Five Guidelines for Better Website ROI
The dawn of the Internet less than two decades ago was revolutionary. But do you remember those first websites? They were often ugly, ungainly and hard to use.
The stunning fact today is that many businesses still operate websites that are the equivalent of a clunker (Think Edsel or Yugo) instead of a sleek, efficient and consumer-friendly model with a sustainable ROI.
Worse, poorly thought out redesigns often result in websites with more bells and whistles, but which still retain the same underlying problems that drive customers and clients crazy.
To make your website pay, you’ve got to turn it into a 24-hour-a-day sales rep, able to handle customer inquiries, provide solutions and turn clicks into cash.
So how can you turn your website clunker into one that generates a respectable ROI? The following tips should help you:
1) Make It Easy – This sounds obvious, but many websites are too complicated and frustrating to use. By its very nature, the web is a place where most people want (and expect) to dash in and dash out. The job of your website – and your web designer – is to make that dash as easy and trouble free as possible. Your website navigation, therefore, should be straightforward and uncomplicated – so easy that a child could use it. Too many drop-down menus and too much clicking can stop transactions dead in their tracks. From the beginning of the design process, place a premium on clarity and simplicity. Think like an end user. If there are certain attributes you don’t like on other people’s websites, don’t repeat their mistakes and put them on your own!
2) Build Trust – For many people, there is still a lot of skittishness about online transactions and about the reliability of information found on websites. Ensure all your information is accurate and current, especially about products and services. Include an FAQ that anticipates and answers client/customer concerns. Include the logos of third parties that might be involved in transactions in order to allay fears prior to purchase. Offer guarantees and include a verifiable testimonial or two from satisfied clients. Also, make sure your return policies for products are clearly stipulated.
3) Good Pictures – Never underestimate the power of a good picture, especially when it comes to your products! People want to see what it is they’re buying and a tiny, low-res image just isn’t going to cut it. Yes, online shoppers or service seekers generally are in a hurry, but if you’ve gotten them to the decision point, they’ll want to see clearly what it is they are about to buy. That’s why you’ll need a higher quality, bigger image available when they click on the smaller one. Sure, it takes a little longer to load, but at this point most people won’t mind the short wait. Having good pictures goes a long way toward calming fears about a purchase and allows customers to more easily compare products. If you’re not operating an e-commerce site, good art can still make a powerful impression, so be extra selective during the design/redesign process.
4) Good Writing – This is a big one for websites. The writing has to be web centric – punchy, brief, accurate and action oriented. People aren’t seeking an hour of relaxing reading on the Web. They are surfing at high speed, and they’re out to get something done as fast as they can. When writing for the web, you don’t have the time or space afforded in a newspaper, newsletter or magazine. The editing must also be top notch so that copy is clean, lean and strong. If you want to spread out and offer information in a more narrative (storytelling) style, make use of a downloadable newsletter (discussed last month). A newsletter, in fact, is one of the top ways to build customer/client interest, loyalty and a sustained ROI.
5) Accommodate Seniors – According to the U.S. Census, nearly 40 million Americans are 65 or older, making up 12 percent of the population. And, guess what? By 2050, seniors will number 86 million and make up 21 percent of the population. But even more importantly, these Baby Boom seniors control vast amounts of wealth. The median net wealth of those over 65 averages $108,000 while for those under 35 it’s just $8,000. Retired and with time available, seniors present an enticing and growing online market. Two things are critical for them: First, your website must be easy to use. Second, your information and follow through must be credible (see number 2 above). If you do these things, seniors will reward you with loyalty for a long time.
Don’t let your website be the 21st Century version of the Ford Edsel. You will be surprised at the ROI if you adopt these guidelines during the design process.
Written by Scott Wigton