Four Easy Fixes for More Web Sales
Effective Web sites require continual evaluation and fine-tuning to produce strong sales and new leads. But that doesn’t mean you have to reinvent the wheel every month; instead, focus on usability and improving the experience for the majority of visitors. Through extensive testing and focus group sessions, Amy Africa, chief imagin-8-tor for Wilson, Vt. online marketing firm Eight by Eight, has determined that even small tweaks can have a big impact on your results. For example, she shared the following findings with attendees of this year’s ACCM trade show in Chicago this past May.
Tip #1: Make sure the footers on all your Web site pages contain your company’s full contact information. On average, says Africa, doing this will increase conversion by 2 percent. The reason is that people feel more comfortable buying from a company when they can see that it has a physical location—and it’s best not to make them have to hunt for this information on your site, since they can get sidetracked and forget to finish placing their order.
Tip #2: Consider problem/solution navigation. By breaking your products and services into categories that most customers use to determine their order, you enhance your conversion rate—and maybe even your average order value. For example, Africa notes, Jack Stack Barbecue allows visitors to shop by need, such as the size of crowd they’re feeding or person they’re buying a gift for.
Tip #3: Add pictures of people to your site. Visitors want to see images of people just like them or like the kind of men and women they aspire to be.
Tip #4: Add the word “now” to your “click here” directives. In testing, the phrase “click here now” worked four to six times better than “click here.” The embedded command does the trick, says Africa.
Africa can be reached at (888) 838-1828.