Using Research For Better Results

I’ve had a couple of questions over the past week that I thought I’d share:

Question 1:

What is the best term to optimize my web site for?

• makeup
• make-up
• make up

Answer:

I have no idea!

But here’s how you find out – open up a Google AdWords account and bid on these 3 terms.

Within 24-48 hours you’ll know exactly which one is the most searched for term.

Easy!

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Question 2:

I have been contacted by a fellow for a web site. He’s in an industry (the guy asking the question told me the industry but I won’t mention it here) that probably doesn’t get many searches in Google.

Should I just tell him a web site wouldn’t be useful for him?

Answer:

I’d get accurate figures through running Google AdWords

Don’t underestimate the importance to him of being # 1 – from the perspective of beating his competitor and the importance of branding (#1 is perceived as a better business than # 2).

What’s the lifetime value of his customer – after all, each customer would be ongoing for years?

Let’s say he get a customer a week off his site at $50 profit pa for life.

That’s $2,600 at a minimum after the first year (more like $5,000 pa).
Year 2 would be close to $12,000 profit pa.

An Extra $12,000 pa

$12,000 profit pa (after just 2 years) would equate to increasing the value of his business (if he sells it) by a significant amount.

Whilst it might not look like a web site would be useful, get the research done to confirm what really happens in the market – and be aware of the lifetime value of a customer.

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Those 2 examples above are solid examples on how simple research can uncover critical information – helping you to avoid making decisions based on a rough guess.