In today’s world, a website is considered as a powerful and ultimate sales tool that opens your business into the world. A website increases your market presence acting as an effective PR tool. Nowadays websites are designed with multi purpose in mind like high rich user experience, ecommerce functionality, easy navigation and various factors. To achieve public awareness and high return on investments, just setting up a website is not enough. You will need to frame certain website goals in terms of its performance that will transform your website into very good sales tool.
Different factors that affect your website performance:
- Website Content – Quality Content
- Attractive Design of the Website
- Website Speed
- Browser Compatibility
- Regular website updates
- SEO, External and Internal Linking and many other related factors.
For retailers, who want to make business out of their website should develop their website as a sales and marketing tool. It needs to make the visitors buy your product, to make people to remember your website and come back again, to provide valuable information that will convince your customers and business partners. To learn about your website functioning, monitor its performance regularly. For retailers it doesn’t matter how many visitors make their way into your website, what matters is how many visitors make a purchase.
Here is a important stats that might benefits the retailers. According to Internet Retailer Top 500 Guide, web sales grew 31.3 percent in 2010 to $1.89 billion and accounted for 25 percent of the company's total sales. Brick-and-mortar shopping experience for the Web says that retailers are doing a better job of delivering a high-quality user experience. There has been shakeup in website speed category and rankings in terms of reliability when compared to last year. This shows that how important Google values user experience in website.
Retailers should compare their website with a normal store. People walk into a store, ask questions, enquire about various products and eventually end up buying them only when they are convinced. Similarly people come to know about your product through various online resources, seek reviews about your product, if they are convinced about your product they end up buying it.
There are various online advertising possibilities available some free, some paid. Choose whatever works well for you. Don’t just blindly put a bulk of money on Google Adwords or any PPC Campaigns. Do a little research about the conversion rates they provide before investing in them.
Don’t start an advertising campaign if your website is not designed as a marketing or sales tool. For example your website should have a good logo, list the awards your business has got, list the benefits your product or service brings, show people why they need to buy your product, provide a demo or a free trial and don't forget about the customer support.
More than everything discussed above, your website should look like a professional one with quality content. No customer will buy a product from an improper website that looks sluggish. Also provide an easy navigation to product pages so that users can find your products in one or two clicks.
Also optimize all your web pages with proper title tags, description and keywords to gain SEO benefits. It is very important that your website does not have any dead links and images. Finally always be prepared to make changes if you don't get the expected results in certain period of time.
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