Читать книгу Do the Web Write - Dan Furman - Страница 20

A client once came to me and wanted me to help him write a few Google AdWords (PPC) ads. He wanted to bring more traffic to his site and increase business (he sold financial products). A quick chat about his site revealed that he already had exceptional traffic; he was getting close to 1,000 visits a day from interested prospects (he advertised heavily on Google). He was getting perhaps 10 inquiries a day, meaning he was converting at 1%. His goal was to get 20 inquiries a day, so he figured that if he increased his advertising enough to bring in 2,000 interested prospects, he’d reach that goal.

I looked over his site and recognized right away that I could help him not by increasing advertising, but by increasing conversion. His site was not very well written, nor was it user friendly. So I told him, “Why not try and get more out of the traffic you already have?” We talked, and he agreed with my assessment. I wrote up a quick plan for what to do. The first step was to change the page order a little, and get the most important information clicked on first. The second was to change the copy. Under my direction, he had his web designer do the first part, and then I rewrote perhaps four pages of copy. Then he put up the new site and waited.

He didn’t have to wait long. From the very first day, with the same amount of traffic he always had, he started getting 30-plus inquiries. This kept up consistently for weeks, and then months. All told, his new conversion rate jumped to 3.5%. I more than tripled his business.

But here’s the really neat part. Had he upped his advertising spend to raise business, he’d be paying increased advertising fees month after month. But because I used the traffic he currently had, instead he had a ZERO increase in advertising costs.

Now, some of you may be saying, “That’s great, Dan, but he had to pay YOU.” And yes, this is true. But my total fee was less than what one month of increased advertising would have cost. So after the first month, that part becomes irrelevant. But it gets better: Based on how much he makes from a sale, I actually paid for myself in one week. After that, it was all pure gravy.

And here’s one more “even neater” part: This new conversion rate (3.5%) will almost certainly hold true even if he DOES decide to eventually increase advertising (as he obviously was willing to do before I changed things). So he could feasibly be getting 3.5% on 2,000 visits if he so chooses. ANOTHER doubling of business.

Nice little story, huh? And trust me, things like this happen all the time.