What is an successful web site?
An efficient web site is one in which heaps of people are finding the site and a good number of these could find their way round the web site and ultimately make a purchase or contact you around your services. An ineffective site might have little or no traffic and heaps of this will bounce - leave virtually immediately without actually becoming a paying customer.
1. Be sure people are finding you.
Merely because you have built a site, or have had a professional web designer build it for you, does not mean that the web site will jump to the top of the search engines and be found and visited by hordes of people. Work is still needed and a lot of it!
You need to make certain that you are spreading the word of your site far and wide, through social media networking, forums, blogs, articles and so on. Do not tell anyone that you exist and your website is going to fail.
2. Be sure that that people could find what they want.
If the traffic are arriving looking for products, be sure that that these products can be found. Regularly check your website visitors statistics and see what terms people are searching for to find your site and this will give you a clue as to what they want. Go to the page that they are landing on and see if it is clear from there where to go.
Check your statistics for any keywords with high bounce rates - they might be irrelevant but they can equally well be struggling to find what they want. If this is the case, then perhaps a well placed small banner can keep them on track.
Add a search function to your website to make sure that anyone struggling to find what they want might find what you have on offer - you may be surprised at how many purchases result from search results within your site.
And split down large pages so that the important information is straightforward to find and at hand. Make correct use of headers, bold and other highlights to steer traffic about the page.
3. Make certain that these visitors could go on to make a purchase.
I have seen ecommerce website designs that have missed a link back to the shopping basket. This is fine if your traffic are merely ever going to buy one item at a time, but if they go looking for more products, which they could’t find, you still want them to complete the purchase.
Do not hide tax and postage information. If this is suddenly added to the final charge the surprise can put a lot off. Spell out additional charges early on, probably even offering to reduce them with larger sales.
And whether you are an ecommerce site or not, make your contact details clear. A few people do not like phoning and others do not like contact forms. Whilst others cannot click on an email link and open it as they merely ever email through webmail. So give a multitude of contact methods so that they could contact you the way that they prefer.
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