Do only 1% or 2% of your Shoppers ever buy anything?  Do only 59% of Shopping Cart visitors actually Check Out?  Media-driven Impulse Shoppers have even less patience. 

They're not looking for Keyword Phrases, your corporate history, 65 hyperlinks to elsewhere, or any complex navigation schemes. They just want Your Thing. 

Conversion is King.
Tune Your Data Base.
Slickify Your TMs.
Back to The Future?

  

1. CONVERSION IS KING.

Your web site is your ad, your store, your warehouse manager, even Your Thing Itself. 
Most Impulse Shoppers want to get in and out fast.

    Think ! Not !

Your code guys may grumble, but you should continuously tweak and test different ways to grease the path from initial impact to check-out.  Usability Tests are cheaper than buying tons of clicks, only to lose most eyeballs in the first 5 milliseconds or most shoppers in a maze of clever XML.

Is your home page loaded with Sacred Cow links, buttons, and blinky-banners?  Don't advertise it. Instead, send media shoppers to a slicker Hi-C page with an easy to spell URL. Like 1-800 QUALITY.

2. TUNE YOUR DATA BASE.

You want Impulse Shoppers to type a URL into their browsers or Google bars and click.  You have to separate them from banner, external link, PPC or SEOP clicks.  You have to track them from Landing Page to Shopping Cart to Check Out. Is your data base manager up to the task?

First time shoppers are expensive.  You have to convert as many as you can to long-term customers.  Thank them.  Call them!  Send them newsletters, emails, post cards, special offers on new products... Build a back end from your front end.

3. SLICKIFY YOUR TMS, TOO.

Good help is as harder to find than good ads. Your in- and out-bound telemarketers should know your ad copy, your web copy & nav, how to answer FAQs, defuse objections, upsell...

"Zip Code, please..." is OK for $19.95 1-800 AMAZING widgets, but anything more expensive will need some explaining.  Good salespersons work on commission.  Do yours?  Good salespersons work lists of past customers.  Do yours?

4. BACK TO THE FUTURE?

First there was FTP.  Then HTML and graphics.  Then SEOPs, PPC, banner ads, streaming video, Flash!, E-Bay, PayPal, Web 2.0... 

Human nature hasn't changed much, though.   Every department head wants a spot on your home page. Every code guy wants their JavaScript thingy up front.  Every customer wants to be first in line.

Customers pay the bills.

If you test a separate URL with a super-slick path to Check-Out and get substantially higher Conversion, consider the unthinkable: Make the Hi-C page your home page!  Are all those Sacred Cows really worth the money you lose at 1.5% conversion?

Wouldn't you like to increase revenues 200% to 2000% by this time next year?

It pays to Slickify.

If you've absorbed these ideas, looked at a few DETAILS, and are ready to move forward, do what
you want your own Prospects to do.

Pick up the phone: (407) 895-3092.

Or send me an email: peter@burkhardworks.com.

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