Whether you're plugging a real world business or selling something online, you have a right to expect results. If you're not getting results, it's probably because you have made some common online mistakes when it comes to marketing.
It's tough to make a commercial website pay off these days. Unlike personal or vanity websites who are happy to get a $15 check from Amazon once every couple of years, people who want to do serious business online expect to get a return for their investment. Whether you're plugging a real world business or selling something online, you have a right to expect results. If you're not getting results, it's probably because you have made some common online mistakes when it comes to marketing.
Most commercial websites have never heard of the golden rule of selling: LESS IS MORE! They try marketing too many products on their site and target an audience that's just too diverse to make any individual item or service a success. This breaks another rule of selling: TARGET YOUR CUSTOMERS. Targeted selling is always the most successful.
If a customer comes to a website looking for a computer to purchase, that's what they should find. A welcome page should feature four or five of your hottest selling items (not loss leaders). If you want to sell them, don't add ten thousand other links on the page for computer accessories, books about computers or banners for affiliate programs related to computers. If you also market accessories, make a one click link to another page with your top selling accessories. You will NOT sell MORE by offering numerous items on your page.
People staring at a computer screen who are ready to buy lose patience very fast. The more they have to click, the less sales you'll make. Keep product descriptions short and to the point. Ask yourself, what do most people who buy my products want to know about them? The answer is what should go into your description. Your payment method should also be fast and easy. If people have to wait for confirmation emails, deal with complicated shopping cart systems or face other buying hassles, they'll go elsewhere.
CLICKS are your enemy! Every time a potential buyer has to click on their mouse for more information or to checkout, you're going to lose customers. The idea is to KEEP THE CUSTOMER FOCUSED ON BUYING. A clicking customer is a confused customer. Eventually, they'll just give up and look for an easier place to buy. Statements about privacy, payments, shipping, shipments and terms of the sale should all be separate and no longer then two or three short sentences each along side of your products. Be sure to place your contact information in a prominent place. People hate searching for email addresses or phone numbers.
If clicks are bad, POP UP ADS are worse! If pop up ads are a part of your marketing plan, you have been given some very bad advice. There has been a real backlash against pop ups over the past couple of years and those who use them can be sure of losing up to half of their customers. People are simply disgusted with over-advertising online. Even using a pop up as people leave your site can mean the difference between being saved under their favorites for future purchases, or losing what might be good repeat or first time business.
Search engines, word of mouth and reviews have become the best way to get visitors. Email marketing is a thing of the past. If you want to have an opt-in list for customers that want updates on your products or services, that's fine. But don't make the mistake of using email to get customers. People hate unwanted email advertising. Instead, use a good submission program to get your site noticed by the search engines. Submit your site to reviewers who recommend sites offering a good deal. Offer free, short articles on how to better use and get the most out of the products or services you sell to ezines who have audiences interested in them. You can get a free list of article sites where editors look for free content at http://bkspeaks.cjb.net
Most sellers stumble over their own marketing philosophy. What sounds good and seems to make sense is not always what works in the strange and almost unpredictable world of online marketing. Stop thinking about how to make customers buy more and start thinking about how to sell more!
About the Author
A native New Yorker now living in Arizona, Bill Knell is a forty-something guy with a wealth of knowledge and experience. He's written hundreds of articles on a wide variety of subjects. A popular Speaker, Bill Knell presents seminars on a number of topics that entertain, train and teach. A popular radio and television show Guest, you've heard Bill on thousands of top-rated shows in all formats and seen him on local, national and international television programs.