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 ...

Category:

Autos & Vehicles

Tags:

• advice
• business
• channel
• expert
• experts
• marketing
• news
• research
• sales
• seo
• sherpa
• show
• small
• stefan
• tornquist
• traffic
• tv

[BusinessExpertLouise]

It is cool isn't it...I learn it in Teacher's College.

[businessexpertsjax]

hhaa I haven't heard that saying KISS before! funny!

[kelcanderson1]

I agree businesstvrebecca, you only go to the page you need to go to, often direct from google, and want it to be as simple as possible.

[businesstvdavid]

Amazon seems so simple to use, but actually the thinking behind it is very clever...

[businessexpertsjax]

Ohhh I see Dan, thanks for the explanation.. hmm that's kind of freaky..! I don't like the thought of that at all. My eyes being monitored.. nuuh uhh!

[businessexpertjeremy]

Interesting video but maybe Stefan could sit still! - his moving around and his lo-res webcam meant his face was morphing weirdly like a reflection in one of those circus mirrors.

[businessexpertsdan]

Hi - in a nutshell it's technology that monitors what your eyes look at in certain situations. it's used in everything from tennis coaching to website design. What you are looking at first on ,say, a landing page, makes a huge difference. What got your attention? What held it? What made you click? etc

[businessexpertandre]

All true, so it's about getting your links and key words right on each page, and the home page seems to serve more as a directory of the site.

[businessexpertsalli]

I have recently started becoming involved in some basic website design. I have spent quite a lot of time browsing different websites and it is so easy to tell a good website from a bad one. People really need to keep things simple and light on with the amount of content they put on each page, especially the homepage.

[BusinessExpertLouise]

I did research in web design when I studied and all the lecturers told us was that website design needs to be simple. I know the biggest thing that frustrates me is when I can't find something on a website. Good advice on this vid!