Why visitors don't convert into
sales - part 2
Last week, we explained that fast loading web pages are crucial
to your web success. However, even if your web pages load
fast, web surfers still might not purchase something on your
Reason 2: Is your web site trustworthy?
It's very important that your web site visitors have trust
and confidence in your company. Your customers must trust
you. They won't buy from you if they don't.
On the World Wide Web, you cannot speak face to face with
your customer so you have to establish credibility in other
1. Make sure that your web pages have a professional design
Your web pages have to look perfect. If necessary, hire
a professional web designer. Don't use blinking text, funny
animations or flashy banners on your page. Make sure that
all links on your web site are intact.
Don't use automatically created web pages. Some software
programs allow you to automatically create pages that are
"optimized" for a special keyword. These doorway
pages don't work anymore on search engines (its simply spamming).
In addition, human web surfers are turned away by that
kind of pages. While doorway pages might look attractive
to software programs, web surfers usually hate them. Automatically
created doorway pages usually look ugly to human web surfers.
Often, they consist of nothing more than a list of buzz-words.
You won't get good results with this method because human
web surfers will quickly close such a web page.
2. Tell your web site visitors who you are
Make sure that customers know that a real person is sitting
behind this Web page. Include your full contact information
on your web site and make it easy to find.
If your visitors don't know from whom they will purchase
and how to contact you, they won't buy anything. Show your
3. Offer free trials and show your refund policy
The most common things to establish trustworthiness is
to offer a free trial and a money back guarantee. If your
customers know what they'll get, they'll be more likely
4. Use testimonials.
Its far better if other people say nice things about you
than you saying nice things about yourself. Testimonials
from satisfied customers will show how your business can
do a better job than your competitor when it comes to customer
Next week, we're going to tell you how to get visitors to
your order page once they have trust in your company.