Business Tips: S. Tornquist - Is Your Website Back to Front?

In this business tv show, Marketing Sherpa Research Director Stefan Tornquist reveals why he thinks many websites are being built the wrong way round, and why that’s losing them sales:

“Websites aren’t experienced holistically anymore, because of search we go directly into components of those websites. If we’re searching for a camera we’re not going to go to the Amazon homepage we’re immediately going to go to a category page and if you’re searching for a bit of news you may or may not go to the homepage of the Telegraph you’re more likely to go directly into the site and so when I’m talking about simplifying a website its really very important to simplify the interior pages what marketers call the landing pages because that’s where people land whether they’re arriving from an email, or a search, or an ad and so its that design on the page that’s so important.
On the homepage in fact it may not be the worst thing in the world to display your brand and have a bit of fun. A homepage needs to be all things to all people, there are a lot of different demands on that kind of page.
What you really need to focus on are those pages where something happens, somebody buys a product or registers to an email and certainly in ecommerce there’s no reason for me to go to everyone’s sites, Amazon and I will too because really they’ve done more testing and more work around how people engage with their pages than anyone else.
Now it doesn’t mean that your pages need to be as full as an Amazon page because they’ve done a little bit of training so everyone who’s used Amazon over the years has sort of been trained to what’s there but if you start boiling it down its really pretty simple to find things on the Amazon website and then to buy them.
For all of that content they’ve designed it in such a way that if really you don’t want to look at those user reviews, you’re not interested in the other products that they’re recommending they’re very easy to move past those things and just to buy whatever it is what you like but if you want it it’s all there.”

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