These days I receive a lot of email from web site owners who say "I get plenty of visitors to my site, but hardly anybody buys."
Sometimes it is downright embarrassing. These folks are getting WAY more traffic to their site than I get to mine. I'm tempted to write back and say hey, I'll fix your conversion problem if you will show me how to get all that traffic.
Low conversion rates (the number of visitors who become paying customers) are a common situation caused by a few simple problems. Fix problems and you can expect your conversion rate to jump. There aren't many instant fixes in life, but better conversion can immediately help pay bills and put more money in your pocket.
1. Start off by putting your most popular products or services on front page. Don't make people hunt and peck through your site to find good stuff. Let them know right from start you've got something that will make them drool.
Take a look at Meredith Pond's http://CheapWriting.com She promises you good, low-cost business writing, then clobbers you with a ridiculously big promotion package you can buy for pennies on dollar.
Even if you don't go to Meredith's site to buy marketing packages, she gets your attention. You immediately understand she knows your situation and has good offers for you. That's enough to keep most people looking through her site.
2. Can you put up a delicious photo of your product? How about a picture of you or your staff providing a service? We humans are very visual beings (that's why we see color and dogs don't.)
Give average shopper nice photos of what she is looking for and you can expect a sale. I always come away hungry when I see pictures of chocolate at Nancy Davis' CandyGold.com.
3. Nancy's site brings us to conversion strategy number three...put YOUR photo on your site. Most people don't buy because they don't quite feel comfortable, they don't quite trust you yet. It's a natural reaction to Web filled with so many sites and no way to sit down and talk with owners.