Marketing News: Businesses Waste Website Cash, Warns Expert

News Release from: ISC
19/07/2010
web site website web-marketing useability e-commerce usability costs

Most businesses know that their websites aren't working effectively but have no idea how to improve their performance, according to a Birmingham-based web marketing expert.

Worse still, they waste time and trouble attracting more traffic to their websites, rather than concentrating on turning existing visitors into customers, says Clare McKee, managing director of Brindleyplace company Website Troubleshooting.

 She said boosting visitors to a website was easy, but should not be used as a measure of the site’s effectiveness. Visitor-to-customer conversion rates were a much better measure.

 “A recent survey by SagePay showed that the conversion rates of most websites are extraordinarily low. Businesses know this, but don’t know how to go about improving things. Very often websites are designed by graphic designers rather than marketeers. So it’s not surprising that they end up with a website that looks beautiful but doesn’t bring in the business,” she said.

“The fact is that if web visitors can’t effectively and efficiently find what they’re looking for within a few seconds they will go elsewhere and probably never come back. Companies spend many thousands on their websites without understanding this simple fact,” she added

Website Troubleshooting was set up in April 2009 by Clare McKee who is a web usability and conversion specialist. With customers all over the country, she provides a page-by-page website analysis incorporating usability techniques which empathise with the customer, and use customer behaviour analysis methods.

“Once a proper analysis has been done the faults are simple to rectify. The alternative is to wave goodbye to your visitors,” she said.

 Businesses can find out more about Website Troubleshooting by visiting www.websitetroubleshooting.co.uk.

 Clare Mckee, who has an MA in Creative Media Practice, runs two successful online internet marketing consultancies. Her background is in marketing, sales, customer relationships and advertising for a number of major companies.