SALES OR SUBSCRIBERS, WHAT IS THE FOCUS OF YOUR WEB SITE? by Kamau Austin
Your Most Wanted Response is Crucial
to the Success of your Web Site"
After developing the marketing plan of your e business, and your
unique selling proposition or point (USP), you should recognize
and develop your most wanted response (MWR). Your most wanted
response or MWR is central to the success of your web site. This
is because, you design your web site or e business around your
MWR. The features and even navigation of your site is based on
your MWR.
For example, if you have an informational site your MWR may be
to fill out a form to receive more information. If this is the
case you might want a form above the fold (on the computer
screen before someone has to scroll). You would place the form
on all of your web pages at very visible site locations. Popup
or Popunder windows with cookies (code scripted into the web
page to help with personalization), with subscription sales
copy, will also have to be developed to convince site visitors
to sign up on your form.
It is crucial to capture email addresses at your site because
people rarely buy from you the first time they come to your
site. Trust is the biggest issue to overcome on-line, and you do
it over time by building relationships with your site visitors.
"Always use a Cookie with a Popup or Popunder Window"
Just a footnote, make sure you always use a cookie with a popup
(or popunder) window because site users dislike them to a large
extent. Popunder windows annoy site visitors less because they
are less intrusive. The cookie will insure that they only get
the popup or popunder window once in a site session or visit.
Pop up windows are usually smaller windows that popup when a
visitors surfs to your site. Popunder windows also open, but
they open under the page, that your visitor is surfing, and
therefore, are usually less annoying to most people.
People hate popups if they are used for advertising however,
they like them more if they have a valuable free offer! Nothing
is as effective as a popup to build a subscriber or email
database, which is why they are so common.
I must state for the record that Google and Yahoo are making it
very hard to capture email addresses for legitimate marketers
with popup blockers. Therefore, you may have to use Flash or
DHTML layer popups to capture subscribers for your ezines or
autoresponder courses. Google's popup blocker is extremely
intrusive in that it will even stop a Flash generated popup.
The legal issues of big corporate web apps blocking the code on
your site is an issue for another day. However if this type of
behavior continues it will put many small sites out of business.
On the other hand, If you have an affiliate site (you refer your
site traffic to a third party to sell products or services for
a commission) your MWR is to get site visitors to click on an
affiliate link. The main affiliate site then should be able to
close the transaction with strong sales copy compelling your
site visitors to buy. This is rarely the case, in that you will
have to pre-sell the affiliate product effectively so, that the
seller can close the deal. In reality you are really the
pitchman, and the affiliate program owner is the closer.
"The MWR of an Affiliate Site"
Therefore the MWR of an Affiliate site is to make a strong
recommendation to its site users to get them to visit the
affiliate site pre-sold or at least with a strong interest in
the affiliate product. According to Internet business experts
Dr. Ken Evoy and Dr. Ralph Wilson AKA Dr. E biz, affiliate
programs work best when affiliates provide quality content on
their sites, build site users respect and trust, and only
recommend quality products to their readers that they have used.
On a personal level I am a nonconformist type that doesn't like
working for major corporations, direct sales companies, MLMs, or
affiliate programs. However, there are some affiliate programs
that are so excellent, and have helped me so much in my
ebusiness development, I am compelled to advocate them to you
and my other e-zine subscribers and web site visitors.
"An E commerce site's MWR is to motivate the
site visitor to buy its products or services."
Our final example of MWR is on an E commerce site. An E commerce
site's MWR is to motivate the site visitor to buy its products
or services. Dr. Ken Evoy in his e book Make My Site Sell!, goes
so far as to give examples on how to create special navigation
on your site to drive sales. He further suggests ways to keep
site users focused on the buying process with little
distractions from links to other content once they are on your
shopping cart or sales copy pages. Since Evoy has made millions
of dollars on the web with various products, some of them very
difficult products to sell on-line, I would strongly advise you
read his book Make My Site Sell!
Some of even his more subtle suggestions about the sales process
and MWR on my sites have made a big difference in the success of
my e businesses. It should also be noted that Evoy, makes the
case for also having a backup response to compliment your MWR.
We will tackle this subject in a future article.
Kamau Austin, helps small and minority business make more money,
by creating, search friendly web sites. He is the owner of
http://www.Ebizbydesign.com , http://www.Einfonews.com , and the
creator of the Free Search Engine Promotion Tele-course
at: http://www.SearchEngineplan.com . He can be reached at:
973-655-8866
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