Transcript 12-SN15 Friday 430 Hall O`brien Website Tune Up

Simple Ways to Tune-up Your Website!
Give Your Website a Performance Review!
Discovering New and Relevant Users
Do you view your website as an advertising
expense or treat it as a destination?
Does it make a positive impression and inspire more clicks?
Types of websites: Online Business Card or Information-Only.
Both do very little to drive traffic to the store and provide no measurable results.
eCommerce websites should be treated like an additional location. They become a
destination and should include information about the products and services you
provide. Sales and traffic can be tracked.
It should mirror the experience your customer finds when walking into your store.
Getting Customers Engaged
Does your website portray your brand properly?
What exactly is your brand?
It’s a name, term, design,
symbol or any other feature
that identifies one seller’s
goods or service as distinct
from those of other sellers.
In other words, it’s your business face to the world!
It’s also your promise for a good experience
when dealing with you. It reflects your values,
your quality of products and your services.
It’s how shoppers perceive your overall
business.
Your website has to mirror exactly what you’re
doing in your store to reinforce your brand.
Does your website contain accurate and
complete information?
You have 10 SECONDS to engage
and inspire a customer to stay on
your website.
Confusion and frustration cause visitors to leave!
How easy is it to find what they are looking for?
Use the
3 click rule!
First Click: Sign Up
for Lessons and
Classes
Second Click:
Customer selects
Private Lessons,
Group Lessons or
Workshops
Third Click:
Customer selects
type of lesson
(Piano/Keyboard)
List of Teachers is
shown with links to
detailed bio and
contact information
Develop a page for each department, and update it
monthly
Repairs
Lessons
Rentals
Events
FAQs
Staff
Blogs
Media
Testimonials
Recent Installs
Create simple videos to connect with and engage
visitors in a more personal manner
Does your website make it easy for customers to
communicate with you?
It’s alarming how many stores forget
(or choose not) to place their phone
numbers in obvious places.
Getting calls is a GOOD thing!
Help customers take positive action!
• Sign up for your email list
• Fill out a brief survey or repair estimate form
• Enter a contest
• Contact you with questions about your products or services
• Download PDFs of your policies, contracts, applications,
product specs and more
• Register for in-store events, clinics, recitals, demos
Are you MOBILE-READY?
• Majority of shoppers are
looking for information and
validation.
• On 4/20/15 Google started
penalizing websites without a
mobile format in their search
rankings.
GE Financial Study
81% of shoppers looking
for musical merchandise
over $500 start their
search using their
smartphones or tablets!
Does your website initiate transactions?
When you go to a website and can’t find what you’re looking for,
what do you do? LEAVE
What do you do when you find what you’re looking for? STAY
Does your website motivate customers to take action
for buying in your store or online?
Check everything!
Is it easy to buy from you?
Does the shopping cart even
work?
Is the process intuitive or
cumbersome?
Nobody likes surprises!
You want customers to take action!
Whether people make a purchase
online or on the phone — or just get
the information and drive to your
store — your website absolutely
must make it easy for people to buy
your products and services.
Thank You!
David Hall
Retail Sales Manager/Webmaster
Hartland Music, Inc.
262-367-5333
Columnist – Music & Sound Retailer
www.HartlandMusic.com
Gabriel O’Brien
Sales Manager/Webmaster
Larry’s Music
800-527-7975
Columnist – Music & Sound Retailer
www.LarrysMusicCenter.com