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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 web site.

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 ways.

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 privacy policy.

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 to purchase.

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 satisfaction.

Next week, we're going to tell you how to get visitors to your order page once they have trust in your company.

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July 2004 search engine articles