Know-How Exchange : Website Critique

If you're getting approximately 210 (7 * 30) visitors, and seeing sales of 2, then you're converting 1% of your visitors - which actually is a pretty good number. If you know how much revenue you get for an average sale, then you can simply use the Google Display Network (or AdWords, for example) and know how much you're willing to pay for increased traffic. If you've crafted your ad well, and with a matching landing page for it, then you'd expect 1% (or higher) conversions.

If people are leaving after visiting, figure out how they came to your site (using your analytics). Are they the right people (living in UK, for example)? If not, hone your message.

I agree with Jay, a one percent conversion rate is pretty good.

Also, your title tag is ..

<title>Freckled Frog | Clothes &amp; Gifts For Little Folk</title>

.. this is an indication that you need to consult with a search marketing expert to gain more traffic .. how many people type "gifts for little folk" into a search engine?

Okay! Jay's on the money with his suggestions. As usual, I dig deeper - so please stop reading if it starts hurting, okay?

What you need is a tentative "feely" display network campaign closely tied in with a Facebook advertising campaign. At this stage it's only to get interest and information - so keep the spending low.

How to do it: take your Facebook "likes" and check through a couple of your likers. See what else they liked. You will find several things cropping up all the time - now Facebook knows about these things because of their algorithm (and the new ad platform coming soon really kicks this into gear). You need to be aware of them though. So do some serious digging - I do it all the time and whilst it's hard work, the results are frankly stunning. I did it with some data from this site and it blew me off my seat. The point is that you can use these "likes" to feed into the Facebook algorithm (which it will anyway) but also on the Display network. I'm supposed to be sorting a pdf on this only, well ... umm ... err ... sometimes these things stall.

Anyway, you'll get some serious demographic data about your biz from both these channels. You'll be able to split test and refine your copy to your best customers. The market is big enough for you to deal with these people alone, and they're where the money is.

As to Analytics, Google has a fantastic graphic that shows you where your traffic came from and where it went through your funnel (your sales process online - web pages, shopping carts, facebook, twitter emails etc etc etc and through to your own computer where receipts get printed off). It's one of those things that are so elegantly powerful it'll make your jaw drop. The only problem I have is finding how to login to Google Analytics - it's not the most intuitive of software.

I'm glad you have a newsletter - but please highlight it as people may want to be reminded of fun things to do with their kids. Never ever sell using your newsletter - it's there as a gentle reminder and as such is incredibly powerful.

All this will tell you who is buying, where they live and what they're likely to spend. Most direct marketers (of whom you are one) know where their best customers live pretty well down to the postcode. But that's for later. For now, just the county and city will do.

That'll do for a start. Get yourself into the google analytics tools, but please drop some breadcrumbs because otherwise you may never find your way out.

Thank you for the comments.

Moriarty - I'm new to online marketing so am not familiar with everything you mentioned. I'd be really grateful if you could clarify what you mean by 'display network campaign'? Are you referring to paid search campaigns like Google Adwords? I understand what you mean about looking at my Facebook Likers to see what else they Liked, but not sure how to then use that information?

Steve Byrne - your comment is really interesting and is something that I had thought myself when seeing my site appear in search results. Is it possible to change the title tag to something else? If so I can speak to my web designer to see if he can do this and hopefully that will help.

Thanks

Yes, it is possible to change all of your page "title" tags, and all your other tags. You want to place your BEST keyword phrases in your title tag in order of most relevance. The phrases your customer will be most likely to use when searching for you (and any of your closest competitors). Google has some great tools to help ..www.googlekeywordtool.com

But there is more to be done, for example go to your competitor's sites and look at their title tags. Search marketing, in all its forms, is a significant project. The best advice is to work with a pro.

resource:
https://searchenginewatch.com/