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Breaking Out the Blog Hard Sell

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Mar
27th

By Jerry Hart

Blogs can be your PR, Marketing, or Customer Service destination or layover to another highly valued next click for the visitor of your blog. Where is the strategy for dealing with people once they arrive on your blog?

Oh, you do have one? And, you may be breaking out the hard sell? That could be repelling or inviting.

Experienced online retailers like Amazon and Land’s End spend millions of dollars and thousands of hours trying to improve “conversion rate”, which is a measurement indicating what percentage of Web site visitors become buyers.

In April 2005, Neilsen/Net Ratings released an stat that indicated that for the top 100 Web retailers, an average of 1 in 20 visitors become buyers. Amazon’s rate is more than double that. If you are averaging less then 5 percent conversion, you may want to look at ways to help people through the buying process.

My advice? Instead of the “Buy Now!” exclamations, I believe the best way to convert a visitor into a buyer is to simply make it easy for them to make a buying decision.

Hart tips: Make it clear what you do, and the products you sell

Post about positive customer experiences

Leverage trusted commerce sites your visitors may rely on now

Bottom line: Blogs intended to sell products require frequent posts that describe product offering and discuss how customers are successfully (or unexpectedly!) using these products. Posts should also have direct links to buy.

Final thought. Please get some juice in that Subject Line. A titillating post is good, the subject line is great.

Jerry Hart is CEO of Hart Creative Marketing, Inc.

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