Continual Vigilance

Working online used to seem alot like a pipe dream because the only jobs that were being offered always seemed to be some sort of a scam where you did the work but they seemed to make all the money.

You never made enough to make it worth your time either, if you did make money. But the days of the bad internet jobs are coming to a close as a new revolution of work for stay home moms is becoming more and more prominent. The need for people to do several online jobs with very real paychecks is growing!

In many households after having kids people are finding that they end up going to one income and this isn’t enough to support the family.

Luckily their is an influx of great internet jobs appearing all over the place that gives stay at home mom’s a way to still earn an income to supplement the family budget. Ironically some stay at home moms work less hours and end up making more than their counterpart when they go out to work in the job market!

This is a good thing actually as it allows a mom to be at home with her kids and still earn a living!

Through the years, catalog printing services has continued to
expand with their services. There are a lot of companies and
individuals who have realized its importance and have switched
to using catalogs to showcase their needs and personal means to
communicate with the customers. This has been considered a smart
strategy because we all know that catalogs are very unique in
spreading out their information and details that no other
services can compare.

We are all aware of the increasing need to enhance printing
services because the needs and demands of the people are getting
high. Almost all of the business companies and establishments
have come up with creative ways on how to deal with their
printing services.

Catalogs are outrageous and have been selling high nowadays.
Almost all companies have produced their catalogs as a means for
reference and promotion. Printing companies are always in the
atmosphere of exploring different perspectives and designs. This
is useful because customers understand trendy catalogs.

Of course different people have different tastes in designs.
Some strictly follow the rules of a standard catalog design
while some just like following their own style and breaking the
rules. Some want to have a lasting and unique reflection through
their creative designs.

To come up with a very good catalog, you must come up with a
very captivating design that is hard to tell from the others.
Originality makes sense so keeping up a stunning design is worth
it.

If all catalogs looked the same, it will be very hard to tell.
If this happens, you will loose the customers who have long been
into your services. So you need to keep up a good catalog
design, make one that is ultimately original, lasting and up to
date. Come up with a design which no other catalogs ever had.

In order to keep up a high-quality catalog, make a design that
is appealing to the customers like a cover design that will
leave your customers captivated from the first page down to the
last page. You should leave a design that will leave them
lynching. This will make them interested and attracted in your
catalog design.

Understand that originality counts. If your brochures are very
distinct, the more that your company will be known for with your
exclusive design and style.

For more related articles, you may visit
http://www.catalogprintingexperts.com

Can you imagine the hypocrisy of spending thousands of dollars, countless hours, and boatload of resources to create a marketing tool that actually sends prospects running for the hills? It might seem crazy, but a overwhelming majority of websites are doing just that.

By failing to (1) define the specific goals of your website and (2) understand how it fits in with your customer’s buying process, you could be loosing out on the opportunity to enable prospects to receive the value you can offer them. — Or worse, by grossly confusing, discouraging, and even annoying them, you could be pushing them into the arms of the competition.

These two incredibly common pitfalls could be costing you business.

However, used effectively, your website becomes a strategic component of a well-oiled marketing and sales funnel that effectively supports your ideal prospects and customers in making the decision to work with you.

There are three components to an effective marketing and sales funnel:

Component 1 - Enables ideal prospects to find you or your business

Component 2 - Gives a prospect an experience of you

Component 3 - Invites the prospect to become a customer

Each successive stage helps your ideal prospects — those who most need the solutions you offer — to find, connect, and build a feeling of trust with you.

Like a funnel, it is wider at one end and smaller at the other. So in order to get an abundance of customers coming out at the end of the funnel, it’s important that you supply the beginning of the funnel with a healthy number of prospects.

Each component of a fine-tuned marketing and sales funnel uses key marketing tactics and tools to guide a prospect along the path to working with you.

A website is one of those tactics and tools. Other examples include email newsletters, complimentary consultations, brochures, speaking engagements, strategically-placed advertising, grassroots marketing, publicity, and networking.

Together, the three components, and their underlying tools and tactics, can support you in reaching your business goals.

To build an effective sales and marketing funnel, first define your specific marketing and sales goals. Do this by asking yourself:

How many new customers do I want to generate per week/month/quarter/year?

How many dollars in revenue do I want to generate per week/month/quarter/year?

What would you like your product and service mix to be? In other words, of your total sales, what percent would you like to have allocated to which product and service?

How many total prospects would you like to have in you customer database? How many people would you like to have on your mailing list?

How many people would you like to add to your mailing list per week/month/year?

Once you have defined the specific goals and objectives of your marketing and sales funnel, consider how you would like your website to support those goals.

Looking at your Marketing and Sales Funnel, do you want your website to support Component 1, Component 2, Component 3, or some combination of these?

If you want your website to support Component 1 of your marketing and sales funnel — it must serve as a channel for high-volumes of people to find out that you and your company exist.

In order for your website to support Component 1 of your marketing and sales funnel, it must produce a consistent heavy flow of prospects to your business. Without this, the rest of your marketing funnel will suffer dramatically. If only a few people can find your business, then even fewer will be interested in sticking around to get an experience of you.

To make sure you have consistent, heavy flow of prospects coming to your website, consider specifically how a prospect might find you.

Did they search for you on a search engine, like Google? If so, what specifically did they search for?

And when the list of options came up on Google, where was your listing located? Was it in the top 10 listings, or was it on page 102?

Did they find you on another website? Like an affiliate partner website?

Did they find you on another website featuring an article you wrote? If so, what kind of article would have brought them to you?

Were they visiting a popular, high-traffic website that attracts a similar market as yours, when they found a banner add linking to your website?

In order to effectively help prospects find you, it’s essential that you understand the specific needs that they are trying to solve. This will help you craft effective search engine listings, feature relevant articles, and target the best key words.

By doing this, you can align with and help along the decision-making process of prospects.

If your website is NOT meant to function as a vehicle for Component 1, then make sure that some other marketing channel is — speaking, networking, article-writing, publicity, advertising, or some other tactic.

Remember that without a healthy Component 1 — leveraging a website or some other marketing tool or tactic — it’s almost impossible to meet your sales and marketing goals.

If your website is meant to support Component 2 of the marketing and sales funnel, the focus shifts towards giving visitors an experience of you that leaves them wanting more.

Examples of using your website for Component 2 - to give visitors an experience of you include:

Offering a host of free downloadable tools - reports, assessments, community-building tools, etc.

Having a blog

Making available articles

Having high-quality, high-intrigue web copy

How ever you deliver this experience is less important than the reaction it evokes. –It’s should create a want and desire by the visitor to want more from you and your business.

If it just gives them a bunch of free stuff and they leave, then you have not met the real objective of Component 2.

During Component 2 of the marketing and sales funnel, a prospect is answering the question, “Is this product/service right for me?” To answer this question, the prospect looks at two very important factors: benefits and objections. Your job is to make sure that the benefits outweigh the objections.

If your website is meant to support Component 3 of the marketing and sales funnel — and you really want people to actually type in the numbers of their credit card to pay for your services online — it’s important that you really understand what you’re expecting.

Here’s the thing — it generally takes at least seven times of being exposed to a particular product or service before an online customer will be willing to make a purchase.

Hence, if you are expecting that the average web visitor will find you today and be willing to pay for your product after only being exposed to you through your website in 10 minutes or less - you’re probably not being realistic.

True, impulse buys do happen, but they are more the exception rather than the rule. So if you want your website to effectively invite prospects for an order, it’s important that elsewhere in your marketing and sales funnel you have given them the opportunity to really, truly get to know you.

Examples of this would be by providing a free multi-part eCourse, delivering a free evening seminar, or through a referral from someone they already know and respect earlier in the marketing and sales funnel process.

If Components 1 and 2 have been effectively delivered, then Component 3 is easy.

However, it is quite common for internet marketers to make the mistake of assuming that large numbers of web visitors will magically say yes to products and programs they know little about.

Don’t make that mistake.

Bottom line - The key to building an effective Component 3 on your website is to have strong, consistent and effective tactics build into Components 1 and 2 of your marketing and sales funnel.

To avoid wasting time, money, and energy on websites that not only don’t work — but actually scare prospects away — be sure to incorporate the Three Component System to building an effective marketing and sales funnel.

Copyright 2005 Coco Fossland

About Coco Fossland
The author of the forthcoming book, The Power of Trust: Trust Yourself, Transform Your World, Coco Fossland is a nationally recognized expert in personal transformation, self-empowerment and self-healing. Blending a decade of technology and strategy consulting with her expertise in self-trust transformation, Coco’s business is focused on supporting people passionate about creating businesses that make a difference in the world. She helps her clients fuse their higher path with their businesses, creating institutions and organizations that profoundly impact the world one person at a time. http://www.cocofossland.com

As search engine marketers, we spend an enormous amount of time trying to get targeted traffic to our site. But, once those visitors get to our site, can they find what they’re looking for? If not, guess what? We’ve lost a customer.

Think about it this way. How many times have you found a site through a major search engine or directory, only to visit the site and not be able to find what you’re looking for anywhere on the site? What do you do next? You go back to the search engine and click on the next site. That site has lost a customer: you.

Helping your visitors find what they’re looking for on your site can cover a great many areas, such as navigation, user interface issues, and the lack of a clear “call to action.”

But one way around many of those issues is to offer an onsite search engine, so that once visitors hit your site, they can easily find exactly what they’re looking for.

The really neat thing about onsite search engines is that many of them are FREE. Yes, you read right: free. Of course, that also means that you may have ads in your search results, which may or may not present problems for you. However, even if you choose to purchase an onsite engine, the cost is generally not expensive.

What should you look for in an onsite search engine?

• Good customer support. If you begin to have problems with the engine, you want to be able to get help in fixing it.

• Reports that let you know what people are searching for once they reach your site. Just think of the GOLD this will tell you! If you don’t have a page that covers a particular topic, make one!

• Ease in setting up the engine. This may or may not be an issue to you, but if you’re like me, you want something that is simple to set up and maintain.

• An extensive “help” section at the site that will walk you through setting up the engine and answer any questions you might have.

• The ability to keep the engine out of certain areas of your site that you don’t want spidered and available through the search, such as employee areas, password-protected member areas, etc.

• The ability to spider password-protected areas so that your member areas can have their own onsite search.

• The ability to customize search results pages.

• The capability to request re-indexing whenever you update the site, or even to schedule re-indexing on a regular basis.

In my training material and resource library at the Academy, I had an onsite search engine for a long time. Then, the company folded. Until recently, I hadn’t set up another onsite engine, because the one onsite engine that I really wanted to use didn’t index password-protected areas. So, I “patiently” waited for the onsite engine, FreeFind, to add this to their list of features. When they recently did, I jumped on it, and now both of my online training programs have excellent onsite search engines through FreeFind (http://www.freefind.com).

But why did FreeFind stand out among the others, and why was it so important to me to wait until they could index password- protected areas? FreeFind offers some features that I couldn’t find on other onsite search engines, features that would help me tremendously with my work.

For example:

• FreeFind will automatically create a What’s New page, after you’ve any changes to the site. Just think of how much help that will be for me with my training material? Between my two programs (beginning and advanced), I have over 1000 resource pages to update every single month, and I’ve been creating the “What’s New” page by hand. Now, it’s automatically created for me.

• FreeFind is the only onsite search engine that enables your visitors to find the page they’re looking for, then keeps an eye on it for any changes. Their ChangeDetection ™ monitoring system lets your users monitor a page for content changes, then notifies them when the page is changed. If you set up this engine on your own site, it will build traffic by turning casual, one- time visitors into repeat and loyal visitors who return again and again to look at changes made to the page that are of particular interest to them.

• FreeFind will automatically create a Site Map of your site. This Site Map is an alphabetical listing of the pages on your site. The Site Map will be even more valuable to you if you have a regular, non-password protected site, because it will give the Web search engines a page of links to spider.

• FreeFind will search across several domains. So, if your company has numerous domains, your onsite search engine will cover each of those domains, without having to set up separate engines.

In Conclusion

Look closely at your site. Is it time to add an onsite search engine? Is it time to make sure visitors can find exactly what they’re looking for when they land on your site? Are you losing customers who get lost and can’t find what they want?

FreeFind (http://www.freefind.com) is an excellent onsite search engine that met my exact needs. However, to be fair, and because this article isn’t meant to be an advertisement for FreeFind, here are some other onsite engines that you may want to consider. Look closely at their features, and find the one that works best for you.

Other Onsite Search Engines

Atomz: http://www.atomz.com

PicoSearch: http://www.picosearch.com

SiteLevel.com: http://www.sitelevel.com/

FusionBot.com: http://www.fusionbot.com

A listing of numerous onsite search tools: http://www.searchtools.com/tools/tools.html

Copyright 2002 Robin Nobles. All rights reserved.

About The Author

Robin Nobles, Director of Training, Academy of Web Specialists, has trained several thousand people in her online search engine marketing (http://www.academywebspecialists.com) training programs. Visit the Academy’s training site to learn more about their online search engine marketing training (http://www.onlinewebtraining.com) and search engine optimization (http://www.se-optimizer.com) software. She also teaches 3-day hands-on search engine marketing workshops in locations across the globe with Search Engine Workshops (http://www.searchengineworkshops.com).

Email: RobinN@acws.com

Usability testing with children is similar in many respects to usability testing with adults. In order to get the most out of the sessions, and ensure the child is comfortable and happy, there are a few differences that you need to be aware of.

Stress of new people and surroundings

Children are far more likely than adults to find encountering new places and people stressful. You should always remember this, so try to find as many ways as possible to relax the child. Some things you could do are:

- Allow a significant period of time - at least 10 minutes - to meet the child. This is critical in putting them at ease before beginning the session. Some easy things to talk about might be computer games, cartoons, sports or school. Trying to make all the equipment used during the session match that which the child uses at home/school (phone up their parents/teachers beforehand to check).
- Try to be as comforting and reassuring as possible. It’s especially important to make it clear to the child that you want their views on the site and that you’re not testing them.
- Plan for the fact that younger children may prefer their parents to remain in the testing room with them. Make sure that parents know that they should stay out of the child’s line-of-sight and not help or distract them.

Asking for help

Children are far more used to asking for - and receiving - help than adults, so it’s very important for the moderator to:

- Clearly explain at the beginning of the test that you want the child to use the site on their own
- Make a sustained effort to deflect any such questioning during the session itself

Good ways of deflecting questions can include:

- Answering a question with a question (e.g. What do you think [you should do now]?)
- Re-stating that you want the child to use the site ‘on their own’
- Asking the child to have ‘one last go’ before you move on to something else

Children get tired, bored and discouraged more easily

Children (especially of younger ages) are less inclined - and/or able - to apply themselves to a single task for a prolonged period. Some ways to work around this are:

- Limiting sessions to 1 hour or less.
- Taking short breaks during sessions if the child becomes tired or irritable.
- Ensuring that sessions cover the intended tasks/scenarios in a different order - this will make sure that the same scenarios are not always tested by tired children, who are less likely to succeed/persevere.
- Asking the child for help so as to provide them with motivation (e.g. asking ‘Could you please find out for me how to…’, or by actually pretending to not be able find/do something on the site).
- Keeping up a steady stream of encouragement and positive feedback (”You’re doing really well and telling us lots of useful things - it will really help make the site better. Keep it up!”).

The importance of non-verbal cues

Children can’t always be relied upon to verbally articulate their thoughts/feelings, either due to their:

- Not being articulate enough
- Being too shy
- Not wanting to say the wrong thing and displease an adult
- Saying things they don’t believe just to please the adult

This makes it particularly important that the usability expert be sensitive to children’s non-verbal cues, such as:

- Sighs
- Smiles
- Frowns
- Yawns
- Fidgeting
- Laughing
- Swaying
- Body angle and posture

Physical differences

A couple of very obvious - but easily forgotten - differences which need to be taken into account are:

- Chair and table settings - Make sure you have a chair/table setting that allows the child to comfortably use the equipment during the session.
- Microphone positioning - Children tend to have quieter voices than adults, so microphones should be placed slightly nearer to the participant than normal.

Levels of literacy and understanding

It is critical to ensure that a session’s participant has an accurate understanding of the scenario being presented to them. Some ways to do this include:

- Asking participants to re-phrase scenarios/goals in their own words.
- Asking participants to repeat a scenario (i.e. what they are trying to achieve) if the task has gone on for some time and you suspect they may have forgotten it.

This article was written by Tim Fidgeon. He’s crazy about web usability - so crazy that he now works for Webcredible ( www.webcredible.co.uk ), an industry-leading usability and accessibility consultancy.

QUESTION:
We promote our web site in all our ad campaigns, but according to my website statistics program, we are getting very few visitors who click past the first page. The site has a cool Flash introduction page that the designer said would impress visitors, but it doesn’t seem to be working. What can we do to get people to spend more time on the site? — Christopher O.

ANSWER:
The first thing you should do, Christopher, is find that designer and beat the living Flash out of him. It won’t increase the time visitors spend on your website, but it will make you feel better after you’ve read this column.

What your designer thought would appeal to visitors is probably the very thing that is driving them away. A Flash introduction page (Macromedia Flash is a software program used to create animations for Web pages) may seem “cool” to you, but from a website visitor’s point of view, they can be about as appealing as sitting in the front row of a Pokemon movie with four hundred screaming six year olds (and here comes the segue, folks).

In December, 1997, during an episode of Pokemon, the popular Japanese TV cartoon that has spawned everything from movies to action figures to lunch boxes, a scene featured a rocket explosion that flashed red and blue lights in rapid succession.

After the episode, over 600 children were taken to hospitals complaining of seizures, blurred vision, headaches, dizziness, and nausea. Any adult who has ever been exposed to Pokemon for more than two seconds can understand the nausea, but the seizures at first baffled doctors.

Scientists ultimately came to attribute the mass reaction to “photosensitive seizures,” which are brought on by exposure to certain visual stimuli like rapidly flashing lights on a TV screen.

Remember when your mom told you not to sit so close to the TV or you’d ruin your eyes? Turns out she knew what she was talking about. Who knew?

The event caused such concern that Japanese broadcasters and health officials met to discuss ways to prevent future occurrences of bad-cartoon induced illnesses. They established guidelines for the broadcast of flashing images: no image may flicker faster than three times per second; flashing images should be displayed for no more than two seconds; and stripes, whorls, and concentric circles should not take up the largest portion of a TV screen.

It’s my humble opinion that these rules should apply to websites as well. I’ve been in the Internet design business for nearly a decade and I have been witness to numerous websites that could induce photosensitive seizures in blind moles. It sounds like your website might be suffering from a similar ailment.

If visitor’s are not clicking past your fancy Flash intro page, you don’t have to be a genius to figure out that therein lies your problem. Remove the Flash intro page for a few weeks to see if your website’s click-through rate improves and the number of page views increase. “Click-through rate” refers to the number of visitors who click links on your homepage to go deeper into your site. “Page views” refers to the overall number of web pages that were viewed by visitors. If click-through and page view rates improve, you’ll know that the Flash intro was your problem.

Here are a few other things you can do to make sure your site offers visitors a pleasant - and seizure free - browsing experience.

Sit In The Visitor’s Chair

The best way to make sure your website is as user friendly as it can be, is to sit down at a computer and approach your site from a typical visitor’s point of view. Try to imagine that you are seeing the site for the first time. If you are unable to do this, have a friend who has never seen the site click around and offer comments while you take notes.

Have your friend assess the following points: Is the site appealing to the eye? Are the colors pleasing and complimentary? Is the site easy to navigate? Are the topical categories and subcategories in logical order? Is it easy to find what you’re looking for? Does the site have a search engine to make finding things easier? Is every feature of the site less than two or three clicks away? If the answer to any or all of these points is no, you have some work to do.

Don’t Dictate Technology

One sure fire way to repel web site visitors is to require that they have special browser plug-ins or 3rd party add-on browser software installed to view your site. Dictating that the user download and install software is not your place and users will resent you (and your business) for it. Visiting your site should be an effortless pleasure, not a technological chore.

Don’t Make Them Wait

If your homepage takes longer than 20 seconds to download (appear in the visitor’s browser) you are losing visitors, period. Gratuitous animation, large graphics, poorly formatted HTML, bad page layout, and a number of other factors can increase download time. You might have the greatest web site in the world, but if it takes ten minutes to download no one will ever see it.

The lessons to be learned, then, are threefold. One: a website should be designed to satisfy the visitor’s needs, not to pacify the site designer’s ego.

Two: visitors to a business website are not there to be awed and entertained. They are there looking for information, and unless you give it to them quickly and effortlessly, they will go elsewhere to get it.

And Three: for better mental and physical health avoid Pokemon at all costs.

Small Business Q&A is written by veteran entrepreneur
and syndicated columnist, Tim Knox.
Tim’s latest books include “Small Business Success Secrets”
and “The 30 Day Blueprint For Success!”
Related Links:
http://www.smallbusinessqa.com
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