While to say the answer is “trial and error” to some extent it is correct. A website can sometimes have too much information and it can try to sell too many different things. It is possible to be too close to a subject that you lose objectivity.

This problem highlights the need for research to see what the competition is doing and how it is presenting itself. That should result in a few questions about whether your website has clarity and simplicity yet a strong message.

There are a few ideas to test to see whether they increase sales; one is most certainly to concentrate on a few products and provide a comprehensive description of them rather than just short details on a whole range of items. A small range allows you to anticipate questions and answer them before they are asked.

Design and text of course is important and it is essential to have something at the top, preferably the left, as someone opens the website. It will immediately catch the eye and encourage the surfer to look further. Each page of the website can include something that elicits a potential response, something that starts to produce a meaningful database of people interested in your products.

While they may not be to your individual taste, the important thing is whether they are proven as successful marketing tools. Pop ups most certainly are; even if they irritate you, your website may improve with their inclusion. They can be blocked and if a surfer blocks them it may mean that he or she does not see some valuable promotional information. They have been replaced by hover ads which do not get blocked. Worth a thought!

Text itself is very important to a website and it is certainly worth getting independent views on yours. Is it getting the message over and if it is not can it be improved? Good text that goes to the heart of the problem backed up by testimonials which reinforce credibility are important factors in increasing sales.

Promotions have always been an important factor in selling in the high street; it is no different on the internet. There is certainly no harm in having discounts for a limited period for example. A website can be too aggressive. As people look for information on something they feel far more comfortable if they feel no pressure to buy. On impulse they may if the text, offer and promotion convince them as they are researching.

Text is one thing, visual appeal another and good imagery is important but it is equally important to strike a balance. Maintain a potential customer’s interest involve not having videos that are too long or a complex way of finding their way around the website. Simple and appealing probably covers it.