It’s really fascinating how the web and e-commerce evolved. Back in the 90s when I started … people were screaming the words of “evolution on the web” … If you build it .. they won’t necessarily come. “You have to advertise and get the traffic to your site”.

These days, bigger issue is not the traffic but the conversion rate. How good is your site? Does it do what it was built to do? (don’t get me wrong … traffic is important, BUT word of mouth will kick in if it’s GREAT).

So what do you do to make your site convert?

Rule #1 The Source

This is pretty simple, BUT where the traffic is coming from is very important. Just look at your stats and you’ll see the difference between each keyword and it’s performance as well as each search engine and their performance. Bottom line is … don’t go for the quantity, instead go for quality.

Rule #2 Stay Relevant

If your ad in Google AdWords or anywhere else promises a certain thing … MAKE SURE that when they click on the ad, it takes them to a page that will show them more info on what was mentioned in the ad. Example ……… If you ad stated that you just received new panties and AARP members get a 20% discount (now how the heck did I combine these 2 things???? ) Anyway …….. make sure the landing page gives more info on those panties and on that discount.

Rule #3 KISS = Keep It Simple Stupid

Please don’t give your visitors 20 different options of where they can click. Don’t confuse them. Don’t hide things from them. Just give them what they want and keep the important stuff “above the fold” (on a page close to the top section so that they see it without having to scroll) Remember ….. a confused person will not take out his/her wallet.

Rule #4 Tell Them What To Do

Listen … even though women these days say that they don’t want their man to tell them what to do …… in a way (not shauvenistic or “assholish” - made up a word) they and even men do want to get directions in an unknown area. That unknown area is YOUR WEBSITE. You know it better than they do and you know what you want them to do…. so tell them what you want them to do. (Keep in mind that placing a huge BUY NOW button on a page with no content is a bad idea) … but I hope you know what I mean.

If you want them to buy … place a visible button with action words “Buy it Now” ….. give them only 1 more option to get more info or something like that. Don’t say ……… well from here you can do these 45 things …… I’m out of there.

Rule #5 At The End, Reinforce The Right Decision

If you don’t want to see refunds and people not coming back to you …. at the end, reinforce that they chose one of the best products or they chose one of the best services …. I am sure there was a time you bought something and by the time you got home OR maybe in 3-4 days you felt as maybe you’ve made a wrong decision and maybe you don’t really need that product. You ask your friends if you should keep it ………..

HELLO! You’re seeking approval / reinforcement on your purchase. So why don’t you, the owner of the business give it to them.