In the October StoresOnline Merchant Newsletter, we discussed Ad Copy or, in other words, the text on your site. We mentioned that it is one of the most significant items affecting your conversion rates (i.e. the rate at which visitors to a website convert to buyers). In keeping with that theme, this month we will discuss another factor that affects your conversion rates.
In order to better understand what we are saying, let’s briefly review the process of taking your website from “START” to what we are presently discussing.
The process overview is:
- Build version 1.0 of your website. (Merchant Services has articles discussing this topic.)
- Do initial site promotion. (Bring 100 +/- visitors to your site a day.)
- Review your site’s Statistics to verify what your conversion rates are. (You should be aiming anywhere between a 1% to a 2% conversion rate.)
NOTE: At this point, if you do not have the desired conversion rate, you will need to test aspects of the site in order to increase your conversion rates. What we are discussing in the Newsletter this month can increase your conversion rates. - Brainstorm ideas to test.
- Test ideas that you brainstorm and see what type of effect they have on the site.
In addition to Ad Copy (discussed last month), another item you may want to test on your site is 'focusing on benefits.' Make sure that visitors to your site understand the benefits of your products, services, or information. Be sure to distinguish between features and benefits. For example, when you describe a feature such as “Free overnight shipping on orders over $100,” make sure you always describe the accompanying benefit, such as: “Never again deal with the hassle of driving across town, in traffic, to make a purchase! Have your order delivered in the morning for free.”
The bottom line is that when you describe a feature you must always describe the accompanying benefit. If you don’t, you will surely be losing sales. You can review the Dialing in Your Website for more information on 'focusing on benefits' throughout your Web site.
