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Article Title: The Six Rules Of Copywriting And Design For
Successful Ecommerce
Author: BILL HILTON
Word Count: 617
Article URL: http://www.isnare.
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What are the secrets of converting visitors into customers?
Most ecommerce sites that struggle to convert suffer from the
same half dozen minor problems. If the site is selling
something that people want, at a price they're willing to pay,
some simple copywriting or design adjustment can make a big
difference.
So here goes - the six things you must do to give your
ecommerce site a chance:
1. Make sure it's obvious what the site is about. On your home
page you need to spell out what your business offers in the
clearest, plainest English you can muster. Don't write huge
blocks of text. People just skip them. Don't omit copy
altogether, because copywriting is central to any successful
sales strategy. Four or five sentences, right in your visitor's
line of sight, should do the job. If you can't sum up your offer
in that many words, it's not a good offer. Top tip: focus on
benefits, not features.
2. Don't be coy about cash. Once your prospects understand your
offer they'll want to know how much it costs. If you hide prices
on an inner page it looks like you don't have confidence in
their value. If you're offering a service and you can't be
precise about costs, at least try to give visitors a rough
idea, maybe in the form of examples from previous projects.
Prospects like to judge value at the same time as they judge
quality.
3. Focus on customer care. You can't automate this. Top tip:
encourage visitors to communicate with you. Even if they don't,
they'll go away with the impression that you care. Top tip
number two: if it's practical, always list your phone number on
your site. This is important if you're selling services -
talking on the phone is more efficient and personal than email.
4. Have a site that looks good. Visitors respond less to the
details of a site than to the professionalism of its design. If
your site looks as if you've spent time and money on it, they'll
assume you're running a serious, competent operation. A site
that looks cheap will struggle to sell gold at a dollar a bar,
because visitors won't take it seriously. If in doubt, ask
around for objective opinions from people who don't know you
personally: web design forums are great for this.
5. Focus on user experience. Make sure your site is easy to
navigate. All main sections should be clearly linked from the
main page and the information architecture of the site should
be logical. Look at your access logs. Are there any "dead end"
pages which a lot of visitors are bailing out of? If so check
to make sure they are clearly linked to the rest of the site.
Top tip: plan the structure of your site on paper before you
start the design, rather than doing it on the hoof. If you ran
a construction firm you wouldn't design buildings as you went
along, would you?
6. Give them a free lunch. We're living with Web 2.0 now. Users
expect something for nothing. A site that is purely mercenary
may make sales but it won't generate as much repeat business as
a site that gives its readers something for free. Articles, a
blog, product reviews, price comparisons, cool photos, cool
links, Flash games - all make great freebies and keep visitors
coming back for more.
OK: now it's time to make sure your site checks out. If you've
got a good product at a good price and you follow the advice
above, then as long as people are actually arriving at your
site you will make sales.
About The Author: Bill Hilton is a freelance copywriter and
internet marketing consultant. Focusing on small to medium
enterprises and entrepreneur support, he has clients all over
the world. Visit his site and blog at http://www.billhilt
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