5 simple steps to maximise ROI

by Bernie Johnson
19 Oct 2009
4 min read
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5 simple steps to maximise ROI

Worried you're not doing the best you can in attracting traffic to your online store - or achieving sales?

1. Make the primary call-to-action highly visible

The ideal layout on the landing page for your offer is that it contains a single call-to-action, which is big, bold and screams out to be clicked. Web 2.0 design calls for 'dumbing-down' website design to focus on core messaging with a clear call-to-action – the key objective on your landing pages is to deliver more for less. This means solid (bold) sections of real estate, greater use of white space, bigger text and fewer columns – these steps mean the different elements on the page will not be competing with the highly visible call-to-action.

2. Reinforce the value proposition from the moment the customer arrives on your website.

On average, you have between two and three seconds to convince a new visitor to your website that he or she should stick around. Like any shopping experience, customers need to know what is so special about your product. So all messages on the landing page should be used to reinforce the value offering and key points of difference about your product. Keep in mind too that cluttered landing pages are a huge turn-off to shoppers, so keep the layout clean and simple, with limited navigation options.

3. Remove any association of risk

One of the simplest ways to build credibility and reassure shoppers is to use customer testimonials and money-back guarantees. OK - it’s marketing for beginners, but never before has there been a greater need to hold the hand of your customers as soon as they arrive on your side.

Video testimonials have a huge resonance with customers online

– not only does it personalise the brand, but video legitimises a customer testimonial much more than a block of text would.

4. Build a sales funnel using Google Analytics and conduct A/B testing on key pages.

By testing different versions of page design and layout against the existing (control) layout, you can start to tweak designs for your key pages to measure differences in bounce and exit rates, shopping cart abandonment and overall sales conversions. Google Analytics has free tools which you can use to easily set-up a multiple sales funnels on your website and track which page layouts and designs are working better than others. There’s no exact science to lifting sales online, so A/B testing gives you an opportunity to test different combinations of offer and page layout to see what works best.

5. Improve your post-sales communications

One of the best sources of new business is from your existing customers and this includes customers who have only just purchased from your website. All order confirmation emails (the typical “Thank You for Your Order” email sent) should also include a special offer with call-to-action, exclusive for new customers. Purchase intent and motivation has already been built with the customer, so it’s an ideal opportunity to lift the average order dollar amount on your site, whilst further associating both value and loyalty with your brand."

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