Additional Tips from WriteExpress

Website owners and developers sometimes take too much pride in their website layout and design. Remember that you are designing not for yourself, but for your targeted market. Just because you like the design and have poured a lot of sweat into it doesn't mean it will work for your potential customers. Test different layoutschange fonts, sales copy, USPs, and photos.

Indeed, the right photo can make or break a sale. In its second design (see Figure 9.5), WriteExpress used a photo of a woman with a laptop that looks like she's having too much fun. The image didn't quite portray the message of a writer with writer's block. In the latest design, the woman looks frustrated (see Figure 9.6). Customers seem to relate more to this particular image. With the latest design, WriteExpress has seen a better conversion rate.

A lot of websites miss the concept of content flow. What do you want your visitors to do? Help lead your customers to what they should do next. Do you want them to click to another page? Do you want them to click the Purchase button? Do you want them to contact you? Use focus groups and watch how they navigate through your site. It might be clear to you, but not as clear to visitors. A focus group can be just a bunch of friends and family; it does not have to be formal, expensive, or even a group.

Now that we've deconstructed a digital product store and you've learned how downloadable products work, let's deconstruct a manufactured product store.