Re: eyeballs into customers

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Thu 04 Jan 2001 11:19:32 -0500

JILL REINFRIED <jill_reinfried_at_abti.cc> WROTE:
> I`ve been looking in on this forum since July, and have
> picked up some good tips. I`m currently the web
> mistress of a small art site with a limited budget for
> advertising. I`ve been getting alot of eyeballs, but
> not many customers. I was wondering if anyone out
> there can give me some suggestions on a way to turn
> those lookers in to buyers. I would really appreciate
> some insight.

Hi Jill,

With a product like yours, two things become important:

1. Advertising should be very targeted. Seriously
consider buying targeted keyword phrases on GoTo.com,
which now has wide distribution on the spider-based
engines. Many phrases are available for a penny. High
customer conversion depends on attracting the right
people in the first place.

2. "Romance" is a critical selling tool in this
category. Generally, you should make your site "sell" a
little harder. You have to give people a reason to go
past the home page. Featured item of the day. Text to
describe how wonderful the items are and what they
could mean to a person who owns them, not just
pictures. Endorsements and testimonials. It's an
emotional sell, you have to create a "world" supporting
the sell.

You should also consider some kind of newsletter to
"remind" people you are out there. Since many of these
items are related and thematic, your very best prospect
for a buyer is a previous buyer. A newsletter would
keep them informed and provide an excuse to come back.

I'm not a designer, so take the following with that in
mind (I'm sure others more qualified will comment on
design). I found the navigation confusing, and that's
the last thing you want to happen. It's not clear at
all why "Samples of Work", which is high on the menu,
have no prices, and "Artwork for Sale" is buried down
the menu, so I may never see it. Visitors expect the
text to be links, not the "blue buttons". This also
applies to the "forward / back" navigation icons you
use. Remember, you only have a few seconds: user
frustration is your biggest enemy.

Jim Novo mailto:jim_at_jimnovo.com
Customer Valuation, Retention, Loyalty
Author:Turning Customer Data into Profits
http://www.jimnovo.com





Received on Thu Jan 04 2001 - 10:19:32 CST