Improving lead ratio from website

I've done a pretty good job of bringing traffic to my site and got about
1200 visitors this month to a particular page. The page is at new URL which
can only be reached if somebody clicks on one of my ads.

- 82% of the people who visit this page don't click through to another page.

- 83% spend 30s or less, and another 10% spend between 30 & 60s.

- I get three or four inquiries a week, which is about 1% of the people who
visit that page.

Bottom line is that I'm only getting three or four calls a week. I think
that my ads are fairly well targeted and I want to improve the response rate
from the page.

Or, I don't know, maybe 1% is good and maybe I should focus on my advertising
campeign instead.

The page I'm speaking of is at http://miketurco.com/power2.html . I've
started making some modifications to this page at
http://miketurco.com/power3.html but thought that I'd ask for your feedback
before going too far with the changes.

Thanks!

Mike

"Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
news:cqv9h70h80@enews3.newsguy.com...
>
> I've done a pretty good job of bringing traffic to my site and got about
> 1200 visitors this month to a particular page. The page is at new URL
> which
> can only be reached if somebody clicks on one of my ads.
>
> - 82% of the people who visit this page don't click through to another
> page.
>
> - 83% spend 30s or less, and another 10% spend between 30 & 60s.
>
> - I get three or four inquiries a week, which is about 1% of the people
> who
> visit that page.
>
> Bottom line is that I'm only getting three or four calls a week. I think
> that my ads are fairly well targeted and I want to improve the response
> rate
> from the page.
>
> Or, I don't know, maybe 1% is good and maybe I should focus on my
> advertising
> campeign instead.
>
> The page I'm speaking of is at http://miketurco.com/power2.html . I've
> started making some modifications to this page at
> http://miketurco.com/power3.html but thought that I'd ask for your
> feedback
> before going too far with the changes.
>
> Thanks!
>
> Mike
>

Mike,

The first issue that occurs to me is the relationship between the ads you
are placing and the kind of business you are looking to get (i.e., the
descriptions on the page the ad leads to). From reading the page provided,
my first impression was - Microsoft Office programmer (macro language + VBA
+ product knowledge). Second, database and/or spreadsheet programming
(still Microsoft Office programmer). Third, Microsoft Office programmer
(clearly stated down the page). While that means a good deal to someone who
has worked with the Office Suite and coding either macros or VBA, I'm not
sure what is communicated to general business visitors, hence the question
about correlation between ad and target page.

IMHO, when you try to address two (very) different audiences on the same
page, you tend to lose both of them. I would think about ads directed at
developers needing QA & other help, directed to a page specialized for them,
and separate ads pointing to a separate page for the small - to - medium
businesses I expect you have been servicing.

I would ask what the businesses who have come to you in the past thought
they were looking for, as opposed to what you wound up recommending that you
do for them. Then I would try to get the business page to reflect those
sorts of needs. For example: (Need to convert a business application to
work on the web? Need to integrate your contact management information /
software with your applications? We specialize in getting more from your
investment in Microsoft Office products. From spreadsheets to databases,
we can integrate your existing applications and data and take them in the
direction you want. ) Then provide a list of examples (sort of what you
have on the left side of the page now), and be as generic as possible.
These examples could link to a separate page for each type of work, and
include a description of what sorts of things can be done, and a business
success story. Each of these pages, as well as the initial page, all
include a link to a contact page, and a "doing business with us" page, that
includes the sort of things you have at the bottom of the page, perhaps a
sample contract, and (repeated) contact information.

My preference, as you can see from the foregoing, is for short, simple pages
with a clear message to a single audience. This leads to a breadcrumb trail
for the birds (visitors) to follow. If someone sees a problem that sounds
sort of what they are encountering, they can go to a detailed page to see.
If the description is similar to what they are facing, they can see that
someone else had a similar problem, and how you fixed it. Then they can see
how you do business on the next page, and if they have a "warm fuzzy"
feeling about you, they will get in touch.

If you decide to keep pretty much what you have anyway, I have two small
suggestions. 1. Rename the material in the left column to something like
"How we have helped other businesses" and 2. Reduce the appeal to
developers to a question like "Developers - looking for QA & other help?"
with a link to a separate page for the sorts of services you offer to that
other audience.

Best of luck with your businesses in the coming year.

George King
g.e. king Marketing

"George King" <news@geking.com> wrote in message
news:cqve420ois@enews3.newsguy.com...
>
>
> "Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
> news:cqv9h70h80@enews3.newsguy.com...
>>
>> I've done a pretty good job of bringing traffic to my site and got about
>> 1200 visitors this month to a particular page. The page is at new URL
>> which
>> can only be reached if somebody clicks on one of my ads.

<snip>
>> Bottom line is that I'm only getting three or four calls a week.

> Mike,
>
> The first issue that occurs to me is the relationship between the ads you
> are placing and the kind of business you are looking to get (i.e., the
> descriptions on the page the ad leads to). From reading the page
> provided,
> my first impression was - Microsoft Office programmer (macro language +
> VBA
> + product knowledge). Second, database and/or spreadsheet programming
> (still Microsoft Office programmer). Third, Microsoft Office programmer
> (clearly stated down the page). While that means a good deal to someone
> who
> has worked with the Office Suite and coding either macros or VBA, I'm not
> sure what is communicated to general business visitors, hence the question
> about correlation between ad and target page.

Hi George,

I am trying to build a new segment for my business, which is helping people
who fit into one of two categories. They are working on a project and they
need help with it, or they have something that has already been done and
they just need to add some functionality. So far these small jobs are more
profitable, and this move also puts me into a tighter niche that is easier
to define.

Most of the people who call are looking to have that kind of work done,
although I've had a few call to inquire into bigger projects. I'm not
opposed to bigger projects, but I hope that these smaller projects will
eventually take over.

> IMHO, when you try to address two (very) different audiences on the same
> page, you tend to lose both of them. I would think about ads directed at
> developers needing QA & other help, directed to a page specialized for
> them,
> and separate ads pointing to a separate page for the small - to - medium
> businesses I expect you have been servicing.

I was trying to be business friendly. My ideal client is a business person
who has, say, a spreadsheet they've developed and they need to add some
macros, or they need somebody to write formulas for them. So far I've gotten
a mix of jobs as far as complexity is concerned. The more complex the
project the more I charge to do the job, but the less I make overall. The
ideal job is a quick subroutine that I can bang out, test and ship for my
minimum rate.

> I would ask what the businesses who have come to you in the past thought
> they were looking for, as opposed to what you wound up recommending that
> you
> do for them.

This is a new thing for me. I've grown tired of mega projects. I built a big
machine once that hooked to a computer. It took me two years to build the
damn thing and build the interface. I still have bad dreams about that.
These little jobs are kind of like riddles. You think them through, solve
the riddle and move on.

> Then I would try to get the business page to reflect those
> sorts of needs. For example: (Need to convert a business application to
> work on the web? Need to integrate your contact management information /
> software with your applications? We specialize in getting more from your
> investment in Microsoft Office products. From spreadsheets to databases,
> we can integrate your existing applications and data and take them in the
> direction you want. ) Then provide a list of examples (sort of what you
> have on the left side of the page now), and be as generic as possible.

Which brings me to another point. I've been thinking about dumping that home
page all together except as it relates to selling these little jobs. Of
course, this concept of mine needs to prove itself out first. I should
probably get another domain name going that really narrows things down to
this one specific thing.

> These examples could link to a separate page for each type of work, and
> include a description of what sorts of things can be done, and a business
> success story. Each of these pages, as well as the initial page, all
> include a link to a contact page, and a "doing business with us" page,
> that
> includes the sort of things you have at the bottom of the page, perhaps a
> sample contract, and (repeated) contact information.

I've been thinking about putting together a little contract. For the most
part I worry about writing a tight spec for what is delivered up front. My
customers tend to be somewhat technical and we can come to a pretty good
agreement about what is to be done. "You want this and this, and when I've
delivered exactly those two things you pay me $X."

> My preference, as you can see from the foregoing, is for short, simple
> pages
> with a clear message to a single audience.

You're right. I need to narrow things down.

I have that good intention but I'm waffling because this business model
hasn't proven itself. Registering another domain may really be the key. Then
I don't have to worry about giving up my day job, so to speak.

> This leads to a breadcrumb trail
> for the birds (visitors) to follow. If someone sees a problem that sounds
> sort of what they are encountering, they can go to a detailed page to see.
> If the description is similar to what they are facing, they can see that
> someone else had a similar problem, and how you fixed it. Then they can
> see
> how you do business on the next page, and if they have a "warm fuzzy"
> feeling about you, they will get in touch.
>
> If you decide to keep pretty much what you have anyway, I have two small
> suggestions. 1. Rename the material in the left column to something like
> "How we have helped other businesses" and 2. Reduce the appeal to
> developers to a question like "Developers - looking for QA & other help?"
> with a link to a separate page for the sorts of services you offer to that
> other audience.

Thanks for all the great advice. I'll definitely take you up on it.

> Best of luck with your businesses in the coming year.

Thanks! The same to you.

Mike

>
> Bottom line is that I'm only getting three or four calls a week. I think
> that my ads are fairly well targeted and I want to improve the response
rate
> from the page.
>
> Or, I don't know, maybe 1% is good and maybe I should focus on my
advertising
> campeign instead.
>

Hi,
I remember looking at your site before and sending you some suggestions. I
agree with the post that said you should have separate pages for each of
your services and direct people to specific pages depending on what your ad
is for so they can get specific information on what you offer, that fits
their needs.

Also, you need to have a contact form on every page. I don't see where you
sell a specific product for a specific price, so you need them to fill out a
form, with all their contact info, and space for them to tell you whet their
need is. I believe people prefer to send in their information thru a form,
not pick up a phone and call. Often people are surfing the net (even for
work) after business hours, and the form is easier for them.

I would also suggest you offer them something in exchange for filling out
the contact form. It looks like in your business a "free" phone consultation
would work well. People looking to use your services are probably looking
for advise on how to proceed. A 15 minute consultation would either send
them off in the right direction or give you an opportunity to write up a
proposal. If you can't do "free", offer a $29 consultation, and if you end
up doing work for them, apply that as a $29 discount. I bet many people
would pay $29 to get an down to earth answer to their question.

Good luck,
Dave

"Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
news:cqv9h70h80@enews3.newsguy.com...
>
> I've done a pretty good job of bringing traffic to my site and got about
--snip--

I think a 1% return is most impressive, I'd say excellent! When the best
direct mail campaign ever produced by the best in the business only expect a
2% return. So your cost per 'hit' is fabulous.

As George King mentioned, you may want to fine tune your messages to
specific markets. For example, when talking to a small business/person they
know their business and their market but don't have a clue as to the power
of the Internet and Office bundled software other than for writing an
invoice or a letter. Most don't know that once a piece of information is put
into their system, that piece of information can be automatically inserted
anywhere it's needed without keystrokes. Few know how easy it would be to
put a wedge to scan data and to use bar-coding cheat sheets, or how to have
their system automatically open Internet, do their market research, fish for
new prospects all of this while they are asleep. In other words, they will
be earning money while sleeping.

How many small businesses do you know that have their email signature option
set to automatically generate a boilerplate response, then put that address
in a database for future mailings and follow-ups? What percentage of
businesses that you visit use the computer only for printing out a bill and
don't even bother to scan incoming shipments via barcode, nor use these
features to their fullest?

How many know that when you hit reply to an email in Outlook Express it
automatically saves that address in their phone book directory? And if they
do know, how many know how to use that database profitably?

My suggestion is to put some focus on small businesses that already have a
basic system and then you can walk them through bit by bit, as is your
expressed preference, until they gain mastery. Each customer will become a
long time client as you give them a weekly treat that with one click saves
them a minute. A minute saved every half hour of the day adds up.

I'm sure you can demonstrate through an easy presentation just how a mom and
pop garage can become fully automated by starting with just the basic
package and that over time they will learn to use the full features as you
develop them and install them for one click operation. "One click will save
you a minute... every time, every day."

Wayne

Hi Dave,

>
> Hi,
> I remember looking at your site before and sending you some suggestions.

Some good ones, in fact. I took advantage of some and others are still on
"the list".

One thing you suggested was offering a specific service for a certain amount
of money, which (I suppose) could be something in and of itself, or a
lead-in to a bigger service. I'm hesitant to offer something for $29 that
doesn't fit into the later category, and am giving the idea some thought.

> I
> agree with the post that said you should have separate pages for each of
> your services and direct people to specific pages depending on what your
> ad
> is for so they can get specific information on what you offer, that fits
> their needs.

I'm wondering how to handle that on my home page. I think I need to give
people two categories from which to choose, depending on whether they fit
one profile or another (businesses or technical people).

Otherwise, I try to direct the traffic from all of the ads I place to one
page or another, both so that I can have a custom page for that ad, and also
because I can pull up a page-by-page hit report in order to see who is going
to which page and so forth.

> Also, you need to have a contact form on every page. I don't see where you
> sell a specific product for a specific price, so you need them to fill out
> a
> form, with all their contact info, and space for them to tell you whet
> their
> need is. I believe people prefer to send in their information thru a form,
> not pick up a phone and call. Often people are surfing the net (even for
> work) after business hours, and the form is easier for them.

You mentioned that in your last post too. I'll probably put this one
suggestion off until I get to the task of implementing a database-type
content management system. I've always had problems with the cgi-like forms.
They just crap out from time-to-time.

> I would also suggest you offer them something in exchange for filling out
> the contact form. It looks like in your business a "free" phone
> consultation
> would work well.

I have to be careful about this. Currently, I offer a fixed price bid, which
means that I have to understand the job in the first place, which tends to
be more work than doing the actual work. Big projects are a different story.

> People looking to use your services are probably looking
> for advise on how to proceed. A 15 minute consultation would either send
> them off in the right direction or give you an opportunity to write up a
> proposal. If you can't do "free", offer a $29 consultation, and if you end
> up doing work for them, apply that as a $29 discount. I bet many people
> would pay $29 to get an down to earth answer to their question.

I guess I have to think about this one for a while. Once I'm in touch with
somebody I do a lot to generate good will. I'm afraid of getting sucked into
$29 email consults that take three hours to complete. Once I get things down
with this new business model I'll be able to stick my neck out a little, but
I'm not quite ready to do that yet.

Thanks,

Mike

"Wayne Lundberg" <Waynelund@worldnet.att.net> wrote in message
news:cr1e1b02koq@enews4.newsguy.com...
>
>
> "Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
> news:cqv9h70h80@enews3.newsguy.com...
>>
>> I've done a pretty good job of bringing traffic to my site and got about
> --snip--
>
> I think a 1% return is most impressive, I'd say excellent! When the best
> direct mail campaign ever produced by the best in the business only expect
> a
> 2% return. So your cost per 'hit' is fabulous.

Hi Wayne,

Its closer to 1%, actually, and I guess its not too bad. I close about 1/2
of these jobs, and the other half really aren't qualified. I'm satisfied
with the close ratio. What I really want to do is increase the call volume.
I see three ways to do so:

1) I am currently on a pay-per-click plan that has an upper budged of
$x/day. In order to reach that limit, my advertising provider ("provider")
has to display my had however-many thousand times until a certain number of
people click through. So first off, I can increase the daily budget which
will, in theory, generate a proportional increase in click-throughs and
calls. (I call this method "the lazy expensive way".)

2) Do a better job with my ads in terms of targeting my audience. If I do a
better job of pre-qualifying people with my ads, my call ratio will improve.
My provider may have to display my ad a greater number of times in order to
hit the quota, but to an extent that is more their concern than mine.

3) Make whatever changes I can to the web page to improve its ability to
take qualified prospects from the level of "just looking" to "I'm going to
contact this guy."


> As George King mentioned, you may want to fine tune your messages to
> specific markets.

That was my intention, the flaw was apparently in my implementation.

> For example, when talking to a small business/person they
> know their business and their market but don't have a clue as to the power
> of the Internet and Office bundled software other than for writing an
> invoice or a letter. Most don't know that once a piece of information is
> put
> into their system, that piece of information can be automatically inserted
> anywhere it's needed without keystrokes. Few know how easy it would be to
> put a wedge to scan data and to use bar-coding cheat sheets, or how to
> have
> their system automatically open Internet, do their market research, fish
> for
> new prospects all of this while they are asleep. In other words, they will
> be earning money while sleeping.

Those are very good points. My market has always been with people who are
technically oriented and are aware of such possibilities. Even now, with my
current campaign, I am reaching out to people who have a lot of the same
skills I have. However, I do see the potential in what you're saying. To
make a person mindful of these possibilities has incredible power when it
comes to making sales.

> How many small businesses do you know that have their email signature
> option
> set to automatically generate a boilerplate response, then put that
> address
> in a database for future mailings and follow-ups? What percentage of
> businesses that you visit use the computer only for printing out a bill
> and
> don't even bother to scan incoming shipments via barcode, nor use these
> features to their fullest?

I have tried going after the "upgrade your application" market for quite a
few years. I've had quite a bit of success with this in working with VAR's
who want, for example, to add barcode features to their system and need some
help. On a broader level, more along the lines of what you're suggesting,
I've tried to no avail. I've offered free seminars, paid seminars, have
mailed out educational booklets, etc.

In another thread, you and I expressed different opinions regarding the
possibility of bringing in new business by educating potential customers.
I've never been good at this. I think what I can do, though, is start to
publish articles such as what you are describing on my website. Once I start
putting up such articles, I can start to experiment with a campaign to bring
in the kinds of people you describe. The Internet is a very powerful tool
when it comes to doing hands-on market research in this way.

> My suggestion is to put some focus on small businesses that already have a
> basic system and then you can walk them through bit by bit, as is your
> expressed preference, until they gain mastery. Each customer will become a
> long time client as you give them a weekly treat that with one click saves
> them a minute. A minute saved every half hour of the day adds up.

Continual improvement. That is the concept that has brought in tons of
repeat business. I've never considered it to bring in new business because
the need to bring in a consultant on an ongoing basis is not the message
I've put across in my customer recruitment campaigns.

> I'm sure you can demonstrate through an easy presentation just how a mom
> and
> pop garage can become fully automated by starting with just the basic
> package and that over time they will learn to use the full features as you
> develop them and install them for one click operation. "One click will
> save
> you a minute... every time, every day."

At home businesses are another issue all together. For the most part I have
always tried to stay away from them, although these new offerings, because
they are limited in scope and specific, may allow me to open such doors in a
meaningful way.

Thanks for your input,

Mike


>
> Wayne
>
>

"Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
news:cralm201ddl@enews1.newsguy.com...
>
>
> "Wayne Lundberg" <Waynelund@worldnet.att.net> wrote in message
> news:cr1e1b02koq@enews4.newsguy.com...
> >
> >
> > "Mike Turco" <miketurco@yahoo-nospam4me.com> wrote in message
> > news:cqv9h70h80@enews3.newsguy.com...
> >>
> >> I've done a pretty good job of bringing traffic to my site and got
about
> > --snip--
> >
> > I think a 1% return is most impressive, I'd say excellent! When the best
> > direct mail campaign ever produced by the best in the business only
expect
> > a
> > 2% return. So your cost per 'hit' is fabulous.
>
> Hi Wayne,
----snip---

Something for all of us on the Internet to think about: Few business owners
really understand the power of the PC on line. Few understand the power of
bundled software, and even fewer understand the potential from combining
these elements.

This said, all our efforts in getting business via the Internet, Google,
newsgroups and the like, is singing to the choir!

The real challenge is in 'teaching' busy entrepreneurs who hardly ever even
have time for a cup at the local Starbucks, how this evolving technology can
be of value to them.

Some examples: Yesterday I got an email from a process engineer client in
Mexico looking for vulcanizing belt material. I did a Google and within five
minutes found him a supplier. He replied later with a thank you note not
only for the find, but for the reference to Thomas Registry where he found a
local source in TJ.

Yesterday working with another client who is having trouble getting his
trademark registered through the patent office. I gave him my domain name
registration site and urged him to buy the registration of his name before
doing anything. If it was for sale the likelihood that it is a TM is remote.
This is bypassing the old stogies at the patent office! Once in the public
domain nobody can register it and it is his without the fees!

So, Mike, I suggest you spend some time on the street with a list of things
you can do for the uninitiated in this digital, Internet world. I'd say the
roads are not paved with gold, but enough nuggets there to make it worth
your time if not satisfied with a 1% return via the Internet.

Wayne