Rethinking Your Website

It is very easy to get that website built, get the wholesale contract in place

, get your ads online and believe that you can put your ecommerce business on autopilot. Nothing could be further from the truth. Although most ecommerce business owners realize that they have to keep up with the marketing and the customer service, many lose track of the fact that their bricks and mortar is their website. It is the only showroom that the ecommerce seller has to offer so it needs to look as good and work as well as it would in the physical world. When was the last time you thought about your website and how it works? Sometimes that is easier said than done, especially when you have had a large hand in the development of the site. It can be very difficult to see past those features that you handpicked and designed to understand that there could be improvements that would enhance conversions. Here are some questions to provoke your creative thinking process.

Analyze headlines

When was the last time you analyzed your headlines from your customer point of view? This means reading the headline and asking yourself the question, What did that headline tell me that makes me want to read more or be interested in the product? If your headline is not providing that kind of incentive, you need to change it.

Scan for non converting material

Have you searched your site to look for any materials, e.g., pictures, text, etc. that may not be adding to your conversion rate? Every single pixel on your site should be adding to your conversion rate. If it does not, it is just taking up space or perhaps even worse, detracting from the conversion rate.

Top Seller Placement

Do your site pages continue below the fold so people have to scroll? If so, is the most important information always above the fold on every page?

Home Page Focus

Have you thought about just exactly what people are looking for when they get to your home page? Have you provided it? Make a list of the top three things that people want from your site then be sure that you feature those products, services or content on your homepage.

Unique Selling Proposition

Have you established a unique selling proposition? A unique selling proposition is whatever makes you different from or better than all your competitors. Is your unique selling proposition displayed on your site? Does your selling proposition meet the needs of each of your customer groups? Do you need to make separate ones and feature them differently on your site?

Font style

Have you made the first letter of your body copy a large drop caps letter? Drop caps letters are effective in bridging the gap between the headline and the body copy. Drop caps, or large initial letters or words at the start of a paragraph or document, can add style and focus to your documents. You can use them in letters to add your own special touch. Or you can use them at the start of sections of a newsletter or report to help your readers eyes find their way through the page.

These questions should just be the start of your thinking list.

by: Jane Dawson

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