No, we are not talking about the adornments and embellishments on your landing pages! It’s not a Van Gogh visual marvel that your customers seek when they come to your website. That helps, but only as far as the thrill ride at Disney World might last (probably much shorter)!
Think about this—how often do you go looking for a website, saying to yourself, “I want to check out some cool sites today!” Exactly…next to never! People are looking for something else and we should explore this further.
The second mistake most websites make is with that feverish sales pitch that they scarcely manage to contain. When your visitors land on your site and are bombarded with “buy this…buy that,” they just want to plug their ears and probably bounce off your website faster than a flea off a dinosaur’s back! Stop and think…and then think again! Yes, people do like to shop and buy, but you simply cannot forget the marketing gospel, that people do not like to be sold to!
How is Amazon an online leviathan? Is it a “bells and whistles” website? Not even close! Is it shouting down a megaphone “…you gotta buy this!!! You won’t get this offer again!” Yea, like maybe on Mars! Amazon has managed to do something most others miss out on totally. It has gained and built up trust with its customers. It has thought about how the user/visitor can benefit most.
Begin with an analysis of your website through webmaster tools. You would need to see how long do people stay on your page; what keywords do they use; how many leave after viewing the landing page; and so on. The answers will tell you if and where you are going wrong.
To be able to reorient your business, and then your website, you need to get into the user’s mind. What do people look for? The answer is—‘information’ and ‘solutions.’ Giving them what THEY want is the beginning of building a bridge, beginning of a relationship. People need to feel that you don’t see them as just a credit card or a wallet. When your page gives them some kind of help or benefit, they will be more likely to stay longer on your page and to check out your products/services. Once they put their implicit faith in you, they will not only buy from you, but go a step further and recommend you to others they know. Now, that’s what we call business!
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