How to Make Your Website Really Sell – Entrepreneur- Topic: E-Business

Site aesthetics–the overall sensory appeal of a company?s online home–is just one factor that reliably determines how successful an e-business is at turning visitors into customers. On the other hand, sites that move visitors along at the their own pace, with the ability to deliver customized landing pages and content, and to answer questions promptly, tend to do best with conversions. Be sure to post toll-free phone numbers and e-mail addresses on every page, as well as fields for visitors to submit questions, says David Lively, whose Ohio consulting firm, The Lively Merchant, specializes in retail sales. While it?s worthwhile to include detailed, text-heavy content deeper in a site?s architecture, cater to short attention spans by taking a less-is-more approach on the home page, initial splash pages and with product and service descriptions, Bower says. He recommends versatile CRM systems that can segment visitors, manage prospect and customer data, score leads and serve up content to visitors based on their profiles. Send the prospect an e-mail within minutes or hours of a site visit–preferably with content tailored to the visitor?s actions on your site, Goel says. read more

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