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How to Improve Your Website's
Performance and Gain Customers
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How to Improve Your Website's Performance and
Gain Customers
As what you are about to read was written during May 2002, it may sound
a bit dated, bearing in mind the speed at which the internet moves,
however the fundementals have not changed and are still valid today as
they were then.
- Why some
sites fail?
Before going any further it is a good idea to look at some of the
reasons for the failure of some web sites. Learning from the mistakes
of others is certainly a lot cheaper than making those same mistakes
ourselves.
- Your
objectives and goals
your choices are to either continue as you are or you will have to
re-conceptualize the business and build a presentation that is capable
of convincing customers, investors and employees that there exists a
clear, unmet and large customer need.
- Your
target audience
Clearly identify your audience. You must understand who he or she is.
Do your homework. Build a profile of who it is you are selling to. Find
out what is important to them - not to you. This allows you to develop
your marketing strategy successfully.
- Your value
proposition - USP
Your USP or Unique Selling Point or Proposition needs to be identified
and clearly communicated to your prospects and customers. It is that
something that makes your products or services unique and distinctive
from others in the market place.
- Website
development and implementation
In developing and implementing your website you have to create the
ability for your company to distinguish itself from the internet
traffic jam. To do this you must consider how you are going to promote
and market your website and how your site is going to be viewed by your
customers.
- Factors
that will determine your success
Your site's loading time is absolutely crucial, etc.
- Performance
indicators / maximising your results
A large part of building a solid and successful e-business is being
aware of the ways your customers reach your site. But this does not
stop there; you also need to know what pages are the most popular, and
which advertising campaigns are working
- Website
promotion
You need to promote your website so that the world, or at least your
target audience, will see it. However promotion requires real effort,
probably a lot more effort than creating the web site took.
- Projecting
the right image
Your website should project an appropriate image for your target
audience.
- Freedom
from too many choices
Some research has indicated that consumers may actually want less,
rather than more choices.
- Using
colour on the Internet
Use complementary web safe colours on your website.
- Attract
and keep customers
Getting your prospective customer to your website is one thing, but
getting them to stay there is another.
- What
sells on the Internet
Keep in mind that not everything sells well over the web. Some products
sell best when the customer is able to touch, taste, smell, try on or
sample them.
- The Key
Know that there are no absolutes, in creating, improving and promoting
your website because there are so many variable.
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