The vast majority of e-commerce website owners think of their website as a brochure. They make the assumption that if people find their website then they will browse through it and buy their products or services… Big Mistake!

If you want your e-commerce website to sell your products or your services then your website needs to be designed and built to sell your products or services…. it’s as simple as that.

Many companies spend a fortune advertising websites on TV, radio, billboards, magazines, newspapers, leaflets or by promoting their website online using search engine optimisation, pay per click adverts and lots more. The end result being that they have lots of visitors to their website and no sales. Why? They have a website that does not sell.

A good e-commerce website needs to work in the same way as a fast food drive through. As soon as you pull in to the drive through you are on the path to making a purchase. The advertising has done the hard work by getting you there. Then, when you pull up in your car, you choose what you want from the menu, you make your order, you pay for it, and then you receive your goods. It sounds easy, but it’s not.

Websites that sell need to be designed to sell.

If you have done your marketing correctly, the visitors to your website will want to buy from you. People in a buying mood do not read about what hobbies your staff have or read about how good you think you are. If you must add information that is not related to selling your product or service, keep it out of the three key areas of the sales process.

Design – Your website needs to have a professional website design so that it looks like a business which sells the product or service the visitors are looking for. The moment the visitor lands on your website they know that they are on the correct website.

Navigation – Make the navigation of your site easy. Don’t hide links to what you are selling or keep your contact details hidden away from view. Remember, people want to buy, and if you put any obstacles in their way, they’ll buy from someone else.

Buying – The final step is to make the buying process simple. Don’t ask your customers to complete a five page form before they can add something to their shopping cart. Remember, show them the benefits of what you are selling.

In essence, e-commerce websites that sell make the whole buying process simple.

A few e-commerce statistics to make you think about making your e-commerce website sell…

• In the last 5 years, internet retail sales in the UK rose by 350% compared with growth of only 20% for all retail sales.
• Online retail sales in the UK were worth £43.8billion in 2008 – 15% of the total UK retail sales.
• 3.8m UK web users bought goods online on Christmas Day, spending £102m, 21% more than on the same day in 2008.
• 45% of users have abandoned an online purchase due to broken checkout facilities – quality does matter!