Converting Visitors to Sales - Google Analytics

[notfarnow]

Originally posted by on-ramp

most of these people are visitors from the #1 Stephen King fan-based website on the internet. A contest to give away several 1st editions have people on a scavenger hunt to find answers to several questions.

Here's the problem:

Most of these people are SK fans/readers. However, what we offer are very expensive items and I fear that most of these people can't afford anything, given by the conversion rate.

How do I sell something to these people? anything... today was the largest 1 day volume , with 160 unique visitors and 800 pageviews.

Looks like many people are coming to your site as "dreamers"... like someone else said, the same way we'd visit a Ferrari site.

What about branching out to other products that could interest your "dreamers"? Things like pictures, posters etc. Something that these dreamers can purchase while they save to buy a limited edition book. You understand the market better than any of us... what else could these SK fans be interested in?

What kind of use are you getting out of your newsletter? Are you able to measure the number of customerswho open it, and then the percentage that click through to your site?

[notfarnow]

Also, you want to look at how you're using your prime real estate... that "value statement" and banner ad are pushing your featured products down too far. FWIW, most people will skip that "value statement" and look at the products

Also, each product has the description in blue, and then that "blurb" underneath. I would:
-lose the blurbs on the main page
-Make a larger "More info" button, and move it underneath the product image
-put the price undereath the image

Also just noticed that the top of the page has low value links like "Book Grading Definitions", "Book Terms" etc. Move those down in your left nav, and list your main product categories up there.

[on-ramp]

I'm thinking of adding a special "Sale Items" page featuring the lowest possible price on selected items.
It will be a "members only" section where you need to register to have access...so people will be forced to sign up to the newsletter.

Bad idea?

[motion]

Yes, bad idea. Never a good idea to make people register, unless there is a very tangible benefit to them. Asking them to buy something does not seem like a tangible benefit to me. Members-only sites that offer discounted products have never taken off on the Internet.

[SlowToady]

On second-examination, natfarnow is spot on with his recommendations. Good tips.

I'd check your GoogleAnalytics Bounce rates, those will tell you what percentage of your visitors leave from the page they enter on. If it's a lot, you have a visitor retention problem..it's a bit, and they stay and browse..they might not be able to afford it.

Is there anyway you could potentially diversify your product line with lower priced items, to bring in a little $$ more often than you bring in the high dollar sales?

[notfarnow]

If I visit your site, I want to find what I'm looking for in 5 seconds.

This is where your effort should be:



More here:
http://www.useit.com/alertbox/reading_pattern.html
(not my site, btw... just have the same first name)

You don't have to go far to find a good example. Wayne uses his top & left nav very effectively, and avoids clutter in those areas

[SlowToady]

You might re-design the logo in the header, and use horizontal nav. in the header instead of vertical nav. down the left side.

Possibly move the "Featured Section" above the email newsletter sign up.