iTraffic-ctrl.com

I like to consider myself a bit of a gear head, and I respect anyone who is well versed in the many areas of fabrication. Being an aviation enthusiast, I have always wanted to build my own aircraft, but as you might guess this is a very big undertaking. Most homebuilt projects take several years to complete, and rarely does the builder save money. People who commit to projects of this nature do so because they love to build and tinker with machines (I am guilty of this). I would like to someday have enough free time (and cash) to start my own project, but for now I will settle for admiring the craftsmanship of others.

One particular craftsman has recently caught the attention of the aviation community by building what has been labeled the Greatest Homebuilt Ever. He has managed to build a 100% replica of a North American P-51 Mustang (click here to learn about the P-51) from scratch. This aircraft was the premier US fighter in WWII and subject of many aviation dreams. I guess Gerry Beck just got tired of dreaming.

I am not sure what this project may have cost but I know that P-51’s typically sell for no less than $1million US. Anyone who thinks that the custom bike builders are talented should take a look at what Gerry Beck has to offer.

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.