Lots of internet traffic, yet no sales?

[wheelie2]

Hello,

I've recently increased traffic to my website through search engines and email marketing, but despite the offerings, people don't seem to be contacting me. I know what you're thinking, the product's too expensive or not very good, but I assure you that this is not the case. Is there anything I can do to the website?- am I doing something wrong? Please if you get 2 minutes to take a look and let me know your thoughts I would be ever so grateful...

http://www.glodisplay.co.uk

[epiphany]

I spent 5 minutes looking at your site and I have no idea you would use your product for. Are they for decoration or for blocking light? To you it may be obvious and I am sure people who use that type of product its obvious but none the less you need to be making it clear with visuals or with words :)

I hope you find that useful :)

Terry

[wheelie2]

Thanks Terry,

Sometimes you can't see the woods for the trees, I will alter accordingly! My only thought is that people who get to the site are actually searcing for "exhibition stands" so I would have thought that the majority would know what they are? Since you were kind enough to take a look, I'm going to be cheeky and ask if you would be so kind as to take a look at http://www.glodesign.co.uk as I wondered whether it would be wise to combine the 2 services to offer a marketing package? Decisions decisions....

[William Wilson]

Hi Wheelie I understand your dilemma, I would say your target market is very small nothing wrong with the site, products or pricing.

I would suggest getting exhibition lists and exhibiting businesses these would be the first line of marketing because they just need what you are selling.

[wheelie2]

Thank you ever so much William,

I have tried obtaining exhibitor lists and companies who deal with likely customers and tried email campaigns, and while most of them have opened and looked at the email they have expressed no further interest, so I'm at a bit of a loss on what to do next! :?

[William Wilson]

Build a list of exhibitors and watch for new ones, they may not have a solution for the up and coming event. Also going to exhibitions as a visitor, look at companies who don't have a good display then target them afterwards offering your products.

[DuaneJackson]

You certainly should make sure that on glodisplay you make it clear you also can take care of the design.

When I first looked at your site I thought "cool, good prices, atleast I know where to get this tuff now at an Ok price" (i looked briefly a while ago online and decided it was too expensive)

I then thought "hmm, still need to get designs sorted though"

So yes, make it obvious you can do both.

[William Wilson]

Good point Duane I see your point of a turnkey solution.

[DuaneJackson]

One minor point: Testimonials link goes nowhere.

One Major point:

I pretend I am a potential customer. I want a roll up stand.. i click roll up stands.... I scroll down... the 'pacific' looks like what I need, only £155. Yep, i definetley want that one.... errrm, what do i do now?

Lots of internet buyers can't be bothered with picking up the phone. Make a way for them to signify interest (if not buy) from the site. Even if it's clicking a link that says 'More info' that gives full info on the product and asks them to fill in their details for you to contact them.

It's the same all over your site. You're saying "I have these products" but not saying "and here's how to buy them"

[DuaneJackson]

One more thing:

http://www.glodisplay.co.uk/tension%20banners.htm

The images have one price for the Unos, the text has a more expensive price.

And are these prices ex or inc VAT? Is there a delivery charge? These things matter to a small business comparing prices.

[wheelie2]

Hello Duane and William,

Thank you ever so much for your kind help, I have altered the price as that was extremely important to get right! As for the link and the other points I will work on them this week and hopefully provide a more user-friendly site and address all the points you have made - they make a lot of sense! I'm updating my testimonials page but should have really put a holding page on for that, I will sort it.

On another note, do you think it might be worth combining my business websites? www.glodesign.co.uk and glodisplay.co.uk I'm having a bit of a dilamma on that.

[Rob Holmes]

Hi Wheelie2,

Here are the 1st 10 things that popped into my mind in response to your request to look at it..

1. You need a headline - a visitor hits your site hoping that you have what they are looking for - tell them you have with clear words at the top of the first page

2. Images are too small and non-specific - better to have 1 good sized shot

3. The 4 options (circles) disappear to an ambiguous "click here to show me more" when a potential customer rolls their mouse over it - IMHO it should just have a glow NOT have the product disappear I had to keep rolling on and off to remember which one I wanted

4.If they are supposed to be links at the bottom of thehomepage they don't work (in firefox)

5. The cell padding and border around the table looks naff to me

6. The Search Engine Optimisation isn't done so your traffic will be less targetted.

7. you've got a PO box Number not a real address

8. the link to the testimonials page doesn't work (in Firefox at least) and you shouldn't have a testimonials page anyway - get rid of the page and change the testimonials to 'case studies' write them as a few lines short story and have a case study for each product and include it on the specific products pages.

9. You don't have benefits stressed enough - if you have a feature then tell people the benefit as well.

10. Close the sale more on each page - if you don't ask for the sale you generally don't get it

Hope this helps,

Rob

[wheelie2]

Hi Rob,

Your comments made a lot of sense. I've tried optimising it now, never done it before but I think I've done it right. The writing at the bottom of the home page aren't links but I can see how they could be mistaken to be.

I thought PO Box numbers were real addresses? I take your point though.

I will change the testimonials page, I need to get photos from customers, blood from stones.

I'll alter the circles and use bigger images on the site.

Looks like I've a busy weekend ahead!

Thank you ever so much for your help. Watch this space for the new improved version! :D

[Enigma121]

Hi Wheelie,

As well as all of the on page factors considered in the points above, you need to seriously think about search engine optimisation.

It seems you aren't getting targeted searches through the major engines, instead the following competitors appear to be stealing a big slice of your market: -

www.displex.co.uk
www.exhibition-designs.com
www.redcliffe.co.uk

I'm sure with a more detailed analysis we would find others, together with further strategic infomation.

The assessment above was based on the terms

exhibition display
exhibition display uk

We can provide help with improving your ranking on these or other terms.

If you're interested email us for further information at: sales@enigmaconnections.com

[Mark Pocock]

Right here goes.

Put some copy in there!!

Give me plenty of reason why copy:

Why should i do business with you?
what makes you special?
Why this price?
What's special about your products?
etc, etc

Answer all the questions and objections going through your visitor's mind.

Where's your money back guarantee?

What emotions are you going to hit?
People buy things for emotional reasons.
Not rational ones.

Put a picture of yourself on the page.
It brings you closer to the market.

No testimonials as mentioned above. get some from old customers.

No urgency.

Where's your irresistable offer?

No headline to make me want to read the page.

No bonuses to bribe me into doing business with you.

apart from that it's fine.. :D :D :D

[wheelie2]

Hi Mark, and Enigma,

Thank you ever so much for your posts, I am addressing the website now and will make sure I address the issues outlined. My only thought is - do people actually read copy? if there's too much will it put people off going any further and if so, what is classed as too much?

If I put my photo on there, will it not portray me as a small business and thus put people off? I know this is an old debate and wondered whether any conclusions had been drawn?

Thank you once again!
:D

[Mark Pocock]

long copy always outsells short copy.

people will devour long copy IF
they're interested in what you're selling.

cheers mark

[Rob Holmes]

long copy always outsells short copy.

people will devour long copy IF
they're interested in what you're selling.

And the copy is good ;)

Rob

[wheelie2]

Thanks Rob, I'll bear that in mind and try answering questions that customers might want to ask.

:D

[DuaneJackson]

If I put my photo on there, will it not portray me as a small business and thus put people off? I know this is an old debate and wondered whether any conclusions had been drawn?


My personal opinion as a potential customer rather than as a small business owner is that you shouldn't put your picture on the site for exactly those reasons.

It'd be difficult for me to justify the logic behind it but at an emotional level I'd be more comfortable buying from a small/medium/big business website than one that seems to be run by one guy.

[Hermes]

Dear Wheelie2,

I've read through all your replies and don't have any problem with the various comments.

There is one issue however, with respect, that everyone should remember. Apart from a few exceptions like eBay, Last Minute, ebookers and similar 'web only' businesses, the rest of us trade in a conventional way and the internet is only an addition, a presence, a flag for anyone looking or wishing to contact us. Getting trade off the web page is really just a bonus.

Build trade by meeting people or mailings or from your network of contacts or whatever. Don't assume that by having a web site you'll get business from it, without some conventional effort and considerable hard work 'knocking on doors'.

Statistics say that on average people only spend 6 seconds on a web page (Try it yourself when you are browsing). Eye catching copy and especially images will maybe hold someone's attention for a second but there's no guarantee for how long or if they will ever take any action.

Far better to 'hot target' end-users. I come from an advertising & PR background and know how competitive your field is. You need to target customers very carefully but follow up in person. As a buyer of exhibition material I would always go for recommended, reliable suppliers and only visit web sites to see if I liked the look of a company but always then go and see them to 'feel' the speed and quality of their output. Nothing worse than a show supplier letting you down at the last minute.

Do go to trade shows, as William recommended, to see potential customers stands and build your own database from that and then follow up after a show is finished - when potential buyers might have you in mind for next time.

It is good to have a presence on the 'net' but don't rely on it catching you a fortune.

[Mark Pocock]

Regarding the photo

It's called the Law of Intimacy.

And it brings you closer to the reader. It shows you're a real person. not just a domain name.

And as for the rest of it if you've got a fantastic offer backed by a rock solid guarantee then you'll do heap of business

[LittleAcorn]

You mention your products are just for exhibitions, but I can see WAY more uses for them.

I've seen those roll up vinyl signs that are on a tension line used by governments for outdoor and indoor public events. When I saw one I thought it would be brilliant for me to have one of those myself for my craft fairs. Before last week I'd never seen portable signs like that, that are waterproof AND free-standing. That's a huge benefit that you're not really promoting.

They could be used by estate agents who are needing portable, waterproof, free-standing signs to put outside open houses they are doing. Have you tried marketing to that sector?

I think there's a huge (potential) need for what you're selling.

[wheelie2]

There are so many different things that you can use these stands for, I try to suggest some in my literature and at networking events I always make a point of what they can be used for. My printers use dye-based inks which aren't suitable for wet weather so I'm afraid that side of the market will have to be filled by someone else for now...

I do a hell of a lot of networking and most of my business comes through word of mouth from delighted customers.

However, for my business to grow it is important for me to have a good web presence as most people seem to search for prices of exhibition equipment on the internet.

I'm not sure that I agree completely with Hermes' comments about Quote:Apart from a few exceptions like eBay, Last Minute, ebookers and similar 'web only' businesses, the rest of us trade in a conventional way and the internet is only an addition, a presence, a flag for anyone looking or wishing to contact us. Getting trade off the web page is really just a bonus. Unquote

I know many small businesses who generate more than 60% of their business through their websites and their online marketing strategies. I'm sure that it is the case for some businesses but not all. It gives us smaller businesses the opportunity to play for the market which may only be reserved for the larger companies as we're all on a level playing field.

Networking I believe is the way forward...

[MorethanWords]

It is definitely the way forward! It is a shame you're so far away as we're organising a networking event down in essex!

I think it would be good if there was a way you could look into waterproofing your designs as this would open up many more doors.

I will also bare you in mind for future needs, and have just referred your site to my brother who is looking for exactly what you offer right now!

Oh, and I really wouldn't put a photo of yourself up on the site - Claire Mackaness has her photo up and she gets all kinds of dodgy emails.

I think it's much more professional to present yourself as a company to the general public, even if you're doing it from your spare room. As you get to know potential clients through networking and phone contact you can let them know, if you wish, how you operate.

[wheelie2]

That makes a lot of sense. I must admit I wasn't keen on the idea of having my photo on the internet! If you ever get bored try searching for your name on google - it's really interesting where you can end up! Thank you for passing my details on to your brother, that's great and I really appreciate it. What is it that your company does? I do have access to local businesses who can produce outdoor graphics so if I ever received any enquiries for that sort of hing then I would gladly pass them on with my recommendations. What is it that you do by the way?

[Steve Roberts]

Take this the right way, but one word comes to mind when I look at the site:

Boring

[Mark Pocock]

why should i read your web site?

I open the page and there's no headline to make me want to read on. You've got 5 seconds to make an impression on me before I'm outta there.

Where's your guarantee?

Quickest way to increase sales is to include one.

Your present copy has not got into the mindset of your visitor.

Ask yourself:
What is your visitor looking for?
what's their biggest fears?
what problems are they facing?

get into the head of your customer.
And stay there.
Address your customers needs and show them how you can make their life much easier.

[wheelie2]

ok, so message to Steve Roberts - why do you think it is boring? Rather than just stating what you think it is, how about some reasoning behind that so I can do something constructive with your comment?

And to Mark Pocock - I'm open to suggestions... :-)

[MorethanWords]

wheelie,

I'm predominantly a copywriter but am hoping to build up my business into something a lot bigger in the next year or so.

Not the same as Mark though, i think he's a lot more 'sales pitch' than me!

[Mark Pocock]

"If Your Business Has Never Attracted The Attention of Serious Buyers At An Exhibition Before Then Here's The Quickest and Most Visual Way To Stand Out In Front of Your Competitors"


or

"Warning: Don't Build Another Exhibition Stand Before Reading This"

or

How To Attract The Attention of People looking For Your products or Services in a Crowded Room/Hall

or

My Competitors Laughed When I Started Putting Up My Exhibition Stand But When They Saw How Many Inquiries I Was Getting...


now wheelie

this should start your creative juices bubbling.
I'm not saying these headlines are the best ones.
(mind you i rather like the last one)
You may write better ones.

But they give a reader a powerful reason to stop. And read on. And that's al you want a headline to do.

I would still put a photo up on your home page. What do you want image or sales?

[wheelie2]

I'd be interested in learning how you're going about building your business as I am currently doing the same - maybe we could share ideas?

[MorethanWords]

was that directed to me wheelie? If so, here goes...

At the moment I'm just relying on existing clients putting the word around which I know isn't a good long term plan but it's building business very gradually for me right now. I'm also working towards a huge push in the new year to kick start things a bit too. I'm putting together some marketing material for myself in my quiet times in preparation and thinking who i'm going to target first. Got loads of ideas and avenues to explore so although this year is exciting as I've only just set up, I'm hoping I can make 2006 a fantastic year!!

Anyway, if you want to bounce ideas off each other then please do drop me an email.

[wheelie2]

Hi Mark,

Thank you for these suggestions, I'll get my creative juices bubbling and come up with something new and exciting! It's difficult to stop yourself "following the crowds" sometimes in fear of doing something different and falling flat on your ar*e. when you say a photo on my homepage what were you thinking of?

[Mark Pocock]

Photo of your head and shoulders . And have a caption with a benefit underneath it..

Don't Viking direct always have a photo of the MD on their brochure? or am I mistaken.

Check this out www.business2businessshows.com
Gives you a potential list of companies from all over who exhibit at business shows.

Beside each product write a short paragraph turning the features into benefits.

Also have a guarantee!!!!!!!!!!!!

Jay Abraham top marketer ($5,000/hour, minimum 2 hours) says it's one of the quickest ways to increase sales.

Start building a mailing list. Bribe customers into joining it by saying one company wins something free each month.

does this help?

best regards
mark