A business should periodically take a thorough audit of the product website as well as the product proposition. This is to ensure product alignment with Marketing and Sales strategy as well as the overall business vision at all times.
Business review also comprises a review of the business through the eye of the Homepage, updating whatever is broken and optimizing the stuff that are in good shape to drive better commercial results.
Take on a structured approach towards conversion optimization, get 10 times increase in sales! Constantly review and optimize your product Homepage.
Check out these stats!
- People make up their minds within 90 seconds of interaction with websites or products. Satyendra Singh
- About 62 – 90% of that assessment is based on colors alone.
- You need compelling headlines and Call To Actions (CTA) to convert customers.
- Product videos can increase purchases of the product by 144%.
- A 1 second delay in your site speed can result in a 7% reduction in conversions.
Aesthetics and UX
A beautiful, well designed product website attracts. Your website must be pleasing to the eye enough to at least attract the customers to spend a few minutes on the site.
A way to measure could be:
Usable: Site must be easy to use. Desirable: Image, identity, brand, and other design elements are used to evoke emotion and appreciation. Findable: Content needs to be navigable and locatable onsite and offsite. Accessible: Content needs to be accessible to people with disabilities.
Navigation and customer journey map
Just image a tour guide. That’s a good benchmark for your website-navigation. Ultimately we want to lead the customer from points of product discovery, learning more, selling and decision making, purchase, billing, download and usage. This should be the thought process while designing your product website. It customer journey map should serve as a sales funnel, persuading (with information and the right details) the customer from the point of discovery to the point of purchase and fulfilment.
Speed and performance.
Customers get turned off if your website drags a lot. Ensure your website is fast on all devices – laptops, notebooks, tablets and smartphones etc.
Recommended tool: https://developers.google.com/speed/pagespeed/insights/, recommended plugin for CMS: Google Site Kit.
Keywords are phrases in your web content that make it possible for people to find your site via search engines. Keywords are one of the main elements of search engine optimization (SEO)
Track a few quality competitor websites to benchmark your design and optimizations. Website optimization should be a constant and gradual process and not a one-off event.
This is quite easy to implement if you are using a content management system such as Word Press. You can download any of the recommended SEO plugins such as Yoast SEO.
- SEO Title:
- SEO Meta description:
chose right keywords, make it just long enough, and it must make a complete sense.
The plugin will analyze and show you where you have issues
Headers (H1, H2, H3…):
H1s should only be used as your main title. Find all H1s in your text that aren’t your main title and change them to a lower heading level!
- Usually, the SEO plugin takes care of the sitemap design and management. However, if you are not using a content management system (CMS) such as Word Press, then you have to manually set this up.
- Go to https://www.xml-sitemaps.com/
- Submit your site. It will generate a sitemap URL. E.g. https://marketingforstartups.co/sitemap_index.xml
- Then submit this URL into sitemap section under your search console
Footer menu will increase your site’s internal linking.
Create a footer menu with multiple widgets. Then interlink your pages with your main pages here in the footer.
Make a Blog Section & write articles on Long Tail Keywords from your broad keywords.
Internal and External Link Building:
It is recommended to have a good mix of internal and external links. The Internal links connect different sections within your website while external links (also called backlinks) connect to other websites and resources. This is particularly good as it helps in Search and site Ranking.
To Improve your site’s domain authority, you should add social links too on your site. Social signals are also a small factor in improving overall site’s ranking.
To increase and improve ease of signups, implement social signup APIs such as Twitter, Google, Facebook and LinkedIn.
Product Value Proposition
Product value proposition is the benefit of the product to customers either in a way of solving customer problems or enhancing their daily activities. It is important to have clear value proposition for the product.
Features and unique selling points (USP)
A unique selling point is a feature of the product that differentiates it from its competitors. Examples could be quality, special features (especially in cases of digital products), low price or a completely novel product.
Pricing and Market Positioning
Key thing to keep in mind are:
Does your pricing strategy reflect your market positioning (target segment, demography and psychography of customers)?
Compare your prices with your competitors’. Are they higher, lower or the same? Why?
How important is price to your customers? It may not be a deciding factor.
A well-defined positioning strategy for your product or service goes a long way in keeping you focused and guaranteeing success.