Online businesses need to use obvious section names and remind the user of where they are in the site, he says. The navigation must be as intuitive as possible.
Bristol, UK, March 27, 2009 — Many businesses are focusing on building traffic to their website and failing to convert that interest into online sales, says expert Piri Ramazanoglu.
Many businesses that sell through their website are missing a trick when it comes to making sales, according to Piri Ramazanoglu, managing director of specialist paid search marketing agency Minute Steak, and expert contributor to the new website aimed at SMEs, Marketing Donut.
“Websites often rank highly in search engines, but achieve low levels of conversion rates,” says Ramazanoglu. “There are many potential reasons for this from pricing and product to navigation and security.”
The two biggest turn-offs for online shoppers are poorly-structured websites and those that don’t build trust, says Ramazanoglu. “You could have two websites with the same products at exactly the same prices, but they would get different amounts of business because of issues such as navigation and security.”
Navigation is absolutely paramount. “Websites must be well laid-out, clean and clear,” he says. “You need to minimise the number of clicks from landing on the home page to reaching the checkout. If people find your website awkward and cumbersome then they will go and find the product elsewhere.”
Online businesses need to use obvious section names and remind the user of where they are in the site, he says. The navigation must be as intuitive as possible. “Don’t force users to open an account in order to buy something,” advises Ramazanoglu. “And don’t make visitors have to input a lot of unnecessary information.”
Building trust is also vital. There are many ways to do this, says Ramazanoglu. “Websites should include relevant accreditations, such as association and trade body membership. Positive feedback, including endorsements, testimonials and case studies all help to reassure new customers.”
At the same time, online firms need to be transparent and honest in their dealings. Websites should have full contact details and delivery information. “Be clear about all your costs and delivery prices, no-one likes a shock at the point at which they are purchasing,” says Ramazanoglu.
One way to build trust is to sign up to a recognised online scheme. “If you’re only operating online and you’re a new business, it’s important to give the consumer confidence about who you are by signing up to a trust mark scheme, such as IMRG’s Internet Shopping is Safe (ISIS),” says David J Smith, director of operations for e-retailer body, the Interactive Media in Retail Group (IMRG). “It has a recognisable symbol and reassures potential customers that you’re trading in an ethical manner.”
Further information:
Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/
Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/
Find out more about becoming an ISIS retailer here www.imrg.org/info/Default.aspx?language=en-GB
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