Small Business Tips: How to Sell More on the Web

Small Business Tips: How to Sell More on the Web Isabel M. Isidro Managing Editor, PowerHomeBiz.com www.powerhomebiz.com Twitter: @powerhomebiz Facebook: www.facebook.com/imisidro

Turning Visitors to Customers
Getting visitors to your website is one thing; turning them into customers is a whole different ballgame.
If you are selling on the Web, you need to be able to do both well. You need to be able to attract more visitors and then turn them into customers.

Factors to Entice Visitors to Buyers
Simplicity or ease of use of web site
Attitude and accessibility
Responsiveness or the quality, speed and helpfulness of customer service
Transparency of policies including privacy and return policies
Selection and presentation of products

Challenges of Small Online Retailers
Lack of technology
Limited personalization and customization
No data mining capabilities
Limited capability to boost site efficiency
Cannot take advantage of economies of scale to lower costs
Smaller marketing budgets
No multichannel marketing

Tips to Increase Sales
Get the right traffic
Build customer confidence
Improve product presentation
Maximize after-sales opportunities

Get the Right Traffic
Identify your Unique Selling Proposition (USP)
Seek qualified traffic – visitors that are genuinely interested in your products
Generate good visibility and reviews from shopping comparison web sites (Shopping.com, Epinions.com, Bizrate.com, etc.)
Sharpen your landing pages

Get the Right Traffic
Get your web pages ready for the sale
Analyze your web traffic
Reduce load times
Your site search is your best friend: examine what visitors are searching in your site

How the Big Boys Do It: Home Depot Keep customers engaged by showing them and explaining to them why they need your products HomeDepot.com provides articles, videos and how-to guides to inform their customers and make their site a go-to place for information pertaining to their products

Build Customer Confidence
Demonstrate that you are a real business
Include an “About Us” section
Put your contact email information and a telephone number
If possible, include your physical address
Put a human face to your business: consider putting in photos of your staff (if any)
Create a section where all your press mentions

Build Customer Confidence
Get a toll free 1-800 number
Provide evidence of your products’ success
Give customers signals of protection and safety
Consider creating a “first-time visitor” page
Clearly specify your return policies
State your privacy policy
Respond to emails quickly
Do a spelling check of your web site

How the Big Boys Do It: Target.com Add to Cart is located above the fold in an eye-catching red and prominent size Price is highlighted using big, red fonts, with availability clearly indicated Featured campaigns as well as Clearance prominently displayed even in product pages Several photos of the products are included, including how it can be used

Improve Product Presentation
Lead the visitors to your sales funnel
Make it easy for visitors to use and buy from your site
Design your site in such a way that visitors immediately know what you are selling
Entice customers to buy
Highlight special promotions or hot new products
Show best selling products

Improve Product Presentation
Avoid intro, splash, or entry pages
Pictures sell: Invest in great photography
Clear, clean, big and devoid of any distracting backgrounds
Write compelling sales copy
Make your call to buy signals consistent and prominent
Use an Upsell Page

Copy focuses on benefit: “Flattering fit – guaranteed” How the Big Businesses Do It: LL Bean Key Features offer bullets of supporting benefits Add to Bag uses a different color that makes it pop from the page

Maximize After-Sales Opportunity
Maximize cross-sell opportunities
Include in your confirmation email other items they may like, as well as mailers included when the product is sent.
Give customers incentive to buy again from you
Provide return and money-back policies
Consider a loyalty program

Read the article “ How To Sell More on the Web: 30 Tips To Increase Conversion Rates For An Ecommerce Site” http://www.powerhomebiz.com/092006/ecommerce.htm

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Small Business Tips: How to Sell More on the Web

by PowerHomeBiz.com on Dec 24, 2009

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Small Business Tips: How to Sell More on the Web — Presentation Transcript