Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Messy Websites BLOW

Why when I click on your ad or link am I taken to a web page that has nothing to do with why I clicked? I mean do you really think I’m going to search through your site? What’s worse is that if you’re paying for clicks and taking your visitors to crappy website pages you might as well just light your money on fire in an ashtray to watch it go up in flames because that’s what you’re doing anyways.

Here is perfect example of paying for a useless click (Florida Vacation Deals).

The keyword I typed in the URL bar included web master in it.

How many of your ads are running amok? Do you even know how to read your paid search data? I do, and the exampled company above just paid for a useless click. Ouch!

Here is another example of a paid ad that I thought [when I clicked on it] would take me to their services page; however, after checking that page out manually I understood why.

What I want to ask the person who is running their paid search advertising is why would they assume someone would just want to submit information without knowing what you can do? That’s not what the ad implied. I can think of a better use for that page, and provide a way to measure my theory that would lower their ad costs.

Then there are those pages you end up on with so much clutter that you cannot make heads nor tails of the mess that opened up before you. Here’s one for fun.

Come now you know these types of websites that I’m talking about, and if you own one of these types of websites wake-up because it blows.

Look folks it 2013, and no one has time to re-filter for what they are searching for. You have to deliver the right website link every time else you end up with a bounce. That means your visitor hit the back button, and s/he did not learn about what you are offering nor make a sale, sign-up, or do any other desired action. Additionally, your visitor is using mobile devices more than you think, and your website has to be able to meet the new demands.

Want another reason to get a better website? Your customers as well as your undiscovered customers are not call 411, or searching the yellow pages for you any longer.

The morale of the story is?

  • If you’re marketing on the web and your website blows, you’re losing money.
  • Get a website that kicks butt because your customers and future customers are yearning to do business with you.
  • Hire and work with certified professionals who are degreed in their field of expertise.
  • Keywords are just a small part of the puzzle, but having them on the right page matters.
  • Don’t make me think or read when I get to your website because I don’t have time for that.
  • Make damn sure your website is mobile fit otherwise you’re losing opportunities.
  • Build your website for your customers, not for you.

Relevance Transparency & Usability

I just got back from Bali, and took some time while on vacation to look at why websites blow. Now as I watched them drive on the left side of the road in Bali, it made me wonder why some many websites are on the left side of the Web rather than the right side of the Web. It’s not as if websites mean to drive on the wrong side of the www, but so many sites do. Take for instance a site that is loaded up with what the site owner wants. Oh, it maybe riveting; however, reality meets fallacy. So how does a website get on the right side of the Web?

  • Fulfill what the visitor is searching for
  • Path the website’s purpose (meaning make a purchase, a signup, a phone call, produce a lead…)

In other words, website content has to crisscross a visitor’s perception that meets their quest.

Another detail deals with fitting the reason why your website was pulled. The person is expecting it to be their solution. So why is it then that so many damn websites not communicate what they are about? This made me go back and even look at a website that sells high-end animal houses. What I’m confused about is if it’s actually a blog or a retail site. Guess that’s why I have not purchased anything. Break it all down and you have an unusable website.

The moral of the story here:

  • Don’t make me think
  • Don’t make me leave your website
  • Don’t play stupid music
  • Don’t have pop-ups or pop-unders
  • Don’t bore me with your stupid videos
  • Don’t have that person popping up (what is that about?)
  • Don’t have your font so small that it takes a magnifying glass to read
  • Don’t have your keywords so stuffed that it reads like garble goop
  • Don’t make your website out of flash
  • And for dog’s sake make that website mobile optimized

Cost Per Acquisition Cost

Cost per acquisition is more than just a way to measure your search market advertising. It’s also a means to assess your multi-channel marketing and customer acquisition equity. Customer acquisition equity rivals return on investment (ROI), and by understanding ROI, your marketing communication achieves optimization.

  • Cost Per Acquisition = Total Advertising Cost/Number of Total Leads
  • ROI= (Revenue – Total Adverting Cost)/Total Advertising Cost

Tracking campaign channels is key to creating and understanding marketing and customer acquisition. Let’s say you’re a business with no prior marketing background wanting to gain new customers, you need to:

  • Have an online presence for your brand.
  • Optimize your website.
  • Outline true costs associated for your marketing
  • Establish marketing campaign goals.
  • Set a realistic cost you are willing to spend for each new customer lead.
  • Align your marketingto your website.
  • Focus your marketingdirectly at your intended target audience.

Example:

If you ran a three-month Valpak ad, which specifies an expiry date and has a total advertising costs of $2,000, and you’re willing to pay $15 for each new potential customer, your ad would need to produce at least 133 potential leads to break-even. To illustrate why you need to be realistic with your budget, consider your projected revenue return. Let’s say you’re selling bags of crushed rocks for $55, with a goal of selling 133 bags. However, you only have two leads that purchase a total of 10 bags each. With only 20 of 133 sold, your ROI is -84.96%.

Now let’s examine the same example, but instead you advertise in AdWords using an optimized landing page with a downloadable coupon as well as a mobile coupon that specifies an expiry date. Your total advertising costs are $2000 over a three-month period, and you had 500 potential new customers view your deal. At the end of the expiry date, you capitalize from 200 customers who purchased a total of 2000 bags of crush rock at $55/bag.

  • Your CPA = $4, and your ROI= 5400%
  • What’s even better, is that you use your Web Analytics to:
    • Drive down future CPA
    • Increase ROI
    • Optimize your marketing

Now that’s power in understanding your marketing measure, retention cost, and future revenue transactions as well as realization of the importance of customer acquisition equity for how to best allocate your advertising pay-out mix.

Color Sound Off

Color is visual. It affects your mood, humor, and triggers cognitive meaning for website visitors. The colors you select for your website should not be your preferred dearest colors. Why? Because, those colors could be any number a visitors bête noire. When deciding upon what color palate to advantage,
here are helpful pointers:
  • Purpose three colors
    • Predominate
    • Marginal
    • Action
  • Frame your brand’s context with color
  • Test your color palate for RGB consistency

Treat your colors no differently than you would your keywords.

A balanced recipe equals impact. In other words, colors lend hand in convincing your website visitor your website has what he or she is in search of.

To sum up, your website colors should not be short on:

  • Brand differentiation
  • Hammering desired action(s)
  • Optimizing conversion

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