Keep Your Web Site Simple For the Most Sales

To go back to the television metaphor for ainformation is buried under a maze of links and
moment: imagine that you're watching ansupplementary pages full of product details, and if
infomercial for a new kitchen knife. You hear theyour ordering procedure is complicated and full of
expert testimony, you watch the knife do itsbugs, your customers are going to be too
work, and you find the price reasonable. Youfrustrated with your website to order your
decide, based on all of this, to buy the knife. Soproduct--and worse, they might start to think of
you wait for the end of the infomercial in orderyour products and your business as equally
to learn how to order this wonderful knife--andcustomer-unfriendly.
you're told to dial a certain 1-800 number, toComputer scientists have an acronym to combat
navigate a complicated menu, to enter a 12-digitthis possible problem: KISS, or "Keep It Simple,
confirmation code from the infomercial along withStupid." If your website is easy to navigate, if the
a social security number, and finally to talk to ainformation about your product is clearly
sales representative about shipping informationpresented on as few pages as possible, and if
and payment. By the time you've gone through allyour ordering procedure is bug-free, then viewers
of this and are about to read off your credit cardwon't be scared off by your website--which leads
numbers, a thought strikes you: was one knifeto a much higher conversion rate, and thus a
really worth all of this trouble?successful direct response marketing strategy.
This is exactly what you don't want yourWe've talked about what direct response website
customers to think at any point while they'remarketing is, why it's an excellent strategy for
using your website. If your website is built onyour business, and above all a few basic principles
flashy but hard-to-use menus, if your orderingof its implementation.