Is your website generating little or zero sales? If so, you are obviously missing out on some serious opportunities to grow your business. Building a website is not one those “if you build it they will come” sort of things. Getting the website up and running is just the first part in attracting leads online. If your website is not working for you, try these things.
- Clarity is key.
When Internet users visit your website, right away they should be able to tell what kind of business you have and what you do. There shouldn’t be any guessing and confusion on the user’s part.
- Engage, engage, engage.
Your website needs to pull visitors in and engage them be it with clever copy, catchy images, or hard to look away from videos. According to HubSpot, shoppers who view video are 1.18x more likely to purchase than non-viewers.
- Save the jargon for internal communications.
Your website needs to have copy that speaks the language of your target audience. While certain words may make sense in your industry and among staff, they may leave prospects feeling confused. Get rid of any jargon. Oftentimes, we are so deep into our industries that what does not come across as jargon to us does to others, therefore, it’s always a good idea to get an outsider’s perspective; ask a friend to review your website and tell you what they think.
- Test page loading times.
In my recent Huffington Post article I noted: 40 percent of Internet users abandon a web page if it takes more than three seconds to load. There are tools like Pingdom and WebPageTest that you can use to test loading times. Oftentimes coding structure and high media bandwidth can slow down webpages.
- Create valuable content.
This goes back to tip No. 2, engaging. When creating content, consider the needs of your target audience. Sure, you have products and/or services to sell, but how you portray those offerings is key. Speak to more than just features. Talk up value. Why should people care about what you are offering? What sets your products and services apart from the competition?
- Find out what the problems are first hand and solve them.
If you can’t find anything wrong with your website, go straight to your existing customers. Ask them to review your website and give you feedback. Perhaps in return for their time you can reward them with a gift certificate. Getting feedback can be small scale – sending out online surveys. Survey Monkey is my favorite survey tool – a basic plan that allows for 10 questions and 100 responses is free to use. If you have the resources for it, on a larger scale you could hold a focus group.
- Checkout needs to be seamless.
According to Forbes, shopping cart abandonment is as high as 80 percent! The same Forbes article also noted that “annoyed at complicated checkout process” is the No. 1 reason people abandon their shopping carts. Here are some ways to improve your checkout process, as suggested by the writer:
- Make checkout mobile friendly. AdWeek noted that 55 percent of people in a Facebook study said they buy via mobile because of its convenience while 55 percent said they would be more likely to shop online if they could do so across more devices.
- Use a progress indicator – it shows the stage the buyer is at during the checkout process.
- Be generous with payment options. PayPal is desirable to a lot of consumers but as a business, it’s not always the most cost efficient option. In being generous with your payment options allow consumers to pay by various credit cards: Visa, MasterCard, Discover, and American Express. If you are not interested in taking credit cards because of credit card processing expenses, check out companies like Red Bank based Priority Payments Local for cost savings.
If you are still having problems with your website, feel free to shoot me an email at email@example.com.
Marisa Sanfilippo is a journalist turned award-winning marketing professional who has more than six years experience developing and executing marketing campaigns for small and medium sized businesses. Her work has been featured on Huffington Post, Social Media Today, Business.com, Patch, and other publications.