Using eMarketing Usability To Motivate Visitors To Buyers - First Up
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First of all each industry is control by their specific markets and therefore totally market dependent, what works well with one does not go over well in another - so you really need to understand who "wants to purchase what you have" rather than "who you want to sell to". Often these two "needs" conflict with each other. Nevertheless, figuring this out... allows sales to roll in.
Determining your marketing position is necessary but this discussion is more towards usability. How can I improve my chances of converting a visitor to a buyer' From Software Usability Research Laboratory (SURL) Department of Psychology at Wichita State University and supported by several other studies a series of recommendations were made.
The single most prominent indicator that assists to entice a visitor to become a buyer is imagery. According to research by Steinbruck, Schaumburg, Duda, and Kruger (2002), the inclusion of a photograph for an e-bank website significantly increased the perceived trustworthiness of that website (The factual place of business). In this study, the condition that had the highest trustworthiness ratings (producing the most sales) were websites that identified staff members including their image, name and position in the company. e.g. - the picture of a person supported by their name; John Smith, and company position; Sales Manager.
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