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"Website Not Selling? Twelve Questions You Should Ask Yourself"
So your website is getting visitors, but not enough are buying. A common online
problem, unfortunately. Here are twelve common faults found with websites that
don't sell. If you answer no to any of them, you need to take action.
1) Does your text focus on emphasizing the benefits and the results the
customer will get from purchasing and using it?
Sales copy needs to be focused on the benefits to the end user, not on the features
of the product. List the features, and then translate them into benefits the
customer will get. Move away from "our Widget does this, this and this.."
to "You will soon be doing this .."
2) Does your website convey enough strong benefits?
Brainstorm to come up with a list of benefits. Rank them in order of importance.
Then mention them in order throughout the text, best first. Summarizing them
with bullet points too also works great.
3) Does you text stimulate the emotions?
People buy with the heart not the head - so try and stimulate emotions - use
words to paint a picture of life after they've bought your product " Imagine
the freedom of no more back pain..." or "...money worries could soon
be a thing of the past, and you could soon be taking those exotic vacations...".
4) Does the headline grab and draw you in?
You've got to try to stop them dead in their tracks with the headline. Use the
best benefit of your product, and create interest so they read on. Make it hard
hitting, but not unbelievable.
5)Do you have a call to action?
People put off decisions, even if they're 90% sold on your product, they may
still decide to "sleep on it". Don't let them have time to forget
- give them an incentive to purchase now - discounts, bonuses etc.
6) Does your website load and function ok?
Slow load times may cause people to get impatient and go elsewhere, even though
it registers a visit. Do all links work, and more importantly, have you tested
your order page by running dummy orders?
7) Do you have any testimonials from satisfied customers?
Testimonials are everywhere online, and people expect them as a matter of course.
Ask those who have purchased what they thought -email them a simple customer
satisfaction survey, offer a freebie for replying and use the best comments.
If your product is free,try a testimonial swap with a seller of a complementary
(but not directly competing) product -offer to review his product if he reviews
yours.
8) Do you take a credit cards?
I shouldn't really have to ask this now should I? It's a plain fact that you
are going to lose a huge amount of customers if you don't accept them.
9) Are you absolutely sure there's a market for it?
Does anyone else sell anything similar -if so, there should be a market for
it. If it's a highly unique product, did you do a survey or market research
to see if anyone wanted to buy it? If not, canvass opinion from forums and newsgroups.
10) Is your website easy on the eye?
Strong colors can make text difficult to read -it doesn't matter how good your
offer is, if someone gets a headache looking at the screen there going to give
up.
11) Do you offer a guarantee?
Most people are wary of getting "scammed" online, so remove those
doubts - offer a guarantee. Make it as unconditional as you can.
12) Can you compete with your competitors?
Do you have any big competitors who are just cornering the market and "blowing
you away"? Are customers just visiting your site to "comparison shop"
and returning to your competitor to buy. If this is a possibility, try to devise
a unique selling point (USP) which differentiates your product from others -
perhaps you can compete on quality, benefits, or price. Emphasise the differences
and advantages of your product. Research your market and familiarize yourself
with what else is on offer. Then carve out a niche for your product.
Once you can honestly answer "yes" to all the above questions, it's
just a matter of constant fine-tuning until you get a decent level of sales.
You're never going to sell to everyone who visits your site, but you can do
lots to increase the odds in your favor.
I hope this helps in your future marketing decisions.
About the Author:
David Bell is Manager, Online Marketing, at
http://www.wspromotion.com/ , a leading Search Engine Optimization services
firm and Advertising Agency. |
