Posts filed under 'Web Usability'
Here are a few things to consider to be successful selling products on the Web.
First have a great product or service, good marketing strategy, strong brand and a fair budget or plenty of time for Web marketing, including development, design and driving traffic.
1. Start by getting inside the head of the Web Visitor
- Why do users buy your product?
- How do they use the product?
- What do they tell their friends and family about your product?
- Look at what they do, more than what they say.
- Help the Web visitor meet their needs on your eCommerce site.
2. Navigation and Search
- Starts with the user connection with and branding on the home page.
- Communicate that the site is easy to use.
- Use a clear tagline and product photos on the home page.
- Develop consistent navigation menus and overall search capabilities.
3. Product Presentation
- Simple and clear product presentations.
- Great photos with bullet point details and lots of back-up copy.
- Clear pricing, including shipping options.
- Easy to see “Buy Now” buttons.
- Multiple contact methods.
What about the actual buying experience?
This is where conversion rates and sales can really be improved.
- One click to BUY and send shopper to the shopping cart.
- Give the option of registration or purchase without registration.
- Don’t force the pre-selection of menu items prior to purchase.
- Keep shipping fair and free as much as possible.
- Follow the expected standards for Web eCommerce.
- Drive repeat visits to your Website and use email to spark a purchase.
- Many people research thoroughly and consider more options.
Key action items
- Set a thorough process for tracking stats and usability on your eCommerce site.
- Don’t copy another site because you like it, do what helps users and drives conversions
- Realize that an eCommerce Web store is always under construction and being improved upon and set-up systems to do that.
- When in doubt, make things more simple.
This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.
February 3rd, 2010
How should a company talk about themselves on their Website?
- Always easiest to talk about yourself.
- Develop an “About Us” page.
- This is the place where people come to learn more about your company.
- Take it seriously.
- If done right, it can drive conversions.
- Users look for value first then want to learn more about your company.
- Opportunity to build trust and credibility.
- The “About Us” page reinforces the brand.
What should be included in the “About Us” page?
- Philosophy and business approach.
- Company history.
- Bios and photos of team members/staff.
- Client lists, case studies, and testimonials.
- Location photos.
- Videos, photos and other content that describe your company
But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.
Action Plan:
- Create, write or improve your “About Us” page.
- Make the “About Us” page visible on the main navigation.
- Get user feedback on the page and edit as needed.
- Include the items mentioned in this podcast.
- Keep the page current, review it often.
- Measure the stats and conversions from this page.
This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.
October 27th, 2009
Today we are going to discuss the “Contact Us” page. I am here with the CEO of Intuitive Websites, Thomas Young. Dennis McCarthy and Web marketing specialist Ray Cameron.
What is important about the “Contact Us” page?
• Every site needs a “Contact Us” page
• Often not take seriously enough
• It is a very important page, yet many sites don’t have one!
• Part of a conversion strategy
• It is hard to find on some sites
• It is the critical conversion point for many sites
What should be included in the “Contact Us” page?
The five ways to contact you:
1. Phone
2. Email
3. Form
4. Fax
5. Driving directions and locations
6. Additional items to drive conversions
How does the “Contact Us” page drive conversions?
• It is a conversion
• Users visit it for a reason
• Photos of contact people
• Hours of operation
• When someone will get back to the user
• Focus on action and less on content
What about for eCommerce sites?
• Having a shopping cart does not mean no contact allowed
• People should be able to continue to shop from this page
• Reinforce your brand or special offer
• Users should be able to call, fax or email in an order from this page
• Include a printable fax order form or secure submit form
• Make it easy.
What are the key action items for the listener?
• Include the “Contact Us” on your main navigation
• On every page of the site
• Track as a conversion and watch stats to the page
• Make totally easy and simple to use
• Conduct user testing, especially if you have a complex site
This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.
October 1st, 2009
Website marketing should have very strong ROI and Websites are investments. In this podcast we will explain how this process works.
Your Website is an Investment, how much should it cost?
- Build a Website: $5-20,000
- Market and maintain a Website $500-$1000+ a month
- Every dollar should be tracked and return measured
- You should see significant return or ROI
- The key is in how you establish and define return?
Conversion Strategy Defines Return
- Leads, sales, email subscribers and more
- Consider referrals, branding and competitors
- Small changes greatly impact Website ROI
Must Have Web Stats – Google Analytics and Goals
- Unique visitors
- Bounce rate
- Pages visited
- Traffic sources
- Time on site
- Conversions Goals and funnels
Action Plan:
- Set strategic conversions and offers
- Set-up Google Analytics to measure those conversions
- Build accountability through staff, external consultants and in meetings
- Set conversion goals and run numbers
- Expect a return and make it happen
May 26th, 2009
Intuitive Websites LLC provides free Website reviews. This podcast will review PlusMoreMedia.com that was brought our attention by one of our podcast listeners. Plus More Media provides creative media solutions that make an impact for your business. For over five years they have been helping clients improve their business through customer focused Web design, graphic design, and video production services.
Let's take a look at www.PlusMoreMedia.com
Website Audits Review Each of the Four Steps : When looking at a site we review all four of the steps to a successful Website.
1. Strategy:
2. Design and Development
3. Driving Traffic
4. Website Performance
Strategy and Design
- Message is not direct enough to tell us what the site is about in 5-10 seconds. Perhaps choose a tag-line that follows the navigation. Focus on Web graphic design and video production and show differentiation -what makes your company different.
- Professional design, clear navigation and layout.
- Suggested a rotator image to get across your message : a "big" image to communicate quickly what your business is offering.
- Simplify the home page and tell the rest of the story within the site. Scale back on homepage content.
- Focus on conversion point- they are using "Deal of the Month" , this is a good offer and shows a good impression. The offer should be duplicated throughout the site.
- Banners are often hidden to a users. Many graphics are often not seen.
Driving Traffic:
- The site is using very competitive and generic keywords. They are missing 'where you live' in the title tag to narrow focus. Use niche words.
- Resource tab is missing – place for free stuff and more content.
- Blog link difficult to find, on the New navigation. Did a good job putting the articles on separate pages. Long scrolling page, it would be helpful to make all links blue and underline. Brief description then lead to complete article.
- There is a lot of good content on the site, work on the organization and accessibility of it.
Performance:
- How many leads are coming to the site and how many are converted to customers? Difficult to find the Contact information. Recommend phone and Email on every page with prominent placement.
- Form on contact page is great but could add area to find out what the potential client really needs or present them an offer for completing the form. Add information when customer what time frame they will be contact.
- An About Us page with photos and information about the people that make up the company/service is what users want to see. People also want to see the client list and what you have done for them. Present credibility as well as the people/personal side of your business.
- Avoid blocks of text. Use bullets or at least headlines over the blocks of text.
Action plan
- Simplify and make content more direct.
- Make conversion points more visible and easily found.
- Focus the graphic images.
- More local focus and niche categories/keywords/strategy to drive traffic – use stats to help make these decisions
- Change conversion points to an "offer of the month" and reinforce that you have service to offer.
If you'd like your site audited go to IntuitiveWebsites.com.
March 27th, 2009
Next Posts
Previous Posts
