Increasing Close Rate
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Close rate does not depend on only one
thing. Your site layout, wording, loading speed, promotion,
etc, all interact to create your close rate. Here are the most common
reasons for a low close rate:
- Page
Design
- Small changes to the look and feel of
your site can have large effects on close rate. You need to read,
experiment, and monitor how changes effect your sales. You should
only make one change at a time. After making a change, monitor
your site statistics for at least a couple of days before removing
the change or making another change. It is a long, slow process
to learn what works, but you must learn this yourself (or hire
a professional web
designer).
- Usability
- How a person interacts with a web site
is website usability. This
is often the critical missing ingredient when close rates are
low. Usability addresses issues such as surfer trust, the One
Click principle (surfers should always be just one click away
from the sale on every page of your site), navigation, bookmarking,
frames, surfer behavior, and other critical aspects of closing
the sale on the web.
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