4 Ways to Make Your Website A Killer Sales Tool
You want a site that grows your business, right? Well, there are four things that you can focus on to make a BIG difference. Don’t just assume your web designer will know this stuff -- designers are usually taught art and tech skills, but not the psychology of marketing.
1) Appeal to Your Buyer’s Emotions
People make buying decisions based on feelings.
Think about it… you do all the time. Hiring a lawyer? You want someone that your perceive as strong, smart, and supportive. Shoes? You buy shoes that makes you feel sexy, cool…whatever. You get the idea.
The concept that emotions drive sales decisions is supported by scientific research. People want to feel right about what they buy. If your website can respond to your customers’ emotional cravings, you’re well on your way to a great website.
It is important to make the distinction that what your users want to feel isn't always what you want them to feel. Put yourself in their shoes. Your design must convey these feelings to the user. In our Web Design Theory class we teach a research method designed for discovering feelings and finding good examples of successful design execution.
2) Reinforce Your Buyer’s Decision with Logic
After making an emotional decision, people seek to justify their decision with logic. Sometimes people will make up reasons why they're doing something, just so they can say that they have a logical reason.
Always remember – your website should have something that reinforces your user’s decision to use your product or service. Usually, you can do this by clearly communicating your businesses’ unique selling points.
Why should customers use your business instead of another? What makes you special? Feature those unique selling points strongly in your design!
3) Make Your Site Easy to Use
People want things to be easy. If things appear difficult, anxiety sets in and good “buying feelings” go away. You’ll want focus on the usability of your website if you want users to find what they need and feel good doing it!
4) Make Your Site Look Easy To Use
It’s important to note the distinction here between usability and the appearance of usability. "Usability" means that people can find what they're looking for. The appearance of usability means that people think it will be easy, at first glance. No stress, no mess.
As a best practice, strive to adhere to these two basic rules:
- Link names should make sense and align with terms the user is familiar with or looking for.
- Links should be separated into easily identifiable categorizations. Don’t mix “product” or “service” links with “about the site” links!
If a site appears easy, people will spend more time with it, and feel better about it. Remember, much of sales has to do with feeling.
Learn iT! is launching a new site soon. Here is a preview of the design. Do you see how it appears easy to use?
Pro Tip – Cognitive Psychologist George A. Miller wrote a paper in 1956 stating that most people can only process seven (plus or minus two) pieces of new information at any given time. Follow Miller’s Law and keep your site organized into 5-7 easily discernible groups of information.
Utilizing the 4 Steps
Remember these 4 steps when building or renovating your website, and you’ll find that it will be more than just an informational brochure – it can be your best tool for increasing revenue and growing your business.
As Learn iT!'s VP of E-Learning, David Lieberman teaches, designs, and customizes curriculum to fit the needs of experienced and beginning users alike. He has taught design, marketing, and theory to some of the largest players in the industry, including Apple, Adobe, Zynga, and others. He enjoys the figuring out “the way things work”, explaining said concepts to others, and feeding dogs yummy treats even when he’s not supposed to.