What’s a reasonable conversion rate for visits to my website?

conversion rate

I took a call from a friend-wedding professional. In a matter of fewer than 30 seconds, I was incredibly annoyed.

He asked me what seemed like a simple question:

“What’s a reasonable conversion rate for visits to my website?”

In laymen’s terms, that would mean, for every 100 people who visited your site, what percentage either filled out an inquiry form or called you directly for more information? 5%, 10%, 25%…. more?

My response:

“How did those people find your website (and in what percentages)… search engines, The Knot, local websites, in response to email…?”

He gave me a non-specific, all-of-the-above (I don’t really know, answer).

My shoot from the hip response was… “I’d be pleased with a 5% to 10% conversion rate.” That seemed low to him.

Here is what really flipped me out. He said, “Well I’m asking the same question to various people to get their opinion.”

So, he’s crowd-sourcing a poorly conceived question of people who don’t have solid backup data and getting their opinion. What the devil will that accomplish.

Then I started in…

“Every time you hear me speak about websites, I emphasize the importance optimizing your website for user-friendliness (to encourage conversions) before obsessing over search engine optimization.”

He didn’t remember it that way. Essentially, he remembered I emphasize SEO. HE WASN’T LISTENING or HE WAS LISTENING WITH SELECTIVE PERCEPTION AND MEMORY.

I spent a few minutes detailing obvious deficiencies in his website (some of which I pointed out 18 months ago before he launched it). The site is graphically better than most but lacks in many other ways… including maintaining the blog.

THE LESSON: If you ask opinions, using badly formed question, you get nothing of value. If you want a real evaluation, pay for it, and live with it. A neutral party will point out issues that are under your nose.

Then, act on those answers, and get up to speed.

End of rant!! Listen up!

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

Wedding Marketing Rehab…

Wedding Marketing Rehab
Photo Credit: Tim Sudall

Tuesday afternoon  at Wedding MBA, kicked off with Wedding Marketing Rehab. Andy Ebon held up a metaphorical mirror to attendees and peppered them with questions about WHY they use specific marketing tactics, their purpose, and measuring results.

The goal was to encourage people to pause, and take inventory of their marketing path. Then, armed with new information and tools from the conference, hit the reset button, change, optimize, and implement an updated, purposeful marketing plan.

Andy lampooned abandoned blogs, websites that haven’t been updated in years, and totally useless hashtags… among others.

One of the specific tools (or ‘truth-tellers) he encouraged was RescueTime.com. A quick download in Windows or Mac will enable a regular summary of your software and website activity. A weekly report arrives, via email, helping you understand, quickly, whether you are bring largely productive, or frittering away minutes and hours on unnecessary distractions.

Joe Fabitz
Contributing Writer
The Wedding Marketing Blog

Watermark Images for Safety

watermarkerPiracy of websites, both content and  images, is all-too-pervasive. It’s an issue addressed in this blog, more than once.

Creative companies, such as wedding planners/designers, floral designers, decor companies, bakers, lighting designers, etc., routinely have their content copied/duplicated/pirated.

For text-based content, CopyScape is recommended – as described in the context of this particular piracy story.

Some image-dependent businesses (such as the ones noted above) prefer/choose not to watermark their images to make theft less appealing to those taking shortcuts.

For those who might consider watermarking website or blog images, there is an excellent software option for Mac, called Watermarker.

Several key features include:

  • Use custom text
  • Use your own logo
  • Resize Images
  • Batch-process images

All of these features are useful. Batch-processing is particularly useful for photographers and other businesses that generate many images from a single event.

Watermarking is priced at $14.99 through Mac App store. I don’t have a Windows recommendation because I don’t use that operating system. However, I’m sure there are comparable Windows iterations of watermarking software.

To rewrite a quote, originally about Michael Jordan…

“When it comes to thieves, you can’t stop them, you only contain them.”

There is no foolproof content or image protector, but watermarking makes it much tougher. If you don’t have a concern about content or image theft, you should. See what your options are.

Andy Ebon - wedding marketing expert

 

 

Andy Ebon
Wedding Marketing Expert

TweetChatting about Domain Names, today: 10am PST

Will be the guest of Wedding Market News for a chat, today, talking about Domain Names. It will be a fast-paced exchange, hosted by Julie Albaugh, with answers by me, Andy Ebon.

Well worth your time.http://ow.ly/7ZgNz

And, should you miss the chat, there will be a transcript for download (late Wednesday).

Andy Ebon
The Wedding Marketing Blog