e the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaign

Search engine optimization (SEO) professionals are generally focused on increasing the traffic to a web site. They do this by attaining higher rankings in search engines for target keyword phrases. However, the more important issue is to ensure that once a visitor hits your web site, it should ideally result in a conversion. This can be achieved by adhering to a few rules. Also, it is more cost-effective to convert current site visitors than generate new ones.

Site Design: It pays to limit the file size of the home page so that it loads up quickly. Optimize the images without compromising on the image quality and clean up the JavaScript and other code elements. A heuristic analysis of the shopping experience will help iron out any glitches. The copy on the web site must clearly describe how your offering will fulfill his “wants” (as opposed to “needs”). A customer visiting your web site is looking to satisfy an unfulfilled want. The copy must focus on the benefits the customer will derive by buying your product. A surprisingly large proportion of marketers tend to focus on the product features instead, which is not what the customer is looking for. Attention drawing headlines are essential as they attract a visitor’s attention.

References: A visitor is more likely to make a purchase decision if he is presented the evidence that other people have appreciated the product on offer. This can be done by:
• Providing a “Best sellers” or “Recommended Items” list on the web site
• Customer testimonials, awards and recognition, and case studies
• Prominently displaying warranties, shipping guarantees and security certifications

Promotions: As in a brick and mortar business, web-based promotions like free trials, demonstrations, download and pod casts, etc., can improve the conversion rate substantially. Price-based promotions like free shipping, mail-in discounts are very popular with customers.

Interaction with Customers: A customer feels much more convinced about the transaction if he has an opportunity to talk to a sales representative. An email communication strategy with a ready template to facilitate the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaigns

oads up quickly. Optimize the images without compromising on the image quality and clean up the JavaScript and other code elements. A heuristic analysis of the shopping experience will help iron out any glitches. The copy on the web site must clearly describe how your offering will fulfill his “wants” (as opposed to “needs”). A customer visiting your web site is looking to satisfy an unfulfilled want. The copy must focus on the benefits the customer will derive by buying your product. A surprisingly large proportion of marketers tend to focus on the product features instead, which is not what the customer is looking for. Attention drawing headlines are essential as they attract a visitor’s attention.

References: A visitor is more likely to make a purchase decision if he is presented the evidence that other people have appreciated the product on offer. This can be done by:
• Providing a “Best sellers” or “Recommended Items” list on the web site
• Customer testimonials, awards and recognition, and case studies
• Prominently displaying warranties, shipping guarantees and security certifications

Promotions: As in a brick and mortar business, web-based promotions like free trials, demonstrations, download and pod casts, etc., can improve the conversion rate substantially. Price-based promotions like free shipping, mail-in discounts are very popular with customers.

Interaction with Customers: A customer feels much more convinced about the transaction if he has an opportunity to talk to a sales representative. An email communication strategy with a ready template to facilitate the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaign

cus on the product features instead, which is not what the customer is looking for. Attention drawing headlines are essential as they attract a visitor’s attention.

References: A visitor is more likely to make a purchase decision if he is presented the evidence that other people have appreciated the product on offer. This can be done by:
• Providing a “Best sellers” or “Recommended Items” list on the web site
• Customer testimonials, awards and recognition, and case studies
• Prominently displaying warranties, shipping guarantees and security certifications

Promotions: As in a brick and mortar business, web-based promotions like free trials, demonstrations, download and pod casts, etc., can improve the conversion rate substantially. Price-based promotions like free shipping, mail-in discounts are very popular with customers.

Interaction with Customers: A customer feels much more convinced about the transaction if he has an opportunity to talk to a sales representative. An email communication strategy with a ready template to facilitate the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaign

g guarantees and security certifications

Promotions: As in a brick and mortar business, web-based promotions like free trials, demonstrations, download and pod casts, etc., can improve the conversion rate substantially. Price-based promotions like free shipping, mail-in discounts are very popular with customers.

Interaction with Customers: A customer feels much more convinced about the transaction if he has an opportunity to talk to a sales representative. An email communication strategy with a ready template to facilitate the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaign

e the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ‘must-have.’ Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaigns is, therefore, of prime importance or you stand to lose nearly as much as half your online ROI.

A well thought out search engine marketing campaign and an analytics tool to track offline conversions is essential to generate a higher ROI in your enterprise.