iTraffic-ctrl.com

So I stumbled across another online business idea that I wish had been mine. Mycollegebanners.com is a website that allows students to design and purchase their custom event banners online. Now I recall how much time my college roommates spent creating their banners for all of their sports/fraternity functions, and I’m suprised that this hadn’t happened sooner.

The site is really easy to navigate and its also kinda fun too. I suspect that this site will do well, and its only a matter of time before their inventory expands to other custom printed products.This is a great design layout that can be used as a model for any website with intentions for selling customized merchandise online. In fact, I may already have a grand scheme in the works!

Lately it seems as though all of my friends assume that because of my profession, I can help them find whatever they need on the internet. However, I must say that I was a tad bit unprepared when my friend told me that he needed to find a breast pump. Once he explained what it was for (to help feed his newborn son) and why he needed it so quickly (his wife’s maternity leave was almost up), I set off on my breast pump hunt. Low and behold, I discovered an exceptional (from an SEO standpoint) website in the process.

The site that I finally settled on purchasing from was BreastPumpsDirect.com. And to tell the truth I was quite surprised by what I found. This site is actually a pretty good example of an E-commerce store.

Below, I’ve listed some of the more defining features of the site. If you’re in the process of building an online store or just refining your existing one, you may want to consider adding these features to your design. I use these features in all of my personal sites, and it’s nice to see others trying the same approach. It helps to reinforce my ideas.

Intuitive Navigation - The navigation is straightforward and intuitive. There are primary links in both text and image format. This pleases both visitors and search engines.

Useful Content - Aside from being link bait, the “Breast Pump Resources” section of this site can work wonders for conversion rates and traffic.

Blog - There was even a “Mommy Blog.” This feature was not yet active but we all know the power of blogs and this is undoubtedly a great addition to an online store.

Consumer Reviews - The beauty of a reviews section, is that it a can be a disguised method of product promotion. I always say that honesty is the best policy, but who says that means you have to post every submitted review. Ask friends who have used the product (regardless of where it was purchased) to write reviews. It is important to note that having a couple of negative reviews in the mix is not necessarily a bad thing.

Authoritative Appearance - Make the store look more like an authoritative source and less like a shopping cart. This will convey trust, which will improve conversions, answer customer questions, and make your site more link worthy.

Brochure/Informational websites

The majority of professional websites serve as brochures, and if built properly, they will function as an effective, lead generating, sales tool. The main difference (besides the obvious shopping cart software) between brochure type sites and e-commerce sites is that you want visitors to spend time reading you content as opposed to leading them to a check out.

• Unless you are an experienced writer, I suggest finding someone who knows how to write for the web to create your text. I also recommend finding a writer who has experience with mass communications and marketing.
• Remember the golden triangle of web design. Studies have proven that people view websites in a predictable pattern, and so we should place our important material where it is most likely to get noticed. Click here for more details.
• Navigation is the backbone of your design. Take extra time when designing this part of your website. Excessive amounts of buttons and drop down menus are not good. Make sure that the buttons use an easy to read font and they stand out of the page.
• Use a consistent header style from page to page. Visitors from search engines usually do not land on the home page, so it is important to carry your theme effectively from page to page.
• Use minimal amounts of flash and special effects. It will interfere with your important (text) content and cause your pages to load slowly. Moderation is important. (Most people skip flash intros anyway)
• Keywords are important for search engine spiders, but always remember to write for people first and foremost.
• Keep your design free of clutter and excessive advertising (such as adwords).
• Put Calls To Action on Every page – never leave the customer guessing.
• Color selection is important for more than aesthetic reasons. Studies have proven that certain colors elicit specific feelings, so it is wise to research the colors that you intend to use. (Example: Dark blue is a trusting and soothing color.)
• People look at text next to faces. Keep this in mind when designing your page layout
• Keep the “Contact Us” web forms short and simple. People are impatient and will not fill out excessively long forms just to inquire about a product or service. Gather only the information that is necessary for you to make a sales call or send a follow up email.

These tips are the result of many hours spent tweaking my designs and monitoring traffic and conversion rates. I have verified their validity and I recommend taking them into consideration when refining your own website.

If a visitor comes to your website via search engine and lands on a page other than your home page, will it hold their attention and provoke them to dig deeper, or will they turn and run?

When so much time and effort is spent on building links it is very important that your site is capable of converting its visitors into customers. There are more factors that affect your conversion rates than I care to explain (I like to keep things short) in a single blog post, so I’ll break this one into two posts with the first focusing on E-commerce websites and the second on brochure style websites.

E-commerce sites

E-commerce sites tend to evoke the most conversation about conversion rates, and as I mentioned before, volumes could be written on this subject but I just want to point out some of the most overlooked steps. My e-commerce check list perpetually changes so I’ve opted to select only a few of the more important tips.

• Include a reassurance box somewhere on the page. It needs to stand out but at the same time; it should not detract from the product picture and description.
• Do not overload your descriptions with technical details. Include only pertinent information and write in terms that most people will understand.
• Create “Buy Now/Add toCart” buttons that stick out. I regularly encounter websites that unintentionally hide their buy/purchase buttons.
• Create an “About Us” type of page where you can appeal to your customers as a genuine, trust worthy merchant. Also, keep in mind that some people prefer to buy from the little man instead of big corporations.
• Make site navigation as easy and intuitive as possible. If your website visitors do not see what he/she wants, they will leave.
• Use the least amount of steps possible for check out, and keep it stupid simple. It is also good to offer multiple payment options (several different credit cards, cod, etc..).
• I have seen some success with websites that offer a small comment box for visitors to make suggestions for the website. Use this tool to refine your pages, and do not place it anywhere that will interfere with your sale.
• Put you phone number on every page so that the shopper always has an option to call. The header is usually a good place.
• If your website does not have a logo, I suggest putting one. Logos really make a website look more professional and they reinforce your legitimacy as a merchant.

An optimum configuration will facilitate the easiest sale (for the customer). They should land on your page, get all the info that they need to make a decision, and then proceed to the checkout. Give them the right amount of text, shopping confidence, and a quick and secure check out. Also, it is a good idea to put your up-sell at the end of the check out process.

Check here later for part 2 of this post.

Finding companies who are SEO candidates isn’t all that difficult. The hard part is selecting those who not only want your services but also are easy to work with. It’s a classic case of quality over quantity.

I have had several clients who started out with huge money making potential and then turned into even bigger burdens. With this in mind, I’ve decided to create a short list of questions that I consider every time I evaluate a potential client.

1. How deep are their pockets? This is important for obvious reasons, but do not let large bank accounts cloud your vision. Often times the company with deep pockets will be much more difficult to work for. You have to ask yourself if you are ready for the challenge.

2. Will having this client improve my reputation and bring me more business? Sometimes you have to consider more than just your potential monetary gain from a client. Having a big name client may be beneficial; also, because of the reputation that you gain and people that you meet through them rather than how much money you will make directly from them.

3. Will they take up large amounts of my time without generating a comparable amount of income? Some clients are demanding and extra particular, and they will soak up large amounts of your valuable time. Avoid these guys.

4. Will their interests conflict with the interests of my other clients? Conflict of interest is just one of many reasons to keep client lists confidential. Your clients need to trust you, and knowing that you work for their competition would probably adversely affect their trust in you. They only need to know that you deliver the goods that are promised. If there is a chance that your new account can hurt a current business relationship, you must carefully weigh the consequences before making your decision.

Keep these questions in mind when you evaluate potential clients and you just might avoid some headaches.