I have read the article about the 30,000 visitors and no sales. I agree with you that targeting is an important point, and tracking where people leave, but it’s not the main reason why the site doesn’t sell.
(This article is a response to Tons Of Traffic And No Sales? — 3 Solutions from the 10-23-03 issue of Murdok)
In my eyes, more important is the relationship that visitors feel with the website, and the quality of the people visiting. Probably they did not find what they where looking for on the website.
Having a good tweaked web cart and a well designed website isn’t enough to sell. It is not the design that makes a site sell, it’s the content. Design makes a site looks professional, and can add to brand awareness, but isn’t a guarantee for sales.
A website without some news worthy information will not sell.
The most important part is to give the people an incentive to leave their email at some point.
You can give people a free E-book or ask them if they want to receive your free newsletter.
I recommend a time delayed pop-up, and send people on a regularly basis a good informative newsletter about the things you wish to sell, but not just a sales letter or catalogue page, but some personal explanations about how people use the product or service, and the advantages from the product.
Testimonials from users will make the visitors more confident. But this letter shouldn’t try to push the sale, it just must give explanation related on the site’s theme. Once you begin sending this kind of letter, and put the content from it on your website, sales will begin. It is a known fact that people only buy after having had a few contacts with the website, and the best way to establish this relation is through a newsletter.
I personally try to alternate general information related to what I am selling, and some product descriptions with a price tag.
Another point is having a website that is updated on a regularly basis, and with useful content to the readers. In fact a website must be useful in the first place for yourself.
Also, having a discussion group, and giving more information and trying to be helpful will do that you will get more targeted visitors.
Even if you have nothing to sell, you can make money with programs like Google Adsense who will pay you for the clicks from your site, also well chosen books related on the page subject at Amazon or Barnes&Nobles will sell.
Another point to make a site sell, is that people must feel that if they buy, they will be able to get a money refund, in case it’s not what they really wanted. Give them a money back guarantee (no questions asked).
If the product is in the higher price category, you can also offer a free delivery worldwide.
Also easy to find contact information and a physical address gives people more confidence in the website.
Also some buying incentives, like a surprise gift with every purchase can help.
About the product description I found that big detailed pictures and complete description from the products helps people in the buying process.
Hope this tips will help you to convert your visitors into buyers.
David Norden, african art antiques and discussion group. http://www.african-antiques.com
