Improve Your Conversion Rate Using An Online Sales Silo
In the past, sales and marketing experts told us to create a sales or marketing funnel. You dump all of your prospects into a wide funnel and a few would drop out of the bottom of the funnel that may turn into customers. The online sales silo takes a different approach. Using the power of the search engines, you drop highly targeted prospects into a silo instead of a funnel. Once they are in the silo, you lead them directly to the product or service they were searching for and sell it to them.
You’re probably wondering what an online sales silo is and why you need to create one. In the past, sales and marketing experts told us to create a sales or marketing funnel. You dump all of your prospects into a wide funnel and a few would drop out of the bottom of the funnel that may turn into customers. The online sales silo takes a different approach. Using the power of the search engines, you drop highly targeted prospects into a silo instead of a funnel. Once they are in the silo, you lead them directly to the product or service they were searching for and sell it to them.
Why does the online sales silo work so well? In today’s society we all have the same problems, lack of time and too much to do. We’re unfocused and our attention spans are now measured in seconds. For example, recent studies show that when we visit a new website we decide within 3 seconds if we’re going to stay. If the graphics load too slowly, we don’t like the colors or fonts, or if we don’t find what we’re looking for in 3 seconds we abandon that website and move on to the next. We’re a society that thrives on instant gratification because our time is precious and we have a million other things on our mind.
When you do a Google search you’re looking to solve a problem or you’re looking for some form of pleasure or entertainment. When your prospect has a problem they want an answer immediately. They type in a keyword phrase and they land on your webpage where they find your product or service that solves their problem. They complete their purchase and it’s a win-win for both of you.
Sounds simple doesn’t it? Then why doesn’t it always work that way? Because when they type a keyword phrase they’re expecting to land on a webpage that contains those keywords and a solution to their problem. If they type “lower back pain” in Google, they want to land on a webpage that offers a solution to their lower back pain. If they land on a chiropractor’s home page with beautiful colors, holistic music playing in the background and a picture of him holding a model spine, they get frustrated and click away.
When someone searches for “lower back pain” their back hurts and they want to land on a webpage that tells them how they get rid of their “lower back pain”. They don’t care what’s causing it and how qualified the chiropractor is. They want their “lower back pain” to disappear now!
When you create an online sales silo you create a process that will take them by the hand and lead them directly to what they’re looking for. Imagine walking into WalMart and the greeter asks you what you’re looking for. You say you’re looking for a new pair of running shoes and he takes you by the hand and takes you right to the running shoes. He doesn’t’ take you near the shoe section. He doesn’t take you to the dress shoes or the casual shoes. He takes you right to the running shoes. No distractions. No confusion. Instant gratification.
Turning your website into an online sales silo is a simple process. Using this process will improve your conversion rate, increase user satisfaction, increase your repeat visitor rate and improve your bottom line.
Step 1 – Identify what action you want the prospect to take. Do you want to collect their contact information so you can contact them? Do you want to sell them a product on the spot? Determine if your goal is going to be lead generation or to complete an ecommerce transaction.
Step 2 – Identify the keywords and keyword phrases that best describe your product or service. Imagine your prospect searching Google and you want them to land on your website. What keywords would they type to find you? You can use keyword research tools like Wordtracker (freekeywords.wordtracker.com) and Google’s keyword tool (https://adwords.google.com/select/KeywordToolExternal)
Step 3 – Create separate landing pages on your website for each keyword phrase. This webpage should contain only information about that particular keyword phrase. If the keyword phrase is “lower back pain” the webpage should only contain information about solving lower back pain. Keep the reader focused on lower back pain and don’t distract them with other services you provide.
The landing page should have a compelling headline that contains the keyword phrase like “7 Ways to Eliminate Lower Back Pain Instantly”. The search engines like headlines with keyword phrases. Your content should also contain the keyword phrase to keep the reader focused on what they’re looking for.
Stay focused on one keyword phrase or topic per webpage. If you also talk about how you can solve foot pain on the same page, they’ll get distracted and forget about their lower back pain. Remember to take them by the hand and lead them directly to the solution their looking for.
Step 4 - Make it easy for them to complete the transaction. If you’re collecting leads then make the contact form short and easy to complete. Give them a free report, free consultation or some other compelling reason for them to you their contact information. If you’re selling them something, make the Buy Now button very clear and visible. Also make the checkout process very easy to complete.
Step 5 – Give them an easy way to contact you if they have questions or difficulty on the website. Add your telephone number and an email address to the landing page so they can easily contact you.
Step 7 – Follow up the transaction with a series of emails. The first email should be a “thank you” email with the details of the transaction. Thank them for signing up for your newsletter and tell them how to download their free report. If they purchased a product, thank them for their purchase and give them some tips how they can best use the product. Follow up with an email every other day for a week giving them more information about your products and services, and always direct them to your website for more information.
That’s how to create your online sales silo. Remember to keep the website visitor focused on one topic and only one topic and you’ll see your conversion rate soar!
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ABOUT THE AUTHOR
Ted Prodromou is an Internet Business Consultant and owner of NetBizExpert. Ted's been working with the internet since 1991 long beore Al Gore invented it. Ted helps his clients maximize the ROI of their website and improve their online sales using the latest internet tools and techniques including Web 2.0.