The power of niching
§ Where is the “general” shampoo?
§ Specialists are assumed to be better
I’ll go away and
think about it
#13: Prospect defers decision
#14: Pages outside of your control
§ Make sure your visitors are persuaded before they leave.
§ Check they qualify before they leave.
§ Tracking code on the ultimate conversion page or click-outs.
§ If yours is an affiliate site:
§ Get visitors onto your email list (by offering an incentive).
§ Offer visitors a bonus if they order via your site.
§ Be memorable (so they come back).
Other “hidden opportunities”
Be more than a “store”… community or trusted advisor
Market to visitors who abandon their cart
Optimise (or create) your refer-a-friend program
Sell more stuff on thank you 4 page and using email
Build the relationship with regular follow-up (email & offline)
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