My last post was about the Internet Strategy- checklist my firm uses to “cover all the bases” with clients when brainstorming their Internet Strategies (albeit a useless list if I don’t already know the client’s audience, objectives and opportunities). The list is arranged with the most important Internet marketing strategy components first, from the perspective of priority and hierarchy of what needs to be done 1st. The 1st category on the list is Website Optimization.
Without a website that can handle traffic, there is no sense of giving it any. So often companies get caught in the idea that sending more traffic to a site will result in more sales, and they are normally right, but not normally making profiting off of it the way they could be. The 1st thing we do for clients is audit their incoming traffic. If they are paying for clicks, we figure out the return on investment and estimate how they can better convert these “paid for” visitors once on the site. This is a minor step in the big scheme of things, but it does “stop the bleeding” so we can get to the point of getting sites on a path towards optimal health.
A good website is like a grocery store. People coming in have a sense of where items they want might be located and easily follow directions and conventions to getting what they want. This is no accident. Retail Strategists lay out stores be easy to navigate and promote. Sound familiar?
Website Optimization is getting the most out of people visiting an online property. This might be apply to a landing page, micro-site, website, online catalogue, online slide deck, Interactive tool etc. If your web presence is not handling visitors well, then paying to sending qualified traffic to it in large part a waste of money.
Good website optimization often starts with the website homepage strategy and how site visitors handle people once they arrive at it. I wrote a post on this a while back, click here to read it. The best place to start is to look at your website analytics and see were the top “landing pages” are (what pages people are entering your site) and then optimizing your landing pages (another previous post).