Keep Your Web Site Simple For the Most Sales

To go back to the television metaphor for a moment: imagine that you're watching an infomercial for a new kitchen knife. You hear the expert testimony, you watch the knife do its work, and you find the price reasonable. You decide, based on all of this, to buy the knife. So you wait for the end of the infomercial in order to learn how to order this wonderful knife--and you're told to dial a certain 1-800 number, to navigate a complicated menu, to enter a 12-digit confirmation code from the infomercial along with a social security number, and finally to talk to a sales representative about shipping information and payment. By the time you've gone through all of this and are about to read off your credit card numbers, a thought strikes you: was one knife really worth all of this trouble?

This is exactly what you don't want your customers to think at any point while they're using your website. If your website is built on flashy but hard-to-use menus, if your ordering information is buried under a maze of links and supplementary pages full of product details, and if your ordering procedure is complicated and full of bugs, your customers are going to be too frustrated with your website to order your product--and worse, they might start to think of your products and your business as equally customer-unfriendly.

Computer scientists have an acronym to combat this possible problem: KISS, or "Keep It Simple, Stupid." If your website is easy to navigate, if the information about your product is clearly presented on as few pages as possible, and if your ordering procedure is bug-free, then viewers won't be scared off by your website--which leads to a much higher conversion rate, and thus a successful direct response marketing strategy.

We've talked about what direct response website marketing is, why it's an excellent strategy for your business, and above all a few basic principles of its implementation.

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Sean Mize is a full time internet marketer who has written over 9034 articles in print and 14 published ebooks.

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