Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for  them to follow. (An excellent primer on the subject is Call to Action by Jeffery Eisenberg and Bryan Eisenberg.)

Current Marketing Challenge

Here, readers provide tips on how to use or improve your Web site to make more sales.

How to turn Web browsers into buyers

I am reviewing my company's Web site to see what we can do to make it better. I'd like to hear your experiences on what you've done to successfully increase the conversion rate on your Web site.

—Tyler, Marketing Director

Thank you for your valuable advice, readers. Your valuable suggestions give us three ways to make the most out of any Web site:

  1. Gear your site to your target audience.

  2. Provide needed information within three clicks (and respond quickly to questions).

  3. Build the relationship by offering a freebie in exchange for an email address.

Next Marketing Challenge How to market a complex product to non-techs.

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ABOUT THE AUTHOR

Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.