The Very First Steps To Increasing Web Sales

by 2 11/29/2011

That’s the goal right?

Forget traffic and retweets.  Google rankings and Facebook “Likes.”

Increase my web sales every day of the week and twice on Sundays.  But how do you get started?

We asked our Crazy Egg Marketing Experts the first steps they take in increasing web sales:

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Angie Schottmuller, Interactive ArtisanBefore I focus on conversion optimization, I evaluate conversion barriers. Basically, if a user was pretty certain they wanted to buy the product, what would prevent them from completing that task?

Common Conversion Barriers:

  • Incomplete product description/specs
  • Inadequate/missing product imagery
  • Required creation of an account to checkout
  • Too many steps to complete a checkout
  • Hidden/delayed costs/fees display (i.e. shipping, parts, etc.)
  • Inadequate/missing secure site certificate and trustmarks
  • Slow page load

Once barriers are removed, optimization of factors like copywriting, prominent/clear call-to-action, UGC (reviews/ratings), enhanced digital assets (video, image sets, image zoom, etc.)
~Angie Schottmuller, Interactive Artisan

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Adam Kreitman, Words That ClickHere are the first things I look at:

  • Does it offer something that people really want to buy? (This may sound like a flippant comment, but some business owners make the incorrect assumption that there’s a big enough demand for what they’re selling.)
  • Does it have a clear USP that differentiates it from the competition?
  • Does it look like a professional site run by a reputable company that people would want to do business with?
  • Is it crystal clear what (simple) steps a user needs to take to complete a transaction?
  • Is there a strong call-to-action?

~Adam Kreitman, Words That Click

Naomi NilesThe first thing I look at is “the big picture.” I like to work from the outside in. So, I look at major issues that are failing first. These might be things like unclear branding, no unique value proposition, usability problems, technical issues, etc.

After that, I’ll typically start as close to the sale as possible. That means, if I’m working on an e-commerce site, I’ll look at ways to optimize the checkout process first before moving forward.
~Naomi Niles, ShiftFWD

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Danny Iny, Firepole MarketingThe first thing that I’d want to know is who is the customer that is being targeted, and do they in fact have the need and means to buy whatever the site is selling (you’d be amazed at how often this is overlooked). Then I’d want to know where the traffic is coming from, because that will tell me how “warm” they are, and what sort of a selling job the website needs to do in order to close the sale. Only then should you look at the actual site, and see if it is doing the job that it is supposed to be doing.
Danny Iny, Firepole Marketing

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Sherice JacobI have a whole list of things I evaluate, but the main things are:

  • Navigation: Is it easy for people to get around the site AND get back to where they were?
  • Call to action: How straightforward is it for the visitor to take the action you want them to take?
  • Support: Who do I get in touch with if I have questions? How do I do that?
  • Pre-sales and After-sales service: Many sites lack both these crucial things. They simply send a little “thank you” email and that’s it. Customers need to feel like their order is valued, and need to know approximately when to expect it, what’s included and so on. Follow up could mean the difference between a returning customer and one who shops elsewhere!

~Sherice Jacob, iElectrify

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Joseph PutnamThe first thing I evaluate is how much clutter is on a site.

I ask this question: Is there anything that can be removed from the site without taking away from the users experience? It’s easy for information that’s been added as a placeholder to take attention away from the step you’d like customers to take. So what can be removed to attract attention back to the most important action a customer will take?
The next thing I evaluate is the goal is for each page. Is it to get visitors to click through to learn more about the product? Is it to get customers to call in for a free consultation? Every page is different for each business, so the right goal needs to be identified for each page.

Next, I consider what actions customers should take in order to move through the sales funnel and make sure calls for those actions are easy to find and clear to use.
~Joseph Putnam, BlogTweaks

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Demian FarnworthAre they communicating clear benefits to the customer? Do they have a clear and compelling offer? And are they asking for the order?
~Demian Farnworth, The Copybot

 

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Cori PadgettClarity of purpose (is the website overly busy or focused on just a couple quality methods of revenue), visitor usability (is the site easy and logical to navigate), and is there any sort of call to action (people need to be told what you want them to do).
~Cori Padgett, Big Girl Branding

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What are the first steps you take to increase web sales?  Leave your answers in the comments!

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2 COMMENTS

Yener

Hello All,
We are a small business selling famous British children shoes in Turkey. What helps our sales is constant reminder of the benefits of our products to the customer (almost on every page). We also tracked the best landing page through the Google Analytics and really improved the look and links on this page.

We are also emailing our current customer every three months – something offering a discount, sometimes a chance to win a pair of shoes or we email them cut outs from the media.

Please have a look at our website and if you have any comments or suggestions it would be very much appreciated.

November 29, 2011 Reply


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