Less than 10 years ago companies could not think of going without a fax machine. The fax machine enabled companies to send a receive documents across the country in the push of a button. Even though the fax machine was the corner stone of many companies it did have its shortfalls and getting an extra line in for every fax machine really push up costs. Then a new dawn braked and the internet took over and all of a sudden faxing was a thing of the past, or was it?
The internet was and is great but the best way to still get an important sign document to another party is to fax it. Many companies have already adopted the Free Fax to Email service allowing them to receive faxes direct in a specific users inbox, making it much easier to control access to the faxed document and instantly making it available to the correct person or a group of people.
The fax to email service made it possible for companies to get rid of the bulky old fax machine and all the extra telephone lines needed to run the fax service. Fax to email users now only requires an active internet connection to utilise the free fax to email service. No longer do you have to stand around and wait for the fax machine to connect to the other end, simply send the document with fax to email to the other person’s email inbox.
Office administrators working with paper documents know how tedious and time consuming it could be preparing, printing, scanning and the uploading a document to an email to be sent out. In the same time it takes them to get one document ready they could have sent out 10 faxes using the fax to email service.
The fax to email service enables companies to cut on time wasted preparing documents. It is now easier than ever before to fax out document to any destination in the world. Nobody has time to waist and with fax to email you can instantly send out faxes to a recipients email inbox. Fax to email gives you the best of both worlds – the reliability of a fax machine and the speed of email. For more info please visit FaxWorx.co.za
Building a successful website takes hard work, the right team, a product or service that people will pay money for, marketing or exposure and finally, managing return on investment or profitability.
Below is what’s consider to be the most important building blocks of a successful website. Attached to each building block is a set of business levers which are used to influence the process.Business levers are essentially the actionable processes we engage to influence performance.
Levers revolve around competitor understanding, comparisons and online audience understanding. The more you understand your competitors and audience online the more effective your decision making is.
Web Value (Demand/ Sales Cycle)
Not exactly a building block, but just as important as an understanding of the website value. The value needs to be easily identifiable to you, the company, and the audience you are targeting. Is there any value besides being an online brochure?
Findability (Marketing/ Awareness)
The levers are the methods and tools used to generate traffic to the website. Traffic to your site will be dictated by how easy it is for people to find your site. Findability is driven by business levers which fall into two categories, namely paid and unpaid traffic. Furthermore, traffic typically falls into categories such as search traffic, direct traffic and referral traffic. The levers for findability are complex, however, once mastered, you start to have some control on your success.
Website usability is influenced by three key factors, namely site architecture and navigational structure, content and persuasion ability and lastly, calls to action and conversions. Structure and content needs to be planned so as to optimise the websites ability move different segments of visitors through an online sales cycle and convert. To do this we should look to understand how visitors are using the website.
For me this is the process of setting measurable goals, key performance indicators and an actionable plan so that success is not only sustainable by ever improving. The true business levers in this building block are knowledgeable people and partners, a decision making path, buy-in from management and sharing the success with other business units. Remember, the skills do not always have to be internal. The ability to take action and demonstrate success to various business units and decision makers is critical.
You will find that a significant portion of your sales comes from returning visitors, so it is important to discover the business levers that generate returning visitors, while at the same time expanding your understanding of returning visitors, by segmenting your visitors. Recentcy and frequency of visits combined with an understanding of conversions can be highly useful. Does it take one visit or four visits on average before a sales takes place? Can this be influenced?
This is the measurement of your actions and overall website goals. Are sales moving in the right direction, does the return on investment make sense? Conversions are sales not just about sales or an online purchase. Conversions can included white paper downloads, subscriptions, requests for more info and page views of pricing information or contact us pages.
Identify micro conversions, such as product comparison page views, etc that demonstrate intent and progression rather than interaction that is simply window shopping or a random passing through the website.
Perhaps the most important building block of all, but the least used effectively to achieve success is measurability You need to measure marketing, traffic generation, best sources of traffic, best traffic sources based on conversions, effectiveness of landing pages, effectiveness of individual pages to move traffic closer to conversion, bounce rates, etc. Note, I am not talking about visitors, visits or page views.
Always measure with a purpose in mind and an understanding of the actions that need to be taken based on the results. If you are measuring number of conversions based on traffic source, take into consideration spend, etc. But know that the actionable intelligence will be to cut spending in certain areas and increase it in others. In other words the approach is one of optimising marketing spend.
In addition to understanding the building blocks and associated levers of website success, it is also important to understand the effort and reward ratios in a applying the levers to influence website success. As an example, under Findability, two key levers are search engine optimisation (SEO) and search marketing (PPC), both effective in driving traffic to the website, based on target audiences use of search engines and search terms . With SEO, results are influenced by many factors and it is known to take time to achieve results, whereas PPC on the other hand can deliver results from day one, but will be an ongoing and rising cost.
Where so many marketers get it wrong is by not understanding that all the building blocks work collectively to influence success. Focusing on Findability alone, without paying attention to usability and conversion can end up costing you money rather than improving profitability.
Do you need a winning game plan for your website? Feel free to look at www.wondersync.co.za and what they have to offer you.