WEB & TECH / NOV. 16, 2014
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10 Good Reasons Why Your Website Is Not Selling

If you have a professional designing your website, there is a very good chance for your business to grow rapidly and establish your brand presence. According to a study conducted by the Nielsen Norman Group, most users linger for not more than 10 to 20 seconds at any website. They don’t hang on for a second longer unless there is something catchy at the website that holds their attention. The longer people spend at any website, the better it is for that business. There are several factors that make a website practically useless, and here are the 10 most important ones any businessperson should remember.

1. Unappealing visuals

A website is known by the visuals it carries. Many people have emphasized the importance of visuals when it comes to effective communication. During the 1986 study conducted by the Management Information Systems Research Center of the University of Minnesota it was discovered that visual aid presentations turned out to be 43% more convincing.

Marketing Guru Govind Agarwal believes that quality images tend to gain the attention of the viewers, in addition to increasing mileage on the social media. Great images complement SEO, provided they are tagged the right way. There is a list of places at Labnol.org that is a goldmine for free captivating  of images.

2. Lack of proper backups

Any business needs to have convincing testimonials on its website in order to win over the customers easily. Most customers do not blindly believe everything they are told about a product or service. It is by word of mouth, or testimonials from users that convince the potential customer to go ahead with the purchase. An interesting guide at Internet Marketing Center’s Derek Gehl on how to select and use testimonials effectively, helps you improve your website.

3. Use the perfect color combo

The color scheme in a website plays an important part that can either make or break a site. There is a psychology behind people liking and disliking particular colour schemes, and a lot of research has gone into colour-related reactions. Similarly, there are several businesspersons who realize the vital role branding plays in business. A strong brand helps a company leave behind all the competition and forge ahead to be recognized and liked by customers. All this can be lost in an instant due to a poor colour scheme. To get a thorough idea of the colour theory, look up the in-depth guide from Smashing Magazine. Determine what you wish to convey through your brand and use a matching colour scheme in order to succeed.

4. Be updated

Just as a person looks for the manufacturing date printed on a product, any informed person browsing a website will look for the copyright date, and check if it is recent. A website that does not remain updated is bound to lose customers, according to Small Business Trends. Users want to always be sure that they are dealing with a company that remains updated and current; hence, the best way to do that is to add fresh content and interesting copy regularly.

5. Get noticed

There is no point in your website getting lost in the online jungle out there. Unless your website can be found after a brief search, it is useless even if it is one of the best-designed sites. Learn as much as you can about ‘search engine optimization’, or leave it to professionals to develop pages in such a way that you are noticed by search engines and customers alike. According to Gwen Moran, a strong domain name and skillfully optimized pages, along with effective usage of keywords should do the trick.

6. Go for responsive web designing

With the smartphone becoming extremely popular, more people are using their mobile phones to go online. The problem is that a well-designed website that looks great on the desktop screen, will not look the same on the much smaller smartphone screen. According to Shopify, the popular ecommerce platform, in a cross-section of 100,000 websites using its platform over half the users did their shopping using their mobile phones. 

7. Make sure people know how to contact you

Most websites make the blunder of tucking in their contact details somewhere in the bottom, where it is not readily visible. You cannot afford to have people frantically searching for ways and means to contact you and give up in sheer frustration. If you can make a customer service representative available on chat, it should prove to be a great plus point for your business. Live chats help customers have their questions answered instantly, which leaves them contented. This way you can ensure reduced costs, brisk sales, and your customers’ attention.

8. Be customer-centric

Every customer would like to have his or her questions answered quickly. Be as brief and as informative as you can, with a separate FAQ section featuring frequently asked questions with short, appropriate answers. The Content Marketing Institute advises having important questions highlighted, with answers accessible instantly with the click of a mouse. Customers do not want to spend too much time online or at a particular website.

9. Don’t drive away potential customers

Most websites have questions for visitors that urge them to sign-up first, before they can access any information on the website. This puts off most of the customers who would rather look elsewhere. The user-experience blog UX movement reports that most visitors do not wish to part with personal information on the very first visit, even before they know what your website is all about. Asking them to share personal information including name, email address, phone number etc discourages them instantly. It is better not to rush people before they get to know you well.

10. Pages taking forever to load

Nothing can be more irritating than a web page taking ages to load. In addition to testing the patience of a visitor, it contributes to a very high bounce rate. When navigating from one page to the next takes an unusually long time, the normal tendency is to close the browser and look for alternatives. Make sure that your website pages refresh fast, and one easy way to accomplish that is to compress large files and images. Using a tool like Smush it helps shrinking files and optimizing the performance of the site better.

It is not enough just to have a brilliant concept for your business. If you want your presence online to fetch quick returns, you need to have your website designed accordingly. Following the above tips should help optimize your website better and generate more revenue.

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