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6. Why should I respond now and not later?
7. Is there an alternative?
5. “Techy” graphics. Studies have proven that the simpler the e-mail (i.e., less HTML graphics), the better it works. Apply this same principle to your Web site, Huey said, advising the audience to use sans-serif, 12 to 14 pixel Arial or Verdana font on a white background.
6. No powerful offer. Make a powerful offer no matter what channel you're selling in — direct mail, e-mail, TV or online — Huey said. Tactics include offering premiums (e.g., whitepapers) to prospects as a result of taking action; guarantees with a picture and signature of the person making the guarantee; and discounts, making sure that the price is at the front of the copy. “There's an expectation now that consumers believe they're getting a deal; they want to perceive value.”
7. Shopping cart depressants. Ask yourself, “How easy is it to order or register?” Your shopping cart should consist of one or two steps, or at the most, three, Huey stressed.
“The more options you give a prospect, the greater the depression of sales.” Avoid long subscription and order forms. Essential components of every shopping cart page, according to Huey, include a clear offer with a discount and ordering options that are clear and visual.
8. Anemic SEO. Huey outlined two rules when it comes to addressing your site's search engine optimization (SEO) capabilities: Think like a search engine, and think like your prospect. Here are 10 other factors that can affect SEO rankings:
* competition;
* site maps;
* links;
* open directory;
* avoid flash;
* avoid images;
* meta description tags;
* meta title tag;
* meta keyword tags; and
* content.
9. Passive marketing. Take advantage of the viral nature of the Web, Huey said. Tactics include sending auto-triggered thank-you notes to customers after they make purchases, tell-a-friend e-mails and an upsell/cross-sell strategy. These techniques help generate prospect names while creating positive word-of-mouth around your brand.
10. No credibility. Use testimonials — including expert, celebrity, listing of clients, case studies, user ratings and reviews, etc. — to gain trust with consumers. The best Web pages to post testimonials on are the homepage and the shopping cart page. And use pictures and subheads in bold with your testimonials, Huey added.
11. Ignoring video. Video is a powerful way to get across your message, Huey said. How-to videos, testimonials and “walk-ons” with high-level execs are some of the ways that you can use video online.
12. Weak integration of direct mail and the Web. This can be expanded to include e-mail, TV, banner ads, paid search, radio, among other things, Huey said. Consumers need to know that they're at the right spot when they arrive at your Web site.
Huey noted that many consumers who get direct mail pieces don't call in their orders before checking out the company's Web site. So your Web site needs to be consistent with your other marketing materials. Consider using specific URLs on your other marketing pieces, particularly direct mail, to allow for easy tracking of these consumers when they go online.
7. Is there an alternative?
5. “Techy” graphics. Studies have proven that the simpler the e-mail (i.e., less HTML graphics), the better it works. Apply this same principle to your Web site, Huey said, advising the audience to use sans-serif, 12 to 14 pixel Arial or Verdana font on a white background.
6. No powerful offer. Make a powerful offer no matter what channel you're selling in — direct mail, e-mail, TV or online — Huey said. Tactics include offering premiums (e.g., whitepapers) to prospects as a result of taking action; guarantees with a picture and signature of the person making the guarantee; and discounts, making sure that the price is at the front of the copy. “There's an expectation now that consumers believe they're getting a deal; they want to perceive value.”
7. Shopping cart depressants. Ask yourself, “How easy is it to order or register?” Your shopping cart should consist of one or two steps, or at the most, three, Huey stressed.
“The more options you give a prospect, the greater the depression of sales.” Avoid long subscription and order forms. Essential components of every shopping cart page, according to Huey, include a clear offer with a discount and ordering options that are clear and visual.
8. Anemic SEO. Huey outlined two rules when it comes to addressing your site's search engine optimization (SEO) capabilities: Think like a search engine, and think like your prospect. Here are 10 other factors that can affect SEO rankings:
* competition;
* site maps;
* links;
* open directory;
* avoid flash;
* avoid images;
* meta description tags;
* meta title tag;
* meta keyword tags; and
* content.
9. Passive marketing. Take advantage of the viral nature of the Web, Huey said. Tactics include sending auto-triggered thank-you notes to customers after they make purchases, tell-a-friend e-mails and an upsell/cross-sell strategy. These techniques help generate prospect names while creating positive word-of-mouth around your brand.
10. No credibility. Use testimonials — including expert, celebrity, listing of clients, case studies, user ratings and reviews, etc. — to gain trust with consumers. The best Web pages to post testimonials on are the homepage and the shopping cart page. And use pictures and subheads in bold with your testimonials, Huey added.
11. Ignoring video. Video is a powerful way to get across your message, Huey said. How-to videos, testimonials and “walk-ons” with high-level execs are some of the ways that you can use video online.
12. Weak integration of direct mail and the Web. This can be expanded to include e-mail, TV, banner ads, paid search, radio, among other things, Huey said. Consumers need to know that they're at the right spot when they arrive at your Web site.
Huey noted that many consumers who get direct mail pieces don't call in their orders before checking out the company's Web site. So your Web site needs to be consistent with your other marketing materials. Consider using specific URLs on your other marketing pieces, particularly direct mail, to allow for easy tracking of these consumers when they go online.
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