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Digital search links to sales

Digital search links to sales

By making your website user friendly it can improve the visiting experience and help drive sales. Robert Whiteside, Google’s UK Sales Manager for Enterprise explains how.

In an age where the Internet is often the first port of call when searching for information, it is essential for a company to have a website.
 
Potential clients and customers will expect any reputable company to have a site not only from a brand perspective but also as a source of information regarding products/ services and offerings for the business.
 
Whilst it is relatively easy to create a website, what is more challenging is designing a portal that will encourage people to not only visit but to also peruse and spend time viewing the content. This will essentially drive sales and make your business more successful.
 
But, how can you make your website attractive to visit and use? With so many companies taking different approaches with design and layout, it is important to research the fundamental characteristics that will attract visitors and make them want to stay on the site.
 
Arguably one of the most important factors to build into a website is a proficient search tool. For the majority of surfers one of the first steps when logging on to the Internet is clicking on a search engine to locate content. Consequently, when people visit a business website they expect to see a search box that can deliver the most relevant search results.
 
A competent search tool should be supplemented with landing pages that are easy to navigate. This will improve the visitor experience of the site and encourage people to return. This will increase sales and is particularly useful for a company that is content rich.
 
Companies that rely on sales through a website need to ensure that product information is accurate and up to date and a simple but efficient payment system is provided.

Customers purchasing products or services on a company website need to be in no doubt that the transaction is being processed securely and that the user has confidence in delivery of the product.
 
Business websites can also benefit from having a dedicated home page with landing pages for areas that will be relevant to each type of customer.

For example, if your business is software based but you sell to education, print and health sectors it is useful to provide a dedicated page for each area so the visitor can identify the content of interest to them.
 
Users are also attracted to websites with visually exciting material. If a customer can feel excited about the company and access information and products efficiently this will improve the users experience and encourage them to revisit the site.
 
Following some market research into the effectiveness of business websites it was found that:
 - 80 per cent of visitors will abandon a site if search is poor
- Companies save an average of £17 every time a user gets a support question answered online instead of over the phone
-  82 per cent of visitors to e-commerce sites use search to find the product information they need
 
Businesses can therefore improve customer service and consequently drive sales by improving its website. The easiest types of technology to use are those that are adapted for consumers and end users.
 
Rather than thinking at an enterprise level, companies can use this methodology when building its own services to improve the user experience.
 
Whilst we live in a society where information is growing at a rate of noughts, it will become increasingly more important for businesses to help navigation on its website.

By introducing a search facility that can cope with extreme levels of content it will unburden the user from having to sift through the unwanted information to find what they are looking for.

 

For SEO training, contact the experts at The Knowledge Engineers who can help you to achieve SEO success.

AJR
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