Successful Internet businesses know the value of actual conversions versus total hits received. Too often, online businesses are obsessed with the amount of hits they generate rather than the hit to sale conversion rate. This focus is misguided because it ignores the issue of abandonment.
“Abandonment” is a term with a unique meaning for Internet marketers. It refers to reasons why users abandon a website before fulfilling the action the website owner desires–most often buying a product or making an enquiry.
There are many gorgeous sites on the web with one of a kind innovations. Unfortunately, many of these websites fail to turn a profit or unknowingly limit their profit-earning potential. Website owners should focus on one fundamental thing when constructing a website: turning visitors into customers. To prevent abandonment, focus on the following:
- Your website must load quickly to accommodate customers still utilizing 56k dialup modems.
- Design your website with ease of use in mind. Don’t opt for aesthetic appearances at the expense of usability.
- Advertisements should click directly through to the specific items the visitor is searching for and not to the website homepage.
- Keep each website page relatively short to improve load times.
- Eliminate information not germane to the service or product.
- Remove atmospheric elements like music and flash animation to hasten load times.
- Ease the newsletter signup process, or visitors will not participate.
- Require customers to input minimum information to make their purchase.
- Issue newsletters in HTML and text, as many email systems don’t accept HTML.
- Compress images for faster loading.
- Include AOL friendly equivalents for all links and emails.
- Incorporate automatic text wraps at 60 spaces for all emails to prevent the recipient from receiving disjointed text or codes.
- Respond to email communications within 24 hours.
- Respond to after hour email communications first thing in the morning.
- Issue automated emails to customers the moment an order is shipped.
Incorporate these 15 fundamental points into your website and view site construction and advertising from the customer’s point of view. Always ask yourself, “How can I make this experience easier for the customer?” By emphasizing this approach, you will stop wasting your advertising dollars.