#4 Get web Sales, get the results you expect: when to sell on the web
Drive sales through website navigation and ask for the sale

Key to website success Tip #4
Lead the Way to Website Results

Dibbern Key #4 "Hide and Seek" is for kids, not websites

Determine: On every page in my web site do I show 2 ways people can contact me?
What is website navigation?
Do I have a clear path - navigation- to every product, service or option I offer?
Can anyone easily (not clever or cute) see how to buy from me?

What is the best day of the week to sell on the web?

Lead the way to the sale.
Sure you want a Contact us page that tells your website visitor everything: where you are located, who you are, your fax number, all phone numbers and e-mails available, but get at least 2 type of contact information clearly visible on every single page....don't make the web visitor hunt to reach you -- you may miss the opportunity!

Ask for the sale! Include a button to "Order Now"-"Reserve Now" or even a long text link- "Would you like to order now?" "Inquire about this product" even if it only goes to a form that people can fax to you! Whatever you choose to say on this important web button or web link, be sure it is prominently on every product page and in about the same place. Lead your web visitor to the sale.

Think of the selling button or text link as "The little salesman on your website." © Jo Dibbern

If you do not have an e-commerce site with on-line ordering on every page, show or tell the web visitor how to buy from you, or at least begin the buying process on every page. More help for how to sell on the Internet without genuine e-commerce is in tip #8.

What is website navigation?
It's the roadmap to your site. It should be in the same place on every page. It should allow your web visitors to go anywhere they want easily ( - unless you want to direct them somewhere specifically - which is advanced navigation). Don't detour your web visitors. The text or buttons for navigation are your roadsigns. If you want your web visitors to get somewhere, be sure your signs are clear and easy to follow. Site Navigation: it's a map so drive them to buy.

The site navigation metaphor is one way to look at it, another view of site navigation is to consider your website as a building containing all the information you have to offer. All the navigation links are doors that open that information. This is a better way to understand it because if you open a door, you don't expect to see more doors before you get to where you are going - which sometimes happen with sub-levels of navigation and drop down boxes.

How will better web site navigation help me get results?
Navigating to sell:
If your potential customer does not immediately or easily find what they seek, they will usually go to some other website.

Lead visitors to what you offer: Site navigation to products, services, or resort room.
If you have more than one similar item, service or choice for your potential customer, they have got to be able to easily see what else they can choose from.
- For every similar group of items or services, you can provide a single sub directory page with small images or list and/or brief descriptions that lead to full pages. Make this directory available on every page!
Notice the right-side navigation on this page and the choices below.

Why do I care which is the best day of the week to sell on the web?
Because you should be sure your e-mail promos are in the hands of your potential customers - send them out on Friday or early Monday morning. Because Monday is the day you should be sure any new information is correctly posted on your web site - get it up on web before Friday.
Channel 7 in Chicago, ABC news, reported a survey that the actual biggest shopping day on the web is Monday! People may do research and comparing over the weekend, but most people buy on Monday!

Read all the Dibbern Keys: Click to each complete tip in sequence:
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