Start with clear, measurable goal(s). First, determine what it is you truly want to accomplish with this project. I know this sounds too easy. What is the purpose of the site? Who is the audience? How will you measure success? The more you prepare, the greater the results.
Some things are more effective than others to measure. For example, the number of website “hits” might be impressive if the number is large, but it doesn’t really mean all that much. A single person that spends time on the website and goes through two dozen pages might be counted as 250 hits! Measuring the number of visitors and/or completed on-line forms are of more relevance.
Deliver a great user experience. What does this mean exactly? Help people get to where they want to go – and do the thing(s) they want to do QUICKLY and EASILY. Successful sites marry needs/goals of visitors with your overall business goals.
Write clearly and succinctly. The best sites use simple, friendly language. If your site cannot be understood easily, chances are that your visitors will not come back very often – if at all.
Launch and update as needed. Rarely can successful sites be built in one try. Instead, launch something that initially meets your baseline needs. Let’s get something out there and solicit feedback. You may be too close to it and the feedback you receive will allow for improvements. What pages are the most popular? What words are being searched for most often?
Isn’t the “hit” rate for print advertising about 3%? By “hit” rate I really mean response rate – offering a product/service via print and then getting the solicited party to respond.
I’m not yet even talking about conversion – converting that offering to a sale.
Targeted print or print-on-demand certainly does increase both the response & conversion rates – but still not significantly.
Social Media truly allows you to measure your advertising ROI. How so, you ask?
How about each of the following?
Let me know your thoughts. I’d love to hear from you!
I have great respect for Southwest Airlines.
I was recently reading an overview of some of their initial keys to success – and one in particular caught my eye.
Southwest began as a short-haul airline – offering routes from Dallas to Houston and Houston to San Antonio. From the very beginning, they were offering a low-fare, high-frequency alternative to driving.
Much like Southwest’s approach, we set out to provide more value for the training dollar spent. While others divide an agenda item into more than one class, we combine multiple topics into a single class – giving clients only the most needed information.
As such, we will offer a client eight (8) days’ worth of training in one five (5) day class, for example.
More of the needed information in less time at a lesser cost = more value!
One of the features of our offering that many clients appreciate is the customizing of their agenda at no additional cost. Clients like this feature mostly because they feel they truly receive what they want/need from their training experience.
Giving people a better experience than they expect – and having them engaged in the entire process – leads to satisfied customers!