Recent issue:

Issue twenty one of the Competitive Edge newsletter looked at the subject of improving your website's conversion rates; of turning more visitors into customers. It explores some of the options for doing so, and some of the mistakes to avoid. If you're interested in selling more without spending more, you want to read this article.

What is the purpose of your homepage?

The homepage isn't there to welcome your site visitors, to communicate your aspirations, visions or goals, or to introduce the history of your company. A main page trying to do so is wasting time, diluting the message and losing sales.

If your homepage gets it wrong, as most do, then the majority of visitors arriving at your website simply won't stay. And of the few who do, many won't understand that you have what they're looking for. And of the very few who do, many will fail to be convinced. And of the miniscule remaining few, some won't be able to find the reassurance they need to purchase.

If your homepage gets it right, and very few do, then most of the visitors arriving at your website will instantly understand what you're selling and why they need it. The homepage can't possibly communicate everything about your product, but it has to highlight the pertinent information and steer your visitors towards what they're looking for. And the most important facts, such as links to more information, the price, how to buy, reassurance and contact information have to be clear and easy to find.

Issue 21 - Feeding your visitors and changing their world

Past issues:

Issue 20, October 2009 - Google vs. Google
Issue 19, February 2009 - Surviving the Recession & Google conversion tracking for downloads
Issue 18, October 2008 - 5 Ways to Spend your Extra Income & 15 Reasons to Analyse your Web Server Logs
Issue 17, June 2008 - Email Marketing That Works: Part I - Campaign Strategy & Content
Issue 16, February 2008 - AdWords Arithmetic: 4=1, 3=1, 3=2
Issue 15, December 2007 - Click Fraud; balancing between over-reaction and oblivion.
Issue 14, September 2007 - What price Google Analytics?
Issue 13, July 2007 - Customer Defence System.
Issue 12, May 2007 - Three different ways to success.
Issue 11, April 2007 - Google AdWords Q & A.
Issue 10, February 2007 - Copywriting for Developers.
Issue 09, January 2007 - Measuring for Success Part II.
Issue 08, December 2006 - Measuring for Success and Lower Literacy Website Visitors.
Issue 07, November 2006 - Through the Eyes of your Customers and Selling Abroad, Wherever You Are.
Issue 06, October 2006 - The Top 50 Ways To Sell More Software and SEO Guarantees.
Issue 05, September 2006 - When Google AdWords Fails and The Top Three Website Mistakes.
Issue 04, August 2006 - Shareware Industry Conference 2006 and Growth of an Industry.
Issue 03, June 2006 - The Keywords Issue: Google AdWords and the Long Tail.
Issue 02, May 2006 - Web Log Gold & Can People Trust Your Website?
Issue 01, April 2006 - Taming Google AdWords & First Impressions That Sell