Business Models

After the last post summarising my review of search engine marketing focussed on "Analytics" I promised a discussion on Business Models as with a focus on a specific business model you can make more sense of your analytics and close more sales.

If you can employ more than one business model you would either have to work very hard to ensure no overlap and to ensure your visitors remain clear as to what you want or you should create another website. This may seem a dramatic statement to make to some, but whatever campaign you run you need to focus on making it successful - as it is just not that easy - every market is difficult - because successful markets become competitive and visitors become selective.

Some simple example business models might include sales, rental and auction. You could run all three on your site. At the very best you should run all three events on each product page - as the more clicks off the page will lose visitors - usually at the rate of 50% for every link you cause your visitors to follow...

Even if all business models were on the same page, the visitor would have to choose between them - and that sits well in the multiple choice close - but what if the visitor changes their mind, what if, because your visitor is aware of the different options your visitor clicks back, your visitor was looking at buying, now considers renting, but also wonders about the auction - which path should you visitor follow... Potentially this leads to analysis paralysis, confusion and dissatisfaction - made worse still if your site does not let reverse movement through your site... Your consumer will consider your site does not work - will resent the time spent supplying information and will not come back - will not recommend to others and will tie up your web support staff - NIGHTMARE!

Our next post will be all about 'what to analyse' - once you have figured out the business models you are to employ...

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