What Making Users Click 9 Times To Find Pricing Will Do For You

Click Click Click
Click Click Click

I had an interesting chat with a family member about something the company they works for had recently done with a website redesign.  First of all – I was blown away when I was told what they paid for the site (over 100k).  My designers could have build a much better site for 1/3 of what they paid, but that is not the issue here.  They created a site without talking to any marketers, or sales guys or people who do online marketing for a living.  His company left it into the hands and discretion of web designers.  I do not want to get into the debate about web designers not being Internet marketers on this post, but these guys had really taken this company for a ride.   You do not see me telling my designers how to code something, so please stick to what you are good at.

Well it has been several months since the new design was launched and all of the higher ups are wondering why the site is not bringing in any sales, and what is wrong.  I mean – surely after spending over 100k on a website design, its gonna make some sales right?  WRONG!  Whoever was in charge of the design (some CEO or CIO – non Internet marketer) was worried about the time people spent on the site and wanting to increase it.  In the talks with the website designers, they wanted to create a site that would keep people on so they could see people visiting the site longer in the stats and what not.  That idea in it self is not a bad idea, but its how they executed that decision was.

How to poorly execute:

The website designer (with the help of someone in the company that didn’t know what they were doing online) decided to make the users have to click at least 9 times before they ever saw a price.  I really don’t need to go on from here, and I am hoping you see what they did wrong without me having to point it out.  Ok, I am going to point it out anyway – what kind of idiot designs a site, or lets a site be designed that requires 9 clicks (at least) before you can figure out the price?  I’ll tell you what kind of a person – an idiot that has no business making decisions that involve the Internet.

It is statistically proven (with case studies I have done too) that if the user has to click more then 3 times to get into the shopping cart – let alone figure out what the price is, they will click away 80% of the time.  I can’t even begin to imagine what 9 clicks does to a bounce rate.  I can see why these higher ups that just spent over 100k on a website design were worried when the site was not making any sales, or providing any leads.

When are companies going to learn to consult with Internet marketers, sales guys and people who know what it really takes to convert a sale before they go off making 100k decisions that related to business done online?  Just a side note, to really make you cringe even more – none of the URLs were search engine friendly and it was built on a dynamic platform with a bunch of unfriendly characters in the URLs.

The lesson that should be learned here:

If you have big decisions to make when it comes to web site design, take the time to talk with a real Internet marketer, and don’t leave the decisions up to the web designer or a person in your company that has never done an ounce of Internet marketing.

What you will get in return:

  • You will understand what it takes to build a web site that is sticky, but still converts well.
  • You will understand where you need to make pricing available.
  • You will  also understand why it is important to create search engine friendly URLs using keywords that are specific to the page and how that will help increase your conversion rate.

Think about it this way –

Lets say someone types in a keyword in Google, and they end up going to your site.  Once they are on your site, they have to search on the page for the product they just searched for, then they have to keep looking to see where on your website that product is (clicking over and over and over).  How many of you guys are going to be patient enough to click 9 times (like the story I was telling you above) just to find the information you are looking for?   Probably not to many – you are just going to move onto the next result.  If they have to click around more then 3 times you will lose 80% of your customers.  You want the search engines to know which keywords are associated with the most relevant pages on your website so when users click on the result, they go right to the page that has that specific product on it.  Talking to an Internet marketer BEFORE the website is designed  can help you learn how that is done.

I really am amazed that some companies are so stubborn to think they know all of the right choices when it comes to online marketing, without having to consult with professionals that know what they are doing.  Hopefully these guys will learn a lesson and think harder next time before wasting so much money, and giving one person so much power.   Internet marketing is not getting any easier and it does not even compare to how marketing is done offline.  I have had some great chats with some amazing multi-million dollar players in the offline marketing game like Stephen Covey and Greg Link whose jaws hit the floor when they start to learn about online marketing.  These guys are smart enough to know what they are good at, and where they need help.  If this post can help even one company think twice before just setting a web designer lose, or giving all the power to someone unfamiliar with Internet marketing then my purpose for writing has been accomplished!

5 Tips For A Better Converting Web Site

Today is a guest post: I was able to nail him down, and interview web developer Doug Justice, who runs a Gilbert Web Design company here in Arizona.  I appreciate Doug taking the time to answer some questions about making a web site convert better.  I have been getting lots of web design and conversion questions lately and I wanted to get answers from IMO, one of the best in the web development industry.

Our Guest:

Doug Justice, owner of Justice Solutions LLC (www.justicesolutionsllc.com) has been designing websites and applications for small to large sized businesses for over 15 years. Follow Doug Justice on Twitter

Doug Justice
Doug Justice

A former computer programmer for Siemens Health Systems, Doug’s expertise in the web development and design industry has allowed him to complete simple web design site face-lifts to developing large scale applications for title insurance companies and Convention & Visitors Bureaus across the country. His number one rule is to design a website or an application with the end user in mind, since if the end user can’t figure out what it is you are trying to have them do on your website or web application, then your website will never achieve the success you would like it to.

Tips For A Better Converting Web Site:

Me:  From your experience, what design elements make a better converting site?

Doug: A site that works first of all. You also need to have good navigation links available for the user to get to where they need to go, and by design the site to “lead” the user from point A to point B is also very critical. Next a good color scheme and design that catches your users’ eye and is not just a page with hundred’s of ads or just words is one of the most important keys to a well-converting site.

Me:  What are some web design tips that you would give a new to Internet business owner?

Doug: First of all, do your research and make sure that you have a good product at the right price. Then make sure your users can go from searching for the products or services on your website to either your checkout page or contact page (if services based)…in other words….make sure your website works. Finally, make sure your website has a “professional” look and appearance to it so the user feels as though you’ve put some thought into the site and want them to feel comfortable about their purchase of products or services from your website. I mention the design aspect last simply because you can go to Craig’s List and it’s about the simplest looking site ever on the face of the earth….but it works well…people know how to get their products sold or purchased, etc.

Me:  What do you wish clients understood about the web design process?

Doug: I’d have to say understanding how a web development company operates with multiple clients is first and foremost. We at Justice Solutions want each of our customers to feel as though they have our ears whenever they need us, however the reality is that in order to offer services at reasonable prices also means that we need multiple customers to stay in business. So with multiple customers means multiple timelines and if something is thrown off by even the slightest of delays by one client…the chain reaction that can cause is huge. If there was a close 2nd that I wish clients would understand is that with so many variations of browsers and computer configurations and operating systems out there, sometimes you will run into situations where we just can’t replicate what another user reported happened on the application or site. We’ll try as best we can, but sometimes even the end user’s ISP (internet service provider) installs software which physically blocks some applications we need in order to run the website. We hate saying, “It’s not us”, but sometimes it really isn’t something we can control.

Me:  Does proper site branding (ie Logos, Colors, Banners, Images etc.) help with the sites conversion rate?

Doug: Definitely. Let’s take 2 sites who each have the same product and the same price. If you go to the first one and it looks unprofessional…..colors don’t seem to match, different fonts are used all over the place…even in mid sentence, you may say, “Ok….good prices…but let me still check for some other stores who may have this product.”. Now they go to a site which has a great layout, good color theming to it….well branded with a professional looking logo, etc. and now they notice it’s the same price as the other, unprofessional site. Which would you choose?

Me: Anything else (other web design tips) I missed that might help someone create a better converting site?

Doug:  I think keeping a finger on the pulse of your site is really a major key to having a successful site that converts. By that I mean making sure you have a good site traffic software where you can see where your users are coming into the site and where they leave from. Tracking shopping cart abandonment rates is huge as well…but pay attention to what they are putting in their carts. If you see people putting certain items in their cart and converting…but then notice that other products are being placed into the cart and not purchased, you could have a problem with the pricing of that item….or maybe a shipping cost issue, etc. Finally springing for live chats is well worth the minimal cost those companies who offer those site plugins normally charge per month. If you’re a small business owner and you’re really looking to increase your conversions….watching the users and being there to answer their questions right when they’re at that moment to purchase can really help convert your sales.

Conclusion on Interview/Guest Post

I would like to thank Doug again for taking the time to guest post, and answer some questions that I have been seeing asked a lot more frequently as of late (especially to me personally from readers).  He’s brand new to Twitter, but promises to keep his new account jam packed with updates, and tips from the web development industry.  Feel free to subscribe to his web development blog, where he already shares a wealth of information.