less still we will manage to sell them.
Observe, also, that we can be doing a work of Attraction (Put 1) more that acceptable, but we throw it for the hut on not having been capable of receiving the interest of all those
visitors. Also it is possible that the attraction work is directed badly and contributes us Net users who do not correspond to the profile of the potential clients of our products / services.
Another measurement of our efficacy in the reception will be the number of subscribers to the bulletin.
GOAL 3 = TO MAKE FAITHFUL. The statistics of the web site must be capable of indicating us what repetition level we obtain in the visits of our clients. Hardware as the key words for the control of access or the cookies also is very useful to find out this information.
The number of falls who suffers our bulletin also is an indicative of the level of fidelización that we obtain.
And that is quite. It will be enough to you to apply it. Although it is obvious that you will have to dedicate to it all the resources that are necessary.
Alain Jorda - Formation and Information in Marketing for Internet
Learn like creating and developing business successfully in Internet
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It receives you and your collaborators a cordial greeting and my congratulations from El Salvador, I center America, for fulfilling one year with your bulletin "The Useful council of the week", which has been helpful for persons that as I we begin to sail in the world of the Internet. I hope to keep on being provided in a lot of time with your advices. Congratulations.
Bienesraices (Peñaflor S.A. of C.V)"
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