by Jim Edwards
Not a week goes by that half a
dozen people don't ask me what
separates a great, money-making website from a bad one.
In
response, I surveyed of a number of different websites,
large and small, to find what they share in common to make
them so successful. With few exceptions, every
extraordinarily great website contained the following
elements.
Testimonials
Every
great website has testimonials from satisfied customers. These
testimonials help set the potential customer's
mind at ease that the products or services sold online
will perform as promised.
Truly
great testimonials not only endorse the product, but
clearly state how the product increased sales, saved
money, or benefited previous buyers in very specific and
tangible ways. Testimonials should present real benefits
others can readily identify with, understand and, more
importantly, want those same results for themselves!
Headlines
Headlines
capture visitors' attention and get them involved in the website. How do
you read the newspaper? If you read like
most people the headlines first catch your attention and determine whether
you'll actually read a story.
Similarly
headlines on a website determine whether visitors get involved in the
information or surf away never to return.
My own
experience has shown that the proper headlines can easily
and quickly double, triple, or even quadruple a website's
sales almost overnight.
Bullets
Bullets
communicate various and subtle bits of information about a
product or service without making readers plow through
paragraphs of information to get to the meat of a
website's offering. Bullets arouse interest, build
excitement, and convey a lot of information very quickly
to time-starved web surfers.
Bonuses
Every
great website offers bonuses to people who buy, apply or fill out a form.
Nothing induces someone to do business with
you online like offering them something extra for taking the action you
want. Offering a bonus report, tape, extended membership,
extra quantities of product at a deep discount, coupons,
or just about anything makes people more willing to go
ahead with the purchase decision.
Guarantees
Everyone
takes a risk whenever they buy anything from anyone. The risk
centers on whether or not the product or service will
perform as promised. In a retail store most people feel
pretty confident the store will still exist if they need
to make a return or exchange in a few days. On the web,
however, that risk in making a purchase seems much higher
than in the "offline" world.
Every great website makes a point of specifically telling
customers about their return policy and truly exceptional
sites offer 100%, no-questions-asked, money-back guarantees.
People rarely take advantage of such guarantees and I have
personally seen a website's sales increase by 45% just by
extending the guarantee period an additional 30 days.
Phone numbers
Every
great website has a phone number with a real live human being on the other
end who can answer questions and provide product support.
So there you have it! With few exceptions this represents the formula for creating
or identifying a truly great website.
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