Websites loosing money
Setting up an affiliate program is all very fine and well, but if the merchant’s website is not prepared to receive the pre-qualified traffic that affiliates send, then chances are, the affiliate program will not reach its full potential. So what do merchants need to focus on to ensure they maximise their conversions? (Let’s assume you have a product or service that is in demand).Website appearance
is everything (see reference here too) Seriously, you can win or loose a customer on just first appearances. Your potential customer or affiliate will make a decision about you either consciously or subconsciously, and you could potentially be loosing a huge chunk of revenue by ignoring or avoiding those changes that need to be made. If ignorance or finances are playing a role in your decision making processes, get in touch with me and let’s have a chat. There should be no excuse for not having a professional looking website, some times it’s not so much about what you know but who and finding a cost effective method that even your accountant will smile about, we kid you not!Clear message
Who are you and what do you sell?
Tell your potential customers, dont make them guess!
Navigation
The most annoying yet crucial part of your website. When you designed your website, I bet you did not work backwards, did you? I bet you did not think like a software developer, allowing for growth and diversity and if you did, then full marks to you. The most common problem with websites is assisting your potential customer to navigate around your site. If you have several categories and a hierarchy within those categories, how are you displaying your products and transporting your customer from one category to another, from one product to another, what kind of images are you using, remember this is the internet and not a brick shop. There are companies out there that specialise in website usability and it costs a small fortune to hire them. Forget it, affiliateprogramadvice.com can do this for you, if you want a successful affiliate program, we need to ensure that your website is up to par or we wont take you on as a client.
Checkout or form submission
I have seen some really awful checkout procedures in my time ranging from “Oh my god, this page is not secure” to “Why do I have to give my inside leg measurements just to buy a memory stick?” Keep it simple, if you don’t know how, just ask us.
Customer Relationship Management (CRM)
Great buzz word, to simplify, are you giving your online customers a good shopping experience? Yes? How do you know? Did you ask them? Do you interact with them?What does CRM entail, sounds expensive? Its good old fashioned common sense, in order to understand your customer you need to ask them a few questions, shhhhh top secret tip… select five of your new customers and pay them to trash your website (great fun)…what they liked about your site, what they don’t like, what could be better… if you don’t want to pay them in cash, pay them with products, will be the most cost effective and probably the best thing you ever did. But just in case, you think this far too simple… here is an interesting article which I must say, I agree with most of what it is reported but this article written and aimed at larger companies.
Web analytics
Don’t turn on your computer without one. I have been asked loads of times, what is the best web analytic software out there. The answer there are hundreds, all funky, some funkier then others, some free and some so obscenely expensive that it would be cheaper leasing a light aircraft and flying across to maxims for lunch, I am of course referring to Hitwise.com or .co.uk, the higher end of the market, from 15k per year for one category, boasts competitor analysis, bench mark reports and search intelligence. Would I recommend it? Only if you have a spare body in the company, its analysis for an analyst with a degree in metric analytics, you need a short training course to learn how to use the software. Ideal for any blue chip or company about to go public. What you do need to keep in mind, is that the information supplied is just what is being made available to Hitwise in other words, does it use all the ISPs? No it does not. Do your research before making an investment. Need more info, ask us! We are currently researching Trellian.com at first glance, it looks very similar to Hitwise but at a fraction of the cost. We will give a review on this once we have done our home work.
On the other end of the scale there is a free and quite meaty log file analysis software called AWSTATS a few of our clients have this, and again if you have the time and patience, its probably one of the better free tools out there. Your log files are the best source of finding out who, what, where, when and why, to ignore them is to do so at your own peril. I have been informed that SawMill should be on any online business’s shopping list.Conclusion
There is so much to do and be done when growing your online business. It’s not an easy task and with so many business rogues out to rob you blind and using those buzz words,It’s a wonder the internet has managed to get this far. Call me an old cynic, but it’s not rocket science and it’s not all about analytics, if you want assistance in fast tracking your online business, then we are the people you need to be speaking to. Its not just about affiliate marketing. We are going to put our money where our mouth is. We will be offering one free merchant website assessment in September 06. We will go through your website with a fine tooth comb and give you some free advice in getting your business to the next level. Open to UK and US online businesses only. Keep checking back here for more details.
Dont forget Farthers day 16th June 06 (bless em)
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Comments
Great article Jess, can’t fault it. Some really good advice there. [waves hands in the air!]The free web site assessment sounds good! ;0 [/waves hands in the air!]
Kier, you are right… we all have an obligation to keep the check out proceedure simple and safe. We need to get those people who are unsure about using their CC over the internet.
John, I hear you 🙂
But…. do you really need it?
Thats one heck of a cracking website you have, remember next year the time will be good for it deffo an August start and killing at xmas.
Just thought I’d say that the order checkout process is definitely a biggie from my view. So many merchants still have a very clunky or not secure looking cart and this is bad, bad, bad. Make the process as easy, reassuring and secure as possible and you will find your customers will thank you for it.