Is your website working for you? Do you know the answer to this question? Have you tested it?
Most people build their website and then do nothing with it. They somehow expect that because they built it-customers will come. In most instances, this will not be the case. To launch and effective online campaign you must monitor and test your website to get the maximum benefit from it. Ultimately, your website should be an essential element of your sales force helping to generate prospects and leads.
The purpose of this article is to give you some ideas as to how one goes about testing their website by making some changes to web page content or web page design and gauging the effectiveness of these changes.
Here are my 8 tips for effective web sites:
1. Change the headline. Why? Headlines are very important. If your site visitor doesn’t like the headline, they probably will not read any further. One approach is to express your main message in a headline that is worded in terms of how your product or service is of benefit to the customer, instead of focusing on product features. Use headlines from major publications to get ideas.
2. Change the position of products/services on the page. Prime positions get more visibility so your high profit items should go near the top.
3. Test different offers to see what works, e.g. a one-month free trial, buy-one-get-one-free, pay in installments, etc.
4. Test high, low and odd pricing. Odd pricing is prices which end in the numbers 9 or 7 which tend to sell better. You can also offer standard and premium versions at different price points.
5. Try different “calls to action.” The call to action is what you want the visitor to do next. Some examples are: “click here to sign up for our newsletter,” or “Learn More.”
6. Add testimonials from satisfied customers or those who hold name recognition in a relevant industry. This could be in the form of a text letter, or video. Don’t forget to have a system in place to collect testimonials.
7. Give the customer reasons to act quickly. Put a time limit on an offer.
8. Change some design elements. Changing pictures and/or colors, and adding bold text has also been shown to influence visitor behavior.
On the many websites that I have worked-I have seen how making just small changes can improve business, web traffic, newsletter subscriptions, and even result in more cross-selling and up-selling. But don’t take my word for it-try implementing these 8 action steps on your web site and see for yourself if you can boost your results on your web pages significantly.