Well Done

Now you understand the problem with many web site home pages. They are not focussed on what the customer wants. They give irrelevant information, a multitude of choices and, quite often, the route to what the prospective customer wants is not obvious.

If you want to make a sale, it's important to guide the customer towards the right product as quickly and easily as possible. Don't provide exits that let him escape.

Typical "exits" include:

• Adverts that link to rival sellers
• Links to other web sites
• Delaying tactics such as "Read our Terms" or "Register to use our shopping cart".

Also make it clear where you are based. If, for example, you are in the USA and you don't ship elsewhere, provide a link that says "Click here if outside USA". That link can direct the visitor to a site that sells outside the USA and earns you a commission.