Simple
Web Design Errors That Can
Single-Handedly Sabotage Your Sales
(Are
You Making Any Of These?)
While
the actual content of your web site is the single-most
important factor in making sales, simple web design errors
can sabotage those potential sales single-handedly.
Look
at it this way: Your web site is the only thing your customers
can judge you by. It is your store, your advertisement,
your salesman, your brochure, - it's all that and more.
It
must inspire confidence and demonstrate your competence,
professionalism, and personality.
To
illustrate the potential errors of an ineffective web
site, let's imagine a real store on Main Street, Anytown,
U.S.A.
From
the street you can see a sign hung on the front of the
store. It simply says, "Store". You follow the
path to the building - but can't find the door! After
pushing on different sections of wall, you finally find
a hidden door that opens up and lets you in.
Once
inside, it's pretty dark and hard to see except for a
few bright neon signs and a bunch of random flashing lights
that hurt your eyes. Once your eyes adjust you discover
a huge row of shelves with different products for sale,
but it's hard to read the product descriptions because
they're all written in a faint orange text against a bright
pink background. Squinting, you're finally able to read
them, but there's not enough information to interest you
in buying anything.
All
the products are randomly shelved: There is some interesting
discounted merchandise here and there, but it's mixed
in with get-rich quick schemes and Multi-Level Marketing
plans. You drop one leaflet that says, "Make $50,000
In 90 Days!" with disgust. When you finally find
something you're thinking about buying, you look around
but can't find a salesperson, and can't even find a cash
register. After much diligent search, you find an inconspicuous
sign telling you to mail a check to some P.O. box in another
country, and that in three weeks after your check clears
your product will be mailed to you. You wanted the product
today!
Confused,
you notice a flashing sign at the back door that says,
"Come in here! You'll love it!" Stepping curiously
through the door, you find yourself in a back alley with
a guy trying to sell you jewelry out of the back of his
car, and a hooker that wants to know if you're looking
for a party.
Question:
How long do you think a store like that would last?
Answer: Not long. - But there are thousands of web sites
like that plastered all over the web, taking up space,
clogging up the search engines, and making it harder for
legitimate offers to be found.
What
have we learned from this 'Twilight Zone' store?
1)
Don't make your intro page nothing more than your Logo
without a sign that says, "Click Here To Enter".
Better yet, put useful information on your intro page
so you're not wasting your prospect's time. Your competition
is a button-click away, and there's nothing more annoying
than waiting 45 seconds for some stupid logo to display
that doesn't provide any useful information.
While
we're on the subject, make sure that ALL links on your
site are clearly marked.
Don't
assume everyone knows that oftentimes pictures are links.
- They don't.
Don't
assume that everyone knows what a FAQ is. - They don't.
Write, "Frequently Asked Questions".
Put
a link to your ordering page and to your home page on
every page. It's insane to make it hard to find your ordering
page!
2)
State very clearly at the top of your index page and on
the top of every sub-page what the reader can expect to
get out of your site, and what the page they're looking
at contains.
3)
Lose the jerky animations. They're distracting and make
it hard to actually read what you're offering. When a
basketball player is making a free-throw show, why do
fans of the opposing team wave their arms wildly behind
the basket? -- Because it's distracting to the shooter.
Don't try to distract your readers from YOUR goal - which
is selling them your product.
4)
Lose the funky backgrounds. In fact, lose most ALL backgrounds.
The easiest combination to read is black text on a white
background. - Period. If you insist, there are some acceptable
backgrounds like off-white, light tan, cream, etc. . .
But if there is a watermark picture however slight, or
a faint pattern, it's harder to read, and you're hurting
yourself.
Backgrounds
can be used to spice up your site on the left-hand side,
or with your logo on top, etc., but leave your main body
of text black against a white background! (Break this
rule at your own peril.)
5)
Organize your products so that they make sense. The best
way to design a web site is to promote your strongest
product - your top seller - 100%, and then offer links
to your other products. It's hard enough to sell a prospect
on your best product. . . Don't confuse them by giving
them too many choices.
Special
Note to those who's web site is nothing more than a combination
of links:
I've
had many people contact me recently for me to evaluate
their site, and all their site consisted of was links
to other people's products that they had seller I.D. numbers
for to try to make commissions from.
While
there's nothing particularly wrong in doing that, (although
there is more profit potential in selling your own products)
they each had one thing in common: They were very anonymous,
there was no introductory paragraph introducing themselves,
telling who they were, and why the products they were
offering were valuable or even worthwhile.
Most
of them are probably not making many sales. The web is
nothing BUT links. If all you're offering is links without
any personal recommendations, why should anyone take notice?
How
link pages should be run:
Explain
how great the products are that you're linking to, what
they've done for you, how much success you've had with
them, how much the reader will love them, and why they've
got to have them!
Why
should your reader believe you? -- You've got to build
their confidence by showing your stuff. Offer them free
info, free reports, free stuff that makes them think you're
a cool guy or gal. (Or hermaphrodite - it's all so confusing.)
Then, when you've established their trust, tell them,
"By the way, I found this killer marketing package/
software program / sports drink/ Viagra substitute/ laxative
/ whatever - that really helped me out. I highly recommend
it. Click here to check it out!"
At
that point, they just might. Also: EVERY ONE of the products
you're trying to sell has to sound legitimate. If even
one sounds like a scam, they won't trust any of them.
If you were offering these:
What
do you think of these offers? To me (and most others),
the last two (Envelope Stuffing and some shady MLM claim)
would make me suspicious of the others. There's nothing
wrong with the first four (especially if you can't keep
your cats from urinating on your head), but people won't
believe ANYTHING you offer if even one thing you're promoting
is bogus.
6)
Make it easy to order! Just like you hate looking for
a salesperson at JC Penney's to ring up your high heels
and chain saw, your customers can't be bothered with searching
for an ordering page.
Put
a link to your ordering page on every page of your site.
Provide
as many ways to order as possible, and be as reassuring
as possible. (These are crucial elements and will be discussed
fully in a separate chapter.)
7)
Guarantee prompt delivery of your product. In the internet
age, no one waits to wait more than three minutes for
anything. Offer to send products out within 24 hours of
receiving an order - and don't wait for checks to clear.
If it's a high-end product, offer Overnight Express delivery.
If it's a software product, offer to email it immediately,
or offer instant download. The quicker you can promise
to get the product into the customer's hands, the more
likely they'll buy.
8)
Think twice about what sites you link to. Would americanexpress.com
have a link to some porno site at the bottom of their
web page? Would Ralph Nader have a link to a Multi-Level
Marketing scheme at the bottom of his?
Your
prospects judge you on everything because it's all they
have. Only provide links to web sites you'd be proud to
be associated with.
Conclusion:
Look
- Creating an effective website isn't rocket science.
Make it easy to read. Make it look inviting. It can look
very simple while still coming off as professional. When
in doubt, less is more.
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