Experts have identified specific, simple strategies that can increase your chances of creating a Web site that sells. Questions you should consider when creating a new site or evaluating an existing site include:
- Is the layout organized well?
- Do pages load quickly?
- Is the color scheme appealing, and does it suit your target market?
- Is it easy to navigate?
- Are customers' potential questions answered for them on the site?
- Is your ordering process simple enough?
- Can customers find your site with a simple keyword search?
Action Steps
The best contacts and resources to help you get it done
Keep the navigation simple
If your navigation system isn't clear, customers will get lost on your site. And if they can't find what they want quickly, they'll click to another site that's easier to navigate. It's best to create your navigation system before you start designing Web pages.I recommend: Consider a variety of navigation structures and menu styles, but always try to keep your most important pages only one click away from your home page when possible. SmartWebby.com offers a series of Web site navigation tips.
Choose the right design
Organize your information so potential customers can scan it quickly without having to read huge blocks of text. While larger amounts of text may suit some sites (service-oriented sites, for instance), product sites are better served by shorter descriptions coupled with images.I recommend: Make Web site design easier with software programs like Adobe's Dreamweaver or Microsoft's FrontPage. Take advantage of design help from hosting services, such as Network Solutions and GoDaddy.com. Find Web site templates at SmartWebby.com.
Make pages load quickly
Nothing frustrates potential customers like a slow-loading page. Large, high-resolution images are often the culprits behind a sluggish page load. To speed up loading time, optimize your images.I recommend: Follow a tutorial on how to optimize your images at MonsterSmallBusiness.com, then test how fast your pages load with WebSiteOptimization.com's free Web Page Speed Analysis tool.
Choose the right color scheme
Different colors have different connotations, and different effects on customers' buying habits. In general, the colors you choose should reinforce your brand. If your logo, letterhead and business cards feature blue, use blue on your site.I recommend: Research color schemes being used by your competitors and by successful sites featuring products similar to yours.Discover general color associations that will help you choose a color scheme for your site.
Anticipate customer questions
If you don't answer common questions about your products or services on your Web site, visitors will have to wait for a response before making the decision to become a customer.I recommend: Create an FAQ page for frequently asked questions about your business, and make it easy for potential customers to contact you. Some contact options include providing a simple email form on your site, offering live chat assistance or offering phone support.
Speed up the ordering process
The simpler your ordering process, the more likely potential customers will buy from you, especially on a repeat basis. Avoid forcing visitors to make unnecessary clicks and offer them a variety of payment options. The right shopping-cart software can streamline the ordering process.I recommend: Popular shopping-cart packages are available from ShopSite, GoEcart and 1Shoppingcart. A good option is to allow customers to pay using their Paypal account, a credit card or bank account.
Make your site easy to find
Even if you've built a killer site, it won't be successful if customers can't find it. Invest in search engine optimization to ensure that customers can find your site with a simple keyword search.I recommend: Test keyword search using Overture. Enter a keyword in the tool to find out how often the phrase is searched and to receive a list of similar keyword phrases and their own search rankings.
Tips & Tactics
Helpful advice for making the most of this Guide
- Offer product and service details and specs so customers can make a buying decision right away.
- On a product or service page, recommend additional related products or services to attempt to increase customer orders.
- Offer online-only promotions through your Web site to encourage first-time buyers.
- Offer coupons or other discounts to repeat customers.
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