CHAPTER- 7
The Link Between Products, Key Words, and Prospects
Finding success in e-commerce can be boiled right down to one theme: Identify the
prospect's requirements and supply an answer for them. It is that easy. You need to
print that statement out and fix it across your monitor. In the event that you stray out
of this theme, you'll have issues earning money.
Keyword research may be the key to pinpointing the prospect's requirements. When
doing the keyword study, you need to identify the phrases they're using to find
answers to their needs. Most people appreciate this concept, but neglect to advance
the procedure.
Lots of folks have said they don't wish to pursue rankings under some keywords
because they don't feature such products or services. Should you have ever said this
as well, you are ruining things for yourself.
Remember, we're pinpointing the requirements of prospects. If we don't have
services or products oriented to an easily identified need then we determine, through
keyword research, what we should do! We must get these products and services, or
decide on a method to acquire the service!
Assume we now have a website trying to sell hiking and backpacking gear. We now
have backpacks, guidebooks, tents, etc. When conducting our keyword research,
we discover our prospects will also be searching for hiking journals by which they are
able to describe their hikes. As we do not stock hiking journals, you want to omit
those keywords, correct? NO!
You want to look for a type of writing journal for hiking and add them to the catalog
of products and services. Rather than looking upon this keyword discovery as an
irrelevance, you should see it as a chance to expand your product line and create a
new revenue stream.
We value our prospects, which means providing them with answers to all their
needs. In so doing, they'll return to our site over and over once they require more
hiking gear
One of the hardest concepts for webmasters to understand is the truth that you
shouldn't design your website predicated on your opinion of your industry. Your
prospects should design it. By this, I am talking about the value of using keyword
research to determine all of the products and/or services you will offer.
Often, some simple keyword research can throw up some unique angles relating to
your business that you would never have thought of yourself. Recognize and utilize
this to your advantage to better fulfill market demand.
Discover what your prospects are looking for and ignore anything else. Follow this
advice and your website will transform into a cash machine.
CHAPTER - 8
The Front and Back of Sales Funnels
The sales funnel is really a methodical marketing procedure where you
systematically qualify your prospects into clients and, additionally, refine them into
hyper-responsive clients. Your client base gets smaller as your bottom line increases
as you provide more expensive products to your hyper-responsive clients.
The front end may be the most dynamic facet of your sales funnel and the part that
needs continuous experimentation. You will find, literally, endless front-end methods,
restricted purely by your imagination and resources.
The focus at your front end would be to attract and qualify people who possess an
inclination to buy your items further down the sales funnel.
Generally, the qualification happens whenever a person opts in to get something
from you. It's this opt-in stage that turns your everyday web surfer right into a lead,
given that they've just carried out an action indicating that they, at the very least,
possess some desire to have what you've got.
There are all types of front-end marketing tools: becoming a member of a contact
newsletter, subscribing to a weblog via RSS or email notifications, opting in together
with your name and email to download a complimentary report, registering for a
totally free online service or ticking a box to get more information in regards to a
product/topic when subscribing to something (co-registration).
The front end involves attracting attention and enticing people into the sales funnel.
But, generally, it's in the back end where, in fact, the profits are created.
Your back end consists of your more expensive items. Essentially, we're referring to
meeting exactly the same demand (inside a niche), just with alternative media. This
may include information distributed via audio, visually, live, or privately.
The particular distinction between your front end and the back end is about the kind
of customer and the cost paid.
In the back end, all of your clients have traveled through the front end, tried your
complimentary materials, bought a basic level service or product, and also have
experienced substantial value from what you've offered. So much so, that they're
wanting to purchase again from you.
It's common that only a tiny percent, say 1-2%, of the entire people entering your
front end will end up in the back end. That's ok because that small group is
spending a lot of money. While front-end products and services may cost under
$100, back-end products are often priced in the hundreds or thousands.
The back end is the main profit source for business since it is stable and predictable
and this is the major reason for establishing a back end, to begin with.
CHAPTER - 9
Sales Funnel Success
Sales funnels are, basically, just a blueprint for your lead-to-sale procedure. You can
start with, say, one thousand leads (i.e. site visitors). One hundred of these leads
may click on the sales page URL for your product, fifty could click on the 'Order Now
button and be taken to the shopping cart and 10 might actually finish the sales
process and purchase the product. If your funnel begins with 1000 prospects and
finishes with 10 sales, then that is a 1% conversion ratio.
In reality, though, the sales funnels for most online businesses are actually very
complex.
This is due to all the different kinds of website traffic that visit websites, the various
kinds of behavior that need to be assessed, the buy and connection outcomes, and
the number of varied ways a visitor may become a buyer.
To produce a more streamlined sales funnel, you first have to identify each and
every way people can enter the funnel, see where they've originated from, what their
agenda is and where they're at in the purchase cycle.
Then, you need to identify every activity that somebody can undertake on the
website: read some content, read more content, contribute to a newsletter, view a
social networking profile, buy something, or exit the website.
Finally, you ought to identify the measures to place on every activity: the time on the
page, the entry path, the exit path, etc.
Then, you analyze this info and come up with all of the different pathways a visitor
may take during your funnel. The key is to not change your website yet.
When a funnel is designed and the systems have been put in place, start compiling
reports at each stage to comprehend how your funnel operates in reality.
Try out this in your weblog. Once you've collated enough information to begin
making decisions, I guarantee you will see obvious points of failure in your process
and they're likely to appear in two main areas:
1) A webpage that does an excellent job at encouraging a different behavior (i.e.
instead of keeping somebody in the sales funnel).
2) A webpage that, basically, does not move a person to another part of the funnel.
Initially, you'll probably feel as if there's a lot to get through, so you'll have to prioritize
the changes you wish to make. Concentrate on the areas which are costing you the
largest quantity of sales (which might be at the end of the funnel).
With effort, focus, and time you can see huge improvements in the performance of
your site and never have to attract one new visitor. Sounds good, doesn't it?