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Author: Leonard F JacksoneMail: leonard.jackson@simplybetterperformance.com

So you want to have a

Web Site that ‘really’ Sells ?

We have identified 10 x Key Factor areas where your Web Site needs to be ‘Issue Free’ to make it ‘really’ sell.

If you have critical Web Site Issues such as the ones we have identified across any of the 10 x Key Factor areas,

you will need to implement a remediation plan.

The 10 x Key Factors that must be Right to make your Web Site ‘Really’ Sell

1. Findability – Is your Internet Business Highly Visible ?

2. ‘Wow’ Factor – Is visiting your Web Site memorable for the ‘right’ reasons ?

3. Customer Usability – Just how good is your Web Site to use ?

4. Efficiency and Reliability – How well does your Web Site Work ?

5. Customer Relationship – Does your Web Site endear you to Customers ?

6. Return / Future Business – Are you getting high return Web business ?

7. Exceptions Handling – Is running your Web Site costing you too much?

8. Extendibility – How easy is it for you to add new products and services?

9. Cost Effectiveness and Profitability – Are you ‘really’ making money ?

10. Competitiveness – Is you Web Site ‘really’ up there with the best ?

1. ‘Findability’If your Web Site isn’t highly visible on

the Internet, it is probably a failure . . . – Can a Test Customer Audience find your Web Site

easily, and without prompting from you ?

– Is a Test Audience easily able to identify the best ‘Keywords’ to search for your Business ?

– Does your Business Title and Web Address clearly indicate your line-of-business ?

– Are the Key Words in your Home Page the ‘best choice’ ?

– How would you know this ?

– Is your Web Site coming up on the first page of Internet Search results ?

– Are you paying for priority listing with the major Internet Search providers ?

If you must honestly answer ‘NO’ to any of these Key Issuesit is likely that you have a ‘Findability’ problem . . .

2. ‘Wow’ Factor Is your Web Site a possible ‘turn off’

with potential Customers . . . . Use a Test Customer Audience to quickly check this out for yourself

– What does your Test Customer Audience really think of your Web site overall compared with (say?) your 12 major Competitors ?

– Is their first impression of your Web Site a ‘good’ or a ‘bad’ impression ?– Where does your Web Site rate against your (say ?) 12 major Competitors?– How does your Test Audience rate your Web Site for consistency of

‘appearance’ ?– Have your Test Audience identified any really good ideas that you can

borrow from Competitors or other Web Sites

If you don’t rate in the top 25% in All of these assessment areas it is likely that your Web Site doesn’t have the necessary ‘Wow’ Factor to make it ‘really’ sell . . .

3. Customer UsabilityCustomers are quite fussy with their Web time and typically want:– a productive visit to your Web Site– minimal impediments, diversions or delays – to get what they came for quickly, easily,

and with confidence of financial transaction security – no intrusive or unnecessary questions being asked – to conclude any Web Site visit believing that

they have been treated fairly and professionally – To experience NO Web Site linkage failures during their site visit.

If you must honestly admit that your Customers aren’t able to use your Web Site in the ‘fluid’ manner as suggested above then it is likely you have a ‘Customer Usability’ problems . . .

4. Efficiency and ReliabilityIf your Web Site isn’t cost efficient it will have

higher Cost of Sales and lower Profitability . . .

– Do you closely monitoring your ‘real’ Costs ?– When was the last time you did a comparative

review of your Web Site business in your market areas ?– Do you look for and make ongoing changes to your Web Site to take

advantages of emerging cost efficiencies and trends ?

An unreliable Web Site also impacts on Sales and Profitability– Have you implement ‘down-time’ tracking and trend reporting ?– Do you have an Action Plan with ‘event triggers’ to ensure that you

are ready to address unacceptable trends quickly ?

If any answer is ‘NO’, your Web Site is unlikely to be as Efficient or as Reliable as it needs to be to make it ‘really’ sell . . .

5. Customer RelationshipYour Web Site should initially create and then preserve a good Customer Relationship

– Have you recently checked your Web Site for potential ‘abrupt language’ or other presentation issues ?

– Do you regularly check Customer Feedback for reactions and trends ?– Do you periodically test your ‘Customer facing’ Web Site as a pretend Customer to personally

check for Issues ?

Your Customer Facing Staff must echo the same helpful and supportive sentiments of your Web Site in all Customer dealings– Do you periodically test your ‘Customer facing’ organisation as a pretend Customer with typical

Customer Service issues ?– Do you track, report and act upon Customer Complaints ?– Do you re-train or replace ‘customer facing’ staff that cannot deliver on your Customer

Relationship commitments ?

If any answer is ‘NO’, your Web Site is unlikely to be optimized to achieve a consistent Customer Relationship or to be seamlessly aligned with your Customer Facing support organisation . . .

6. Return / Future BusinessReturning Customers are really good Web

business because they typically have a lowerbusiness support and delivery cost . . .

– Do you track / report and incentivate returning Customers– Do you assess your Competitor’s Incentive Programs for returning Customers and

‘borrow’ their good ideas ?– Do you periodically, Survey your returning Customers ?– Do you investigate all unexpected ‘negative’ return trends ?– Do you regularly evaluate and often trial new Incentive programs to increase your

return business ?– Do you keep your Returning Customer program up-to-date ?– Do you periodically communicate with return Customers ?

If any answer is ‘NO’, your Web Site is unlikely to be optimized for repeat business by returning Customers. Another key reason to act is that statistically, a Returning Customer is a lower Fraud Risk . . .

Welcome Back

7. Exceptions HandlingUnless you automate most Exceptions Handling

activities you Web business will likely choke and fail . . .– Do you regularly analyse and categorize current ‘face to face’

and telephone based Customer support Issues ?– Does your technical Web Site development program:

• review all new and emerging Issues handled by ‘customer facing’ staff , and prioritises them according to frequency of occurrence ?

• try to design and develop cost effective automated solutions for the most common Exception Handling Issues ?

• Track the effectiveness of all such automation to assure results ?

Another good reason to put some real effort into this is the fact that you will find that you don’t need a ‘real’ Customer Support person to handle most Web Site support issues . . .

8. ExtendibilityA Web Site that ‘really’ Sells must be able to readily and cost

effectively support ongoing business growth and change. You may have a Web Site Extendibility Problem if you can:

– Never be first to market with new products or services– Regularly incur costly or major Web Site software changes and

delays when introducing new products or services– Such Costs and Delays make introducing some new products or

services marginal or possibly unprofitable

Web Site ’Extendibility’ Issues need to be thoroughly investigated to understand the full nature and cost of permanently fixing such problems

From

To

9. Cost Effectiveness & ProfitabilityAvoiding Selling at a Loss

( other than for special short-term promotions )

Do you know your: – Full supply and delivery costs for all Web Products and Services ? – Customer Support and ongoing Refund and Warranty Costs ?– Full ongoing Cost of Web Site Development and Web Ops. ?

Are you alert and responsive to:– Unexpected ‘runs’ on products, but especially low-margin items ?– Rapid or significant fluctuations in Supplier and Delivery Costs ?– Key Changes that Competitors are making in their Supply Chains ?– The early adoption of emerging and more efficient business operating

methods and processes ?

You need to be saying ‘YES’ to all of these questions . . .

10. CompetitivenessYour Customers need to perceive your

Web Site as being highly competitive . . .How are you creating and sustaining this perception :– Do you keep the ‘look and feel’ of your Web Site up-to-date ?– Do you actively encourage Web Site optimizing and fine tuning ?– Do you regularly check your Competitors Web Sites and perform

comparative timing checks on your common Web functions ?– Do you occasionally Survey your Customers to remain aware of

and responsive to their perception logic, including the ‘little things that really matter’ to them ?

You must be saying YES to most of these questions to remain Competitive . . .

In Summary• This PowerPoint Presentation is intended to give you a high-level overview of the

Key Factors and related Issues that are likely to be preventing your Web Site from ‘really’ Selling

• You will appreciate that by its very nature a PowerPoint Presentation is limited in its coverage to Topic highlights only

• If you need to get ‘down into the nitty gritty’ to make your Web Site ‘really’ Sell, we know that you will need detailed Help. Fortunately such Help is now readily available via the Internet from Simply Better Performance

• To get Help from us, you need to visit the Simply Better Performance Web Site ( www.simplybetterperformance.com ) where you can initially download our FREE eBook on this Topic to satisfy yourself as to our knowledge and topic coverage

• You can then purchase our full eBook which includes a FREE Microsoft ® XL ® based Tool tohelp you to perform a detailed assessment andto create a comprehensive Action Plan for yourself

• Don’t Delay . . . Contact us on the Web today !!!