Does the web site navigation qualify or disqualify your traffic?
The navigation of your sales web site must be able to identify and direct the leads that it receives into the appropriate part of your sales process. Does the sales site map the accepted AIDA (Attention, Interest, Desire, Action) sales process to each of the types of visitors?
Browsers and Suspects need to see a Strong USP (Unique Selling Proposition), have their attention grabbed and interest created. Prospects want to know what's in it for them. You want to build desire by conveying real benefits, Customers want a fast and simple way to do business with you online.Does the web site give good presentations to the right person?
Like any good sales presentation your sales site has to be tailored to its audience. The content that builds desire for one personality style may confuse or bore another. Your sales presentation, the content, should be specific to the various buying styles of your visitors. Drivers, Socializes, Technicians, and Amiables each have a different set of wants and needs based on their values and the presentation content needs to reflect that.
Did the Sales Web Site ask for the order?
The sales site has done the presentation, but has it asked for the order? There must be a point of action with a specific decision for the visitor to make. Is the purpose of the site to make sure that the visitor fills in a survey, follow-up or request for info form? Is it to make sure that they join the mailing list by subscribing to a newsletter? Perhaps you want the visitor to call in to book an appointment with a live sales rep or even better to complete the entire transaction online in the eCommerce system. Make sure the site asks for the order. Where are visitors in the sales funnel? Lots of software is available today to report on web site visitors. Next Page
