Increase Conversions: Discover Your Customer’s Buying Process

I attended the Persuasive Online Copywriting Seminar at Future Now’s offices in Brooklyn, NY. They are a great bunch of folks who work from the customer’s point of view to adjust the messaging and sales process on a website to increase the site’s conversion rate. I learned a great deal during my two days with the Future Now team and will be integrating this knowledge into Big Oak’s site optimization process. One of the many light-bulb moments I had during the seminar came when I was presented with this idea: Many online businesses fail to consider their customer’s buying process and instead force their customers to adapt to the company’s selling process. Talk about a powerful and true criticism. The sales process or the item being sold doesn’t have to be complicated for a company to follow this flawed mentality. A simple purchase online can be an arduous task if the seller has put roadblocks in the way of the buyer ultimately making the purchase. How many times have you hunted around on a website looking for shipping policies or specific product information? When this happens, more often that not, the company is including the information they think is important, in a way that makes sense to them, without asking what the customer needs or where they would intuitively look for it. When I was shopping for my LCD HDTV, I was very concerned about each model’s height and width because I have an entertainment cabinet that the TV was going to have to fit in. A few inches here or there for the set’s speakers or stand made...

Choosing Keywords and Key Phrases for SEO

Choosing keywords and key phrases for SEO (Search Engine Optimization) is an art: if a webmaster doesn’t choose the right keywords and phrases and use them within the pages of the website, the amount of web traffic they will receive can be directly and adversely affected. Due to the fact that the Internet is a vast, collective space of information, webmasters are constantly striving to make their website more visible and choosing keywords and key phrases for SEO purposes can immediately increase a website’s page ranking, if done correctly. Thus, with an increased page ranking in search engines, webmasters will see a paralleled increase in the amount of web traffic they receive. How Keywords Work Choosing the right keywords and key phrases for SEO is crucial to a website’s success. With the right keywords, individuals can create online businesses that are highly visible and an increase in visibility means an increase in the profit that a business will receive. Just because your business has a website doesn’t mean that you will be able to reach a global audience overnight–in fact, you may not be able to reach a large audience at all if web users cannot easily find your website. Therefore, in order to make your website easily accessible, you will need to get your website to appear as a response to any search engine query that a web user may submit: one way to successfully do that is to find and use popular keywords and key phrases. When a web browser submits a query to a search engine, the search engine will pull up the pages that will...