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Increasing Sales of a Rock Music Web Site

Q. I currently get 2000 visits per month to my website at: www.randyfricke.com  I consistently am ranked in the top 5 on Yahoo's "mp3 rock music" and "rock music mp3's" search categories. Please take a look. How do I turn 200 of those 2000 monthly visitors into buyers of my CD?  Thank you. - Randy

Advice by Yvonne Buchanan

Dear Randy:

First the bad news: The short answer is, you don't. Sorry, but a 10 percent buy rate on click throughs for such general search terms ("mp3 rock music" and "rock music mp3's") is unrealistic. If you get even a 1 percent buy rate for visitors using these search terms, you'll be very lucky indeed. The reason is, people who search using these terms haven't narrowed their search down to YOUR CDs yet. Try to pre-select more visitors who will be potential buyers by scoring high on search terms more specific to your offerings.

Now the good news: You've got great search engine placement and click-throughs. You just need to find a way to turn more clickers into buyers.

From what I noticed on your site, you might try these things:

Try offering a giveaway with each sale, but make it a limited time offer.

Find a way to improve visitor stickiness. All those visitors are great, but you want them to stay around and keep coming back. For stickiness, consider a rock quiz with the answer hidden on your site.

For return visits and to increase site loyalty, consider a "Randy's Reviews" e-mail newsletter instead of a newsletter including what you call your "views of the world." Your visitors are interested in rock music, therefore, in your newsletter you could include your top picks for each month. To retain your subscribers and turn more of them into buyers, make sure your newsletter is informative and not sales-oriented.

Also, your free shipping is great; you should promote that better on your site. And one minor note: "definitely" (on home page) is misspelled.

Best of luck, Randy. Or should I say, "Rock on"?

About the PowerHomeBiz.com Guide:  

Yvonne Buchanan is a 20-year veteran of public relations, marketing and advertising. She teaches public relations courses online for career changers, freelancers and students through The PR Academy www.learnpr.com   and is co-founder of Real-World PR www.realworldpr.com , a public relations information provider for small businesses. Real-World PR offers public relations toolkits (manual/CD combinations) that allow small business owners to create and maintain their own public relations programs

The opinions expressed in this column are those of the author, not of PowerHomeBiz.com. Users should not treat the Guide's response as legal, accounting, or professional advice as all answers are intended to be general in nature. Such advice can only be properly given by qualified professionals who are fully aware of a user's specific geographical areas or circumstances, such as an attorney or accountant.