As hard as it is to get customers and viewers to your website, it is easy to let them get away when you don’t have a proper page to keep them there.
Sure, you may have a stellar remarketing campaign and your social media following is through the roof, but what if when a customer or guest makes it to your website and they can’t even navigate it? Is it cluttered with too much information or products from the start page? These are the issues that you have to worry about when you’re beginning your campaigns in attempt to increase your conversion rates.
Half the battle is getting people to your website, but that’s not the end-game for making a sell. First of all, while your advertisements are great and could be very effective, they are more like the picture of a person on a dating website. Sure, it’s a small look at what you’re getting, but there’s no substance and no personality to go along with it.
Advertisements are previews (teasers) that will draw everyone to the main attraction, giving them the ultimate first impression once they get the full thing. That’s why as much time as you put in on your advertisements and marketing campaigns, your website should receive just as much, if not more attention than those other factors. Having an interactive, easily navigated, accessible website could be the difference from a new customer and a bad review.
Simply put, there are things that you need to be sure of when you’re building up your website in order to ensure that people will have no problems when they visit to make a purchase of some sorts.
Organization - What good is an online business if people can’t find the proper buttons or categories to make that purchase? Sure, you could be providing the best quality items on the internet with excellent customer service, but does it matter if people can’t properly navigate the website to get the information they need? Have everything of importance — including contact info, categories, deals, etc. — in an easy-to-find matter so your potential customers don’t have to spend more time looking for information than they need to.
Highlight Focus – The best part about building and operating your own online business and website is that you know exactly where you want the focus to go when people enter your site. Say you have a huge new deal or some blowout savings that you know for a fact you can profit from; it’s in your best interest to make those deals and products the focus of your initial home page. Sliding images, BIG CAPITALIZED LETTERS, bold font; make sure that people see your biggest and best factors that you know they will love and you can make a profit off of.
Simple – Your website is designed to entice customers with the products you have and the service you provide. It is not necessary to go too far on your website design when you go above and beyond to please your customers through every purchase or inquiry they make. No need for a Flash laser-light show when someone enters your website to keep them involved; keep things simple, it’s for the better.
First impression is a key to success; don’t let it slip away.
Image credit: Robert Couse-Baker on Flickr