Design Your Site For Success
Don't make the mistake of
hacking together a sloppy site.
Good site design is easy and will allow you amazing flexibility to
test and implement future ideas and
strategies.
What is good design?
It's got nothing to do with fancy graphics, flash animations or
dedicated web servers. Good site design for
ecommerce involves just 2 things:
1. Focus on the most wanted response for conversion (i.e., what you
want customers to do when they arrive at your site. This could be
subscribing to a newsletter or making a purchase).
2. Make your site easy to update so you can rapidly implement and
test new conversion ideas.
The problem with ecommerce websites is that too many entrepreneurs
think that fancy sites with flashy graphics and impressive
presentations will work.
They rarely do. When it comes to creating sites that sell, designers
are often your worst enemy. Here's what you need to know before
designing your site. Ecommerce websites need to be focused on
getting customers to respond in a specific way.
This is called the most wanted response or MWR. The MWR on a landing
page may be to get the customer to subscribe or make a purchase.
The MWR on a signup confirmation page would be to have the customer
download a free product or to forward your free gift to a friend.
The most important thing to realize is that each page must focus on
ONE most wanted response.
You must identify the optimal conversion path and lead your customer
down this path. For example, your main page may not be designed to
sell your product but to sell the customer on downloading a free 30
day trial. At the end of the 30 days, the customer then gets an
email offer attempting to bring her back to the site to purchase the
full version.
Once back on the site, the customer sees compelling copy explaining
why she needs to upgrade from a demo to the full featured product.
The conversion path of this site is as follows:
1.Customer provides email address and downloads free software.
2.Email sent to customer after 30 days to bring her back to site.
3.Customer reads site copy to sell her on making the full purchase.
On a site like the one above, the conversion path is well defined.
Each page is designed to get the customer to accomplish a specific
action.
An example of a bad site is one which offers the customer multiple
options and multiple paths. This almost always reduces conversion
rates.
Keep every page on your site focused on generating a single action
from the customer.
Bjorn Brands is a
successful entrepreneur who transitioned from having his own
building company to a great online business. Check out his site and
see for yourself how he can help you do the same at
http://www.moneyacces.com
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