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At Understanding eCommerce we believe that constructing a successful online business takes three parts – Build, Optimize and Convert.  But to be very clear – building websites is not objective, nor is driving traffic through search engine optimization – the objective is conversion.  Websites and SEO are tools to get there – but the goal is always conversion.  What do you want your customers do? Buy? Sign Up? Call? – What is call the action?

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Sure websites are a numbers game – the more folks visit, the more chances someone will do what you ask (you do have a clear call to action, right?) and hopefully that translates into more sales.  But how do we get them to convert?

What do you want? – Don’t make me try to guess what you want from me when I visit your site. The call to action should be very clear.  If you never ask me to do something, why are you surprised if I don’t?

A/B Split Testing – if you don’t measure it, how will you ever know?  Run different ads, make different offers – see what gets the best response.   This will help you hone your message.

Spy on Your Competitors – OK, spy is an ugly word – we prefer conduct market research on the competitive landscape – does that sound better?  What are they doing?  What they offering?  How does you compare?  Why should people buy from you?

Offer a Guarantee – Sounds old fashion but offer a money back guarantee.  Takes away some of the buyers risk. If you won’t stand behind it, why should I buy it?

Unhappy Customers are Your Best Customers – Sounds counterintuitive? Not really.  What made them unhappy?  Could you have done something different?  Make it a learning experience.  If one customer is saying it, how many others are thinking it?

Be transparent – Don’t hide your prices.  Tell me what I am getting and for how much.  I want to be an informed buyer.

The key is comfort.  And your job is to make me comfortable.  I want to feel good about doing business with you.  I want to know I got something of value.  And the added bonus, if you make me happy, I might event tweet about it!

Related articles

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• How will you Track Your Pay per Click Optimization? (plusstuff.com)
• What Adword Mistakes can be Costly? (understandingecommerce.com)

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