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How to Increase Sales Online ? The Checklist

Peep Laja
If you?re in it for the long run, focus on loyalty What does the future hold? Jakob Nielsen proposed the following formula a while back: B = V × C × L B ? business results V ? visitors / traffic C ? conversion L ? loyalty If you want to double your results, you can either double the number of unique visitors (very expensive), double the conversion rate (possible, but increasingly harder as there?s a max limit to your conversion rate) or double repeat purchases. Whereas we might aptly call the period 2000?2010 the conversion decade for website usability professionals, 2010?2020 will be the loyalty decade. - Jakob Nielsen
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 201-208 | Added on Tuesday, 9 April 13 11:51:00
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If you?re in it for the long run, focus on loyalty What does the future hold? Jakob Nielsen proposed the following formula a while back: B = V × C × L B ? business results V ? visitors / traffic C ? conversion L ? loyalty
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 201-204 | Added on Tuesday, 9 April 13 11:50:27
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Check out these fantastic usability checklists for different sections of your website. Compare your site against all of them and make necessary corrections.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 200-201 | Added on Tuesday, 9 April 13 11:50:19
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11. Usability If your site is difficult to use, people won?t use it. Nobody will bother to figure out stuff. The best websites provide a seamless experience ? everything seems intuitive and people don?t have to think.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 196-198 | Added on Tuesday, 9 April 13 11:50:12
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11. Usability If your site is difficult to use, people won?t use it. Nobody will bother to figure out stuff. The best websites provide a seamless experience ?
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 196-197 | Added on Tuesday, 9 April 13 11:50:07
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There are 3 ways to create urgency: Quantity limitations (Only 3 tickets left at this price) Time limitations (Discounted tickets until July 1st) Contextual limitations (Father?s Day is coming, get a gift now)
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 193-194 | Added on Tuesday, 9 April 13 11:49:36
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10. Urgency Urgency is a powerful motivator, if done well.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 190-191 | Added on Tuesday, 9 April 13 11:49:28
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Additional reading: 14 Steps to Building Sign-up Forms That Convert Lead Magnets: Email List Building on Steroids How to Get Subscribers to Actually Consume Your Content
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 187-190 | Added on Tuesday, 9 April 13 11:49:23
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Optimizely lets you just enter any URL to see their product in action:
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 183-184 | Added on Tuesday, 9 April 13 11:49:12
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While email is the best way to go, you might also go for social media follow (Twitter, Facebook etc). some sort of test or quiz, immediate tryout of your product, sweepstakes ? enter to win.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 181-183 | Added on Tuesday, 9 April 13 11:49:06
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General rule: the more expensive and/or complicated the product, the more time people need to make a decision. If you?re selling cars or computers, it?s highly unlikely that someone will buy one online on their first visit. This is why you should get their email first, add value, prove your expertise, get them to like you, etc. BEFORE you ask for the sale.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 176-179 | Added on Tuesday, 9 April 13 11:48:50
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9. Engagement What?s your conversion rate? 1%? 3%? Even if it?s a high 5%, that?d mean that 95% of the visitors don?t buy anything.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 172-173 | Added on Tuesday, 9 April 13 11:23:50
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Rule of noise: The closer you get to closing the sale, the less things you should have on your screen. Once they get to checkout screen, you shouldn?t have ANYTHING on the page that doesn?t directly contribute to conversion. Look at Amazon checkout screen. No sidebar, no menu, no related products. They just really want you to click the ?Place your order? button. Have a single most wanted action for each screen, and make sure the important stuff stands out. Don?t have anything in the layout that isn?t absolutely necessary.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 167-172 | Added on Tuesday, 9 April 13 11:23:27
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The more choice you give to people, the harder it is to choose anything. When there are too many options to choose from, it?s easiest to choose nothing at all. There?s tons of research to confirm this. In addition, greater choice makes us unhappy. If you have a ton of products, you have to provide great filters to help people narrow down the choice. Noise and distraction is not just about how many products you have. It?s how busy your layout is, how many competing design elements there are, all asking for attention.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 162-167 | Added on Tuesday, 9 April 13 11:23:08
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8. Noise and distraction There?s an adage for outdoor billboard design ? it?s ready when there?s nothing left to remove. In a way this also applies for websites.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 161-162 | Added on Tuesday, 9 April 13 11:22:24
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If the text (or video) on your site is easy to understand and in a compelling language, your conversions will go up.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 145-146 | Added on Tuesday, 9 April 13 11:21:45
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7. Clarity People won?t buy what they don?t understand.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 143-144 | Added on Tuesday, 9 April 13 11:21:34
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Social proof is powerful. Show impressive numbers, like how many happy customers you?ve got. Nobody wants to be the only idiot buying your stupid product.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 141-142 | Added on Tuesday, 9 April 13 11:21:01
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Fitness site Bodyhack combated arguments that their results page photos are Photoshopped. ?Noone can achieve those results in 3 months?, they heard. They added a ton of evidence, like videos, to overcome these concerns.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 137-139 | Added on Tuesday, 9 April 13 11:20:52
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Credible testimonials are with full name and photo, from both celebrities and people like your buyers.
How to Increase Sales Online ? The Checklist - Peep Laja - Your Highlight Location 136-137 | Added on Tuesday, 9 April 13 11:18:56
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