How To Convert More Sales On Your Website

One of the biggest mistakes that most online retailers make is they do not take into account typical buyer behaviour. The conversion from real world to online provides many benefits to the retailer, but present some real challenges for the customer because their buying decision is made more difficult in an online environment.

This means having a website needs to be more than having just an online catalogue.

What to I mean? Lets take the example of a recent client of mine who sells sterling silver jewelry.

Their site that was well structured; the items pages were neatly laid out, images were clear, add to cart button clearly visible and there was a short description of the item. There was a page with a 14-day money back guarantee, and a privacy page saying your details would be kept secure. But still sales were slow.

What was missing? What could be done to encourage visitors to purchase?

The answer is we need to stop and think about buyer behaviour. Lets think about the buying process when we are in a physical store.

If the sales person handed you a card with a picture and short description of the item, would you buy? What if they went one step further ? even let you look at the item through the glass counter top. Would you buy? Already we are providing more than the average website, but I bet you still have not said yes to buying.

What are the steps that we follow in our purchase decision process? First we would ask to hold the item. Even without asking the sales person a question we will be making evaluations based on the weight and feel of the item. Does the clasp look strong? If there are any gems, does the setting look well secured? How does it look against skin (fair, olive dark complexions)? These are just some of the subconscious questions we ask and answer during our appraisal, as we turn the item, hold it up against our skin or place on a finger.

If the answers are not instantly evident, we ask the sales person, who also provides encouraging comments about the item and your good choice.

So how does this translate to a web site?

Simply by addressing the natural flow of consumer assessment onto your web site.

Here are some basic steps you need to take:

  • Enhance your product descriptions; don't expect the image to sell the item for you. Describe how the item feels, smells, its weight. Are all items highest grade?

  • Make best use of images. If people try it on (jewellery, clothing etc) as part of the normal appraisal process, how can you best meet that need online? Do you need pictures of the necklace being worn on different skin types, or if clothing how does it look on different complexions and hair colours?

  • Tell people how they will feel by owning this item ? that they will they look a million dollars in that dress, they will attract admiring glances, that it will enhance off the colour of their eyes ? all designed to reassure the customer that they are making the right choice.

  • Make the returns policy statement with each item. Include it in the text perhaps like; 'we are so confident that you will be delighted this 'productname' that if you are not 100% satisfied, return within XX days for a full no questions asked refund".

    Implement these steps and you will see your sales rates increase.

    Visit our site http://www.plusone.com.au

    About The Author

    Copyright - feel free to reproduce this article in its unaltered form including this bio text.

    Matt Eliason is CEO of PlusOne -> Marketing, Media Communications. He has more than five years experience in online marketing ans runs many successful websites. Take advantage of this experience with a free review of your website. See www.plusone.com.au for details.

    matt@plusone.com.au

    In The News:

    • pen paper and inkwell


    cat break through


    Let Marketing Manage Your Website Content

    The definition of the phrase "Content Management" depends on what... Read More

    Bring Your Visitors Back Clamoring for More! Maintain and Improve Your Web Site Weekly - Part 1

    80% of your Web site is Maintenance!Once your Web site... Read More

    WYSIWYG Versus Coding: HTML With A Purpose

    After years of working with entrepreneurs who developed their first... Read More

    From Search to Sale

    The Internet car buyer is an elusive animal. Trying to... Read More

    Email Addresses in Web Pages

    You want to give your site's visitors a way to... Read More

    Build or Buy a CMS?

    Creating a content management system either from scratch,... Read More

    Art, Artists, and the Web:Part: 2--First Steps in Building an Artist?s Website

    What you should do and know if you are an... Read More

    Get a Website!, Register Your Domain!: To Website or Not to Website?

    If you're fairly new to the Internet scene, you may... Read More

    A Beginners Guide to Server Side Includes

    An Introduction to Server Side IncludesBeginner? That's OK!While much has... Read More

    Five Reasons You Have to Stop Your Web Site

    That's right. Your method, behavior and strategy you are now... Read More

    Selecting a Web Content Management Product

    So you want to take a look at a real... Read More

    Top 7 Reasons Why Your Business Needs a Website

    A website provides invaluable advantages for businesses who have one.7... Read More

    7 Golden Rules For Building Mini Sites

    First, an eye opener. Making your fortune through affiliate programs... Read More

    10 Tips For Running A Profitable Web Site

    1. Address your targeted audience on your business site. Example:... Read More

    You Cant Just Build A Website And Hope It Works!

    Like any area of business your website needs some effort... Read More

    Having a Portfolio on the Internet Can Help you Infiltate the Workforce

    If you're an up and coming graphic/web designer just out... Read More

    Do You Really Need A Website To Succeed

    Rosalind wants to share her inspirational poetry with a wider... Read More

    How Does Your Website Make Me Feel?

    When people think about the Internet, they think about technology.... Read More

    Getting a Web Site Can Be Fast, Easy, and Inexpensive When You Know Your Options

    So what do you do if need to get a... Read More

    Do You And Your Website Have Credibility?

    I recently received an unsolicited e-mail from some company offering... Read More

    New Years Resolutions: Is Improving Your Website One of Them?

    With the New Year upon us yet again, it's time... Read More

    Adding Word Rich Content to Your Website

    You have permission to publish this article electronically, in print,... Read More

    Direct Sales and Your Corporate Website - A Creative Marketing Plan that Works!

    Creatively marketing your corporate site takes time in the set... Read More

    7 Reasons YOU Need a Website

    1) A marketing necessityI still hear it said from time... Read More

    Using Psychology Easily on Your Website to Make More Sales!

    Psychology is a long word which everyone thinks, "no, that's... Read More

    So You Want To Have A Website

    So you want to have a website. You have gone... Read More

    User Interface Design: Key to Achieve Best Web Development

    From early days of www, the Internet sites that are... Read More

    Three Things Every Website Should Do

    When I started my company in 2002, I knew I... Read More

    Get Your Business on the Web

    I can't think of any business alive today that couldn't... Read More

    You Need a Website!

    No matter the size of your business, having a web... Read More

    Earn On Offshore Web Design and Development

    If you have some experience in web site design and... Read More

    Let Your Customers Redesign Your Website!

    When you purchase a new item from a Yahoo! Store,... Read More

    How To Keep Your Website Sticky

    Developing a website with content that entices visitors to return... Read More