So with this potential just waiting there for your business don’t you think it would be vital that you spend some time thinking about what should go on your business website? Not only do many businesses not even have a website (thats a whole other topic) but many do not give much more thought to the content of their website apart from their business name and a list of their services/products. A business website has the potential to be so much more.
We had a client recently who was upset with her web developer because her new website had not made a sale in 6 months. Our client assumed that a web developer that created a website for selling things would also apply marketing techniques to encourage visitors to buy. This is just not how many developers work, they are directed by the client to create a website based on the clients instructions. A good developer can ensure your website appears in a Google search, but that alone will not guarantee a sale.
It’s a bit like having a builder construct you a shop and then asking him/her why you aren’t selling anything in your new shop – it takes a different set of skills to sell/market than it does to develop a website or build a brick and mortar shop.
What should our client have advised her web developer to put on her website to help sell/market her products?
- Call to Action – on EVERY PAGE – a phone number, your physical address, a big buy button, a check availability button, an email button – encourage an action on every page.
- Testimonials – people love to see/hear that others have had a good experience with your product.
- Collect email addresses in exchange for something – a newsletter/priority list etc. A business is as valuable as its list.
- Clear and consistent product images – looks more professional to have the same background and similar setup for each product image.
- Simple navigation – don’t make it hard for people to get around your website.
- Categorize your products to make it easier for people to search your website & find what they want.
- Provide a guarantee.
- Offer free postage – maybe on orders over a certain amount.
- Call to Action – on EVERY PAGE – has to be repeated.
Here are a few extra things to think about when trying to increase conversion on your website:http://visualwebsiteoptimizer.com/split-testing-blog/design-principles-increase-conversions/ and here’s another article about the images on your website and how they can effect conversion:http://blog.kissmetrics.com/boost-conversions-using-images/
Go and increase your website conversion rate today and make your website work for you!
We would love to hear how you have managed to increase your websites conversion rate.
Michelle Frost – Michon International