Capturing Identities on a Web Site: Building Your Email List
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One of the most vitally important - and often neglected - aspects of designing a web site is to include ways to capture identities of people visiting the site.This means to get the name and email address (minimally) of people who visit the site, so you can promote your product or service to them in the future.
Let's say that you have a web site and it is set up so that people can buy your products directly online. Well, assuming your site has well written sales text on it, a certain percentage of the people visiting the site will buy the product online.
But what about the people who don't buy the product right away? In all likelihood, you spent hard-earned resources getting those people to come to the site, either through online or off-line promotions, search engine positioning, etc.
Now if you don't do anything to capture those identities, those resources are just about completely wasted. Those people may come back to your site and buy another time. But unless your site has great content that is being updated all the time, the chances are slim. There are just too many web sites vying for the web surfer's attention. And some research says that most prospects have to hear your message 3 or more times before they will buy from you.
The Solution
The solution is to include reasons on your site for the person who is interested, but not going to buy right away, to give you his name and email address now. This allows you to build an email list, which over time, can become a formidable part of your marketing strategy.
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