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Sales Tactics to Boost Your Bottom Line
by Theresa Lütge-Smith
Online markets are becoming increasingly competitive. Search engines are continually listing more and more sites that offer similar products. And just when you think you've given your site a fresh slant or created a new approach to feature your range, your competition seems to have had the same brain wave and you're back at the start line.
Task-focused Messages
The most successful commercial websites are those that provide quick bursts of information that deliver a focused, strong message and giving the user the option to seek more information through clearly identified links and resources; and of course, they are quick-loading. People read slower on screen than on paper, and most scan for information by running their eyes across the copy instead of reading every word. Viewing a collection of product images is no different. They scan the full spectrum to spot the one they want to focus on in detail and click … to go to the big picture.
Give them what they want!
Cater to viewers that come to your site to find specific information by using clear and precise headings and sub-headings to help them decide if an item is relevant to their needs. Use bullet lists to categorize information to facilitate tunnel readers. Make every word count in Web writing by keeping the information task-focused. A good way to check whether your message is succinct and comes across well is to read it out loud. Keep paragraphs to three sentences. Use simple words. Write in a conversational tone, which is more direct and a good way to make personal contact with visitors to your site. Avoid cluttering your screen with too much text and images; while it may look nice, it might affect the download speed for those with slow Internet connections. Check carefully for spelling and grammar mistakes.
On-site Search Engine
By now we've learned that writing for the Web is quite different from writing for print publication. Here are a few basic tips and ideas. Identify one main idea that you want to communicate to your viewer. Write concise sentences starting with the most important information followed by further explanation, in brief. While some viewers spend time reading copy, many are impatient and intuitively either employ search as a mode of navigation or access links - they're more interested in finding specific information as fast as possible and often don't bother to even look around the site.
However, the feedback from on-site search engines is less satisfactory compared to accessing links. Give your visitors the capability to search the contents of your site, helping them find exactly what they are looking for. Download FusionBot (Download: www.fusionbot.com/default.htm) to create a search engine. You should also offer visitors the option to Search the Web directly from your site. Check out www.fusionbot.com/faqs/faq62.asp to learn how to configure search regions and login to your FusionBot account. All you need to do to search-enable your site is to insert a few lines of HTML code, which displays the search box on your site.
Expand Database
An on-site search engine's results can only be as good as the additional data that you provide that goes beyond the basic task-focused information. For example, reviews and articles about your products may be archive-based or database-based. To avoid confusion, make the content text-searchable. Bear in mind that users who decide to search are generally goal-oriented. They are potential customers and ready to buy. Expand your database by continually adding new and interesting data.
Back to Basics
Many online marketing experts recommend keeping an eye on the basic elements of sales and marketing and there is a concerned wariness about the ability of the latest fads and fashions. There is much to be said for a return to marketing essentials and a reliance on solid techniques for boosting that bottom line. Robert Wientzen, president & CEO of the DMA (Direct Marketing Association) states that "after nearly a decade of learning what works in the online marketplace, retailers are getting back to basics and focusing on factors that build the bottom line." The emphasis is on merchandising tactics "such as search technologies, product enhancement features and customer services that actually increase sales; and they are placing less emphasis on features such as community that do not guarantee a solid return." (Source: RetailIndustry.About.com) Here are a few tips to consider when developing strategies to boost your sales.
Develop task-focused, 'rich' information. In other words, the information must be informative enough to enable the customer to make a positive purchasing decision.
There is no excuse for not using the latest technologies to make your site interactive and attractive to the customer. Interaction is the name of the game, and applying these technologies is becoming easier with the latest Web editing and development tools such as Macromedia Dreamweaver.
Continually evaluate and redesign your site for better access to important areas. Aspects such as the number of clicks necessary to make a purchase are essential aspects of making your site customer friendly.
Investing in search technology, as mentioned above, is no longer an optional extra. Clients and customers need to find the right information quickly, and a slow and imprecise search engine on your site can drive them away.
Remember that communication with your customers is something that has to be continually worked at. Leaving a dazzling site to fend for itself is no longer feasible. Regular newsletters and the addition of response forms on your site are important tools to boost those sales figures and prompt return visits. Remember, at the end of the day, if you have traffic, there is money to be made!
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