It will soon be Christmas. Whether Christian or not, that
means one thing to online vendors everywhere: BIG SALES!
But is your site *ready* for Christmas?
Let me explain what I mean.
As webmaster of a UK shopping directory I get to review many
online shopping sites. I take about 60 seconds to decide
whether the site gets added to my shopping directory (or
not).
And what I look for, in those crucial first seconds, is what
YOUR site-visitors look for too. They're thinking 'Can I
trust you?', 'Do you sell what I'm looking for, and do I
want to buy it here?' or 'Do I just want to
somewhere else?'
The bad news: I am more patient than your site visitors!
The good news: you just need to make a few common-sense
changes to your site, for it to be ready for customers this
Christmas
(Results from a study undertaken by Anderson Consulting -
done before they changed their name!! - help illustrate my
point. Their figures still make interesting reading.)
So what do I look for?
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1. Is Your Site Safe AND Secure?
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'Of course our site is safe AND secure!' you say. 'We're a
member of a safe-shopping scheme, and we pay lots of extra
money for those secure servers!'
You know it, but does your site display the safe-shopping
logo proudly on the home page, where it's easy to find?
Do put any safe-shopping logos high-up on your home-page!
And if you're not a member of a safe-shopping scheme, you
should be! Why is anyone going to trust you, otherwise?
Popular schemes include:
- http://www.trustuk.org.uk/Default.asp - UK
- http://www.bizrate.com - International
- http://www.shoptour.co.uk/safe-logo.html - More logos
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2. Does Your Site Look Professional?
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(26% said the [shopping site] was too difficult to navigate
- Anderson Consulting.)
How do I decide whether a site is well-designed and
professional?
Maybe it's a great color-scheme, or site layout. Maybe it's
clear images, good use of fonts, or an impressive Flash
movie. Maybe it's all of these things (or none of them)!
Basically, for me, a professional website:
* is easy to navigate (you never get 'lost')
* is quick to load (no unnecessary 'splash' screens)
* contains clear and immediate benefits for your customer
* does not rely on obscure browser technology
Yes you can break these rules, just as long as you make
sure that your site is CUSTOMER-FRIENDLY.
(At the very least do a site-usability study. You'll be
amazed at you what learn!)
These sites/resources may help:
- http://www.webpagesthatsuck.com
How NOT to design a website
- http://www.sensible.com/buythebook.html
"Don't Make Me Think!" philosophy of site design
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3. Does Your Site Contain Great Content And Offers?
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(16% of online shoppers said the site didn't offer enough
gift-giving ideas to help them make an appropriate purchase
- Anderson Consulting.)
Is it REALLY worth shopping at your site?
Do you offer a great choice of goods at low prices? Can
visitors read reviews of the products you sell? And can they
create a Christmas wish-list for their friends or family?...
What's compelling about shopping online at your store?
(For ideas about compelling shopping, just visit Amazon!)
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4. Does Your Site Display Delivery Details & Costs?
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(40% said the product they ordered was not delivered in
time - Anderson Consulting.)
I'm sure your site has delivery details and costs, but...
is it easy to find them?
Don't force a customer to buy an item, before they can find
this information!
Make your delivery details and costs as easy to find as
possible - especially if you offer free delivery! Don't give
a potential customer a reason to go somewhere else!
And as for late delivery - if you can't avoid this, at least
keep your customer informed at all times. This keeps the
customer as happy as possible, encourages positive word-of-
mouth (i.e. new customers), and helps you achieve the holy
grail of online shopping - repeat business!
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5. Does Your Site Display Contact Details?
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(25% said the [site] did not provide enough information
needed to make a purchase.)
"A site without contact information is a site with something
to hide!" That's what a potential customer thinks, anyway!
Your site should state WHO you are, and WHAT your business
is about. Include information like name, address, and phone
number on an about-us page, and mention a little about your
business (a photo of you and your business is very
reassuring).
If you need an example, why not look at the about-us page
I've created. It's not brilliant, but it's a start. (Hey, I
don't even sell anything online!). Find it at
http://www.shoptour.co.uk/about.shtml
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... Congratulations! Your Site Is Now Ready For Christmas!
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Follow the advice above, and your site should be ready for
the demands of Christmas.
You can probably think of more common-sense ways to make
your site more 'customer-friendly' e.g. customer
testimonials - do whatever needs to be done.
More and more money is spent online each and every
Christmas. Your site can have its piece of the pie - it's up
to you!
Season's best wishes to you!
PS Anderson Consulting also said that 64% of Internet
buyers said they wanted to purchase a gift that was out
of stock. (Let's hope that's your *only* problem this
Christmas, eh? )
PPS More basic advice? Well, you have read my free ebook
titled: "3 Super-Tactics to build, promote and profit
more from your website"? No, well you can read more
common-sense advice by simply visiting
http://www.wise-buys.info/bonus.shtml
C Copyright 2001-2003 Steve Nash. All Rights Reserved.
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