Website Sin 5 ….. Not Using On-line Strategies to Sell Your Products & Services
December 14, 2009
There are Eight Cardinal Sins many website owners make and the fifth of these is
Not Using On-line Strategies to Sell Your Products & Services
Having a well-optimised site with lots of visitors should make it quite easy for a website to "sell" an offer, services or products. This is not the case.
Many sites have poor navigation and make the "purchase" process far to cumbersome to sell anything. By purchase I mean anything from signing up to a newsletter to actually buying a product online. In all cases the process and rules are the same.
If you "hide" the link to the action or sales page it will be hard to find and will not sell much. One site I looked at recently had a menu bar that used orange text on a red background. It was hard to see by those with good eyesight and impossible if the visitor were colour blind.
The message here is to ensure your site is easy to read and navigate with clear links and buttons.
Other strategies include ensuring that "calls to actions" like an email function, newsletter subscription or shopping carts are easy to use. There is an inevitable loss of "sales" every time another page is displayed during the sales process. Therefore keep the number of pages to a minimum and make the process as easy as possible.
You can check to see where you have "leakage" in the process by using Google Analytics, or similar, to check bounce rates and more importantly where the visitor goes next. It is then possible to devise a tactic to "plug" the gap.
Having got your website working you also need to ask how visitors will find your site. Being on Page One of Google will help. If you can't do this via the natural or organic listings consider using Google Adwords, advertising on other sites or ensuring you have links from other sites as a first step.
Of course there are hundreds of other on-line strategies to be considered – from using Google Maps and Banner Ads to automated newsletters and email to name but a few. Many of these are also capable of working for you even if you are out of the office, asleep or on holiday. For example this webpage was written in December 2008, you might have found it via a Google Adword campaign that was written in December 2008 but was not visible until February 2009 … or you might have received an automated newsletter that sent you to the page – The newsletter was written on January 2nd 2009 and "queued" in an automated system to be sent out several weeks later when I was going to be with a client in another country.
Whatever on-line strategies you use you need to plan carefully and keep the results under review at all times.
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