Have you heard of “selling sites”? This is not about bad and good sites, but about the very existence of selling sites. No, I do not at all dispute the fact that there are marketing sites – made by manufacturers of sites with marketing goals, and there are others – that are made on away hmm … in order to quickly push the standard template optimized for a specific task on Bootstrap on Bespoke CMS and quickly dump or try using SEO optimization to get more money from the customer.
In order to be an effective marketer and not to “get”, it would be good to know the meaning of terms, the practice of selling and think a little more than the “right” sites.
if you are a customer to a selling site, you must understand which site you will end up with and how much it will help you sell and meet your needs;
if you are a developer of “selling sites”, then coming to the presentation to a potential client, sending something to customers by mail, you should understand what the marketing directors and company executives know and do not believe.
How not to “get” will be clear after reading this note. Using the example of this screenshot, we will try to understand whether websites can sell something, are there “selling websites” and what do we need in the end when we talk about websites and commerce? Go…
What is a selling site?
The selling site is (I quote from the screenshot) it turns out that the resource is selling something to someone! And also, the “selling site” should cause the visitor an unbearable desire to perform any action: register, leave contacts, request a call back.
Noticed that in the listed does not have another targeted action “pay”?
The trouble is that a huge number of website developers, content compilers, and save-and-paste masters have use terms that do not know the exact meaning. Let’s first talk about terms, then talk about the principles of sales and internet marketing.
What is the Sale?
The Oxford dictionary defines the term sale:
A sale is the exchange of a commodity for its cash equivalent (an accomplished fact of exchange or an exchange process)
sale is not marketing – it is the exchange of goods for money, from the Oxford dictionary
Sale is an economic term that defines the relationship of two subjects of the exchange process related to the exchange items – goods and money. Any relationship that does not involve the exchange of goods and money is not called selling.
Thus, sellers are not :
Landing pages and landing pages;
online catalogs and websites,
packaging of goods
price tags and wobblers,
advertising posters
shops with counters or self-service, as well as any other intermediaries between the seller and the buyer:
credit organizations,
advertising campaigns and companies
logistic operators
and so on And so on.
As soon as the relationship of subjects does not end with the fact of the transfer of goods and money in exchange, this relationship is not called a sale.
A given product on credit to a distributor is not a sale, but only the involvement of an intermediary;
A car taken on a bank loan without payment is not a sale. The owner of the car is a bank, return the loan, a sale will happen;
An Internet resource called in vain a “selling site” is not a sale, but only an attempt to master a new channel of communication with customers.
The site on which a certain visitor, having clicked, has filled the form of contacts – has not sold anything;
The online store where the user threw something in the basket and arranged the delivery – did not exchange the goods for money.
In this way…
There are no “selling sites.” Selling can only be sellers.
Say nonsense from ignorance of the terms, of course, cannot be forbidden, but if a website developer comes to a trade organization with the task of obtaining a contract for developing a website, but talking in a trade organization about “selling sites” means being guaranteed to be “sent”, because you cannot try to “sell “what you are a complete layman.
Why even an online store site is a non-selling site?
If an Internet resource is intended to attract and inform customers, this is just an information intermediary and an Internet marketing tool – a way and a way to satisfy the needs of a buyer who is looking for information on the Internet.
If even an online payment service is bolted to your online store, and an offer is placed on the site – an offer to buy goods and services, then such a site does not sell anything. Selling, by definition, from the Oxford Dictionary and according to the concept enshrined in the Civil Code of the Russian Federation, it happens when the parties involved in the purchase and sale of goods recorded the fact of exchange of goods for money.
Once:
Prepaid goods on the site will be accepted by the buyer at the courier,
Buyer will pay money for it
Will not make a claim to the quality of the transaction
so the sale will happen immediately. And before that, your: “selling site”; Landing Schmending; bank and payment system through which the money goes; Google, on which you placed direct advertising; The courier for the delivery of goods is only intermediaries.
Due to the lack of mutual transfer of money and goods, there are no:
selling titles,
selling texts
selling advertising
and selling sites!
All of these are not engaged in the economy of commerce, where the term “sale” was taken from! All of the above are only informational intermediaries connecting the seller – who has the goods, with the buyer – who has the money.
What are they capable of selling websites themselves?
So what kind of product or service can the site be able to independently exchange for money, that is, sell, by closing the deal? An online transaction (exchange goods for money) is possible with goods, the sale / purchase and consumption of which happens electronically and on the Internet:
computer software and cloud products;
e-books and games;
video films;
webinars and online counseling and other online knowledge;
payment for hosting services, rent of domains, IP addresses, etc .;
online advertising and online PR;
That is, all that is selected, exchanged for money and consumed online or as electronic products that can be downloaded from the merchant site.
What makes the sale of offline goods?
The task of “selling sites”, advertising texts – to inform, and to sell works all the marketing mix (marketing mix 4P). Those professionals who have a basis for marketing education understand this well.
Here’s how the effectiveness of sales through the Internet and what provides for the sale is spoken in one of the most famous online and software companies Bitrix 1C:
Thus, whether your site is “selling” is influenced not just by its “design & SEO” quality with usability, “selling headers”, relinks and other SEO optimizations, but also:
how well the site is advertised (what are the sources of its traffic);
as far as the content on it allows the visitor to receive the necessary information for him (to pass through the sales funnel);
how effectively contacts and calls are handled in the office (the call-center works efficiently);
how accurately the minimum inventory is maintained offline , purchases are made;
how effectively the sales funnel is worked out (the quality of the product description, the completeness of the product cards, the ability to compare and select products, how the basket is worked out, how it works with repeat orders and regular customers, what bonuses and discounts are – how good is your company’s marketing marketing AT the site and Beyond the site.
Where did the idea of selling sites come from?
Do you think it originated from lack of education, from ignorance of something in the disciplines and sciences related to Internet management, from disrespect of terms? Of course, but the main reason is frank deception. Come to me, only I know how to make a site so that you dismiss all your stupid sellers, and he (the site) would sell everything for you – this desire to stand out among other site developers, to “get it” on suckers – frankly lies, This is the reason.
Presenting a long and complicated process of finding customers, coaxing them, agreeing on the terms of the sale to a simple and automatic one: made the site and immediately – sold all inventory from the warehouse – this is cheating! Friends, fellow marketers, this does not happen! Dear site developers, such nonsense, sellers of goods and marketers with education and experience, their skills in the development of sites “do not sell”! Those to whom you are “knocking” understand very well that:
If the management does not know how to sell, then even the best sites are not capable of selling for them!
This is the sellers and marketers are well aware. Only developers and buyers of “selling sites” do not understand this; they are frantically harassed in the mail, on the phones and in the social network public to marketing specialists who understand this and are surprised at the low conversion results from such a spam.
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