"DON'T BUY FROM THIS SITE!" 10 things you must do to avoid losing customers.
by P J Chandler
How welcoming is your web site - and how easy is it for potential customers to buy from you?
Some otherwise professional-looking sites put unnecessary obstacles in way of their users - they may as well put up a sign saying "Don't Buy From This Site". Is yours one of them?
Here is a checklist of 10 things you can do to maximize sales from your site:
1. Keep it focused - don't try to be all things to all surfers. Specialisation is king in a global marketplace: aim to be best in your particular field.
2. Keep it simple - make sure your navigation system is easy to use. No page on your site should me more that two clicks away from your home page.
3. Use plain language - net jargon has its place, but do not use it on non-technical sites. The same goes for unexplained abbreviations.
4. Don't exclude people - if your offer is only available in a defined geographical area, say so clearly and up front before people start filling in forms. A prime offender is holiday offers that turn out only to apply to US residents.
5. Only request relevant information - customers will be put off if they have to complete overly-detailed forms before getting information they need.