Web site strategy #1. "Buy or Goodbye"
The first popular strategy for e-business websites we are about
to discuss could also be described as a "Sale Focused".
The vastly known description to that kind of online presence is
"mini-sale-site". I wouldn't support that description as i don't
think it is complete enough. The term "mini" usually refers to a
one-two-three page website, the only purpose of which is to sell
some product/service. I should put here a big "BUT".
On the contrast to that meaning, I could give you numerous
examples of content rich websites with two to three pages of
5-10 power articles and a site that consists of 20-50 pages of
blatant sales letters.
That is why the main idea behind any "mini-site" is not a number
of pages, rather then strict and unconsciously straightforward
direction towards product/service selling. That is why any
e-shop will meet "mini site" requirements as they are nothing
more then a number of sales letters directed to turn the usual
surfer into the buyer as quickly as possible.
Their TASKS are to:
1. Present the visitor with a product/service; 2. Reassure
her/him that it is the best offer in the whole universe; 3. Show
them how they managed to live all that time without their
product/service; 4. Give them a guarantee that they will even be
able to "fly to the Moon" tomorrow, if they buy what we offer
today; 5. and close the sale. If needed, capture your visitor's
email and explain for the next 5 days, that they are losing
their unbounded wealth with each day of purchase delay.
FEATURES:
* The only purpose is to close the sale. * Main income is
generated by direct web-site sales. Indirect income streams
through additional services, except all kinds of partner
programs, are subsidiary. * Demands integrated e-commerce
solutions to be able to serve smoothly all volumes of sales. *
Relatively high business process automation.
How long is the way?
Absolutely short. If you will come to one of those giant e-shops
and be amazed by the structure and service complexity, you would
better not, as their core consists of a big number of sales
pages with a bunch of additional services. If you have already
seen yourself in the chair of President or, at worst,
Vice-president of such online giant reseller, all you need to do
is setup one page sales letter web-site and then grow, grow and
grow.
If your name is similar to Bill Gates or George Soros, in other
words you have a famous First and Last Name to sell as a trade
mark, the only job left for you is to announce another "Killer
Breakthrough Product" and emphasize for several times, that it
is Yours. Then wait while a flood of people tear your offer
apart leaving you all their money. They don't usually pay any
attention to what you are actually selling.
If you are not so lucky and you don't also have rich content to
prove that you are as good as your "neighbor" - Mr. The Best,
you will have to spend your main business budget on
promotion/advertising.
That is why PPC (pay-per-click) and PPS (pay-per-subscriber) are
the main options, where you should spend your hard-earned
"American presidents". eZine promotion shouldn't be forgotten.
Be sure that Search Engines won't like you from the very
beginning and you will spend years of hard work and promotion
before your TM is established and Search Engines are nothing
left, but to admit that your site is really "Cool". The reason
is simple. No relevant content = no relevant SE placement.
PROS:
1. Almost no preparation time. Just put it on the net. The
sooner, the better. 2. As mentioned above - automation leads to
hands down business as a result. 3. Quick servicing. "Buy or
Goodbye" concept. 4. Relatively quick money.
CONS:
1. Demands sustainable advertising funds as the main source of
new prospects, unless you are a well-known expert with several
thousands of grateful clients. SEs are not your friends until
you are prosperous and recognized as a online reseller. 2. Small
visitor return rate as a result of total or partial content
absence. 3. Harder conditions for credibility building.
Get THE MOST of it.
To minimize Cons and maximize Pros you should start working on
additional services and offers like publishing your own
e-magazine or offer a free email course, offering free
consultations, implement viral marketing strategies - everything
you can do to make your visitor come to your site again.
That tactic makes your site more similar to the websites that
utilize strategy #2. Meanwhile I can stress that these
"excessive" efforts, on the one hand, make your hands bounded by
additional work, but on the other hand, create a relatively
steady website auditory by sustaining a dialog with prospects
and therefore more attractive circumstances for recurring sales
and maximizing profits.