Reach,Web,Site,Goals,Understan marketing Reach Web Site Goals by Understanding the Customer Decision
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
An important question to answer when creating or revising aWeb site is "What are the goals of this site?" because theanswer will drive your site design and marketing decisions.A good way to choose the correct goals is to think in termsof the customer decision making process.Customer Decision Making ProcessNot all visitors to a site have the same needs. KaronThackston, copywriter and proprietor athttp://MarketingWords.com, explains by breaking the customerdecision making process (i.e. buying process) into at leastfour stages: Need/Want Recognition, Information Search,Evaluation, and Purchase.If a visitor has already made the decision to purchase aproduct or service, for example, she needs easy orderingoptions. If the customer is early in the decision makingprocess, however, she needs more general information.Information or Sales?Dee Kreidel, owner of Dax Development Corporationhttp://DaxDevelopment.com, recommends identifying a site aseither an information site (for early decision stages) or asales site (for late decision stages), but not both:"Our experience with our clients demonstrates that mostpeople will not shop at a site if they see it as aninformational site because their state of mind/focus isdifferent when they are there - they aren't necessarilylooking to shop, they are wanting information."One way to keep sales and information content separate is toset up a "hub and spoke" system of Web sites.Putting it Together with a Hub and Spoke SystemJames Maduk developed and runs his own "hub and spoke"system of Web sites. He uses a two step process to guidepotential customers from his informational "hub",www.jamesmaduk.com, to one or more of his 55+ sales "spokes"(summarized here on the James Maduk hub site)."The purpose of my main site www.jamesmaduk.com (hub) is notto sell. Rather its to 'buy'," James explains. "I want to'buy' my visitor's email address."Step one in his sales process originates from the hub. Jamesdoes daily online events for free, radio broadcasts, livewebcasts, gives away free ebooks, asks for newslettersubscriptions, etc. for the express purpose of collecting anew visitor's email address and educating them."I want to earn the right to sell something to them. I wantto earn their trust and rapport." By providing an emailaddress, potential buyers open the door for James to do justthat.James helps a visitor through the decision making process byinitiating step two of his sales process - an autoresponderseries - after she has opted in with an email address. Eachemail, one to three a week, includes a short tip and directsreaders to one of James' sales pages or his small businessinternet marketing "member's only" site.Attract the Right VisitorsBy understanding your site visitors' decision making processand providing them with the right information, you canconvert more visitors to purchase. Attracting more of the*right* visitors can improve conversions as well.In Part 2, "Reach Your Web Site Marketing Goals: Profit ByAttracting the Right Visitors"http://www.webmarketingarticles.com/TargetVisitors.htm , Iwill take a look at some tips for attracting the rightcustomers to your site and ideas for profiting throughinformation sites. Article Tags: Customer Decision Making, Decision Making Process, Customer Decision, Decision Making, Making Process
Reach,Web,Site,Goals,Understan