| Though it's wonderful to get all those hits to your | | | | I am continually tracking the questions people ask and |
| e-commerce web site, hits don't mean much unless | | | | modifying my site to make sure it answers those |
| you convert them into sales. This is especially true if | | | | questions. That way people can get answers to the |
| you are paying for, and not converting, clicks. | | | | most common questions right away, and I don't spend |
| If your website is suffering from the "Conversion Rate | | | | time answering the same questions over and over |
| Blues", consider the following steps for improving sales | | | | again. |
| and ultimately, profits: | | | | While a good FAQ is a great time-saver for the |
| 1. Make sure your website is optimized to attract | | | | person who has to answer those questions, it also |
| people with the highest potential to buy | | | | gives site users the impression that your site is |
| When I first designed my log furniture website, Log | | | | well-thought-out, that you care about their questions |
| Cabin Rustics, I unwittingly targeted an audience that | | | | and will take time to answer them thoroughly. You can |
| wasn't the perfect one for my site. As things turned | | | | build trust in your website by having relevant |
| out, I didn't even rank for my two top key phrases, log | | | | product-related content throughout the site as well, but |
| furniture and log beds, in the search engines. I managed | | | | there's nothing like a well-planned FAQ to assist in |
| to get pretty high on the scale, however, for log cabin | | | | answering questions. |
| related searches. | | | | 4. Make Your Shopping Cart Easy to Use |
| People who build log cabins are a target market of | | | | I've had a little trouble with my shopping cart from time |
| mine, since many of them eventually purchase log | | | | to time. It seems that if I modify the header for my site, |
| furniture to go with their home. The most likely | | | | and put in a link that says "http:" instead of "https:", the |
| immediate customers, however, are those who | | | | secure part of my shopping cart pops up an error |
| actually searched for the term "log furniture" rather | | | | message with every click of the mouse. Take it from |
| than "log cabin". When I re-optimized my site for the | | | | the voice of experience-this is not conducive to sales. |
| search terms I thought would bring the highest | | | | If your sales are clicking right along, then suddenly drop |
| conversion rate, visitors to my site were more likely to | | | | into the abyss, it's a good idea to go out and place a |
| buy because my site was selling what they were | | | | test order. I'm embarrassed to say that in my |
| searching for. My efforts paid off, when my | | | | busy-ness, I've had to have a customer inform me of |
| conversion rate (and sales) doubled in the month or | | | | how very difficult it was for them to place an order. |
| two following my changes. | | | | Upon investigation, I have found several times that |
| 2. Add a personal, trustworthy touch to your site | | | | something had gone wrong on my site. |
| I don't personally care to have my picture posted on | | | | In addition to making sure your shopping cart is fully |
| the front of my website, although many people do. I do | | | | functional and doesn't return error messages, it pays to |
| have my name prominently on the site, together with | | | | have a shopping cart that is easy to use. I am not an |
| information about why I sell log furniture and my | | | | affiliate for Clickbank, but whenever I buy an e-book |
| business background as a CPA. I have found that a | | | | from someone who is using their service, I am always |
| personal touch goes a long way towards selling log | | | | impressed with how smooth and quick the online |
| furniture. Many of my customers spend $2,000, $3,000 | | | | transaction is. There have been other times when I |
| or even $4,000 on their log furniture order, and some | | | | really wanted to purchase something, but some little |
| of them have waited years to get the furniture they | | | | glitch in the shopping cart wouldn't let me proceed with |
| want. | | | | the order, and nearly drove me to distraction. |
| They didn't find what they wanted in their local area | | | | As a customer I always think to myself, "if these |
| (they must not have many white cedar trees in | | | | people can't get their website to work, how do I know |
| Texas), but they found it on my site. There's just one | | | | they can ship me an order?" |
| problem, however. They wish they could touch the | | | | As a webmaster or mistress, you certainly don't want |
| furniture, slide the drawers in and out, look for drips in | | | | to be on the receiving end of such thoughts-and you |
| the finish, and generally evaluate the quality before the | | | | can prevent it by making sure your website shopping |
| drop that kind of money. I have had people drive 4-6 | | | | cart is easy to use, and testing it every now and again |
| hours to visit my store on more than one occasion for | | | | to make sure it's working properly. |
| that very reason, and frankly, I don't blame them. I'm | | | | 5. Give Free Shipping or Make a special offer |
| pretty picky about my furniture too. | | | | This might seem like a no-brainer, but it really does |
| This is where I can help my customers. I use primarily | | | | work. I used to give away a free rocking chair to |
| local suppliers, and finished furniture that I sell is finished | | | | anyone who bought a suite of log bedroom furniture, |
| right in our building. I can and do inspect much of the | | | | and you'd be surprised how many customers I had |
| furniture before it goes out. Our finishing department | | | | say to me "I just love the idea of getting something |
| does a pretty good job, but if I see something I don't | | | | free!" At the moment, I give a 5% discount for the |
| like, I have them sand it down and get it right. | | | | purchase of multiple items. That might not sound like |
| Some people I sell furniture to place their order online | | | | much, but its $100 on a $2000 order and many people |
| or with one phone call, but many of them talk to me | | | | are glad to have it. |
| several times before they place their order. They start | | | | I also include free shipping in the continental 48 states. |
| to feel like they know me, and I start to feel like they | | | | This makes it much easier for people to know the |
| are my friends. The last thing I want to do is ship a | | | | exact cost of the furniture. I used to have people |
| suite of log furniture from Michigan to Caifornia and | | | | people contact me to see how much shipping would |
| have it come back because the customer isn't happy. | | | | be, then I would estimate the cost of the furniture they |
| And I don't want to let down my friends. When | | | | wanted, contact several freight companies for a quote, |
| customers understand this, they trust me to deliver | | | | re-contact the customer, etc. Free shipping makes |
| what my site promises, and that translates into sales. | | | | everything so much easier, and it really seems to |
| There are many ways you can build trust in your | | | | appeal to my customers too. |
| website. When I realized my conversion rate was not | | | | In conclusion |
| what it could or should be, I went out and researched | | | | I'm sure there are other quality ways to build people's |
| the topic on the web. By reading a number of SEO | | | | confidence in your site-thereby increasing both |
| articles on the topic, I came up with a checklist of | | | | conversion rate and sales. Some of my friends have |
| things to do on my site. My list included: | | | | Better Business Bureau seal on their sites, or |
| - giving name and contact information for the owner of | | | | participate in BizRate or other rating services. I haven't |
| the site | | | | tried any of these yet, so I can't speak for them. But I |
| - telling a personal history of the business | | | | have learned from experience that people want to |
| - showing pictures of your factory, office, semi-truck or | | | | know you are a real person with a real business. They |
| anything else that makes your business real. If possible, | | | | want to know that you care enough to answer their |
| give an online office or factory tour. | | | | questions, they want a smooth shopping process, and |
| - getting a secure security certificate and posting it on | | | | they really do like special offers. |
| your site, and | | | | In these days of security breaches and privacy |
| - posting a privacy policy, warranty information, and | | | | concerns, many customers will need extra |
| product testimonials | | | | reassurance about the care you take in such matters. |
| 3. Include a detailed FAQ on your site | | | | You can accomplish much in that direction by spelling |
| A detailed FAQ that answers just about every | | | | out company policies on your site. |
| conceivable question can do much to improve | | | | If you think the conversion rate on your site could be |
| customer confidence in your site. Many people are | | | | better, why not make a to-do list of items mentioned in |
| quite methodical in their product research. They may | | | | this article that might not be all they could be on your |
| be looking at my site at 3 in the morning, have a | | | | site. And oh yes, if you have a website selling |
| question, and want an answer NOW. Otherwise they | | | | "widgets" but the only people finding your site are |
| will migrate on to a competitor who has both the | | | | those who are searching for "bridges", you really |
| information and product they are looking for. | | | | should change your keywords. |