|
|
|
| |
How Would You Feel If You
Attracted 100,000 Visitors To Your Web Site
This Month - And You Didn't Make A
Cent?Unfortunately that's the position many web
owners find themselves in. They've paid for a
site, paid for traffic, and yet they can't make a
sale. So what's the problem?
At JSL we've
come across this situation so often we've begun to
think it's the norm. So we put together a
mini-questionnaire to help web owners pinpoint
what's hampering their site's success.
If
you're frustrated with your site's performance,
here are some questions you need to ask
yourself:
Site
Design:
- Is there too much animation on your site?
- Is it filled with too many unnecessary
graphics?
- Are your images oversized?
- Is the site too slow to load?
- Does you site have navigations problems?
- Is your home page too cluttered?
- Do you have too many choices in no
particular order?
- Does your visitor feel confused and unsure
of where to go first?
- Are you frustrating her to the point that
she'll most likely click to another
site?
Product
Issues:
- Are your product images clear?
- Do they present your products in an
appealing way?
- Do your products look dull or shoddy?
- Is there a real market for your
products?
- Are they superceded or outdated?
- Are they good quality or mediocre?
- Are they overpriced in comparison with your
competitors?
- Is your range large enough to provide a good
choice?
- Do you offer too many choices that overwhelm
your visitors?
Page Content
and Ad Copy:
- Is your text straightforward and to the
point?
- Are your pages poorly written and
confusing?
- Is your site little more than an online
catalogue with no content?
- Are you focusing too much on your company
and not enough on your visitor's needs?
- Have you answered your visitor's "What's in
it for me?" question?
- Does your ad copy put your visitor in an
"open to buy" frame of mind?
- Have you demonstrated to your visitor why
she should buy from you and not your
competitors?
- Are you offering any useful information or
are you doing a hard sell?
Traffic
Strategies:
- Are you delivering on the promises in your
ads or other traffic-building strategies?
- Are your traffic-building ploys
intentionally deceptive?
- Are you attracting primarily unqualified
traffic?
- Are you trading links with irrelevant
sites?
- Will your visitor be thankful that she found
your site?
Payment
Facilities:
- Do you offer an online payment facility?
- Is your payment facility secure?
- Is it too difficult to locate or work
with?
- Do you offer an offline payment facility
(for example, a fax order form)?
- Is your payment facility outdated (fax
orders only)?
As you
can see, there are a number of areas to consider
when looking for the source of your web site's
underperformance.
In summary:
People
need to be looking for what you offer – there's no
point in attracting tons of general visitors when
they aren't in the market for what you sell.
High traffic volume on its own is worth
nothing.
When visitors reach your site,
they need to see at a glance exactly what's on
offer. They need to find what they're looking for
quickly and easily, and make a purchase safely and
efficiently.
Roadblocks at any step of the
process will lose the sale for you, and once your
visitor clicks away, chances are they'll never
return.
|
|
|
|
 |
|
