Many entrepreneurs spend time and money increasing their website traffic or search engine ranking, yet pay little or no attention to how many of these visitors actually buy their product or service.  Improving your website’s conversion rate is more time and cost effective than trying to bring in new traffic.  In this article, I’ll show you the nine adjustments I make to help websites improve their conversion rates.

Before you begin, you must know your numbers.  Tracking key metrics of your website’s performance will enable you to make educated marketing decisions. What is measured gets improved.  Some benchmarks to start with include:

* Number of visitors
* Number of sales
* Average order amount
* Cost per visit
* Profit per visit
* Customer lifetime value

Once you begin tracking these numbers in Excel or a similar program, you can see the improvement caused by the changes you make.

Step #1: Add Rapport
Trying to sell a visitor on a first visit is like asking someone to marry you the first time you meet.  Build relationships by sharing knowledge and giving away value before you try to close the sale.

Step #2: Remove Distractions
Anything that does not directly contribute to making a sale should be removed from your webpage. Reduce the number of clicks it takes to go from the landing page to the sale receipt page.

Step #3: Add Your Unique Selling Point
Explain why a visitor should buy from you.  What makes your product or service better than the competition?

Step #4: Add Trust
Build credibility by displaying awards, recommendations, and testimonials.  Prove you’re legitimate by providing a phone number and mailing address.

Step #5: Add an Irresistible Offer
Develop such an incredible package that the visitor cannot leave without buying.
Create so much value that your asking price seems like a bargain.

Step #6: Remove Risk
Create a guarantee that removes all fear from the prospect’s mind.  Go the extra mile, like offering a 110% money back refund and free shipping both ways.

Step #7: Add Payment Options
Allow your customers to order with the payment method they prefer to use.
One website I worked with increased sales dramatically by adding PayPal as a payment option.  Another found it profitable to accept phone orders. It goes without saying that you need to accept every major credit card.

Step #8: Remove Checkout Hassle
Make your ordering process as simple as possible.  Get rid of all barriers that could discourage a purchase, such as requiring account registration.

Step #9: Add Follow Up
Are you losing a lot of visitors once they get to your order page?  Create exit pop-up boxes with a discount coupon.  Setup a script that sends the visitor an email if the order page is abandoned. If people are not going to buy your product at its existing price, offering them a coupon for a 30% discount will not hurt your profit levels.

If my advice could be summed up in one sentence, it would be this: build a relationship, develop a powerful offer, then remove all hesitations and hassles that would prevent an order.

If you’ve considered the possibility of becoming an entrepreneur there are eight traits that are important in describing the perfect entrepreneur.

1. Risk Taker – Entrepreneurs understand that in order to make a profit they will need to assume a certain level of financial risk.

2. Business Manager – Entrepreneurs have a keen understanding of finance and are well equipped to manage the finances of a business.

3. Organizer – Entrepreneurs are well equipped in the area of organizing all aspects of the business for current and long-term growth.

4. Marketing Expert – Entrepreneurs are capable of understanding and implementing marketing strategies both online as well as offline.

5. “People” Person – Entrepreneurs love to interact with people. They are proficient in customer service and have never met a customer they didn’t like.

6. Self Starter – Entrepreneurs understand that if something is going to be done right they need to be the one to do it. They are never lazy and are easily motivated.

7. Knowledgeable – Entrepreneurs understand the products and services they sell and have no problem explaining every facet of their business to interested clients or affiliates.

8. Initiator – Entrepreneurs are ready, willing, and able to take the lead on projects and assemble all the plans needed to move forward with any project. They always get more work done than anyone expects.

The truth is there are relatively few entrepreneurs that have all the skills listed above, yet their businesses are not only surviving, but their ideas are flourishing.

How do they do it?

Sometimes the best tool an entrepreneur can have is to pull together the right team. Very few people are gifted in all areas of business, so it just makes sense to find individuals that are a compliment to your business objectives. If you are strong in one area search out individuals who are strong in the areas where strength is required.

Chances are good that you will learn something from your employees while you work together to capture your vision for business success.

The World’s Most Perfect Entrepreneur is one that knows how to manage resources. Sometimes that means knowing when to call in reinforcements and not being embarrassed to acknowledge your areas of weakness.

In essence a weakness in an area of entrepreneurialism does not have to mean an end to a dream. It simply means finding the right running mates to give you a fighting chance at making it to the finish line.

Here is a sound starting place for the would be internet entrepreneur. Eight (8) Keys for starting your own internet based business. The world wide web is a great medium for home based businesses in the 21st century. Like their counterparts, the brick and mortar businesses on main street, there are basics that should not be over looked. Nine basics that the Tennessee Mountain Man and the Computer Man website design team recommend are listed here.

1. You must have a basic idea of what you are going to do and why.

A cursory review of sample business plans will quickly press the idea that you need to define your business desires as narrowly as possible.

If your only desire is to make money and your attitude is everything and everyone else be damned, you have a hard road to hoe. And, if you manage to succeed, chances are your financial success will literally cost you everything that makes life worth living and will certainly steal all pleasure you might otherwise have enjoyed.

If, however, you can grasp the idea of helping others achieve their dreams as your main objective all things are possible. Help enough people reach their goals and yours will follow along with an enjoyable life.

2. You must educate yourself.

Using your favorite search engine or better yet a combination of search engines research your future. Learn all you can about the business and who is currently king of the mountain. How did they get there? How do they stay there? Can you compete? If not move on.

3. Write A Business Plan.

Once armed with the information you need, again using a search engine to get business plan ideas examining the designs of others in your field if you need to, create a business plan. While the business plan is not written in stone, it should be sufficient to keep you going for awhile. It can always and will need to be amended from time to time.

Choose a search engine and search for “business plan sample” or “internet business plan sample”. You will find several… many free. Compare them. Select the business plan best aligned with your hopes and ideas and start designing your own.

4. Choosing suppliers, drop shippers, etc.

Back to research which will become a part of your routine. You must always know where you can get the best deals and service (don’t forget timeliness and shipping costs) with the least amount of warehousing.

5. Build your website.

Do this on your computer then sign up for and move it to a free host for testing.

Do not promote this testing site. In fact you should place a “robots.txt” file in the root stopping search engines from cataloguing it.

Run every possible test and make sure there are no broken links and everything on the site functions properly. You will have enough problems and surprises as time goes by. Plan to succeed. Don’t sabotage your own internet business before you get started.

6. Now you are ready to find someone to host your website.

Do this last. Contracts for hosting are sometimes month to month, but more usually one or two year terms and the clock starts running as soon as you say “I do”. So don’t start the clock until you have a website designed and ready to go up on the web.

7. Submit to search engines.

Once your site is on your new host and up (usually within 24 hours) test again. If all is well, hand submit your new site to the major search engines. Not sure which ones? Back to the search engine. You and search engines are going to become fast friends if you are to be all you can be.

If you use a “robots.txt” file on your permanent web site make sure you have removed the block or reputable search engines will not index your site.

8. Now promote…promote…promote. Why? Just like on main street, location is everything and location in this case is determined by search engine ranking and directory indexing.

Good Luck !!

The downfall of many would-be successful internet marketers is that they just can’t get the revenue to expense ratio right. High on the list of culprits is paying too much to drive traffic to their websites. One way to fix this is to concentrate on free traffic and can the advertising altogether, as these 7 Tips will help you do.

Tip #1: Organic Search Engine Rankings. There are only three search engines you need to worry about and those are Google, Yahoo, and MSN. Conquering top search engine rankings in the big three starts with good keyword research. When you know what search terms you want to target, it’s then a matter of tailoring your site to match what these search engines are looking for.

With Google you need lots of original content (that is, large websites) and natural-looking incoming links. With Yahoo it’s pretty much the same except that you can use reprinted articles, otherwise known as duplicate content, in building your subpages. With MSN you can attain top spots with small mini-sites that simply use the search terms in the domain.

You need incoming links, known as backlinks, to move up in the rankings. Some popular ways to get these include using social bookmarking sites, posting comments and trackbacks on blogs (and other sites) that don’t use “no follow” meta tags, submitting articles to article directories, posting your URL on directory sites, and exchanging links with other sites.

Tip #2: Social Networks such as Myspace. This usually involves making multiple profiles and getting very social on the social network with other users. Automation software is often utilized to make mundane tasks such as sending friend requests, comments, and messages to other users much faster. Myspace allows their database to be sorted by a nice range of demographics, which is very helpful if you need a target list of prospects to promote your product or service to. You can also access members of groups who all have a shared interest in a certain subject.

Tip #3: Free Classified Ad Sites. This is getting to be a very effective free traffic method, but you do need to go about it with some tact and creativity. Craig’s List is the king of free online classifieds, and a properly tailored campaign can harvest hundreds of targeted prospects per day. Software is very handy for managing larger campaigns.

Tip #4: Video Hosting Sites. Anyone can harvest sales leads from video hosting sites these days. You can make a video using a digital camera or free screen recording software on your computer, or a combination of both. This is where the creative types will soar above the crowd.

You Tube is the undisputed king of online video hosting, and a smart marketer  can reap thousands of views for his or her video per day from inside You Tube itself. All you need to do is drive people to your page, which can be done by commenting on other videos or other peoples pages, and sending friend requests. Software makes this process much more efficient.

Tip #5: Question and Answer Sites. These are becoming incredibly popular, with Yahoo Answers being the clear leader for the moment. Anyone can ask questions, anyone can answer questions, and as long as you don’t come across as a blatant spammer, dropping your links into both questions and answers is pretty easy. It’s certainly worth your time to market any niche through Yahoo Answers.

Tip #6: Forums. Message board forums exist on the internet for just about every topic imaginable. An advanced Google search using “message board forum” and your topic of interest will probably turn up several places where people discuss your subject. Join these forums, become active and helpful to others, then do subtle marketing through your signature (or even your user name).

Tip #7 Give-aways on auction sites. Auction sites such as ebay are a great opportunity to find customers for your niche. Write a 10-page report that has a few good tips and a great sales pitch for your product, and then give it away for free (or charge something like $1 for it). Hype it up with some good sales jargon so it moves well. Capture the emails of those downloading the book and add them to an autoresponder service so you can keep mailing them offers.

These tips are only the beginning of free traffic opportunities on the web. Plenty of marketers make a nice income without spending a dime on advertising. Will you become one of them?

If you are in direct sales, it is extremely important that you grow a healthy downline. Not only are you building a relationship with your customers through sales, but you should build a healthy relationship with your sales team. Here are 7 tips to generating a strong downline and keeping your direct sales business growing every day.

TIP #1: GET PERSONAL Your downline wants to know who they are working so hard for. Send a monthly newsletter will sales tips, monthly numbers, top salesperson, etc. Offer a free forum or chat group to your team so everyone can share ideas and offer support to one another.

TIP #2: BE AVAILABLE Schedule time to speak with your sales team often. Constant contact will show them that you care. This gives your team a chance to share their concerns, thoughts and ideas with you. It also allows them the opportunity to ask questions.

TIP #3: HOLD A CONTEST Offer prizes or free services to new recruits. Offer special discounts or coupons to the team member who recruits the most new partners.

TIP #4: WRITE ARTICLES Article marketing provides an avenue for free web site traffic. Write five articles, linking to a web site where your products are sold, then submit them to various free article directories.

TIP #5: EDUCATE YOUR TEAM Provide your current sales team with powerful information about your business and products. By educating your sales team, you will create an aura of excitement. This excitement pushes your team to recruit their acquaintances into this wonderful opportunity for self-based employment.

TIP #6: LOSE YOUR MIND Sometimes the silliest ideas are the ones that often get noticed in sales. If you’ve been playing it safe, get crazy with promoting your business. Print fliers, bookmarks, calling cards, booklets, etc. Go door-to-door and promote your business and sales opportunity. Focus only on promoting awareness of your business instead of sales.

TIP #7: DON’T STOP It has been said many times that for every 9 “no’s” you get, you’ll get one “yes.” Don’t stop promoting recruits, regardless of how many “no’s” you’ve had this far. Eventually someone will say, “Yes!” Sometimes the squeakiest wheel is the one that gets oiled!

Coming to the point in your business where you can begin to think about quitting your full or part time job is an exciting time! Don’t let the excitement cloud your judgment. Begin by thinking carefully about this next big step. Here are 7 things you’ll want to consider when quitting your job becomes a possibility:

1. Money – You knew this one would be in here, right? It’s so important that you take the time to figure out exactly how much money you will need to work from home full time. There have been many an entrepreneur who’s skipped this step and succeeded but you don’t need to take that chance. Plan ahead to make sure you will make enough money to support yourself and your business.

2. Time – now this one is obvious but you need time to run your business. Some moms get an idea in their head that they will be able to work around their kids (at naptime, after bed, etc) and still create a thriving business. This is not a realistic way to think. If you have young children, plan to have a child care provider take care of them while you focus on your business – you’ll get more work completed and be much less stressed this way.

3. Set a Schedule – Before you get into the day to day of running your home business set up a schedule of work hours that you and your family can respect and live with. Print out the schedule, have it laminated and post on your fridge or other prominent place so everyone knows when you will be occupied with business. Family and friends seem to have a hard time with the fact that you are actually working and can’t stop anytime you feel like it for phone calls, outings, etc, so setting them straight from the start will help you get your work done efficiently.

4. Leave that Door Open – When you let your work know that you’re leaving, do it properly. Make sure you give the appropriate amount of time to find a replacement and leave on a good note whenever possible. You never know when you might need your job back or a good reference so always leave that door open.

5. Money Saved – It’s always a good idea to have money in the bank but when you are quitting a job this becomes more important than ever. Tuck away two or three months worth of pay and you can be sure you’ll leave work with some peace of mind.

6. Taxes – As a small business owner you will be responsible for paying your own personal taxes at the end of the year. The best way to prepare for this is to put 25-30% of your income into a separate account for when the taxman comes knocking.

7. Time to Enjoy – Where’s the fun in working from home if you don’t take time to enjoy what you have created for yourself? Make sure that you don’t book yourself so solid that you have no time for anything but work. Working from home is about working smarter, not harder!

As you know there are many things to consider on our journey toward working from home. The list above should give you some things to start thinking bout. Whatever you do, make sure to set yourself up so you have the best possible start to working from home and you’ll be so glad you did. Best of luck on your new work at home journey!

When making a business sales letter, the primary goal is, obviously, to make a sale. However, focusing on this bottom line is ultimately what causes a lot of business sales letters to fail, simply because customers feel that the letter is all about trying to seperate them from their hard earned money. The best business letters are made by people who believe in their products and know that it is actually to their customer’s benefit to use it over other competing products. Building on this basic rule, there are 7 factors to consider when making a business letter that will let your customers know that, while you ARE out to make a profit, it will be based on THEIR satisfaction with your product.

Target Market Type – consider the demographics of your intended market. Know how they think, how they talk, what they need, how much of a budget they generally have, and what benefits they can find in using your product. This knowledge makes it easier to tailor a sales approach that they can relate to. Using fancy words or “business jargon” when your target market is mostly composed of people who haven’t studied economics, for example, will only serve to overwhelm and confuse them.

Product Details – know your product intimately. This does not mean that you have to blab about the endless hours of research that went into making your product superior to others, or the incredibly high tech materials and construction methods that went into making it. Intimate product knowledge from a consumer point of view boils down to one thing: What can your product do for the buyer?

Product After Sales Support – if your product provider has after-sale support options, be sure to include those as some of the advantages of buying what you have to offer. Customer service lines, extended warranties, and even home service options are things that show the customers that you will still be there for them even AFTER you’ve made a sale. This also imparts a measure of faith in the product that it won’t simply break down a few months or even weeks after purchase.

Selling Approach – the most effective selling approach is to remain customer oriented. By focusing on your buyer’s needs, you increase the likelihood that they will prefer to buy what you have to offer over the competition. However, you also have to consider HOW your target market thinks and communicates; some demopgraphics prefer elaborate statements, others value a sense of humor, still others prefer terse and straight to the point presentations. Know how your customers generally communicate and make your style suit them.

Layouting – a good visual presentation is one of the keys to any good document. Layouting is essential in any letter because it makes the document catch the eye at first glance and makes readers willing to see what you’ve got. Beyond the looks, however, layouting also involves the order and manner in which you present your information. A graphically stunning letter that has poor layouting when it comes to presenting information will still fail. Be precise and orderly in your presentation of facts.

Timed Response Incentives – this is a fairly classic method of getting a quick response from a customer. The most common places you’ll see this will be on shopping channels, with announcers saying something like “order within the next 30 minutes and get a 10% discount”. Timed response incentives in business letters should be similar BUT should offer greater leeway for customer response to special promotional discounts. The failure of shopping channel program’s approach is that customers feel pressured to buy NOW, which makes them think that all the company wants is their money, period. Promos on sales letters should have a much more relaxed time table, like “We’re having a 10% sale all of next week, from 12:00am X date to 12:00pm Y date. Feel free to drop by and look our products over.”

What Should They Do Next? – Lastly, customers HATE being left in a lurch if they wind up liking what a product has to offer but get little or no information on how to actually go about buying the product. Always include extensive contact info on the letter that lets them know the fastest and easiest ways to get in touch with you when they want to ask questions or buy something. If you have several contact numbers, try splitting them off into several types as well and include these in the letter, like a “product inquiry” number, another for making personal purchases, another for bulk purchases and/or potential retailers, etc.

Since the invention of the check, people have been constantly inventing new ways to pass fraudulent checks. The National Check Fraud Center estimates that 1.4 million fraudulent checks are written each day, costing businesses over ten billion in losses annually. Fraudulent check writers have found a friend in new technology such as color copiers, high resolution scanners and magnetic or MICR toner. MICR stands for Magnetic Ink Character Recognition, and it refers to the magnetically encoded line at the bottom of each check. Traditionally, this line could only be printed with a highly specialized magnetic ink on an offset press. However, with the advent of MICR toner and desktop laser printers, anybody with the right software, an HP LaserJet printer and blank check stock can print a check.

As a business owner, you and your company are susceptible to check fraud; however, there are ways to guard against it. Here are 6 steps that you and your business can follow to successfully defend against check fraud.

1. Print Your Own Checks – Real Time – The main benefit to printing yourself is security. Traditionally a business orders check stock from a company like Harland or Deluxe and they put the checks in a supply room or closet. These unused checks are a goldmine for any disreputable person that runs across them – all they have to do is grab a check from the bottom of the pile, remove it. In all likelihood, you’ll never know that last check is missing until at least a month later, and that’s if you are lucky and you regularly reconcile your check book and examine each transaction. We know because that’s exactly what happened to us.

In 1993, we had an employee that unwisely stole the last page in our check book. We never knew they were missing. Our Ex-Employee filled them out to herself and passed them as payroll checks at a used car dealer. She did get that car and several weeks later my partner’s wife noticed the unusual checks. Had she not noticed the problem who knows how much more money would have been stolen before we got wise to it. Long story short the bank had to eat the bad checks and they wasted no time making sure the case was prosecuted to the full extent of the law. We were lucky and it only cost us time. Had the employee been authorized to sign checks we would have lost the money.

By printing your own checks you only stock blank check stock and a MICR toner cartridge. There is nothing to steal with your account information, they have nothing but a piece of blank check paper. Of course you are still open to a new kind of fraud if someone is able to access your check printing software. Be sure it’s password protected and your network rights are setup so that ordinary users can’t access the directory that it resides in.

Another great benefit of printing your own checks real time is that if you move our change bank accounts, you lose nothing. Just edit your address or account numbering in your check printing software and you’ve made the switch – No wasted checks, no wasted money, no waiting for new checks.

2. Buy Secure Check Stock – When selecting a blank check stock, make sure the check stock is loaded with security features – this will make it difficult for a scammer to copy or scan the check. Recently the US treasury department spent millions adding security features the newly redesigned notes. Many of these same security features are now available for check stock. Here are some security features to look for in check paper:

Copier Void Pantograph – This causes the word VOID to appear in the background of a check when copied. A Void Pantograph is created by engraining a precision pattern of lines and dots in the background of the check. The printing of the pantograph is so precise that the VOID is not visible to the human eye, but when copied or scanned they appear making the copied check useless.

Micro Printed Border – This same technology is used on new US currency – magnify the border line around the portrait on the face of one of the newly designed US bills and you will see the border that appears to be a line is actually comprised of words. Even modern high resolution printers cannot reproduce type this small.

Chemically Reactive Check Paper – A common way to deface a check is to use chemicals to remove the existing writing to change the amount or to whom a check is written to. Chemically reactive check paper will change colors when it comes in contact with chemicals or solvents making the check unusable.

Watermark – Check paper with a true watermark will show up when held up to the light. A watermark will not be visible on a copied or scanned check.

Listing of security features – A good check stock will list the security features on the back of the check. What good is a security feature if no one knows what security features to look for?

3. Positive Pay File Transmittal – A great way to stop check fraud is to generate a positive pay file and transmit it to your bank. Every time you print a batch of checks, you transmit a positive pay file listing the checks and their amounts to your bank. If a check amount is altered or a check is duplicated the bank will reject it because it does not match the positive pay file. Positive pay is fairly common in large companies, but a small company may not have the resources or the software to produce the file and transmit it. Contact your bank about this service.

4. Check Storage / Access – One key to avoiding check fraud is eliminating, or at least, decreasing access to documents with your bank account number on them.

Mail Theft – Mail theft is a very common way checks are stolen – make sure your outgoing mail is not left in a place where anybody coming and going can steal them. A secure mail box is probably the best way to protect your mail.

Check Storage – If you are using preprinted check, store checks in a secure area under lock and key. Never leave checks unsecured.

Document Storage – In addition to securing checks, be sure to secure all documents containing your bank information. They contain all the data necessary for a fraudulent check.

Document Disposal – When disposing of banking and credit card documents, shred them. A shredder is a cheap and easy way to make sure some dumpster diver doesn’t steal crucial information that might be used to create fraudulent checks. We use a shredding service. The service provides locking cabinets to store the documents to be shredded. Then once every two weeks the shredding service comes by and actually shreds the paper onsite. The shredding truck has a massive shredder on the back and our documents are shredded before the truck leaves our site.

5. Electronic Payment – The only way to entirely eliminate check fraud is to eliminate checks. Check processing is very costly for banks and they would love nothing more to eliminate checks all together. With the advent of EDI (Electronic Data Interchange) many large companies such as Home Depot only deal with vendors that can send invoices and receive payments through EDI. Electronic payment is definitely the future and individuals are flocking to electronic payment, but businesses are still slow to make the transition. Most businesses write their checks through accounts payable software, thusly don’t have an easy or standardized way to effectively transmit payments electronically. However, in time software will catch up with technology and electronic payment will become the standard. Electronic payment is already available through QuickBooks and it’s only a matter of time until businesses adopt this practice to make payments.

6. Pay Attention – You may follow all of the above steps and still somehow get scammed. Paying attention to your bank and credit card statements will help you detect any discrepancies earlier. The earlier the problem is detected, the more likely that you will be able to catch the culprit and regain your hard earned cash.