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Even though the majority of websites are designed with the most attention going to the layout, programming and testing – you should actually plan your website backwards. What exactly does that mean? It means paying the most attention to the things that are usually thrown in at the “last minute”…
Generally, when websites are designed or redesigned, there’s a lot of focus on the design and layout, and very little to the end result – which should be to sell your product or service.
Not surprisingly, many website owners are surprised to learn that many of their customers abandon the site at some point in the ordering process.
How does this happen? It happens because of a lack of planning and attention to the critical parts of a site – the parts that are usually overlooked until the very end – such as copywriting and content, ordering and landing pages.
1. Copywriting and Web Content – Website content is often hurriedly thrown together just to have “something” up on the page until a later time when it can be given a kind of sales makeover. Unfortunately, that time usually never comes.
Ideally you’ll want to hire a web designer who not only specializes in search engine friendly design, but also provides sales copywriting services for your website – so that you get the best of both worlds without the higher price tag that many copywriters charge.
Your website content will be what your visitors will scan in order to evaluate if you’re worth doing business with. Make it count!
2. Consider the Complete Ordering Process – Making a purchase shouldn’t have to be a major headache for your customers. And, although you may think your ordering process is simple and straightforward – your customers might have trouble finding out how to check out, how to add an item to the cart, where to enter their credit card number and so on.
Or they may just not be comfortable placing an order yet. They wonder if their transaction information will be safe, or if you’ll share their contact details. There are lots of reasons why customers ultimately abandon their shopping cart – far too many to list here.
Consider taking things like ease of use, security, privacy and optional registration into use when working on your ordering process. It’s a nice addition to have coupon codes nearby as well (people often go off-site to find them).
3. Landing Pages – Your landing pages are used mainly in the search engine results, and if you have a pay-per-click promotional campaign going. These are the pages that, when the customer searches for something specific, come up in the results.
Landing pages are almost always the most “rushed” part of a site. And unfortunately, that’s the one area you don’t want to just slap up online and hope for the best! Landing pages are almost like separate parts of your site altogether, and it’s important to make them count – or you’re wasting your money.
Make your landing page as un-cluttered as possible. That means removing unnecessary site navigation and focusing on the product the user searched for. You can add related products below it, but don’t give them any reason to go elsewhere on your site just yet. They’re focused on a certain product and want to make sure you’re the “right” place to buy it.
For more information on improving your landing pages, see How to Create Landing Pages that Double Your Sales – Almost Overnight!
http://ielectrify.com/resources/internetmarketing/landing-pages-double-sales/
The purpose of marketing is to generate demand. I’m reminded of the Calvin Coolidge quote: “Mass demand has been created almost entirely through the development of advertising.”
We forget that the purpose of all elements of a website is to persuade our audience to take ACTION. Each piece must be examined to see whether or not it contributes to the entire process. Thanks for sharing your thoughts!