May 20
Links to store location page
How to Find Us page showing address and Google map with directions option Viewing this page indicates a desire to find out where your physical shop location is
Making or requesting an appointment
Visits to contact us page or an increase in phone calls or emails are all indicative of visitor interest Tracking micro-conversions are important It is important, at an analytics data level, to track micro conversions, but as important to monitor tracked visitors onsite whether, having taken these micro actions, they actually end up in-store. Most analytics applications make it relatively simple to track analytics data, but mapping your visitors behaviour taken on the web site to purchases offline in your shop/store takes a bit more effort and ingenuity and as important. Because it can be difficult matching and mapping website micro-conversions to instore purchases many companies sometimes track one but not the other. Questions you need answered Asking the right questions is helpful in determining whether information online contributes to off-line sales.
Have in-store purchasers previously visited website: Is each customer buying in-store asked whether they have ever visited your web site before visiting your shop/store?
Do you collect email addresses from purchasers and use the list to survey how they found your store and why they visited?
Did those who purchased in store already know about your "bricks & mortar" store and used the website to check on physical address?
Do you ask them whether they were searching online and discovered your web site before they knew about your physical location and they only found out from your website? Optional tracking techniques Tracking this information helps you understand your visitors online behaviour and what might motivate them to contact you and why. An additional approach is also to use your telephone system (if service is available) to monitor incoming phone calls coming from numbers listed on your web pages:
Are any phone numbers listed on website sufficiently unique from other activities to enable you to track them effectively?
Are the phone numbers on different sections/areas of your website unique?
Are the pages these individual numbers are listed on easily identifiable in analytics data?
Do you attempt to collect information from a caller to match it to a possible future purchase instore? "Bricks & mortar" merchants are fully aware of the relevance of optimisation in the lead up to Festive and Holiday Periods on account that it delivers a strong effect on sales and profits. However, companies who use their websites primarily to attract website visitors to their physical "bricks & mortar" store may not be as aware of the impact as much since they may not be tracking the contribution it makes effectively. If you find your business in that scenario it is reasonably simple to put into practice some of the elements highlighted above to get started monitoring these kinds of interactions and optimise your visitor behaviour for increased conversions. There's simply no time like the present and whether you've missed a particular festive or holiday opportunity there's usually another just around the corner! Get optimising right now and don't miss the opportunity ever again!About the Author Rob Willox is owner/principal of [http://www.web-media.co.uk/]WebMedia Marketing & Conversion Optimisation with over 25 years experience in the industry. The focus of the business is to provide small & medium sized businesses with professional internet marketing help and support. Get actionable insights to build online success [http://www.web-media.co.uk/testing-for-higher-conversions.php]http://www.web-media.co.uk/testing-for-higher-conversions.php. Article Source: [http://EzineArticles.com/?Optimising-For-Off-Site-Sales&id=4308616] Optimising For "Off-Site" Sales
Optimising For "Off-Site" Sales
When you work within the optimisation market, you can be guilty of sometimes assuming that particular optimisation strategies are common practice and self evident. and at times forget that the only reason why they're commonsense and self evident is mainly because optimising webpages it's something you do each and everyday. The main type of businesses on the internet span a variety of industry categories from lead generation and e-commerce, advertising to information delivery. If your business falls into one of these categories then there are a number of issues that need to be addressed. Setting the ground rules The actions you want them to carry out on your website needs to be decided at the outset. You want your visitors after visiting your site to visit your physical store but what behaviour can you measure on your web site that will indicate their interest in visiting your "bricks & mortar" outlet? While a web order or completing a form can be seen as a macro conversion these types of little activities are often stepping-stones or micro conversions within the extended journey towards a potential off-line sale. There are a number of simple onsite behaviours that can be monitored as examples of visitor intent. Tracking and optimising these micro conversions will contribute to higher conversion rates. Some micro-conversions that can be tracked:-Links to store location page
How to Find Us page showing address and Google map with directions option Viewing this page indicates a desire to find out where your physical shop location is
Making or requesting an appointment
Visits to contact us page or an increase in phone calls or emails are all indicative of visitor interest Tracking micro-conversions are important It is important, at an analytics data level, to track micro conversions, but as important to monitor tracked visitors onsite whether, having taken these micro actions, they actually end up in-store. Most analytics applications make it relatively simple to track analytics data, but mapping your visitors behaviour taken on the web site to purchases offline in your shop/store takes a bit more effort and ingenuity and as important. Because it can be difficult matching and mapping website micro-conversions to instore purchases many companies sometimes track one but not the other. Questions you need answered Asking the right questions is helpful in determining whether information online contributes to off-line sales.
Have in-store purchasers previously visited website: Is each customer buying in-store asked whether they have ever visited your web site before visiting your shop/store?
Do you collect email addresses from purchasers and use the list to survey how they found your store and why they visited?
Did those who purchased in store already know about your "bricks & mortar" store and used the website to check on physical address?
Do you ask them whether they were searching online and discovered your web site before they knew about your physical location and they only found out from your website? Optional tracking techniques Tracking this information helps you understand your visitors online behaviour and what might motivate them to contact you and why. An additional approach is also to use your telephone system (if service is available) to monitor incoming phone calls coming from numbers listed on your web pages:
Are any phone numbers listed on website sufficiently unique from other activities to enable you to track them effectively?
Are the phone numbers on different sections/areas of your website unique?
Are the pages these individual numbers are listed on easily identifiable in analytics data?
Do you attempt to collect information from a caller to match it to a possible future purchase instore? "Bricks & mortar" merchants are fully aware of the relevance of optimisation in the lead up to Festive and Holiday Periods on account that it delivers a strong effect on sales and profits. However, companies who use their websites primarily to attract website visitors to their physical "bricks & mortar" store may not be as aware of the impact as much since they may not be tracking the contribution it makes effectively. If you find your business in that scenario it is reasonably simple to put into practice some of the elements highlighted above to get started monitoring these kinds of interactions and optimise your visitor behaviour for increased conversions. There's simply no time like the present and whether you've missed a particular festive or holiday opportunity there's usually another just around the corner! Get optimising right now and don't miss the opportunity ever again!About the Author Rob Willox is owner/principal of [http://www.web-media.co.uk/]WebMedia Marketing & Conversion Optimisation with over 25 years experience in the industry. The focus of the business is to provide small & medium sized businesses with professional internet marketing help and support. Get actionable insights to build online success [http://www.web-media.co.uk/testing-for-higher-conversions.php]http://www.web-media.co.uk/testing-for-higher-conversions.php. Article Source: [http://EzineArticles.com/?Optimising-For-Off-Site-Sales&id=4308616] Optimising For "Off-Site" Sales
