Problems with current websites

If you buy the wrong website you will struggle to be found in Google for very important search terms, having trouble updating products and some people that buy the wrong websites shoot blind, unable to see the website analytical data needed to make informed, well-judged decisions.

Can you list your products properly?

A number of websites used by clothing companies don’t allow them to upload their catalogue effectively. If someone is searching for a certain T shirt or particular item of corporate workwear , then a site that doesn’t show them these products straight away is highly unlikely to convert that visitor into an enquiry

Internet users are used to getting what they want immediately and making rapid decisions. If a site is little more than a corporate brochure then those users will click the ‘back’ button and seek out an alternate supplier.

Your site should have one page for each product and give all the necessary information on prices, sizes, colours and customisation options. Don’t give users the excuse to click over to one of your competitors just because they show more information than you do..

Are you able to sell your products online?

Another consideration is your ability to sell products online. The world of customisable clothing is notoriously difficult from an ecommerce point of view, because the number of personalisation options make creating a great selling platform very difficult for web developers.

Technology has leapt forwards recently and there are now web companies out there who can offer you a full ecommerce platform. These platforms will allow users to view, customise and pay for their clothing online, quickly and easily.

Think about how much simpler your life would be if you could sell clothing at any time of the day or night, without ever having to speak to anyone. It is important to tread carefully here. A number of companies I spoke to at the event had spent 1000’s of pounds on websites that lacked important functionality, such as the ability to upload artwork or buy multiple sizes of the same item, which isn’t helpful at all. Make sure your web developer has experience with customised ecommerce sites before forging ahead.

Can you add your own, unique content?

When it comes to content, there are two main areas that you should be concerned with, product descriptions and blog/ news articles. 

Why is the content so important? It allows your website to stand out from the crowd , to both users and the search engines. Google hates duplicate content and if your site has the exact same product descriptions as everyone else you wont be looked upon favourably which is bad news for your rankings.

Conversely, Google loves fresh, unique content, which is easily provided by a regular blog or news section.

Taking the time to create your own product descriptions and to write advice articles or news pieces for your blog each week will do wonders for your website’s search engine ranking. At the same time it will show the personality of your brand to users, making them far more likely to remember you and recommend you to their contacts.

Does your website integrate with Google?

If your ecommerce site has the ability to integrate with Google Products Seach, your items will be displayed in the “shopping results” section of Google.

This section is displayed on page one of Google and shows an image of the product. This can bring in a lot of traffic and can often be automated, costing you very little in time and money.

Another Google tool well worth having is Google Analytics. This free software provides you with data about what’s happening on your website

This vital information includes the keywords that people used to find you, the other sites sending you traffic, how long visitors spend on your site and which pages they look at. This sort of information is exactly what you need when figuring out what works and where to take things in the future.

Internet leads can be a fertile ground for new business. But are you making the best use of all those potential leads?

The online business resource, Forbes, posted a worrying article last month, entitled: “Why Companies Waste 71% of Internet Leads”. The article looked at more than 10,000 businesses over 5 weeks and uncovered the following statistics:

·         Average lead response time is 46 hours and 53 minutes

·         Sales rep give up after 1.3 call attempts to leads

·         A mere 27% of leads are ever contacted

These figures show that the average business is throwing money at leads they never properly chase up. The article examines how to boost conversions by 341% and maximise your investment in lead generation. It is well worth reading. Here are some ideas how to help you improve sales……….

1.       Auto respond

Think about setting up an auto-responder. This will send an email to individuals who have completed an online enquiry form, helping to keep your prospects warm. The message can also include latest offers, company news, a link to your FAQ page, etc. It can also better inform the individual about your service or product and prompt them to take certain actions. Auto-responders can also be set up which send information more regularly, weekly bulletins or a monthly newsletter for example, until the prospect is ready to buy.

2.       Use your analytics data to make better sales calls

In Google Analytics (and many other website data systems) you can track enquiries by setting up Goals, and if you are a PPC advertiser then you can put Conversion Code in place. This data can tell you which keywords and adverts lead to a sale and which pages an enquirer visited on your website. If you look in the Network sub-section within the Technology section of the Audience tab, you can see the IP addresses of visitors. Combining all of this data will let you know what information your enquirer was searching form and the page that prompted the enquiry, allowing you to make a more informed sales call.

3.       Nurture your leads

If you provide professional services or sell to businesses, it is highly likely that enquirers will not be ready to buy straight away. It is important that a system is put in place to keep these parties interested while they consider their purchase. Develop some ‘keep in touch’ campaigns that allow you to communicate regularly with enquirers and help you direct them further down the sales path. Such campaigns could include emails, telephone calls and physical items like newsletters, postcards, letters and brochures, with a mix of sales offers, industry news and company information.

Use your social assets

Get closer to your prospects by following them on social sites like Twitter, Facebook and LinkedIn. Here you can learn about their interests and the way they like to work, helping you to develop your relationship. Be careful not to overdo it though, as there can be a fine line between helpful supporter and relentless internet stalker.

5.       Use a sales database

CRM (Customer Relationship Management) software allows you to keep on top of enquiries. Building up a database of all sales leads, grouping them up by industry or interest, assigning tasks to each one, tracking progress and much more can be easily achieved in one of the many CRM packages available. With CRM systems available for free and even those that are very popular costing just a few pounds a month, you have no excuse to continue organising your sales activity on Post-It notes and print-outs!