"Shortening The Distance to a Sale"
Has This Happened to You?
You're
in a store, armed with cash, and ready to buy that product, but can't find the item anywhere. You
could travel to another store, but then you'd have to walk out to the
parking lot, fight the traffic, pay for the gas and find another parking
space.
Now
picture this scenario online where in a fraction of second,
a click of the right index finger will take you to a different store.
As
a general rule, the longer it takes your visitor to find their desired
product and get to your checkout page, the less likely they'll stick
around and buy. There are a number of reasons why your "distance to
sale" may be too long: Complex navigation, incomplete information, or
lots of products with no search feature. Your best source for determining
problematic areas like these is your web analytics.
10 Ways to Shorten The Distance & Increase
Conversion
First,
let's explore why visitors might tend to hop around your site. According
to the Research-Based Web Design & Usability Guidelines developed in
part by the US General Services Administration, there are some highly relevant parts of a site that could impact your distance to
sale.
Click
here to see 10 ways to shorten the distance to a sale >
