Survey Results
Survey Results and You
By Bob McElwain
Note: Bob McElwain ran his highly successful Sites Tips and Tricks website for many years. When he closed the site to pursue other activities, he granted permission to reprint his articles. Some are very outdated now, but there are so many gems of knowledge that we decided to publish the enitre series on Smart Web Center, just as they were originally published.
Results from the recent survey run in “STAT News” and “Internet Business Informer” fascinated me. While I responded to comments as possible, some thoughts emerged I want to share with you.
First For Newcomers
Few respondents were new to the Web. This figures. When we’re on strange turf, we generally hesitate to do more then observe. (On the Web, it’s called “lurking.”) Still, from my email and stats, I know many readers are new to the Web.
If you are a newcomer, I urge you go beyond lurking as soon as possible. Ask questions, and you will get answers. You need to learn how to evaluate replies, for all opinions are not equal. Still, start now. There’s no need to wait on this.
Hunt up a couple of newsgroups or forums in which the topic is of interest to you. And in which those participating seem to be talking your language. At some point you will be able to contribute. Do so, and you will have taken a fundamental first step.
Caution - Blatant Sales Pitch Ahead: Grab a copy of my latest ebook, “1001 Newbie-Friendly Tips.” Study the first few chapters. No, I didn’t say read, I said study. Take notes even. Read a bit, then ponder. Go back and reread as required to fully understand the fundamentals provided here. This content is solid. It’s both practical and realistic. While you will need to learn more as you go along, these notes will hold for the long term. Click here for details.
For Other Respondents
What struck me was how many indicated they felt they needed to know more about business. Several indicated they already knew a lot, but still wanted more. These respondents have it right. There simply is no end to learning how to do business. No matter how much you know, you need to know more.
While I’ve some ideas in mind for articles with this focus, let me share a couple of things that came to mind relative to comments made in the survey.
Learning More About Business
Take a good close look at your procedures. See if you can find a flaw. If you are completely honest with yourself, chances are you can. To get you started thinking, I’ll share one of mine.
I often do not follow up effectively. When talking with people, I generally go back and forth with them, often to some length. I always share enough information to demonstrate my expertise. But I leave it there. I rationalize, and say, “Heck, if they’re not interested, why waste my time?”
Of all the goofs I see on the Web, this may be the most costly. Autoresponders which send multiple messages may work for some, but they are not the answer in all situations. To me, the best approach is to follow up with personal email on some sort of a fixed schedule. Whatever, find a plan that works for you and implement it.
Trial And Error
I hate this term, and the approach. But it works. Here are some mistakes often made in using this method.
· All changes and ideas must be tested. They should never be accepted as successful on the basis of hunches or intuitions. Only those that are proven to work can be counted on. Others remain in the in-box to be retested later.
· When you try something and find it doesn’t work, there is a tendency to discard it immediately. There’s nothing wrong in this, provided you have proved it unworkable. But if there is even the possibility it may work, hold it in the in-box. When you come back to it later, you may discover a way to fit it in effectively.
· Do *not* spend money you don’t have or can’t afford to lose. Blowing $5000 on a new banner ad at Yahoo is not trial and error, it’s insanity. Find a less expensive trial site.
Study Successful Sites
It is often impossible to tell by looking whether or not a site is working well for the owner. Still, it’s easy enough to discard obvious losers. Closely examine sites which seem to be succssful. What are they doing you might try? Pay particular attention to sites of competitors.
Site Performance
Make certain your site is doing its job. Whether its purpose is to generate leads, close sales, or whatever, be sure it’s happening. Pushing for more traffic will accomplish little unless the site is working smartly.
I find numbers suspect, particularly on the Web. But one heard commonly is that your conversion ratio should be 2% or more. (And higher is better.) That is, at least two percent of your visitors must take the action you want them to take.
Niche Marketing With A Tight Focus
94% of survey respondents suggested the above as a topic of interest to them. This is impressive. It shows people who responded are serious minded, for this is indeed the topic on the list that matters most.
If you are just getting started, first define your niche. If you already have a site, work at narrowing it. Demonstrate your expertise within it in every possible way. With your site and newsletter most of all. And your email can help in this.
Promotion
Until your site is performing at top of form and your niche has been narrowed as possible, there is little point in launching serious promotional efforts. Why? Because you need targeted traffic, not just hits.
Until site performance is solid, you will lose hits you should have converted. And until the niche is seriously narrowed, then loaded with information that matters, it’s difficult to draw serious traffic.
Search Engine Positioning
64% of respondents wanted to hear more about this topic. While search engines and directories can draw targeted traffic, their importance may be overrated. That is, you may be hoping for more traffic than they can generate. However, for maximum effect, be certain your site is content rich, for only content is of interest to the search engines and directories. All your lovely sales presentations will be ignored.
Things are changing with the search engines and directories. Now those with bucks have greater exposure. Expect this trend to continue. The better approach for the long term may be in arranging quality link swaps. In the end, though, success may depend upon advertising.
Another Caution & Blatant Sales Pitch: You, too, should grab a copy of “1001 Newbie-Friendly Tips.” You can probably pass lightly over the first few chapters. But study as needed. Again, I didn’t say read, I said study. Ponder some, then return later to points not quite clear. I’ve been working the Web since 1993. While what is included here is by no means the whole of it, the content is solidly based in real life experience. I am confident you can grab any concept presented and make it work for you. Sure, you may have to modify some things to fit your particular needs. But all is practical stuff that works.
Measuring Success
It’s clear most survey respondents are not having the success they had hoped for. In my travels about the Web, I’ve concluded that most sites I see are in the same boat. Survey input has already triggered at least notes on several helpful articles. And I’ll get them out and up soonest. Meanwhile, here’s a brief listing of the flaws I find most frequently.
· An appearance that is unfriendly, or unnecessarily bold or flashy. Use Verdana or Arial in black on a white background. It’s words that sell. Upon rare exception a graphic helps. All else is noise contributing to the early departure of visitors.
· The site must load quickly, and compel me to take an action (or path through the site) you want me to take.
· The niche needs to be narrow and I, like most visitors, want to see some solid content demonstrating expertise before I’m ready to buy.
· I become bored on many sites before I’ve much more than started the sales pitch. When I become bored, I click off immediately.
· I want to feel comfortable on the site. To feel someone really cares that I’m here. Someone who will be waiting with a smile when I return.
Wrapping Up
Lots can be added to the above. Negatives are easier to find; make sure your site is free of them. Positives can be identified, however. List the things you like about other sites, then make sure they become a part of yours.
There is no such thing with being “done” with a website. Be alert for all possible pros and cons about the site itself, its performance, and everything you can find about doing business on the Web. If you persist in scrapping negatives and implementing positives, your bottom line will continually improve.
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