Increase online sales with a modern website
Small businesses must convert visitors into buyers online and in stores. Sometimes all this takes is changing a small detail or doing something just a little better. Online stores make it easy for business to update their sales tactics constantly.
Your website headline is the first message visitors see about your business. Make it grab and hold their attention and compel them to read more about your product. “Benefits-oriented” headlines highlight a problem the audience faces and stresses the main benefits your products or services provide to solve the problem.
Small businesses are about passion for a product or service. The “About Us” page is the most-visited on any site. Use it to communicate the story and the passion behind your company. Include information about your credentials and experience that qualifies your business to solve the target audience’s problem.
Words matter, especially on small business websites. For instance, the word “my” is more effective than “your.” The word “my” indicates something already belongs to the visitor, making them more likely to stay on the site. Use action words on buttons. Instead of a “submit” button try one saying “get instant access.”
Post free offers and incentives on your business website and emphasize them throughout the site. Add “100% Free” or “Free to start” phrases in the site headline if you can. Towards the end of the sales copy, instil a sense of urgency to buy now. Your site might offer limited-time discounts, bonuses to buy within a specific time frame, or bonuses for quantities purchased.
Home page content needs to elaborate about your headline problem and the product or service solution. Educate readers about the problem and about the solution. Your site should help the reader feel confident you understand the problem and are capable of solving it. Real customer testimonials telling how your small business helped them are very effective on the Home page. Balance your sales pitch with engaging, relevant content such as how-to articles, insider stories or white papers.
Personalise product recommendations by indicating when something is “new” or “just for you.” Focus on customers by changing words like “I,” “me,” and “our” into “you” and “yours.” Customers want to feel special and valued. A loyalty program helps you provide exclusive rewards, special offers or even birthday discounts.
Small business owners may be surprised how much seemingly small details make a big difference in sales conversions. Changing the colour of buttons or moving phrases to another side of the page may impact sales, for instance. Orange buttons like those used on Amazon and eBay seem to encourage people to buy more.
Format pages and copy so that important words and phrases catch the attention of readers. Use bold text, italics or small amounts of highlighting to emphasize the biggest benefits of your product, or use bullet points to stress key points. Vary the length of paragraphs and sentences to prevent the page from looking dull and uniform. Leave the right side of text blocks “ragged” rather than “justified” for the same reason.
Insert sub-headers that play on key messages. Occasionally you may centre short but important phrases or sub-headlines to further illuminate them from the body of the text. Test-market your small business website to discover what layouts, designs and combinations attract the most visitors and make the most conversions.
Keep the design of your site, your content and your advertising consistent online and in print. This tactic helps potential customers learn your “brand” or “image.” You should be persistent and give customers many opportunities to sign up for your email list. Put the sign-up button on every page of the website.
Be wary of using videos on your site. Research shows visitors leave after 90 seconds if they become bored by a video. The focus of your website is keeping visitors there as long as possible, increasing the chances of a sale. Sharpen the focus of your product labels and badges. Mark products as “Featured Email Product” or “Subscriber Exclusive” and test whether this increases click-through rates or average order values.
Where you place items on your page matters more than one might think. For Western audience, videos and images have more impact on the left of the page, and the call to action performs better on the right. Place your “opt-in” button strategically at the top left of the home page. Visitors’ eyes naturally land on that spot. Consider using “hover ads” to place opt-ins or special limited-time offers directly before the target audience.
Good-quality images make products seem more tangible. Highlight the product value and benefits briefly, followed by the image. Experiment with placing images high on the page vs lower and closer to the call to action. See what happens if you place images on the order page or use no images at all. After each test, analyse sales and learn where images have the most impact with customers.
Always use good Search Engine Optimization (SEO) tactics on your business website. Use meta-tags effectively and help search engines and customers find the site. High search engine page-ranks ensure people see your site before others. Analyse tags and keywords regularly to keep them effective. Study abandonment of shopping carts on your site and work to find out why customers are leaving the process. There may be problems in the checkout, navigation problems or too many pages to click through to complete a purchase.
Leverage SEO methods to bring traffic to your site, reach a broader audience, and keep content relevant and search-engine friendly. Pay attention to customer clicks using site analytics to learn why visitors behave as they do. Fix problems promptly and work to bring customers back into the buying process.
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