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Q: Web site recommendations to generate sales ( Answered,   0 Comments )
Subject: Web site recommendations to generate sales
Category: Business and Money
Asked by: iwatch93-ga
List Price: $100.00
Posted: 28 Nov 2006 10:44 PST
Expires: 28 Dec 2006 10:44 PST
Question ID: 786239
How can I update my company Web site to maximize follow-up calls and
sales results?

I would like someone to go through the Web site,,
and provide detailed and specific recommendations to convert unique
views to phone calls/sales. We are looking for information about the
look/feel of the site, the functionality and usability, the provided
product and technical information (is is clear? concise?) and any
other general comments. The person answering this question should view
EVERY page on the site and provide detailed information and suggested changes.

First, some information about the company, the product and our target market:

About the Company:
I Watch provides an IKEA style do it yourself digital video
surveillance solution, built by the service industry for the service
industry. The product is different from other digital video
surveillance systems in a number of striking ways.

I Watch does not have a storefront and does not offer system
installation. Instead, the company focuses on getting restaurant
owners a quality product and strong customer service.  Systems come
with three months of free tech support, user-friendly DVR software, a
one-year limited warranty on all cameras and DVR hardware and a 30-day
money-back guarantee. Additionally, for each referral a customer
makes, they receive a $100 credit (up to $500) for upgrades and/or new
system components.

The I Watch Product:
Systems are sold with four to 16 cameras, and include a Windows-based
DVR camera server, capable of 28 storing days of recorded footage, a
Pentium 4 processor, a flat screen LCD monitor and cameras suitable
for indoor and outdoor use. Each system also comes with video cable,
installation tools and accessories and step-by-step visual
installation guides.  Before each system is delivered, all of the
software is installed and the system is completely set-up to meet the
needs of the business owner. A ready to use computer system is perfect
for the less tech savvy owner, who will be ready to watch his or her
footage as soon as the cameras are plugged in. Finally, the package
includes a totally free and secure personal Web site, which allows the
business owner to watch their footage from anywhere in the world via
the Internet.

The target market:
Restaurant owners and other service industry business owners. We are
targetting both new and existing restaurant owners through direct mail
advertising, which leads them to the site.

The site should relay the message that the I Watch system is the
easiest to install. That the do it yourself installation will save
hundreds to thousands of dollars (installation generally costs up to
$500 per camera). That the free and secure Web site will give the
business owner an easy way to view footage remotely without going
through the hassle of setting this up.

Thank you.
Subject: Re: Web site recommendations to generate sales
Answered By: guillermo-ga on 30 Nov 2006 23:41 PST
Hello iwatch93-ga,

Your web page has a sober style, and I like soberness, especially for
products like yours that need to express a sense of security,
reliability, seriousness, all characteristics implied by a sober look.
However, in the home page, maybe in its search for soberness, I felt
as if the products themselves remained hidden. The only direct
reference to them is the images in the upper frame, which are not
clear, and that is not a good impression. I understand that it is a
graphic style work with the type of images that the system provides --
still, I wouldn't suggest keeping those confusing images. In the more
obvious aspect, it gives the impression of low quality image -- but
even undergoing the intellectual effort of separating the decorative
images from the actual performance of the system, it makes a messy
detail in the whole image. If you sold, say, music equipment for
teenagers, I'd say go ahead, mess things up, because you want to
transmit the idea of fun and dizziness associated with music in
teenage culture, but you sell quite a different thing, don't you?
Actually, what you sell is transparency, so make your website's
aesthetics transparent. My suggestion is: keep the images, but make
them clear.

Why do you refer specifically to bars and restaurants? OK, you started
from there, and you developed your system by tailoring it for you own
bar. But I guess it would be useful for a variety of shops, and by
being so specific many potential customers may feel that the system is
not for them when it actually could be.

The product list is placed too low in the page -- it remains half
hidden until you scroll down. You might try by placing the phrase
"digital video surveillance systems" to the right of "welcome to
Iwatch", and the slogan "built by...", under both.

I would suggest highlighting the contact information, in every page --
you don't see it's there unless you scroll down. I would move it from
the bottom to the top, and would add an appeal, such as "questions?
inquiries? orders? Please contact us". Maybe even an image
representing a telemarketer, with headsets and a reassuring smile. You
can't order online, right? This might be a business decision, but if
you could, it would very probably increase the website's
effectiveness. If, for whatever reason doubtlessly valid, you don't
want to deal with payment systems in your website, you could even
think of a way to "order online", what in practice would mean that the
customer enters in an online form the product they want, their email,
phone number, type of operation (purchase or leasing), and if the
latter, also the application form could be filled online. Within 24
working hours a representative of Iwatch should be making contact with
the customer to formalize the operation. The simplicity and appeal of
ordering online tends to stimulate the purchase.

The navigation is clear and logical. It goes smoothly from a wider
category of products to a narrower one, and this simplifies the
process of choosing, comparing and deciding. It is also well thought
out the way in which by selecting products the customer finally gets
to the option of purchasing or leasing. Now, is there a reason why the
lease contract application form is not available in the website? Or
did I miss something? And again, if so, it seems not to be visible

Offering to the customer both technical and friendly specs is a good
idea, as it is the systems comparison chart. All charts are well
thought out, clear and helpful to the customer's decision process,
like the one comparing the leasing, credit card and loan options, and
the ones detailing the lease options. I find also a good service for
the customer to let them know of the legal issues regarding
surveillance and to do so in the exact legal writing and then in plain
English, so that you help them understand it.

Clarification of Answer by guillermo-ga on 30 Nov 2006 23:55 PST
I did have a hard time to see the demo. Maybe it was my connection's
fault (128 Kb ADSL) but it didn't work OK. The site-map page had a
glitch too: I couldn't link from there the pages listed under the
title "purchase". Actually, many pages had difficulties to load.

In sum, my main suggestions in order to gain conversion of traffic into sales are:

- Make the contact information (i.e. telephone number and email) more
visible and appealing, letting the customers know that you're ready to
assist them;
- Make the list of product categories in the main page more visible
too, by placing it in a higher position of the page;
- Make it possible to "order" online. If not actually purchasing the
product by an online payment system, at least by entering the order by
an online form, that a representative will pick up and call the
customer to end the operation;
- If possible, provide the lease application to be filled online;
- Test the programming in search of glitches, especially the one
related with the demo.

I believe that I've addressed the question in the way you needed.
Otherwise, please let me know by posting a request for clarification.


There are no comments at this time.

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