Sales are a big part of any online business. Be it products or services, we are always looking for a way to increase sales. Online sales are relatively difficult, since there is a screen between you and your customer. You can’t talk to your customer and bounce back and forth with the language and tone they are using. So, we do what feels right, we focus on creating, promoting and hoping that we get sales. But do you know that there are other factors that affect sales? And maybe you are missing out on some of those.
Here are three of those aspects.
Your Visuals are meh!
You and I process images faster than text. That’s the reason why infographics are way cooler than plain text. Why? Because images attract your attention and you retrieve information better when presented with an image as oppose to text. Here let me give you an example, someone asked in a FB group once, “I have been running my online store for 6 months now but I haven’t had a single sale. What am I doing wrong?” Few people replied with “Work on your product images” or “The images look dull” and yes, her product images really were meh, monotoned, too much crammed into a single image.
Now I’m in no way saying that you should go hire a professional photographer for your images, but start using better images and clear images that explain exactly what your product does or how it looks.
Your images/visuals are the first thing a customer will look at, it’s just natural. Images not only grab attention but also connects with your reader on an emotional level. This is the very reason that advertisements are crafted keeping in mind the customer’s emotion. And yes, it’s true even for “techy” stuff, e.g. Apple.
These ads certainly hit one or more emotion as you were viewing them.
Using clean and clear product images can hook your customer & help you make more sales.
Your Copy Doesn’t Connect
Let me share a secret first, when I started with my online business I didn’t care at all about the kind of copy I was writing. They are just words now, aren’t they? Wrong! Thankfully I learned soon enough that if your copy fails to entice the customers then you may as well give up. And I am still tweaking and learning to make my copy better.
When a customer is deciding if they want to buy your product, what will they do? They will read your copy. Your copy is what sells your product. But not every copy sells, especially not the generic text book copy!
So, what can you do to make the copy hook your customer? Yup, you already know, EMOTIONS! Whatever you are selling will have some emotion attached to it. Use it in the copy. Make it relatable to your customer. Here’s a quick checklist of what it should contain.
- Plain English words, none of this Cachinnate or Piquant or other fancy words.
- Keep the description clear and not overdone e.g. this pen right here solves the mystery of why you’ve been living on this planet. (No, it doesn’t)
Products or sales pages that use emotions in copy will always sell more. Let the copy connect with your customer emotionally.
You already know how images play a part in sales, but did you know that the design of your website affects your customers too? I’m not even kidding.
“…immediately upon visiting the site consumers make a holistic judgment about whether or not the site is “about me”.”
“Websites that correctly execute these critical design elements are more likely to attain customer satisfaction, positive purchase intentions, customer loyalty, and ongoing patronage”
“they (consumers) generally decided whether a page was relevant to them in 2 to 3 seconds;”
These observations are from the study on The Effects of Website Designs, Self-Congruity, and Flow on Behavioral Intention, which can be read here. And even if we ignore the observations, why would you or your customer buy from a site that isn’t aesthetically pleasing. Sites that are crammed with too many graphics or have a confusing navigation and colors that are not complimentary, vomited all over the site can lead to a decrease in sales. This is the exact reason why brand colors are important. The design is not only affecting your readers and customers but also acting as a “spokesperson” for your brand.
Just because you think “xyz” graphic will look cute here or there, doesn’t mean that your customer is also thinking the same way. Let the design breathe, have clear navigation and let it not be confusing. I am not suggesting that you should go spend $$$$ on a custom site design but whatever you are using at the moment, view it from your customer’s or reader’s perspective and change what’s needed accordingly.
Don’t throw a lot of unnecessary junk on your website (ads/graphics), your reader or visitor is the one to use it, remember to keep it clean and clear.
[clickToTweet tweet=”Your reader or visitor is the one to use it, remember to keep the website design clean and clear.” quote=”Your reader or visitor is the one to use it, remember to keep the website design clean and clear.” theme=”style5″]
These aspects are immediately in your control and you have the choice of tweaking and playing around with these. Now if you have been wondering why only 3? Well, there are A LOT of other aspects that can affect sales. If I had to write those in this very post, it would be a full-fledged eBook. But I can share with you some more via email. You can sign up here to learn more about psychology in web design & sales. No spam, I promise. Sign up here –
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