I have traffic to my site… now what?
July 21, 2008
We do everything we can to get traffic to our website (email campaigns, advertising, mailers, etc) and sometimes expect buyers to call and email once they find information they like, but that is not how most people use the internet.
Imagine a storefront allowing everyone to view your products while your sales person just sits idly behind the register and waits for people to come up once they are ready to buy. This is exactly what a lot of real-estate companies and developers are doing on the internet. A potential buyer’s natural tendency is to shop and compare your product on other sites. You must be able to grab him or her and instantly create that physical communication needed to say “Hey, come visit our property and when can I schedule you to come in?”
So, how do I approach these potential buyers when they are on my site? Well, we can’t physically approach them, at least not right away. We need a “call to action” that will entice the buyer to supply us with enough details for a follow up via phone or email.
Less is more. Sometimes we want the internet and technology to do all the work for us. Your potential buyer or internet user,is subconsciously thinking “how long will it take me to fill out this form and what will I get in return.” That’s just plain human nature. If you just ask for an email address or phone number, he or she will probably fill it out.
Lesson #1 – Make it easy. Your chances of getting a return are much better.
Last, but not least. Once a potential buyer finally takes the time to fill out a form we sometimes still lose them. Let’s use the storefront analogy. A buyer is asking for assistance…If you are a good salesperson you will be over there right away. Don’t let the person leave the store…or wait an hour to call this person back. This is someone that is interested and wants more information It is impressive when I fill out a form and get a call from the company while I am still looking at the website. The sales person can now interact with that potential buyer and navigate them through the site and do what they do best… SELL.
And that’s really what it’s all about.
Recap:
- Call to action
- Keep it simple but be sure to capture their names.
- Follow up (right away)
