Are you selling something on your website and not generating enough sales? You already know it takes effort and resources to drive traffic there. Perhaps you’re generating visitors and potential customers/clients via online channels such as pay-per-click advertising, search engine optimization, joint ventures, email marketing, social media marketing, display advertising, webinars, etc. And/or, perhaps you’re using offline channels such as direct mail, radio, seminars and infomercials to gain visitors.
Regardless of how you get potential paying customers to arrive at your website, the following six basic mistakes reduce the likelihood those hard-earned visitors will buy your products and/or services.
1. No prominent phone number. Displaying your phone number prominently not only provides a way for potential purchasers to get questions answered when they are read to purchase, in some buyers minds, it’s a credibility assurance knowing the phone is readily available, just in case they have a question after they buy.
2. You’re not attempting to gain email info from visitors who are “just looking.” Most visitors are not going to buy now. But if you offer something of value to these visitors in exchange for their email, you can send them marketing messages into the future to inspire them to buy with a sale or to stay on their radar screen until they are ready to spend their money. (Check out What Are YOU Giving Away For FREE?)
3. Your pages are text heavy instead of visually enticing. Pictures, graphics and videos can convey the benefits of your products and services more effectively and more interestingly than words – and are less boring to boot. If you are trying to sell stuff with too many words and few images, you are losing sales.
4. Your call-to-action buttons, such as “BUY NOW” or “ADD TO CART” blend in with your site and do not pop out with contrasting color to make it easy for visitors to get the goods instantly when they are ready to buy.
5. If you sell a lot of products, and your navigation bar is not segmented into logical and instantly recognizable categories, then you are forcing visitors to read every link to find what they want. Which means some percentage of your visitors are clicking away to another site where the pickings are easier.
6. You don’t implement cross selling and/or upselling for your products, which means your average sale amount is considerably lower than it should be.