Cleveland Store Uses New
Technologies, Be a Diver Video
to Boost Website Performance
Few things are more frustrating than the individuals who poke their head in the door, look around for a few minutes, then leave without buying anything. Nevertheless, by coming into the store, these people at least give us the opportunity to engage them in conversation and, thus, turn a “just looking” into “tell me more.”
A much different situation exists on your store’s website. Many, if not most, of the people who “surf” the Internet a truly doing just that: They go to a site they think might interest them, look around for 10 to 15 seconds and, if they do not find something that instantly captures their attention (or answers their questions), they leave. You may never even know they were there.
Google calls this behavior Bouncing, and for dive stores, “Bounce Rates” can run as high as 50 percent or more. And, unlike when customers walk in the door, there is little opportunity to engage these casual websurfers in anything resembling personal interaction — until now.
Recently, Cleveland-area dive retailer Just Add Water, with the help of Internet marketing firm Sinulogic LLC, was able to implement new technologies and the DEMA Be a Diver video to increase what Google refers to as Conversion — the percentage of visitors who do more than just look around for a few seconds and leave. In the process, Just Add Water also increased the number of page views (number of separate pages their average visitors sees) and the average time visitors spend on their site.
To do this, Just Add Water used three tools:
- Google Analytics: This is one of the many powerful tools Google makes available to anyone for free.
- SitePal: This is a surprisingly affordable service that allows you to create an Avatar — a customizable, talking, animated character that welcomes visitors to your website and calls their attention to important links.
- DEMA’s Be A Diver Video: The same 30-second promotional spot that is playing on cable TV stations around the country is also freely available on yet another Google service, YouTube.
In this article, we will take a look at each of these tools and how Just Add Water used them to increase the effectiveness of their website. Before you begin, you may want to right-click on JustAddWaterScuba.com and open it in a new tab. The way you will be able to switch back and forth between the article and the actual website.
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