Many growing businesses focus on optimizing their Web site for Internet searches but do little about optimizing it to encourage visitors to take a desired action. Getting buyers to your doorstep is only part of a niche marketing strategy. Keep in mind the following:

• On the Internet, time is measured in impatient seconds. As customers are working through the checkout process, let them know how many steps are left. This can significantly reduce abandonment rates.
• Visitors want to see shipping rates clearly disclosed before adding any items to their shopping cart. If you tell them after the fact, you’ll lose sales.
• Visitors expect a “free shipping” option.
• Visitors want clear instructions on how to check out.
• Always include product photos in shopping carts to reinforce what the customer is buying.

Learn the secrets of online advertising from the editors of FuelNet Monthly by downloading your free copy of Internet Marketing: Online Advertising Tips for Business Growth without cost or obligation.

Stephen Pierce, a business optimization strategist, doubled his profits with a “dynamic popup generator,” which is a form of online advertising in which a new browser window opens to display an advertisement. The popup appears only when a visitor decides not to place an order — i.e., closes the browser or clicks to another site. The popup features a special offer, as well as a timer that shows the user how much time is left before the deal expires.

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