WEB MARKETING
You may have the best website in the world, but if no-one visits, what's the point? In that case, we’d go so far as to say that you didn’t have the best website in the world.
We have planned, designed, built, ran, marketed, audited and improved websites ourselves. Each member of our team has personal experience running an online retail site. Typical marketing and sales improvement projects include:
- Advising on strategy and requirements for selling online and overseeing the choice of partners
- Building visitor numbers
- Testing and improving usability
- Revenue enhancement: Increasing conversion rate and basket size
- Increasing repeat purchases and/or referral business
- Reducing operating costs
Why PurpleFishes?
We understand the issues and events affecting your business, and can use our expertise and experience to drive improvements. Our projects are usually measured against specific business objectives such as increasing revenue.
The first step is to analyse the current situation - coupled with our knowledge of where you want to be, and our experience of similar projects, we can plan in detail the work needed. We work closely with our clients and are dedicated to their success online.
Traffic building
We can work to increase the number of targeted visitors to your website. We do this using three main methods, which can be undertaken separately, but have the most impact when done together:
Search engine optimisation: Optimising your site so that it ranks highly in the natural listings, driving a large number of free, targeted visitors to your website. This involves a combination of well-written content, page optimisation and link building. First page results can usually be achieved, and the work is completed over 12 months.
Pay-per-click advertising: This is a useful method of supplementing visitor numbers, getting traffic instantly, without waiting for the search engine optimisation. You are charged for each visitor that 'clicks' on your advert - we can manage these campaigns for you to ensure you get the lowest cost per targeted visitor.
Affiliate advertising: A way of rewarding those sites that link to yours by paying a commission on each click or sale that results. This is a popular web marketing tool as generally you only pay for success.
Usability testing
Visitors may find it difficult (and if they find it difficult, they won’t be buying) to use your website for two main reasons:
Your site isn't accessible: All websites must be accessible and usable by all trying to use them. This means your website must support a wide variety of delivery methods - large text, screen readers, PDAs, easy to read colours etc. Normally, this only involves writing code that conforms to accepted standards, but not all design companies even do this.
Your design is ambiguous: Your site may be written using valid code but can still be hard to use and put off potential customers, if it isn't designed in a way to encourage sales, and make the whole process as easy as possible.
We can diagnose problems by reviewing your site's code and observing users. Of course, we can also fix the problems we find; and an easier to use site leads to increased sales.
Revenue enhancement
Sell to more visitors and sell more to visitors.
Once your website receives regular targeted traffic, we can work to enhance revenue by converting a higher proportion of visitors to customers, and increasing basket size. Targeting efforts at these two metrics exploits existing visitor numbers.
We have developed software that can automatically determine the optimum price point for each product on your website, raising or lowering prices by trial and improvement until maximum gross profit is obtained. This system can work continuously and adapt to seasonal limitations such as lack of capacity in busy periods.
In our opinion, this optimisation is best performed before any traffic-building is undertaken.
Customer loyalty
In this age of instant access to the world's retailers and price comparison websites, businesses have to work harder than ever to keep customers. The power of the web has increased enough so that each visitor can have a customised and tailored shopping experience - helping them find what they need, and increasing sales. Regular customers can automatically be given discounts, and occasional customers encouraged to shop more.
Superior information systems can ensure that each customer interaction is handled well, as each operator will have access to the entire conversation history. Automated processes ensure that products are consistently dispatched on time, are traceable by the customer, and returns are handled quickly and efficiently.
All these things combine to make sure you to give superior service every time. If you do that, people will come back.