Buy Something From Your Web Site to Check Your Customer Service

Question: I want my small business Web site to produce more sales. It seems simple, yet there are so many ways to mess it up. I have a good Web designer, but he doesn’t seem to know much about creating a site that gets customers to push the “buy now” button. Give me some guidance, please.

— EAGER FOR E-BIZ

Answer: Small business owners are increasingly relying on the Web to drive sales, or at least add an additional selling channel. But many share your predicament. They have sites that may look pretty but just don’t get the sales job done.

The good news is this: There are concrete steps you can take to improve your odds of securing online sales. A great deal hinges on your site’s appearance as well as its “usability.”

Have you ever tried to order something off your own site? Give it a shot. Pretend you are a customer. Have family members, friends or anyone you can find give your Web site selling system a test drive.

Then ask the key question: How easy was it to find what they wanted and actually place the order? Solicit candid feedback. Ask them if your site comes across as professionally done and credible to would-be buyers. Is information about products and services presented clearly and efficiently, or is it stilted and clumsy?

Here are some keys to creating a Web site that can successfully sell your product or service:

1) Easy navigation. For a visitor intent on buying, there is nothing more frustrating than not being able to find what they want quickly and effortlessly. Don’t dump an endless list of confusing choices on the customer. Make categories clear and logical. Offer a way for buyers to narrow the options to those that fit their needs.

2) Details, details. The Internet offers limitless capacity to provide customers with product details. But don’t hit them with all the big guns automatically. Give them the option of clicking to more information if they wish. Unlike printed sales materials that have limited space, your Web site can have multiple levels of detail available for the asking.

3) Compelling graphics. Sites featuring the same old tired stock photos of generic people or scenes are a major turnoff. Scrap those in favor of real people and places — you, your staff, your customers, your community or place of business. Hire a local photographer to take digital photos that you can place on your site. This adds personality and reinforces the notion that you exist in the real world, too.

4) It’s all about the product. Whiz-bang technology seldom cinches the sale. Surveys, chat rooms, bulletin boards and blogs may be tempting to add to your site, but consider if they really help make the sale. If not, don’t add them.

5) Speedy checkout. Anyone who’s ever been stuck in a slow line at the grocery store can attest to the frustration of waiting to hand over your money. Make the checkout process on your Web site fast and simple. Don’t bombard buyers with last-second choices or pop-up ads.

6) Cater to high expectations. In this age of mega-sites that deliver amazing speed and service, customer expectations are greater than ever before. With a few mouse clicks, they expect an e-mail confirmation instantly and a package at their doorstep next morning. You’ll need to romance the customer and offer stellar service to stand out.

7) Coax customers by stages. Filling out forms is often necessary, but keep them simple and break them into bite-sized parts. If your business needs to gather specialized customer information for a legitimate purpose, consider a stepped approach. Ask for just a few items first. Once they complete that, ask for a few more items so no single stage is too overwhelming.

8) Keep a customer focus. Every speck of your site should be created with your customers’ goals and needs in mind, not just the needs of your business. If your site offers or requires registration, for example, don’t force buyers to answer endless questions designed to fill your need for marketing demographics. Customers want to know how the information they are providing will help them, not you.

Daniel Kehrer is editor and publisher of BizBest (www.bizbest.com), which provides independent ratings and analysis of nearly 2,000 small business resources in hundreds of subject categories. E-mail questions to: dan@bizbest.com or send to Daniel Kehrer c/o Daily Breeze, Business section, 5215 Torrance Blvd., Torrance, CA 90503-4077.