How Can Interactivity Increase Conversions & Make You Money?
In the last article (See Resources for details) we discussed several ways to enhance your users experience and how having a site that is user friendly is so conducive to having pages that are also easy to crawl and index. This time we’ll discuss the central elements of the ideal Web 2.0 ready site and they are collaboration and interactivity. I want you to really focus on these two key concepts in particular because they really are an essential must have in the Web. 2.0 era
The phenomenal popularity of sites such as these has had more and more organizations that are doing business online reexamining the status quo. Consumers now simply expect more than just a one-way conversation or a static mandate. Think about it, why should anyone follow what your have to say if you are not willing to listen to what they have to say to you in return. Consumers prefer to interact; they want to know what other customers have to say about your product or service. That means you have to facilitate a place for your customers to express their point of view, start a conversation, comment on a particular topic or simply ask a question. With that in mind, you need to start thinking about your online presence as an outlet or podium that regularly encourages and endorses an entrenched sense of community among its users.
But how can interactivity increase conversions and make you money? If you read the last article you already know about the importance of having good content. Search engines love content. They want the foremost authority on any given subject. In other words, they want a site that knows the most and is the most reputable on a topic. Now we need to look instead at what we don’t know. We need to gain a better understanding of what our customer’s wants and needs are. That is where interaction and collaboration come in.
Tools like web analytics (e.g. Google Analytics) which help you see what’s happening on your site by determining which aspects of the website work towards the business objectives; for example, what pages they looked at, visit durations, where they left from and who referred them, only tell you half the story. Web analytics tools are great for answering questions like when, where and how. But what they don’t tell you is the who and the why. Only by feeding and growing the interactivity of your online presence can you gain a better understanding of your customer’s wants and needs. Moreover, giving your customers a voice will you help you better tailor your product to suit them.
If for instance you are looking at launching a new promotional campaign you can use the feedback on your site from your prospects so as to test the idea before you launch. You can even find out how people currently perceive your small business. This type of research is invaluable in helping you improve and make the right decisions concerning your online business. As they say: “If you don’t measure it, you can’t manage it.”
Having an interactive site does not have to cost you and arm and a leg either, there are plenty of low-cost solutions out there, one of which I will be telling you about in the upcoming weeks. However, the key here is you have to facilitate the means to carry that conversation. You need to open that dialogue to get insight into what’s really working or isn’t working on your site
In the upcoming weeks we’ll talk more about these new Web 2.0 trends and also show you the easiest way to launch your own ready-built web 2.0 site. As always please feel free to share your thoughts, comments, feedback and keep checking back for more updates.
Resources:
Is Your Site Search Engine and Users Friendly?
How to Analyze, Optimize, Publicize, Monetize and Troubleshotize the Ideal Web 2.0 Site in a Nutshell.
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