You can read the first article in this series “how much traffic do you need to make money online” here.
In the previous article in this series, we looked at why you need to understand about website conversions rates, and what a difference it can make to your results. Now we need to start at the beginning, and see what you can do about improving it.
So where do you start?
The first thing you need to get clear, is what are you really trying to achieve with your website?
You might think that’s simple, “I just want to make a sale” but let’s stop right there for a minute.
Do you want to get a visitor to actually buy a product on your website, or do you want them to click your affiliate link, and buy on the merchants website?
These two things can be approached with some subtle differences, that can make a big difference to your conversions.
The most obvious thing is to think about who is doing the selling, if you want them to buy from your site, then it’s your job to do the selling, if they are going to buy from the merchants site, then they should do the selling.
Your job as an affiliate is usually to pre-sell, or “warm” the customer up, and more importantly, get them to click through your affiliate link.
I say usually because it’s important to take a look at the merchant’s site to see how much of the selling they are actually doing.
With a lot of eBooks and downloadable products you’ll find they do more than enough selling, so you don’t want to be selling to the customer twice.
On a lot of physical goods sites, the selling is virtually non existent in terms of written content, so maybe you can push a little harder.
You’ll also find that the keywords fetching your traffic will have an affect on your conversion tactics.
Do you think that all product based keywords mean that someone is ready to buy?
If that’s the case, all you really need is minimal content, maybe just a short description and an image, together with an obvious call to action such
as “Buy Now!” or “Add To Cart,” just like a lot of shopping site.
Now let’s stick a word on the end of that same search phrase, how about – REVIEW?
The person is now possibly quite close to making a decision to purchase, but is looking for a product review, or possibly a comparison, so you need to provide them with a bit more information.
You can still make the mistake here though of being too detailed, just like in this article.
I want to keep your attention, but I don’t need you to click away through an affiliate link.
In your product review though, you need to give the person just enough information and facts, then you want them to click your link and go to the merchant’s site. Provide too much information, and they might just revert to “information seeking” because you have effectively “confused” them.
They were probably on the verge of making a decision to buy, but now they think they need to go and look around some more?
You just lost the sale!
So you can see that being clear on what your website is there for, and how you structure the content, links and a lot more can determine how effectively it converts
There’s a rather extreme example of a way around this, that might help you understand it a lot better?
Read the next article – What’s really makes a good website or a bad website?