Website not selling? Twelve questions you should ask yourself
So your website is getting visitors, but not enough are buying.
A common online problem, unfortunately. Here are twelve common
faults found with websites that don't sell. If you answer no to
any of them, you need to take action. 1)Does your text focus on
emphasizing the benefits and the results the customer will get
from purchasing and using it? Sales copy needs to be focused on
the benefits to the end user, not on the features of the
product. List the features, and then translate them into
benefits the customer will get. Move away from "our Widget does
this, this and this.." to "You will soon be doing this .."
2)Does your website convey enough strong benefits? Brainstorm to
come up with a list of benefits. Rank them in order of
importance. Then mention them in order throughout the text, best
first. Summarizing them with bullet points too also works great.
3)Does you text stimulate the emotions? People buy with the
heart not the head - so try and stimulate emotions - use words
to paint a picture of life after they've bought your product "
Imagine the freedom of no more back pain..." or "...money
worries could soon be a thing of the past, and you could soon be
taking those exotic vacations...". 4))Does the headline grab and
draw you in? You've got to try to stop them dead in their tracks
with the headline. Use the best benefit of your product, and
create interest so they read on. Make it hard hitting, but not
unbelievable. 5)Do you have a call to action? People put off
decisions, even if they're 90% sold on your product, they may
still decide to "sleep on it". Don't let them have time to
forget - give them an incentive to purchase now - discounts,
bonuses etc. 6)Does your website load and function ok? Slow load
times may cause people to get impatient and go elsewhere, even
though it registers a visit. Do all links work, and more
importantly, have you tested your order page by running dummy
orders? 7)Do you have any testimonials from satisfied customers?
Testimonials are everywhere online, and people expect them as a
matter of course. Ask those who have purchased what they thought
-email them a simple customer satisfaction survey, offer a
freebie for replying and use the best comments. If your product
is free,try a testimonial swap with a seller of a complementary
(but not directly competing) product -offer to review his
product if he reviews yours.
8)Do you take a credit cards?
I shouldn't really have to ask this now should I? It's a plain
fact that you are going to lose a huge amount of customers if
you don't accept them.
9)Are you absolutely sure there's a market for it?
Does anyone else sell anything similar -if so, there should be a
market for it. If it's a highly unique product, did you do a
survey or market research to see if anyone wanted to buy it? If
not, canvass opinion from forums and newsgroups.
10)Is your website easy on the eye?
Strong colors can make text difficult to read -it doesn't matter
how good your offer is, if someone gets a headache looking at
the screen there going to give up.
11)Do you offer a guarantee?
Most people are wary of getting "scammed" online, so remove
those doubts - offer a guarantee. Make it as unconditional as
12)Can you compete with your competitors?
Do you have any big competitors who are just cornering the
market and "blowing you away"? Are customers just visiting your
site to "comparison shop" and returning to your competitor to
buy. If this is a possibility, try to devise a unique selling
point (USP) which differentiates your product from others -
perhaps you can compete on quality, benefits, or price.
Emphasise the differences and advantages of your product.
Research your market and familiarize yourself with what else is
on offer. Then carve out a niche for your product.
Once you can honestly answer "yes" to all the above questions,
it's just a matter of constant fine-tuning until you get a
decent level of sales. You're never going to sell to everyone
who visits your site, but you can do lots to increase the odds
in your favor. I hope this helps in your future marketing