A question I often ask my target market is, "what's your
biggest challenge with building your business online?" And
one answer I get frequently is this:
How do I make my website earn money?
If you've got a business online, then it's likely you have
some sort of web presence. Perhaps it's a one-page 'sign up
for my list' kind of site, or a full-blown brochure site
with a menu of choices, or maybe your site is in the form
of a blog. Regardless of what kind of site (or sites) you
have, if they're not doing what you want them to - and
since we're in business, ultimately that means making some
sort of a profit - then it's time to make some changes.
But how do you REALLY know whether your site is working or
not? Here are four strategies to test and track your pages
to know what needs fixing:
1. Let the numbers speak
I'm sure if the sky was the limit, you'd hire the most
expensive web designer with the fanciest tools to create
the most spectacular site imaginable for your business -
and someday you just may do that.
For now, though, even an ugly site can make money. I can
think of at least two sites right now that I personally
think are not that pleasing to the eye, yet I know they are
raking in the bucks each and every month, year after year.
So don't get caught up in having the most polished and
professionally looking site. Focus more on having the
pieces in place that will bring you the cash, too.
2. Give your site only one job
Think of each page of your website as a separate entity
with one main purpose. It may be to sell something, or to
sign up for your list, or to get people to call you for an
appointment. Whatever it is, make it clear that that one
thing is the action your visitor should take from being on
that page.
3. Track your numbers
Most web hosts offer statistics that you can use to watch
your numbers, or there are other web stat programs that you
could use as well (such as Google Analytics). However you
are keeping an eye on your numbers, you should be looking
for two things: how many people visit your site and how
many people take the action you want them to take.
From those two numbers, you can figure out your conversion
rate, which tells you how many of those visitors took the
action you wanted them to - like sign up for your list. If
you make small changes to your page AND watch these numbers
at the same time, you'll be able to tweak things to
increase your conversion rate.
4. Make one change at a time
This is a very effective way to increase the conversion
rates on sales pages and sign-up pages. Change just one
thing - for example, the headline - and watch your numbers.
Compare those statistics to your previous ones and decide
whether or not to keep the change. (You can also do this
via a split-test in your shopping cart, where the software
does the number crunching for you.)
I see so many sites that try to be all things to all people
by offering everything under the sun in too small a space -
a website - and all that does is confuse people and
encourage them to click away. Remember, 'a confused mind
always says no', so always go back to the main questions
when considering making changes to your website: What's the
purpose of this page? What is the one thing I want my
visitor to do here? And then design your copy around the
answer. Keep it simple and you'll get better results every
time.
----------------------------------------------------
Alicia M Forest, MBA, Multiple Streams Queen & CoachT,
founder of ClientAbundance.com and creator of 21 Easy &
Essential Steps to Online Success SystemT, teaches
professionals how to attract more clients, create
profit-making products and services, make more sales, and
ultimately live the life they desire and deserve. For FREE
tips on how to create abundance in your business, visit
http://www.ClientAbundance.com .
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