How to convert Website Traffic in to Sales (Part 3 of 3)

Posted on February 27, 2009 by Dave Westfall

Okay, in Part 1 and Part 2 of this series on “How to convert Website Traffic in to Sales”, we learned that:

1. Every situation is different so the answer depends on where your website shows on the Search Engine Results Pages (SERP)
2. Most search engine users tend to select organic SEO listings over paid SEM listings and most never go beyond the first page.
3. There are very striking differences in click thru and conversions rates:
4. Website Visitors tend to come back up to 7 times before they buy.
5. Need a good web analytics package to be able to measure the website traffic metrics to know where they came from, how they got there, and what they did while there.
6.  There are three (3) Website Visitor Zones - Red, Yellow and Green (see diagram in Part 2):

We’ve covered a lot so far in Part 1 and Part 2 of this series about Website Visitor progression.   So, now let’s turn our attention to how a fully integrated ecommerce content management system website allows you to pursue a variety of closes to get the Visitor sale.

From my experience most “experts” agree that there are 5 stages to a typical Business to Business (B2B) sale and that many also apply to online Business to Consumer (B2C) sales.  So, here are some ideas on what you need to do at each sale stage:

1.       Make contact with the Prospect

a.       Offer a Blog

b.      Offer Calls to Action at every stage

c.       Send emails

d.      Send newsletters

e.      Use walk-on video,  multi-media, videos or audio to pre-sell and explain

2.       Engage the Prospect in dialogue

a.       You’ll need a flexible eCommerce Content Management System (CMS)

b.      Offer RSS feed on your blog

c.       Offer Opt-in newsletter subscription lists (e.g. email address only)

d.      Offer Free White Papers for contact info or other free offers

e.      Offer anonymous Live Help Instant Messaging (IM)

f.        Offer FAQ’s, Glossary of Terms and User Forums

g.       Offer Contact Us or Prospect forms (ask for the least info possible)

h.      Use Autoresponders to respond to Prospects inquiries

i.         Set-up Email Drip marketing campaigns to “follow-up” with Prospects

3.       Send Prospect a proposal

a.       Allow Visitor to complete an RFP/RFI Prospect form

                                                                           i.      For example see Marriott’s online Event Planner RFP  

b.      Use Autoresponders to acknowledge receipt of RFP

c.       Respond to RFP within 24 hours to improve close rate

d.      Follow-up with phone call and RFP drip email campaign

4.       Receive notice of selection

a.       Set-up a separate email reply account for expediting Proposal responses

b.      Use Autoresponders to acknowledge receipt of Acceptance

c.       Follow-up with phone call within 24 hours

5.       Negotiate and sign the contract

a.       Offer a secure easy to use integrated shopping cart with payment options

b.      Use a seamless CRM that tracks Prospect, dialogues, tasks and orders thru to sale

It is also generally agreed that there are at least 5 types of B2B closes:

1.       Direct close

a.       Offer Products online with Cross-Sells and Up-Sells

b.      Online Event registrations

c.       Integrated Shopping Cart with payment options

2.       Concession close

a.       Offer discount coupons

b.      Membership and Quantity discounts

3.       Time-driven

a.       Offer discount coupons with short expiration dates

b.       Offer coupons that expire after check-out

4.       Trial offers
      a.   Offer installment payment plans with FREE trial periods

             b.   Offer memberships with different prices and service levels

5.    Continuation (Near Close)

a.      Offer Free Initial Consultation or Needs Analysis

b.      Offer an online RFP Proposal form

Yes, there are other types of closes like the Assumptive close, Ben Franklin close, Feel-Felt-Found close, SPIN Selling, etal, but that is enough options for this blog.   So, in review, using a fully integrated eCommerce Content Management System like Full Partner’s will allow your website to make contact, engage the website Visitor on each of their 7 repeat visits and will also allow fewer people in your sales department to focus on only those prospects that need, want and can afford your product or service.  Understanding website Visitor behavior allows you have a much better chance of closing the sale.

Please post a comment here or feel free to ask any questions that you may have.

Dave Westfall is a Business Coach, Internet Marketing Consultant, Speaker and Trainer with DewPointe Ventures LLC.  You can reach him by email at: davewestfall@dewpointe.com.  Please check out Dave’s profile on www.linkedin.com/in/davewestfall or you can follow Dave on www.twitter.com/davewestfall.

All the best,

Dave Westfall, MBA

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