{"id":15,"date":"2010-11-08T13:52:43","date_gmt":"2010-11-08T03:52:43","guid":{"rendered":"https:\/\/www.e-cbd.com.au\/blog\/?p=15"},"modified":"2020-09-28T04:48:59","modified_gmt":"2020-09-28T04:48:59","slug":"how-to-make-your-website-make-you-more-money-pt2","status":"publish","type":"post","link":"https:\/\/www.e-cbd.com.au\/blog\/e-commerce\/how-to-make-your-website-make-you-more-money-pt2\/","title":{"rendered":"How to make your website make you more money \u2013 Pt2"},"content":{"rendered":"<p>In &#8220;<a href=\"https:\/\/www.e-cbd.com.au\/blog\/marketing\/how-to-make-your-website-make-you-more-money\/\">How to make your website make you more money Pt 1<\/a>&#8221; post we looked at some 101 ways you can get your website to start making you money. We looked at things like:<\/p>\n<ul>\n<li>Making people trust your site<\/li>\n<li>Making it easier for potential customer to find what they want.<\/li>\n<\/ul>\n<p>In this post we&#8217;re going to look at:<\/p>\n<ul>\n<li>Promoting products and services effectively<\/li>\n<li>Displaying products and services effectively<\/li>\n<li>Creating a strong sales pitch<\/li>\n<li>Simplifying the steps for purchase<\/li>\n<li>Pricing your goods and services competitively<!--more--><\/li>\n<\/ul>\n<h2>Create Effective Promotions on Your Site<\/h2>\n<p>Effectively promoting your products on the site isn\u2019t about whacking ads everywhere. People are used to ads yelling at them so they do their best to ignore them. If there are particular products or services you want to promote above others here are some tips for making them stand out:<\/p>\n<ul>\n<li>Devote no more than 25-50% of the space \u2018above the fold\u2019 on your homepage to promoting the products or services you really want to sell. If you\u2019ve only got one product or service stick to that rule. You need to allocate space above the fold on your homepage to convincing them to trust you and making it easy for them to find other information on your site, don\u2019t get over excited by promoting stuff or your site will look like the classifieds section of a newspaper.<\/li>\n<li>Make sure promotions don\u2019t look like banner ads \u2013 ads get in people\u2019s way and they hate them. They don\u2019t like clicking them. Promotions should be there to help them, read Jakob Nielson\u2019s research on the topic.<\/li>\n<li>Offer a free trial or demonstration wherever possible.<\/li>\n<li>If something is on special, show the price difference.<\/li>\n<li>Use \u2018Best Seller\u2019 or \u2018Most Popular\u2019 lists (check out how <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon.com<\/a> does it).<\/li>\n<li>Utilise \u2018People who bought this also bought\u2019 promotions when people are viewing products or services (make it up if you have to!)<\/li>\n<li>Start a newsletter, but don\u2019t force people to sign up for it. Make your product so good they want to know when or how to get more. Read <a href=\"https:\/\/www.e-cbd.com.au\/blog\/email-marketing\/email-marketing-for-2020\/\">Email Marketing for 2020<\/a> for more information.<\/li>\n<li>Offer discounts for repeat business.<\/li>\n<li>Offer a gift reminder service so people can get an email at the same time next year prompting them to make another purchase (but again, don\u2019t force it on them).<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-4034\" src=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/bigstock-Businessman-Touching-Virtual-E-115836506.jpg\" alt=\"EDM's for beginners\" width=\"900\" height=\"600\" srcset=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/bigstock-Businessman-Touching-Virtual-E-115836506.jpg 900w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/bigstock-Businessman-Touching-Virtual-E-115836506-300x200.jpg 300w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/bigstock-Businessman-Touching-Virtual-E-115836506-768x512.jpg 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/p>\n<h2>Display Your Products or Services Effectively<\/h2>\n<p>Lay your site out the right way and people will rejoice that they found you; hit them over the head with a lengthy sales pitch, or treat them badly and they\u2019ll never come back. The following guidelines are useful for formatting content so that people get the information they want and are then prompted to make a purchase or enquiry.<\/p>\n<h3>General Guidelines<\/h3>\n<ul>\n<li>Make it obvious how the person can obtain your product or service (or just make an enquiry).<\/li>\n<li>Put a \u2018call to action\u2019 at the top of the page next to the product (and at the end of the description if it\u2019s long). This should be a button to buy now, add to cart, or a link to an enquiry form or some other way for the person to take that next step.<\/li>\n<li>Put the most important information \u2018above the fold\u2019 (so they don\u2019t have to scroll down).<\/li>\n<li>Use \u2018features\u2019 boxes to illustrate strongest selling points.<\/li>\n<li>Break up long copy with neatly formatted headlines that get attention but make sure they follow the same style conventions as the rest of the page layout. You don\u2019t have to make something bold and red for it to stand out (although it probably will stand out, it will look desperate and tacky). Employ a designer to create a set of heading styles for you that draw attention but also complement the overall design in a professional way.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-4044\" src=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/online-shopping-1929002_1280.png\" alt=\"Reasons for Starting an eCommerce Store\" width=\"1280\" height=\"959\" srcset=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/online-shopping-1929002_1280.png 1280w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/online-shopping-1929002_1280-300x225.png 300w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/online-shopping-1929002_1280-768x575.png 768w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/04\/online-shopping-1929002_1280-1024x767.png 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<ul>\n<li>Break up long copy with images placed on alternate sides of the page as you scroll down. This will catch people\u2019s eyes if they\u2019re scanning down the page and draw them to that section.<\/li>\n<li>Use an image gallery where they can view thumbnails and larger versions. Make sure the image gallery is visible above the fold.<\/li>\n<li>Make the photography as professional as possible (but don\u2019t steal copyrighted images)<\/li>\n<li>Show availability. Consider showing how many items are left if inventory is low (scarcity creates demand).<\/li>\n<li>Show price and tell them how much they\u2019ll save by choosing you over someone else, or the recommended retail price.<\/li>\n<li>Show product reviews and allow people to make their own comments. People will appreciate honesty, but make sure you moderate comments to prevent spam and defamation lawsuits.<\/li>\n<\/ul>\n<h2>Displaying Products Well<\/h2>\n<h3>Why You Should Avoid Long Sections of Text<\/h3>\n<p>Credible research has shown that people generally only have time to read about 20% of an average web page[iii]. Read this great article on how little people read by Dr Jakob Nielsen if you\u2019d like an insight. If you want people to read more, give them less.<\/p>\n<p>If you need more than a couple of screen lengths to sell your product\u2019s features, chances are, your sales pitch is fatally flawed. Have you ever had a call from a telemarketer or door-to-door salesperson that just wouldn\u2019t shut up? Did that make you a) want to buy something, or b) punch them in the face?<\/p>\n<p>There\u2019s a very good reason why advertising textbooks are very fond of quoting Cicero\u2019s famous line: \u201cIf I\u2019d had more time, I would have written a shorter letter\u201d. If you need further convincing, read the <a href=\"http:\/\/dangerousintersection.org\/?p=84\" target=\"_blank\" rel=\"noopener noreferrer\">words of some of the world\u2019s great philosophers and writers<\/a> on the issue of brevity.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-4663\" src=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-scaled.jpg\" alt=\"Tips for maximising your websites capacity \" width=\"2560\" height=\"1709\" srcset=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-scaled.jpg 2560w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-300x200.jpg 300w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-1024x683.jpg 1024w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-768x513.jpg 768w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-1536x1025.jpg 1536w, https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2010\/11\/pexels-julia-m-cameron-4144294-2048x1367.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<h3>Write copy that Convinces People to Buy<\/h3>\n<p>An Amazon Forest of textbooks has been written on how to sell stuff to people, but some basic principles of selling online are:<\/p>\n<ul>\n<li>Show how your products or services meet their need(s)<\/li>\n<li>Explain the benefits<\/li>\n<li>Explain why people should choose you over your competition<\/li>\n<li>Appeal to their hearts, minds and instincts<\/li>\n<li>Talk at their level<\/li>\n<li>Create a sense of urgency<\/li>\n<\/ul>\n<h2>Make it Easy for Users to Make&nbsp; a Purchase (or Enquiry)<\/h2>\n<p>If you\u2019ve got the user to the checkout or the enquiry page you\u2019re almost home and hosed. Don\u2019t stuff it up now.<\/p>\n<ul>\n<li>Make it easy for the user to \u2018checkout\u2019 from any page.<\/li>\n<li>Make it easy for the user to view their cart from any page.<\/li>\n<li>Don\u2019t force them to sign up for anything, make an account or choose a password until they\u2019ve given you their money. Get their money first, then worry about the other stuff.<\/li>\n<li>Make sure the payment process is secure.<\/li>\n<li>Show them your privacy policy (not the whole thing, just summarise it and link to the whole thing).<\/li>\n<li>Don\u2019t force them to sign up to your newsletter. People respond<\/li>\n<li>Don\u2019t force them to give you more details than you need \u2013 they don\u2019t want to tell you their birthday, their mobile phone number, their residential address or the colour of their underwear.<\/li>\n<li>Offer PayPal, heaps of people have it and it\u2019s easy, although if it\u2019s your only payment method you can look unprofessional (ie. it looks like you can\u2019t afford proper bank fees or a proper payment gateway).<\/li>\n<\/ul>\n<h2>Be Competitive<\/h2>\n<p>In the end, most people just want the best deal. Make sure you\u2019ve done your research and you know that your costs are priced to meet the market. You can do everything else in this article better than everyone, but if you\u2019re way over-priced, there\u2019s no point. It sounds obvious, but you\u2019d be surprised how many site owners don\u2019t look around to see what others are charging. If you do provide a service that costs more make sure you explain why.<\/p>\n<h2>Examples<\/h2>\n<p>The following examples illustrate some of the principles from this article. Visit them and learn.<\/p>\n<h3>Websites that Sell Products Well<\/h3>\n<ol>\n<li>Mod Cloth (<a href=\"https:\/\/www.modcloth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.modcloth.com\/<\/a>) &#8211; great product pages<\/li>\n<li>The Body Shop (<a href=\"https:\/\/www.thebodyshop.com.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.thebodyshop.com.au<\/a>)<\/li>\n<li>Amazon.com (<a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.amazon.com<\/a>)<\/li>\n<li>37 Signals (<a href=\"https:\/\/www.37signals.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.37signals.com\/<\/a>)<\/li>\n<li>Interspire (<a href=\"https:\/\/www.interspire.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.interspire.com\/<\/a>)<\/li>\n<li>Flowers.com.au (<a href=\"https:\/\/www.flowers.com.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.flowers.com.au<\/a>)<\/li>\n<li>CafePress (<a href=\"https:\/\/www.cafepress.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.cafepress.com<\/a>)<\/li>\n<li>Zappos (<a href=\"https:\/\/www.zappos.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.zappos.com<\/a>)<\/li>\n<li>Catch of the Day (<a href=\"https:\/\/www.catchoftheday.com.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.catchoftheday.com.au\/<\/a>)<\/li>\n<\/ol>\n<h3>Eight Websites that Sell Services Well<\/h3>\n<ol>\n<li>RACQ (<a href=\"https:\/\/www.racq.com.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.racq.com.au\/<\/a>)<\/li>\n<li>James Home Services (<a href=\"https:\/\/www.jameshomeservices.com.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.jameshomeservices.com.au\/<\/a>)<\/li>\n<li>Jenny Craig (<a href=\"https:\/\/www.jennycraig.com.au\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.jennycraig.com.au\/home\/<\/a>)<\/li>\n<li>Realestate.com.au (<a href=\"https:\/\/www.realestate.com.au\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.realestate.com.au<\/a>)<\/li>\n<li>City Rail (<a href=\"https:\/\/www.cityrail.info\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.cityrail.info\/<\/a>) &#8211; important features are &#8220;front &amp; center&#8221;<\/li>\n<li>Mobile Me (<a href=\"https:\/\/www.me.com\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.me.com<\/a>) &#8211; All important information above the fold<\/li>\n<li>Tweet Deck (<a href=\"https:\/\/www.tweetdeck.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.tweetdeck.com\/<\/a>) &#8211; Keeping decisions simple<\/li>\n<li>Australian Shares (<a href=\"https:\/\/www.australian-shares.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.australian-shares.com\/<\/a>)<\/li>\n<\/ol>\n<h3>Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.useit.com\/alertbox\/\">https:\/\/www.useit.com\/alertbox\/<\/a><\/li>\n<li><a href=\"https:\/\/www.useit.com\/alertbox\/designmistakes.html\">https:\/\/www.useit.com\/alertbox\/designmistakes.html<\/a><\/li>\n<li><a href=\"https:\/\/www.justsell.com\/\">https:\/\/www.justsell.com<\/a><\/li>\n<\/ul>\n<h3>References<\/h3>\n<p><a href=\"https:\/\/www.useit.com\/alertbox\/percent-text-read.html\">https:\/\/www.useit.com\/alertbox\/percent-text-read.html<\/a><\/p>\n\n\n<h2 class=\"wp-block-heading\">Grow your Business with a Website<\/h2>\n\n\n\n<p>You need a professional website if your business is going to succeed online.\u00a0<\/p>\n\n\n\n<p>For your business to survive and thrive, it&#8217;s essential to invest in a professional website. At e-CBD, we believe that your website should be your best and most reliable salesperson. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.e-cbd.com.au\/contact-us.html\">Get in touch<\/a> for a FREE strategy meeting on 07 5531 3810.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>In &#8220;How to make your website make you more money Pt 1&#8221; post we looked at some 101 ways you can get your website to start making you money. We looked at things like: Making people trust your site Making it easier for potential customer to find what they want. In this post we&#8217;re going &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.e-cbd.com.au\/blog\/e-commerce\/how-to-make-your-website-make-you-more-money-pt2\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to make your website make you more money \u2013 Pt2&#8221;<\/span><\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":5,"featured_media":4161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,12],"tags":[87],"class_list":["post-15","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing","tag-ecommerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How 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content=\"https:\/\/www.e-cbd.com.au\/blog\/e-commerce\/how-to-make-your-website-make-you-more-money-pt2\/\" \/>\n<meta property=\"og:site_name\" content=\"e-CBD Blog\" \/>\n<meta property=\"article:published_time\" content=\"2010-11-08T03:52:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-28T04:48:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2018\/06\/search-engine-optimisation-seo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"511\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matt Granfield\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matt Granfield\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta 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