25 Tips to Boost Web Traffic & Sales
As the difficult economy soldiers on, undoubtedly you’re looking to improve sales from all channels, including your Web site. But how will you do so?
Amy Africa, president of Creative Results, an online research and consultancy based in Williston, VT, offered attendees of last fall’s conference for the New England Mail Order Association the following tips for e-tailers who want to increase Web traffic and generate more sales.
1. Make your site load fast. The average site loads in 46 seconds on a dial-up modem, but most people decide if they’re going to stay on a site within eight to 12 seconds. So they’re deciding whether or not to browse your site even before it has fully loaded! For most e-tailers, boosting their site’s load time is the single most important thing to fix, Africa said.
2. Pay attention to your site’s load order. Tests of eye-tracking patterns show that most people look first at a site’s top right quadrant. Because the eye naturally goes there, that part of your site should load first. Additionally, put the best offers on your entry page in the top right portion.
3. After looking in the top right quadrant, people tend to look down the middle of the entry page and then subsequent pages, so the meat of your offerings should remain in the middle of the pages. “It’s also a good idea to put sales-oriented things in the right-hand column,” says Africa, “because that’s one of the places the eye tends to go before it leaves a site.”
4. Know your active average user session. How long do visitors stay on your site? “The more they stay, the more they pay,” said Africa. Keep users on your site as long as possible, because 80 percent of orders come in after visitors are on a site for at least 12 minutes, she continued.