Diseño del sitio Web: 4 errores críticos en los sitios de ventas Web
Muchas empresas fallan en el diseño del sitio Web y por esa razón no venden nada, o casi. Una de las razones principales para este fracaso son los textos. Tenemos que convencernos, los textos son críticos a la hora de crear sitios de ventas Web.
A pesar de que un gráfico dice más que mil palabras, lo que vende son las palabras. Veamos los cuatro errores más frecuentes en los textos Web:
1. El texto no le da a los lectores una razón para seguir leyendo.
La gente -generalmente- se toma no más de 20 segundos para inspeccionar tu página antes de irse. Es en los primeros párrafos donde debes darle una buena idea sobre lo que tu sitio tiene para ofrecerle. Esto usualmente se hace con un gran encabezamiento al comienzo de la página, seguido por un corto párrafo, y varios párrafos cortos a continuación para explicar rápidamente de qué se trata la oferta.
2. El texto se demora demasiado en explicar la oferta.
Avanza y avanza, haciendo que el visitante tenga que leer y leer para tener una idea acerca de qué se trata la oferta. Cuántas veces has tenido que hacer click entre muchas páginas sólo para encontrar el precio? Esto puede atraer a alguna cantidad de gente, pero a la gran mayoría sólo le produce frustración -y se va del sitio.
3. El texto se concentra en describir características.
Debería dedicarse más tiempo a contarle a los lectores qué sentirán después de comprar (beneficios, soluciones desde el punto de vista emocional). Describir, por ejemplo, el sentimiento de ser más inteligente, sexy, saludable, rico o de tener más tiempo libre.
4. El texto es demasiado complicado.
Quienes obtienen mejores notas en la escuela son los que escriben en largas oraciones, con montones de comas y palabras rebuscadas… pero en marketing ocurre exactamente lo contrario.Usa palabras de todos los días, que todos entiendan. Mantén las oraciones cortas. Pon tus ideas más importantes en negrita.
Conclusión: la parte estética y gráfica es importante pero no suficiente en el diseño del sitio Web. Si quieres crear un sitio de ventas efectivo necesitas también usar palabras. Los textos utilizados de manera inteligente venden muchísimo más (y también, si aprendes algo de SEO, te ayudan a lograr un posicionamiento en buscadores mejor que el de tus competidores).
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