d] Message personalization

If you generate your RSS feeds for each individual user, you can also personalize these feeds. Basic personalization includes elements such as reader's first name, while more advanced personalization might include personalized content and product recommendations and so on.

e] Data capture

E-mail marketers have already become experts at using opt-in forms to get as much information from prospect as possible; prospect's name, his interests, current products he is using, his current position in purchase cycle and so on. RSS can be used in same way, giving your visitors access to RSS feed only after they've filled in a simple or complex opt-in form. This can work with e-zine subscriptions, as well as forms you require your visitors to fill in to either register on your website or download your free report or whitepaper.

Good news for direct marketers is that these capabilities are already available in many RSS publishing/marketing solutions, available at very acceptable prices, accessible even to smallest companies.

I am continually tracking questions people ask and modifying my site to make sure it answers those questions. That way people can get answers to most common questions right away, and I don’t spend time answering same questions over and over again.

While a good FAQ is a great time-saver for person who has to answer those questions, it also gives site users impression that your site is well-thought-out, that you care about their questions and will take time to answer them thoroughly. You can build trust in your website by having relevant product-related content throughout site as well, but there’s nothing like a well-planned FAQ to assist in answering questions.

4. Make Your Shopping Cart Easy to Use

I’ve had a little trouble with my shopping cart from time to time. It seems that if I modify header for my site, and put in a link that says “http:” instead of “https:”, secure part of my shopping cart pops up an error message with every click of mouse. Take it from voice of experience—this is not conducive to sales.

If your sales are clicking right along, then suddenly drop into abyss, it’s a good idea to go out and place a test order. I’m embarrassed to say that in my busy-ness, I’ve had to have a customer inform me of how very difficult it was for them to place an order. Upon investigation, I have found several times that something had gone wrong on my site.

In addition to making sure your shopping cart is fully functional and doesn’t return error messages, it pays to have a shopping cart that is easy to use. I am not an affiliate for Clickbank, but whenever I buy an e-book from someone who is using their service, I am always impressed with how smooth and quick online transaction is. There have been other times when I really wanted to purchase something, but some little glitch in shopping cart wouldn’t let me proceed with order, and nearly drove me to distraction.

As a customer I always think to myself, “if these people can’t get their website to work, how do I know they can ship me an order?” As a webmaster or mistress, you certainly don’t want to be on receiving end of such thoughts—and you can prevent it by making sure your website shopping cart is easy to use, and testing it every now and again to make sure it’s working properly.

5. Give Free Shipping or Make a special offer

This might seem like a no-brainer, but it really does work. I used to give away a free rocking chair to anyone who bought a suite of log bedroom furniture, and you’d be surprised how many customers I had say to me “I just love idea of getting something free!” At moment, I give a 5% discount for purchase of multiple items. That might not sound like much, but its $100 on a $2000 order and many people are glad to have it.

I also include free shipping in continental 48 states. This makes it much easier for people to know exact cost of furniture. I used to have people people contact me to see how much shipping would be, then I would estimate cost of furniture they wanted, contact several freight companies for a quote, re-contact customer, etc. Free shipping makes everything so much easier, and it really seems to appeal to my customers too.

In conclusion

I’m sure there are other quality ways to build people’s confidence in your site—thereby increasing both conversion rate and sales. Some of my friends have Better Business Bureau seal on their sites, or participate in BizRate or other rating services. I haven’t tried any of these yet, so I can’t speak for them. But I have learned from experience that people want to know you are a real person with a real business. They want to know that you care enough to answer their questions, they want a smooth shopping process, and they really do like special offers.

In these days of security breaches and privacy concerns, many customers will need extra reassurance about care you take in such matters. You can accomplish much in that direction by spelling out company policies on your site.

If you think conversion rate on your site could be better, why not make a to-do list of items mentioned in this article that might not be all they could be on your site. And oh yes, if you have a website selling “widgets” but only people finding your site are those who are searching for “bridges”, you really should change your keywords.