In e-commerce, there is one goal that stands above all: Generate revenue, by encouraging website visitors to purchase your product or service; either online or at your brick and mortar store. To accomplish this, you must provide two key ingredients: a positive appearance and great communication.
When motivated consumers arrive at your website, they are in search of a solution. Each visitor has an individual question they need answered, or problem they need solved. If your webpage does not immediately provide the satisfaction they desire; they will move on to one of your competitors. As such, your website’s landing page (Home or otherwise) provides you with an opportunity, to develop a genuine and meaningful relationship with your audience; and effectively create a brand. The information that you choose to showcase here, and the manner in which it is conveyed, can invoke powerful emotions in your audience.
Your first online interaction with a potential customer, will likely play out like a first date, or job interview. It will be an emotional experience, loaded with questions that are ultimately seeking the answer to “why“. Website visitors, like employers and blind dates, know “what” they are searching for; they just don’t know “why” they need you to provide it. In either case, a positive appearance and great communication, are necessary to “make the sale.”
With that being said, to be successful you must ensure that your landing page speaks directly to website visitors, in a manner that is simple to understand; and easy to relate to. Take this opportunity to provide specific answers, about how your product or service WILL help; not can help.
Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.