Quality vs Quantity
What is better, a website that converts 1% of 100 visitors or 10% of 10?
Our recent CLIVE ALIVE (see video above) event discussed "Creative Differentiation"
I've never heard of Quantity Service!
Is marketing just a numbers game or is it the quality of your visitors and customers that matters most?
At the recent Online Retailers Conference in Sydney I was amused at the disproportionate number of exhibitors promoting Search Engine Optiminisation (SEO). SEO is essential (it helps to qualify your web visitors) but it's only one small part of online marketing and customer engagement.
The influence of mass media advertising is descreasing - we are increasing influenced by online word of mouth testimonial.
The most critical element of a new visitor to your website is the first 12.5 seconds - it's in these first few moments that a new visitor makes a decision whether to stay or go.
What's your web visitor experience like? Did your website engage? Did it build trust?
What's your ratio of visitors to customers look like? Is it increasing or decreasing?
For the record the average across most retail sites is 1% - wow 99% of website visitors don't engage!
How well do you know your visitors and online customers?
I was very impressed with Core Metrics whole of customer cycle management system at the show.
How can you easily increase online customer engagement?
A recent US Report on online advertising effectiveness showed that rich media with video significantly increased website results.
But a warning, not all rich media video is the same
A Few Tips on Rich Media with Video
- Users appreciate quality content and production. For professional results use professionals - it's not about the technology it's about the communication.
- Content must be relevant to the viewer. There's no point running a video for red meat on a vegitarian recipe page (unless you're out the convert buyer behaviour).
- User control is important - allow users to quickly close or mute.
- Cookie control functionality so your visitor is not getting the same message every time. Better still create a series of sequenced messages that create a conversation with your returning visitors and customers.
- No buffering - No one want to wait five seconds or more for a website video to load and play. Rich Media video must be fast.
- Keep your message real and to the point. Your in your viewers very personal space (less than a metre), value their time and eyeballs. Make your message sharp and to the point.
- Entertain to inform (if required use professional presenters)
Professional Rich Media Video will dramatically increase your visitor to sales ratios.
For more information on creating effective Rich Media video please give us a call on 61 2 8005 8072