When designing, or re-designing your website to get increased meaningful traffic and to increase sales, your search engine optimizer (seo)/online marketing consultant, must understand that any proposed website design has to create emotion via a clear compelling message based upon the benefits of your product.

• Consider this statement: “Buying motivation is at its maximum when your prospect recognizes that what you are selling is what they want.”
• How does this recognition emerge? By CLEARLY listing the BENEFITS of your product!
• What exactly is a benefit? A BENEFIT is what your product does FOR the prospect that is important to them
• Are all benefits of equal value? No!
• What is the best way to determine the benefits of my product?
  (i) Ask existing customers.
  (ii)Conduct a feature/function/benefit exercise.

Example

You are selling: Advertising space in industry specific journal.
Feature: Highest audited distribution in the industry. (Fact)
Function: Maximum exposure to prospects. (Fact)
Benefit: Increased sales! (Emotion)

Note: On average ‘cruisers’ spend about 15 seconds looking at websites, so be certain that there is ONE CLEAR COMPELLING MESSAGE!

• Why People Buy (Your product solves a problem) – By Leo Talbot
• Why people buy – The lifestyle factor – By Leo Talbot
• Analyzing your competition – By Leo Talbot

This entry was posted on Wednesday, August 17th, 2005 at 7:21 am and is filed under Ecommerce. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.