How You Can Increase Your Sales by £338,000

I know that you don’t know me and I don’t know you, and I don’t want you to think I’m trying to brag or anything like that, but we need to start somewhere – and since you’re here because you (I assume) want to generate more sales online it only makes sense that I tell you what I’ve actually achieved for even small businesses.

So, rather than me telling you that we’ll produce a website built like this, or you’ll get that many email addresses, or whatever else, I thought it might be more interesting for you if I tell you how you can go and increase your sales from your existing website by magnitudes equivalent to the numbers above. I’ll actually tell you how to do it yourself.

A few quick points for you to consider:

  1. Since I made that £338,000 headline – the company in question have more than doubled their sales.
  2. The company in question started from zero – they had no online sales at the start point.
  3. Their average order value is roughly £700 per order – so if you sell £1 hair bands – don’t expect the same figures.

 

So, how might you replicate their success for your business?

First you need to overcome a few standard mistakes that most businesses make.

The primary critically important thing is that your website should NOT be designed to match aesthetic desires, but that it is designed to match the thought processes and to meet the needs of your visitors.

You’ve got to understand that people feel like they’re really busy, they don’t have time to waste, and online they’ll be very ruthless.

If you don’t explain to them immediately how you can solve their problems and tell them why they should use you (without bragging – “we’re the best”, etc) , then they’ll leave your website and go to the next one.

Sadly most businesses don’t even begin to recognise this fact, they stand on their soapbox and talk about themselves – when they were founded, how big their premises are, what their qualifications are, how many employees they have, what their philosophy is, what their mission statement is, how they’re ISO-whatever approved, and all of the rest.

Try to put yourself in your customers shoes – who cares?

I have a burst water pipe and I want to know a) can you fix it, b) how quickly, and c) how much will it cost – all of your “me, me, me” blurb in between doesn’t help me – it just delays me getting my problem fixed.

What is the first message that you need to give to a visitor if you fix burst water pipes?

Are they more interested in stopping their home from being ruined, or in your business, your history, your philosophy, and your other things you feel make you sound important?

Put the visitor to your website FIRST.

The other stuff might all be important information, but you need to tell them FIRST how you are going to help them, and then tell them about your credentials later – not the other way around.

Secondly you need to overcome resistance (or friction)

Some people call it resistance (to placing an order), some people call it friction (the force that grates against a sale), whichever you prefer you have to understand the forces that halt a visitor before they buy from you.

The way that most people think about this is by associating it with “trust” – but this is a very generalised way of looking at the issue.

What does “trust” even mean? – is it the trust that you can do what you say you will, the trust in your website, the trust in your company, the trust in your prices, the trust that you are experienced enough? Or something else?

The way to overcome “resistance” or “friction” is to understand the thought processes your visitor is likely to have, to understand what they want, and to present the details on your website that explains and settles all of these issues in a step-by-step, logical process.

You’re trying to help them understand how you can fix and solve their problems in an easy to understand, easy to follow way – and to help them realise why they should choose you instead of someone else.

Of course there are other ways of overcoming resistance and friction, like testimonials from happy customers, showing them the kind of work that you do, letting them know who they’ll be dealing with, giving them your personal phone number – in other words being totally transparent – but you need to work out which bit to use where to make a real difference – which leads me onto point 3.

Test and measure, test and measure, and then test and measure some more – and then keep testing and measuring

You’d be amazed how many companies just employ some web design company to build a website, make it “live”, maybe set up Adwords (or maybe not) and then just sit back and wait for the stampede of orders to arrive at their door.

It’s almost like they believe that their first idea, and layout, and ads, and everything else is perfect right off the drawing board. Well I’m sorry to tell you that life just doesn’t work that way – and where online sales are involved – even less so.

While you may have worked out how your customers think, what they want to see, how to present the information to them effectively, and everything else…

..the reality is that without testing the response, measuring it, and testing new ideas – you will never hit the maximum that it’s possible for you to achieve.

As an example imagine that you provide a service or product worth £700 per sale, you’ve done all of the above and think you’re “on the ball” with website optimisation and online sales.

If testing and measuring and therefore optimising your sales could lead to just 1 more sale per month – that’s £8.400 extra per year, just by being methodical.

If you can increase that to an extra 2 sales per month that’s £16,800 per year, if you could squeeze 3 extra sales per month then it’s £25,200 per year extra.

The devil really is in the detail, and the more organised and methodical you are with measuring and testing your websites performance – the more you will earn.

And it really will make a HUGE difference to your turnover and profits.

As a starting point to understand how well your website communicates with your visitors, you should visit any of your webpages imagining you are a brand new visitor to your website, and ask yourself – a) what is the objective of this page; b) who am I talking to; and c) does the visitor know who is talking to them, and why?

This is the core of what we do for all of our customers, and we can do that for you too.

So in summary, if you try out the basic methods above you WILL see an increase in sales, but how far you can or want to take those increases is up to you.

Of course not everyone has the time or the desire, or indeed the ability to measure and test everything, and maybe you’re not sure how to implement these methods in the best way.

If you’d like it doing for you – or to discuss how much your sales can be increased by – then simply contact us for a no obligation, stress free, non-sales chat about where your website is, and where you want it to take you.

Contact us here or call 01535 635971 and speak to Dave

Call us today for a free, no obligation chat on: 01535 635971

(or if you prefer you can call me, David, on my personal mobile on 07506 717437 any time)