Web Sites that Sell

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• Web Sites that Sell
• Johanna Buckentin
• Business Manager, RegNow.com

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Topics
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Types of Customers
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Example www.TaxCut.com
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Information To Provide

• Key information
• Product name
• Price
• Box Shot or Screen Shot
• Buy button
• Good Descriptions (use grammar and spell checker)
• More Info and Upgrade links

• Other things to consider
• Platform/ OS info
• System requirements
• Features/ Benefits
• Use of Consistent Fonts and Colors

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Test Results Simple Addition of Boxshot
232 sales 2,439 hits 9.51 conv.
262 sales 2,482 hits 10.56 conv.
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Navigation Tip 1 Keep Under 3 Clicks to Buy

• Each level will cost 10-30 drop-off without
  adding value
• In This Example Buy button is 6 levels deep

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Example after changes made
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Navigation Tip 2 Important Info above the
fold
Large Image is wasted space, important
information belongs above the fold.
Above the fold means anything on the page
before you need to scroll down to view more.
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Good Example of Important Info above the fold
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Other Navigation Tips

• Be consistent in navigation
• Use Template
• Same Buy Buttons throughout process
• Same menu
• Keep image size less than 25k
• No left to right scrolling
• Words drive action
• Use Buy Now buttons
• Add this product
• Save 20 with this bundle

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Marketing to Use Easy One-Time Setups

• Cross Sells
• a discounted incentive to increase their Average
  Order Value
• Goal 4 overall revenue

• Bounceback Offer in Confirmation Email
• Encourage a repeat sale on your site
• Goal 1 overall revenue

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Marketing to Use Additional Marketing

• Coupon Codes for Special Offers

• Dont Leave Pop Ups
• Discounted Product
• Customer Survey
• Goal 2 overall revenue

• Extra Services
• Optional CDs (Goal 3 overall revenue)
• Extended Download Service (Goal 4 overall
  revenue)
• Subscriptions, Upgrade Protection, Technical
  Support Service

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Testing

• Have others test your site
• Pick people who are not familiar with your site
• Ask younger and older relatives
• See where they navigate
• Ask them what information they are looking for
• TESTTESTTESTfind out what works the best for
  your products
• Price points
• Different creative and banner designs
• Different Offers Discounts, Bundles, etc.
• Use tracking available through your ecommerce
  provider
• (campaign ids, link ids, etc.)

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Analysis
Other Traffic Analysis Tools www.FILEKicker.com w
ww.Fireclick.com Google Conversion Tracking

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See me during the conference to do a site review
of your web site
THANKS and GOOD SELLING!
Johanna Buckentin jbuckentin_at_regnow.com