Alliance Software is a Website Design company based in Nunawading, Victoria.
Our approach to website design is different to most other companies - whereas most website design companies will focus on the "look" of a web-site, we specialise in building sites that generate high sales volume.
For sites primarily focussed on generating sales, we have some basic rules or principals that we’ve found to be important. You may want to apply some of these basic rules to the design of your website.
Keep a uniform style on your site
We routinely give our clients website design software to enable them to manage the content on their website. We find that about one in 5 use this power to ‘rework’ (read: butcher) their sites.
They take a lovely themed website design and introduce new fonts and colour elements that clash horribly. The rule of thumb is this – keep it simple. Don’t introduce new colours without a reason and almost never introduce new fonts. It will make you look unprofessional. Professional companies have a font and they stick to it.
Stick to the basics and your website will appear more professional will sell more!
The fewer the clicks to complete a sale the better
This should be obvious, but the number of websites I see that make you click 18 times before completing a sale astounds me.
Look at the big retailers like Amazon, they take you through a process where you do a search, see a book and with one click you can buy it. Some analysts say that you lose 50% of your market every time you make them click! Wow – obviously reduction in clicks is one of the first steps to improved conversion.
Measure your traffic.
You can make promoting your business over the internet a highly accountable form of advertising. You should be measuring what’s happening on your website.
We certainly provide our clients with a range of measurement tools and there are now services like Google Analytics that can be very insightful. Specifically, you want to measure
- Traffic – overall (so you can see the trends) and by source, so you can see what visitors are coming from what promotional sources.
- Database growth – how is your database of prospects growing over time?
- Sales or Conversion – the number of sales and the conversion rate achieved.
Include a product picture.
Generally it’s words or ‘copy’ that sell, but the exception is product photographs – you must have them.
If you’re selling something intangible like an eBook then design a cover to give the eBook believability.
Create urgency and/or scarcity.
This is important, but must be done right. Giving people a reason to act now will increase your conversion. Note that it must be believable. For example, a pending price rise is believable (but must be carried out). However, saying you’ve got a ‘limited supply’ of an electronic product isn’t believable.
Understand the testimonial believability scale.
Some testimonials are more believable than others. Obviously the more believable a testimonial is, the better it will help you convert. So here are some tips.
Firstly, the more details you can put down about the author, the better. So if I sign a testimonial off from just “Frank” then it doesn’t encourage trust. However, if I sign off a testimonial from “Frank Walsh of Walsh Electronics, 31 Whitehorse Rd, Nunawading, Vic Australia, www.walshelectronics.com.au” then all of a sudden, people think ‘hey, maybe Frank does actually exist’.
Also, the more ‘media’ you use, the better, so a photograph certainly helps, but even better is an audio recording and even better is video of the testimonial on your page. Also, don’t get too professional in your production. The more people hear a testimonial from someone who spits and splutters, the better. Again, they relate to the person and think will believe in its authenticity.
Thirdly, the more specific the testimonial content is, the better. So for example, a testimonial that says “The product was great, it really helped me in sales” isn’t as great as “The CD set was inspirational. I picked up a heap of new ideas and after implementing just one promotion, I’ve made $18,945 dollars in new sales. Plus it’s easy, I haven’t made a single cold call – I now look forward to coming to work!”
If you would like to learn more internet marketing and sales tips:
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