Is Your Web Site Generating Sales? Take 2 Minutes to Answer These Questions

October 27, 2010 | Marketing

  • Do you know how your web message is perceived, is it working on your customers feelings?

    Subtle suggestions, research shows that objects and images you see around you can prime you for certain behaviours. When choosing images for your website, think carefully about the message you’re trying to send. Choose images that are meaningful and that embody that message or feeling rather than those that represent the effect your after.

  • Do you know what ‘Choice Freeze is?

    Avoid choice freezing, there is a phenomenon in marketing known as choice freezing, this happens when customers are presented with too many choices which causes them to be confused about where to go. So many people spend too much time than they should on the selection process that they become frozen. To avoid choice freezing make it easier for people to find the right product or service for them. Tell them what each option is great for and then suggest the one they should choose.

  • Do your customers know how to learn about and use your product from your website?

    Try it first, Once you start using a product, you become involved in it, you begin to make it your own. Every second a customer spends trying out features is a second of their time invested in learning and using your product. When that user is then presented with the question of whether to purchase or subscribe to the product or service, they will more likely say “yes” because they are already involved and have invested time in it. Of course, if the product is bad, then it may turn people off, but then your priority should be to improve the product.

  • Does you website have the ‘AIDA’ effect on your customers?

    is a well known strategy in sales and marketing and stands for: Attention, Interest, Desire and Action. It is a simple process which describes the order of events you should aim for to get a sale. Firstly you need to attract the attention of your customer, when you have it you need to engage their interest by explaining how your product of service will help them. Once they are interested you must create a desire in them to want to buy, you could use stories about how your product or service has helped a similar customer, focus on the benefits it would bring. It is the benefits part that is key as it is benefits not features that sell. Finally you need to get them to act, by purchasing , make the ‘buy now’ button clear or impose some urgency by offering a time limited offer.

  • Do you have the right call to action?

    Guide, to benefit form AIDA you need to lead your customer through your content. By aligning items in a flowing manner and using images that guide the eyes to points on the page where you want them to look.

  • Have you got your web ‘ABC’ in the right place?

    Always provide next actions, ABC: Always Be Closing. If you want your website to sell, you should always be trying to close the sale, make it easy for customers to buy, place buttons in obvious places. Use links to keep customers interest such as ‘Click here’, Ready to Order, or ‘read more’. Don’t leave a dead end on any page always offer a suggestion to your customer to where they should go next.

  • Can your customers ‘gravity read’ your website with ease?

    Top to Bottom or Left to Right? In the western world we have a habit of ‘gravity reading’ : left to right or top to bottom. This is a good rule of thumb when organising your page content, Primary information should appear in the top left corner, followed by the top right, bottom left and finally the bottom right. As we look from top left to bottom right the bottom left area will get the least attention. Use the bottom right to place your calls to action for greater results.