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Increasing conversion
Advice on conversion of vistors
jsnow




msg:790851
 12:25 pm on Aug 4, 2004 (gmt 0)

We are a primarily B2B company selling services (Not website related). We recieve around 5,500 unique vistors per day (Weekdays). Unfortunately only an average of 0.5% every complete the call to action.

I added a one question survey to our site to find out what people wanted. Ran it for 3 days and we got just under 2000 responses, which I thought was a good representation of our vistors. This turned out that 6.5% of our vistors say they are looking for what we offer.

So the question is what can I do to increase conversion, just banging my head against a wall at the moment. Any and all advice is greatly appreciated!

The URL is in my profile if anybody wanted to take a look!

 

netguy




msg:790852
 12:49 pm on Aug 4, 2004 (gmt 0)

jsnow, some of our (web design/SEO) clients are in various high-end consulting businesses. And most don't want to be locked in to a price, so historically they have refused to show their hourly or project prices online.

The problem with this - particularly online - is people want to have an idea what the costs are before calling, filling out forms, or otherwise feeling obligated.

What I always do on the home page for virtually every consulting client is list something-anything that is priced. I get each client to tell me if they do something specific, what would they charge. I then come up with consulting 'specials' where people can see that they can get [something specific] for $95... $295, or whatever.

This provides people with an idea of the price range they are dealing with before initiating contact with the company.

After 'opening the door' to prospective clients at a small fixed rate, many come back for $10,000+ consulting projects down the road.

Steve

jsnow




msg:790853
 1:04 pm on Aug 4, 2004 (gmt 0)

Steve,

People can get an instant quote on our site and that makes up about 0.25% of the 0.05% conversion rate we currently get. I thought the same thing and that is why I added it to the site.

Maybe I need to put something on the home page to give some sort of special offer!

Thanks for the reply!

onlineleben




msg:790854
 1:19 pm on Aug 4, 2004 (gmt 0)

Why not market your pricing wizard more prominently.
You already tell visitors that you are bringing down service cost for the service you offer, why not get them to ask for an instant quote using the wizard (directly from the homepage, at the end of the second to last paragraph).
Hope this helps.

netguy




msg:790855
 1:26 pm on Aug 4, 2004 (gmt 0)

jsnow, you may have missed my point a bit. Having prospective clients fill out a form for an instant quote is nice, but it is still getting 'lookers' in deeper than most want to be. (The Quote default asks for telephone and email address, for example).

The target clients for most services are looking for something they can't (or don't want to) do themselves - and many are sailing in uncharted territories. They have a need, but may not have a clue what it will cost to outsource it.

What I am referring to generally doesn't even require a discount. Simply take a representative example of a segment of your service - and price it. As is often the case, many may find that it is actually much cheaper than they thought - or more economical to hire it out than to do it themselves.

Steve

onlineleben




msg:790856
 1:26 pm on Aug 4, 2004 (gmt 0)

One more ...
use a biger font size. It is very difficult to read all the text (which, by itself is OK). I work on 1024x768 and its a little hard on the eyes.

jsnow




msg:790857
 2:21 pm on Aug 4, 2004 (gmt 0)

Thanks for the advice, I'll try all the suggestions and see what happens!

danieljean




msg:790858
 7:27 pm on Aug 4, 2004 (gmt 0)

Run a spell check!

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