Better Web Site ROI: Efficient Online Business with SEO, PPC, Split Testing, and Forums

If you're looking for better web site ROI, chances are, the web is only one part of your business, you have a specific budget for your web site, and you want the site to not only carry its own weight, but why can't it make you some extra dough, too?

The corporate situation: budgets need to be closely watched, and tech people can't get carried away with unnecessary frills.

My own experience making money online and becoming and SEO expert was more guerilla than corporate. In 1999, I knew enough web design to get by, and I learned about getting good search rankings and free traffic while flying by the seat of my pants. By early 2005, I'd learned how to get tens of thousands of visitors per month, and had made more than $20,000 two months in a row.

As it turns out, web design itself doesn't bring in or increase profits... at least not the graphic kind most people think of. Ironically, the flashy flash web sites everyone raves about often prevent you from getting free traffic. Search engines index sites based on text- they can't see flash. If your text is in graphics without alt tags or in flash movies only, you'll never get free traffic.

There are loads of web designers out there who want to get paid to make you a beautiful web site, but don't know the first thing about helping you make more money. In fact, though independent web designers have to know enough business to survive, corporate designers may never have had to learn anything about running a business or getting good ROI via their web sites.

To get better web site ROI, naturally you have to lower your investment and/or increase your profits.

Where do the profits that lead to better web site ROI come from?

  • Traffic (free or paid)
  • Converting Prospects
  • Selling new products to previous customers

Here are some review questions for your business:

  • Are you getting free traffic from good search engine rankings? If not, why not? Maybe your website isn't search engine optimized. Maybe you aren't adding to and updating your content. Maybe your internal linking and/or navigational structure is suboptimal.
  • Are you running multiple pay per click campaigns and meeting your break even figures for most of them? Are you dumping the ones that don't work?
  • Are you tweaking your web sales copy and running split tests to see what increases your conversion rates?
  • Are you staying in touch with previous customers, offering them helpful tips and resources, and finding out their other needs?
  • Are you designing new products and improving services based on that feedback?

Those are just a few questions to help you see which way lies the real road to better web site ROI.

Now here are a few suggestions:

1. Get more free traffic

All traffic can be converted to sales profits. Free traffic means better web site ROI. So search engine optimize your web site. Ever had a keyphrase review for your business sector done? If not, get one. This is one of the three major factors in writing your web site sales copy.

2. Only do profitable pay-per-click advertising

Make sure you have a clear plan in place for every phrase on which you bid. Know what conversion rate you need for each. Send each phrase to specific and different web pages, and monitor your success rate. If you can't tweak conversion rates high enough to profit on a pay per click phrase, ditch it! What cuts into your web site ROI more than pay per click advertising at a loss? And don't fool yourself into thinking it's branding. There are much better ways to do branding, and lots of them are free.

3. Convert more prospects

Hopefully you already have a most wanted response (MWR). Perhaps you've developed customer profiles and/or modeled customer acquisition and retention phrases. However you group your prospects, make sure you split test your web copy to develop the most powerful sales pages possible. Your traffic cost for each phrase shouldn't change much from month to month, so improving your conversion rates will lead to better web site ROI.

4. Encourage Community and Get Feedback

Don't be afraid to let your customers talk to each other. Use forums to help them and find out what they need. The best way to stay in business, sell more, and increase ROI is to know what they need and give it to them. Remember, it's easier to keep a customer than to get a new one. Use polls, articles in your e-zine (e newsletter), and free offers to motivate them to answer your specific questions.

Conclusion

That's obviously not every detail or tactic you could use to work toward better web site ROI, but it's plenty for most people to start with. If you need help or have any specific questions for me, contact me either via my pulsemed.org website, or through my SEO blog at http://top-ten-search-engine-ranking.blogs pot.com/.

Since 1999, Brian Carter, MS, has reached more than a million visitors with his websites. His PulseMed.org ranks in the top 1% of all major websites. He maintains a blog about web marketing at http://top-ten-search-engine-ranking.blogs pot.com/. His second book, The Web Site Marketing Success Manual: How One of My Web Sites Made $21,638.49 in a Month, will be available in July, 2005.

In The News:

Technology Analyst / Developer  Charlotte Agenda

The Topic Of Your Website

The first thing you will have to deal building your... Read More

How To Get Profits From Your 404 Page Not Found File

"'Page Not Found' on this Server. Check the URL and... Read More

Stop Losing Precious Web Site Traffic to the Dreaded World Wide Web Black Hole

You work hard to build traffic to your web page.... Read More

Optimal Website Design

Optimal website design is the art of logical navigation.It will... Read More

Enhance Your Website With A Yahoo-Style Directory

Does your website have a links/resources page?Do you exchange reciprocal... Read More

Six Basic Reasons Why Visitors Stay On Your Web Site

1. The first page appears quickly.It's a good way to... Read More

If Its Done Its Done for: Make Your Website Part of Your Business before You Build

Web sites are an Ongoing Part of Business.All too many... Read More

5 Tips To Supercharge Your Website Sales Copy

The art of turning website visitors into paying customers depends... Read More

Why Local Service Companies Should Have a Website

The Internet is being used by local service business to... Read More

Planning A Usable Website: A Three-step Guide

A website is like an information flow, with you as... Read More

MySQL Database Handling in PHP

Most interactive websites nowadays require data to be presented dynamically... Read More

Sticking To Your Plan

So you have a good idea for a business and... Read More

Flash Deadly Sins (That Can Kill Your Web Business)

Looks like every client wants a Flash site these days... Read More

Let Your Customers Redesign Your Website!

When you purchase a new item from a Yahoo! Store,... Read More

Do This One Thing to Create a Powerful Product-Selling Web Site

Spend time planning your Web site. Before you design a... Read More

Establishing Your Web Presence

Part of the success of most home-based businesses is their... Read More

I Did It: Six Months to a Successful Website

For years now I've been looking to start my own... Read More

PHP & Account Activation

When a user signs up at your website, you may... Read More

What Your Customers Say About YOUR Site! Part 1

The following is a list of patterns that many visitors... Read More

Web Site Optimization: How To Speed Up Your Web Site By Minimizing Your GIF and PNG Image Bit-Depth

Are bloated images slowing down your web site and causing... Read More

Topics to Add When Creating an Alternate and Modern Medicine Web Directory

Alternate medicine finds its own place in the hearts and... Read More

Ten Major Tips to Develop a Multilingual Web Site to Work

If you are living in a country that its native... Read More

5 Ways to Build a Website

If you are like me you have wanted to build... Read More

Make Your Own Website - General Website Design Tips

Wow, we`ve already taken a domain and chosen a web... Read More

Benefits Of Making Your Website Accessible To Disabled Users ? Part 2: The Business Case

The Disability Discrimination Act states that service providers must not... Read More