Posted on 11 August 2013.
We cover a lot of internet marketing theory on this site, but today I thought I’d break down some of the nitty-gritty that can make or break a website. Having a bird’s eye view of the strategies and mindset you need to employ is one thing, but you still have to be able to execute. That’s where effective tactics and an eye for detail become your best friends.
The goal of any website is to make money. Well, the goal of any website for savvy internet marketers and media folks like us, right? If you want that site to make money, then you need to inspire money-making action on the part of the visitor. To inspire that action, you have to understand the psychological frameworks that motivate people and the tactics to employ to engage that framework to cause the precipitous action you are trying to encourage.
Wait, what not? Maybe my brain just scrambled. I feel like Will Ferrell on Old School after the debate scene. “Uhh, did I just black out? What happened?! What happened?!”
Let’s talk about a niche specific example of an effective marketing site. Our example is SCJ Photo Booths from the New Jersey photo booth rental market. “Why is this website effective?” you, my fictional reader are asking.
Here are some of the reasons why that is the case:
They masterminds behind this site have decided to show photos of hot girls enjoying the byproducts of their…errr..product in header. This is a beautiful move because, let’s be honest here folks, sex sells. Let me say that again for the dunces in the audience, sex really, really sells. That’s why deodorant and soap companies pay models millions to appear in their commercials. They know that provokes a response in the male, hind, lizard brain that goes something like this: “Hrrmpph, I wonder if I be that soap if I’ll get those girls….Hrmmpphh.” Clearly, we are tragic victims of our own deductive reasoning and logic. But, c’est la vie,eh?
If you’ll look on the right sidebar of the site you’ll see how this company is showcasing one of the clever uses of their product. By having your picture taken in their photo booths you can then customize your ugly (or pretty) mug in the cover of any number of famous magazines. It’s a clever, funny little thing that definitely will sell and be a blast for when you have the photo booth at your party or event. People love that sort of thing!
The next thing you might be thinking is what can they do to improve their site? Hey, no website is perfect. Even mine! “No shit, Sherlock!” You’re probably saying. To which I might reply, “I need better readers” or maybe I’d offer you a full-refund of your one-year purchase price.
Anyway, to improve the call to action, I would offer fewer hurdles to getting into contact with the guys. As of right now, they’re asking for a name, email, multiple phone numbers, and other data. Sure, this might weed out spam and people who aren’t serious about renting a phone booth, but at some point you have opportunity costs. How many people might check out the competitor site who has fewer hurdles to submitting their info?
It’s an interesting question to ponder, since you also must way in the time and energy cost of having to deal with extra, non-serious information requests. Hey, for all I know, this guys might have already tested the mess out of this and are happy with what they have.
Shows what I know!