Every good Internet business understands value of conversions versus hits received. Far too often, businesses become fixated on hits they are receiving instead of monitoring their hit to sale conversion rate. This misguided focus is road to ruin because it fails to take in issue of abandonment.
“Abandonment” is one of those terms that has a unique meaning when applied to Internet. The term refers to reasons why a user abandons a site before taking action site owner desires, typically purchasing a product or making an inquiry.
There are a number of beautiful sites on Internet with unique innovations. Unfortunately, these sites rarely turn a profit or unnecessarily limit their profit potential. Site owners must focus on only one thing when building a site – converting visitors to customers. To avoid abandonment issues, you should focus on following:
1. The site should always load as quickly as possible to accommodate visitors that are using 56k dialup modems.
2. The site should be designed for ease of use, not “what looks good.”
3. All advertisements must click through directly to items that are being searched, not home page of site.
4. Site pages should be kept short to improve load times.
5. Information that is not germane to product or service should be removed.
6. Flash, music and other “atmosphere elements” of site should be removed or optional to speed up load times.