New website simply not converting sales

The traffic is there, but the sales aren't

[jchance]

I have been creating/running websites for quite some time, but they have always just been affiliate based sites. I have had what I thought was a great idea for a service based website for a long time and in the last 2 months I have finally "made the dream a reality".

We have aquired several large on-topic affiliates who are sending us a fairly good deal of traffic now. Problem is, we aren't converting any sales... 2 months and only one sale has been made.

I have tested the interface, made sure it was technically working, and I have done some looking at traffic patters also. According to the logs about 50% of our traffic hits the home page and disappears, about another 20% actually go to our services page and view our services and prices, but then they just go away. The rest of the traffic visits other pages on the site and then goes away.

I still think my idea is a great idea, I think I am just doing something wrong (prices too high/low, not explaining services well enough, etc...)

Two questions, first has anyone else had situations like this and what did they do to correct the problem, and second is it possible to hire someone with experience in this department to come in and work with me to figure out the problem? On the second note, how would I find a qualified person to help out?

[netguy]

jchance, many services (intangibles) are often very difficult to sell online.

Not knowing your offering, but if you have a full-featured service for $95, for example, you might be better off having a limited-features offering for $9.95 or $19.95 (or maybe even free), where you can 'hook' the client and when they realize the benefits you have to offer, a percentage will upgrade to your more expensive full-service offering.

Also paramount to selling services is credibility. Unlike a commodity product like selling an IBM computer (which already has the brand recognition), you have to convince your prospects that you are reliable and an expert in your field.

This can include longevity in business, awards, certifications, trade magazine mentions, etc. The main thing is make sure that on your homepage, you concisely show your visitors (1) the time/cost/savings/other benefits your service provides; (2) that you have the experience and credibility to back up your claims; and (3) sprinkle in some testimonials that further substantiate the specific benefits each customer has received by using your services.

Steve

[Robino]

Here are a few "oldies but goodies":

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[webmasterworld.com...]

[webmasterworld.com...]

[webmasterworld.com...]
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Also, this book has really helped me increase sales.

E-Commerce User Experience
by Jakob Nielson

[jetboy_70]

Steve Kruq's Dont Make Me Think and 37 Signals' Defensive Design For The Web should also be added to your reading list.

Also, invest in a copy of Clicktracks, when can show you exactly where people are bailing out of your site.