 |
Low Rate eCommerce & Retail Plans
Click
Here for fast and easy
setup |
|
|
|
|
03.13.06
Interior Website Pages Sell
 By
Wayne Hurlbert
Many website owners don't spend much time thinking about where their visitors enter their site. They usually want to see their traffic arrive through the website's home page.
That is not the best policy to maximize sales.
In fact, for visitors arriving at your site, you should be happy if they arrived on many of the internal pages. By having traffic arrive through the most appropriate pages, for their individual needs, you can increase your sales volumes tremendously.
A common misconception, shared by many website owners, is the desire for traffic to flow through the site's home page. Partly driven by ego, and partly by the possibility that big dollars were spent designing the home page, many business owners want visitors to see the home page. Unfortunately, the pretty pictures on the home page don't always translate into sales.
The problems for the online business person, of such a misguided policy, are many. They include loss of visitors who don't immediately find any useful information; visitors leaving because the home page doesn't relate to them; and the usual lack of sales and marketing that characterizes most internet home pages.
Instead of worrying about the level of visitor traffic that arrives through the home page, think in terms of conversions to customers and sales revenue instead.
Low Rate eCommerce & Retail Plans
Click Here for
fast and easy setup |
A surprisingly large percentage of website home pages are not very sales oriented. They often show a few products at random, some brief company information, and some nice but often unrelated photographs. In other words, the home page is more focussed on the company itself, than on the potential or existing customer. As you know, the focus must be on the needs of the potential customer or client. It's all about their requirements, and not about your ideas.
Many website owners believe that if the maximum number of available incoming links point to the home page, it will rank highly in the search engines. They also believe the home page is where Google PageRank should be accumulated. While worthwhile goals in themselves, the results often mean very little in actual sales numbers.
Website home pages are generally introductions to the company in general and the website in particular. It's more of a home base than a sales and marketing tool. In fact, many home pages are flash laden and slow loading, sending many potential customers away to greener pastures, rather than sticking around to survey the landscape.
Click here to resume article
|
