By Moe Tamani, an SEO Services consultant specialising in professional internet marketing services.
Of course, it is hugely important to draw as many people to your website as possible.
However, drawing people to your site isn't a surefire guarantee of internet marketing success.
In fact, there is something significantly more important than simply drawing a huge amount of people to your site. What is strategically more important for internet marketing is something called the conversion rate.
The conversion rate is the statistic that counts the number of people who, after visiting your site, buy something. The average conversion rate for a site is one sale for every 500 visits. However, there are some mavens out there who can convert one of every 300 visitors into customers.
A lot of businesses suffer because they can draw a huge amount of visitors to their website, but can't convert them into customers. To truly gain internet marketing prominence, the goal is to convert as many visitors as possible into customers.
One of the most important factors that determine conversion rate is the quality of copywriting on a website. Copywriting can determine your success in the field of internet marketing.
Remember, there is one special part of website copy that can significantly increase the conversion rate of any website: testimonials.
Customers who buy products and are extremely satisfied will sometimes write a positive comment on a website. This is a testimonial, and it does wonders for your internet marketing.
A lot of uninformed people have denounced testimonials and declared that they are not useful and simply a waste of time. These people simply haven't tried implementing them.
Statistics dictate that testimonials can strongly increase conversion rate. This is a great internet-marketing tool.
Keep it genuine
However, we must concede that some testimonials are composed of mindless drivel and are obviously contrived. These testimonials are sleazy and remind one of infomercials that come on late at night.
These are bad for internet marketing. People are smarter than this and will catch on. It simply won't work.
Here's the good stuff
You've got to put in a lot of time and energy to get a whole bunch of testimonials. But you've got to do it, because you can increase your conversion rate.
A good way to approach this is to design a question and answer document and email it to your satisfied customers. Ask them questions regarding your product and how they feel about it. Then they will most likely write wonderful, glowing things about your product, which you can then include on your website.
Don't overburden them with a tonne of questions. Just ask them what is absolutely necessary so that you can get good, quick responses. This is so good for internet marketing.
Pay attention to details
The more specific the testimonial, the better, because people are often wary of testimonials. However, if you are including genuine testimonials then you will be able to beat the competition.
Normally, when people visit a site they are still in a decision-making mode. This means they need something that will convince them to buy your product. Often, a testimonial is the icing on the cake that persuades them to buy.
Take a look at your conversion-rate stats before you post testimonials, then give it some time and take a look again. If you've seen a big jump, then your testimonials are working.
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