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Rob Eagar

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Sep 15 2014

Are You Converting Online Sales?

I’ve followed Seth Godin’s blog for several years and appreciate his outside-the-box thinking when it comes to marketing. However, I disagree with one of his recent posts entitled, What’s Wrong With Your Website? In his post, Seth states:

It’s not unusual for a thousand people to visit your website before someone buys something…People won’t click all the things they can click, ever. They won’t get three or four or nine clicks into your site no matter how responsive, web-kitted, and user tested your site is…But don’t beat yourself up that it’s not converting. By real-life definitions, nothing online converts.

I understand Seth’s perspective that capturing online sales can be difficult due to all of the noise, distractions, and choices. But, his comment, “nothing online converts,” is inaccurate and defeatist. There are proven ways to convert online traffic into significant sales.

In my consulting work with clients, I’ve seen several ways to move the sales needle. The primary approach is to offer premium content for free on your website that encourages people to signup for an email newsletter. Then, you send regular newsletters with additional value-laden content. In the newsletter, offer a limited-time discount or sales promotion for a product related to the feature content. Use social media pages as additional ways to widen the exposure. This online marketing approach has produced solid results for several of my clients. Even better, it’s inexpensive, repeatable, and scalable as your business grows.

According to Seth’s pessimistic perspective, there may be nothing wrong with your website, because “nothing converts online.” According to my proven optimistic approach, there is something wrong with your website if you’re not converting online traffic into sales – because I see it happen everyday.

 

Written by Rob Eagar · Categorized: Marketing Tips, Monday Morning Marketing Tips

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He is one of the rare consultants to help both fiction and nonfiction books hit The New York Times bestsellers list. Rob has consulted with numerous publishers and trained over 1,000 authors. He is the creator of The Author's Guide Series, a comprehensive collection of resources that teaches authors how to sell more books. Find out more at: WildFire Marketing and follow Rob on Twitter.

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