The Top Twelve Things Your Website Needs To Do - Part Two
In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? OK, here's Part Two:
5. Get right to the product
Sorry to break this news to you, but web visitors don’t care about you, your rich history and your undying dedication to sonic purity and the American way. They care about your products and their benefits. How do we know this? By studying page view statistics. “About Us” and “Our Story” pages are among the least visited pages on a site. Make it as easy as possible to get right to the products.
6. Have deep depth
A visitor to your website should be able to get to anything they might possibly want to know about your products down to the last detail – what it’s made out of and why, how to set it up, why it’s better, how it compares to other products in your line, what other consumers and experts think about the product, what it looks like from every angle, exact size down to the millimeter, etc. etc. That’s why they’re there - to get all the information on which to base a buying decision! Sites with multiple layers of data and resources allow customers to go as shallow or as deep as they need.
7. Take names
By this we mean take names and email addresses. Every page should have an area in which a visitor may opt-in to your email list. Your fans want to hear from you! Make it easy for them to tell you how. If your site does not have an email collection box on every page and if it doesn’t automatically update your campaign manager email list, fire your web developer.
8. Register purchases
Are you still using mail-in “warranty” cards? Stop that! We’ll bet you a case of beer those cards are sitting in a file drawer and you’re doing nothing with them. By providing an on-line option you’ll double the percentage of people who register their purchases, you’ll further build your database of consumer email addresses, give yourself an opportunity to do some basic market research and provide better customer service all at the same time.
Want More Good Advice?
Part Three starts when you click the magic button.
About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace.
WE KNOW CE.