Your website has the potential to drive major sales. It’s perhaps the only member of your sales team that can work anytime, anywhere to increase sales! Whether you have a creative spark, a side hustle, or full-blown company, your website is a growth engine ready to skyrocket your online biz.
In addition, you can look at many concepts in the real world and tweak them for website sales growth. At the end of the day you want to attract the right people, connect with their problems or desires, gain their trust, and put a killer offer in front of them.
You’re about to learn a key tactic that retailers like IKEA have been using for YEARS. Once you know this tactic it will feel like a hidden secret that’s been under your nose the whole time! Even your own shopping experience will have the curtain pulled back on it.
In this article you’re going to discover the secret behind the “IKEA Effect” and how it influences customer behavior and can increase sales dramatically. Keep reading and you’ll also learn about the role that the IKEA Effect plays on your website and what simple website changes you can make to grow sales!
Customers Hate It When You Do This
The problem with most sales experiences, or website experiences for that matter, is that companies force customers to go all over the place looking for what they want. However, this is often unintended by a company. Companies tend to organize their store based on what makes sense from their perspective, NOT a customer’s perspective.
Furthermore, customers often receive no guidance or navigation to follow when they enter a store. They just walk in, expected to know exactly what they want and what aisles to walk down. However, most things are organized in rows and aisles, categorized in ways people don’t actually think about in their daily life.
How many times have you looked for something at the grocery store and were surprised to find it on Aisle 5? Surely it made more sense to you for it to be on Aisle 3. But no, someone decided it belonged on Aisle 5. Maybe they were right. Maybe they just wanted to waste your precious time. As a result, it gave you a frustrating and painful experience.
When customers are confused, everyone will lose (including you).When customers are confused, everyone will lose (including you).Click To Tweet
Many home goods stores are organized in rows and aisles. You walk down aisles, finding knick knacks that look interesting on their own. Then you get home and realize none of it REALLY goes together. It just looks like you bought some stuff at a garage sale instead.
Most retailers, and websites, lay out everything they have and expect a customer to sift through it all to find what they really want and buy it. The problem is (especially online) people don’t want to waste time. They have cat videos to watch! Most of all, if people can’t understand within 3 seconds how you help them, they will most likely leave.
Are you in a hurry or want to grab this for later? Download my free Simple Sales Funnel Cheat Sheet here.
So, What Is The IKEA Effect?
Good question, my friend. I’m glad you asked!
IKEA has a better idea when it comes to selling items to their customers. They don’t.
Instead, IKEA invites their customers to sell themselves.
From the moment you step foot onto IKEA property you’re guided every step of the way. They guide you into the parking garage. Then they guide you into the elevator up. Next you’re guided onto a narrow escalator that takes you up onto the “Showroom” level.
Furthermore, up to this point you haven’t actually seen a single IKEA product or signs for any product categories. All you see are arrows telling you which way to go next.
Therefore, every direction is focused on just the next step forward, nothing else.
IKEA uses the concept of “focused attention” to guide customers to EXACTLY what they want you to see. There are narrow passageways through each room with a big white arrow on the floor to literally guide you every step of the way.
On the showroom level you don’t put anything in a shopping cart or buy anything. You walk through room after room, literally seeing yourself in that room and imagining what your rooms could look like with these items. By letting you create a vision with their products, IKEA doesn’t have to convince you to buy one item here or there. Instead, they want you to buy an entire room at once.
Consequently, IKEA uses focused attention to guide you through a real world sales funnel. IKEA doesn’t sell items by making their products stand out above the noise. They sell products by taking away the noise.You don't sell more by making your products stand out above the noise. You sell more by taking away the noise.Click To Tweet
So how does this apply to your website? You need to use your website as part of a focused sales funnel.
As a result, use your website to focus your customer’s attention and let them sell themselves on your product. Hence, think of your website as a big white arrow on the floor, guiding your customers to the next step of their journey toward solving their problem.
Less is more. KISS (Keep it simple, stupid). You get the point…
Finally, let’s look at how you can use focused attention to create an online sales funnel that guides your customers to your products by simply eliminating the distractions.
Increase Sales With Your Website
Your website plays a vital role within your online sales funnel- attracting and converting visitors into leads. Therefore, that’s ALL your front-page should focus on.
(Your website may have other pages, including an entire store, built into it. Hence for purposes of this conversation, these are all “back-funnel” pages.)
Skip right to the good stuff by downloading my free Simple Sales Funnel Cheat Sheet here.
What to include on your website’s front-page to increase sales:
- Unique Value Proposition (UVP, aka Headline)
- Image or Video that shows what success looks like for your customer
- 3-4 subpoints about your customer’s problem
- Call To Action button for a free offer in exchange for customer’s email
- Transitional Call To Action button that builds more trust
Therefore, think of your offer and Call To Action as the big white arrow guiding customers to the next step (your email sequence). In addition, these should be extremely clear and limit choices to take other actions at that time.
What to NOT include on your website’s front-page:
- Complicated Navigation Menus
- A long story about your company history (save this for the About page)
- Anything else
Here are some good examples of website front-page funnels:
Tools To Use
As you probably know there are TONS of tools for building websites. However, when it comes to creating websites for online sales funnels there are a few tools that really get the job done.
Website Funnel Builders
While each tool above has it’s own niche that it caters too, they all offer a way to quickly build a website that focuses the attention of your customers to help increase your sales!
However, a website alone doesn’t convert these new leads into customers. It’s just one of the first steps of your sales funnel. In addition you’ll want to send a series of emails to your leads to guide them to buying your products or services.
Learn more about what emails to send your leads (and what order to send them) by downloading my free Simple Sales Funnel Cheat Sheet here.
As you see, often less is more when it comes to making your website a powerful sales funnel. Put these pieces to work and turn your website into a sales engine today!
- Download my free Simple Sales Funnel Cheat Sheet here.
- Use the cheat sheet to help you start building your first sales funnel. The process is simple, but not always easy. Finally, give yourself the time needed to really focus your message and offer.
- Drive traffic to your sales funnel and make adjustments to increase sales!
We love seeing what you come up with! Post a link to your sales funnel in the comments below to show off your streamlined website and get feedback from the community.