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
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:
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.