Wednesday, August 26, 2009

Web site review: Quick to respond, quick to convert

In every issue of the Internet Marketing Report print publication, we review a Web site. Here's one of the latest:

Many sites waste leads because reps don’t respond fast enough to prospects who’ve completed an online contact or registration form.

In contrast, DrTattOff is using the best of online and offline marketing to minimize costs, build trust and convert prospects.

It is quick to respond to any prospect looking to remove a tattoo. (Perhaps as quickly as a customer's original decision to get a tattoo after a boozy night ... )

Trust first, convert later

Its reps are pouncing on online leads.

TattOff’s rep called within three minutes of us lodging an online request to make an appointment.

Sure, I was only testing the system for this review.

But research from MIT shows shows reps who respond within five minutes are 100 times more likely to talk with a prospect than those who wait 30 minute.

That’s because prospects are still likely to be at their desks or laptops.

You can get great info on this research from LeadResponseManagement.

Building trust knows that building trust comes before a conversion.

That’s why prospects are greeted with the one-line statement: “Having performed over 45,000 laser removal procedures, we are the experts.”

The site also puts trust-building content (like its guarantee, before-and-after photos and FAQs) on the top of the page, where a prospect can see them without scrolling down.

Have you checked your phone number lately?

DrTattOff makes its 1-888 line prominent on every page.

It’s worth it. In this company’s case, four times as many visitors call as reply online.

I love this site and I thought the owner of the company was great fun to listen to on radio. But these stories are missing online. The founder of this company makes good copy when he is interviewed on radio and TV. But the blog? It makes tattoo removal sound as interesting as watching paint dry.

While the site looks very Web 2.0, it’s got some big holes.

What’s DrTattoff missing?

This company uses its blog to publicize its location and hours, and point to media coverage of its booming business in tattoo removal.

But it’s missing compelling stories about its customers’ weird and wonderful tattoos in equally fascinating places that make great fodder for viral marketing.

Even a boring blog helps traffic

The company is planning to beef up its blog later in the year, but its existing, informational blog does serve a purpose. It improves the company’s search engine traffic because it’s full of keywords, says the company’s chief marketing officer, Ian Kirby.

That’s a benefit of even the dullest blog.

Posted by Internet Marketing Report editor Julie Power


1 comment:

Jack Leblond said...

We keep hearing about that MIT test, nice to see somebody actually putting it to use, with positive results