Why Is No One Buying From My Website?
Are you, like many other website owners, frustrated
at the amount of time, effort and money you've put into
your website, only to see few or no sales?
Like most business owners, you probably know your products
or services inside out; you know the benefits of them,
and what they can give to other businesses or consumers.
And you probably paid good money for a website to promote
them. You may even be getting hundreds of visitors a
day to your website, but if this isn't converting into
sales, what's going wrong?
Here are seven tips to help you attract BUYERS to your
website, not just visitors.
1) Have a clear purpose
We all visit websites that leave us a little confused
about what the business owning them actually "does".
Is your website like this?
Statistics show that you have only 10 seconds to impress
your potential customer - if they spend those 10 seconds
with furrowed brow, trying to work out if you provide
the product or service that they need, you'll lose them.
Action point : Make a list of the things you want to
sell from your website, from the most important to the
least. Does your website show this?
2) Make your home page copy sparkle
It's all very well telling your visitor how great your
product or service is, but everyone wants to know What's
In It For Me? Use headlines and bullet points to tell
your reader how your products will benefit them.
Action point: Rewrite your home page copy to sell your
products or services from the visitor's point of view,
not yours .
3) Use testimonials
If you've supplied your products or services to happy
customers, then include a testimonial on your website.
If your business is local, and the person is well known,
even better! If you can get multiple testimonials, include
them on each page of the site, so your visitors read
great things that your clients say every step of the
way.
Action point: Email your top 10 clients and ask them
for a testimonial - then put it on your website with
a link back to theirs.
4) Keep your layout consistent
Make sure every page of your site is laid out in the
same way. If the text on one page is centered, when
all of the others are right justified, it makes your
site look unprofessional.
Action point - check every page of your site has a
consistent layout
5) Use colors and fonts for emphasis
Be sure that your site is easy to read - a local business
site I visited recently had maroon colored text on a
navy blue background - NOT professional and NOT legible.
Use different colors and fonts by all means, but sparingly
and for emphasis, not everywhere.
Action point : check your site to see if it is definitely
legible - and be honest!
6) Become a BUYER
Use your site as a visitor would - is it easy to find
the information you need? Is the path from the front
page to the order or inquiry form obvious? Are your
contact details obvious? Sometimes it's easy to miss
out important things - visiting your site as a buyer,
not the owner, helps you to see what's wrong, and then
fix it.
Action point : Visit your website once a month and
go through the buying or inquiry process.
7) Ask others
At NikkiPilkington.com we have a great service that
allows you to have 100 people visit your site and then
make comments on it. They'll tell you what they liked
about the design, how they rated the content, what put
them off, what turned them on, and whether your site
would convince them to buy your product or service.
For just £30 we'll send details of your site
to 100 people that have an interest in your industry
or product, and collate all of the findings into a report
after ten days. The report will be delivered to you
by email, along with the email addresses of any visitors
that wanted to find out more.
Recent comments from our reviewers include: “Would
have liked to have ordered, but link to order form didn’t
work”, “Spelling errors make site look amateurish”,
“Great site, have added to my favorites”,
“No contact details anywhere on site makes me wary
of buying from this company”.
Action point: email Nikki at nikki@nikkipilkington.com
to request your research campaign or to find out more,
then act on the results
If you have any comments or questions regarding this
article, please contact Nikki on nikki@nikkipilkington.com
About the Author:
Nikki Pilkington is owner of Milton Keynes based Internet
marketing company NikkiPilkington.com,
specializing in high search engine listings, successful
email campaigns and general e-marketing.
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