3 Big Secrets to a Site that Sells
| 22 July 2009
3 Big Secrets to a Site that Sells
So your online store is up and running, it's looking spiffy and has got all the bells and whistles you have spent hours planning with your site developer. Now you plan to sit back and wait....
Whoa Nelly! Aside from the fact that an online store needs constant pushing (it is a really big World Wide Web out there after all) are you really sure that your pretty looking site covers the need of your customer? Here are my most vital three points that will make or break the success of your online presence.
1. Your Copy
You have got less than 5 seconds to grab people's attention, so your headlines need to be compelling enough to entice the reader to want to explore further. The best headlines tell the reader that they have found exactly what they are looking for (even if they don't know what that need was!) and that you are the very place to fulfil that need.
But don't let the reader slip away by not backing up your headlines with good quality copy. The copy at the very least reassures the reader that you are a worthy resource and fountain of information and that your site should be bookmarked for return visits in the future; at best it directs the reader through the process of satisfying their need which ultimately ends in a SALE!
So make sure it guides people through a streamlined process that:
Identifies with their problem and builds your credibility
Engages them--and explains why you can help
Tells them how they'll benefit from your product
Overcomes any objections they may have
Compels them to take action--and tells them exactly what to do
2. Testimonials
What's more trustworthy than a personal recommendation? A good testimonial can persuade even the most sceptical potential customer to buy from you. Testimonials prove that your product really works--that it does exactly what you promise. And if you run a small business and haven't built your reputation, testimonials are indispensable.
Here's how to gather quality testimonials and benefit from them immediately:
If you don't have any customers yet, give your product away to a group of people in your target market in exchange for their feedback.
If you have some positive feedback from customers, contact them and ask permission to use their comments on your site. Don't be afraid to ask for testimonials.
Invite customers to give you their vote of confidence with an e-mail link that says, "Click here to tell us what you think!"
E-mail your buyers after they've purchased your product to ask them how they're enjoying it.
Try to get testimonials that are full of concrete benefits. How much money did someone save? How much time would they have spent without your product? How much better did they perform than before?
Let your visitors know these are real people. A first name, last name and location will prove it. A photo's great. And don't forget video.
You'll find dozens of opportunities to use testimonials throughout your site: on your homepage, within your sales copy, on a special testimonial page, on relevant product pages or in relevant product listings, so don't hesitate to use them where you can.
3. Make Buying EASY!
One of the biggest downfalls of so many sites is the complicated procedure required to buy a product. According to market research more than 50 percent of web sales are lost because visitors can't find what they are looking for. In South Africa the market percentage of online buyers is still very low, and whilst it is without a doubt a growing market, we just can't afford to cut out that many customers. So, Keep it simple!
Name your navigation buttons clearly so it's obvious what people will find when they click on them.
Keep your navigation simple and consistent throughout your site, so people don't have to click any more than necessary. Ideally, someone should be able to buy from you in two clicks at most.
Use "Buy Now" buttons that link to your shopping cart or order page every time a product is shown--especially if you have a catalogue site. And when people click to your sales page, make things easy for them.
Provide a range of payment options. Accepting credit cards is an absolute must, but PayPal, Google Checkout or even a downloadable mail-in form make it possible for anyone to complete a transaction.
On your order form, ask only for the information you need. For example, if you sell an e-book, it's unlikely you'll need a home address. The less information people have to give you, the better they like it.
Don't underestimate the power of including a phone number people can call if they have any questions.
Sales copy, client testimonials and easy shopping. Once you have those three vital elements of your online shop sorted you can be sure to drive targeted customers to your site and convert those visits to sales!
