To be effective, an online shopping Web site needs three elements working to your advantage:

• A reasonable conversion rate: Measured by the percentage of orders generated per visits to the site.
• Effective merchandising: Measured by your average sale amount.
• Traffic: Measured by the number of unique visits.

To improve the effectives of your site, look for ways to cross sell and up sell. Make purchase suggestions: Since you’re buying that, you might also want this. Try different pricing strategies such as grouping products together as a package deal. Use your advertising, collateral materials and publicity to drive more people to your Web site.

Tip 17: Fashion Faux Pas for Television Interviews

Never wear white: a white shirt under TV lights makes you look pale and washed out. Light colors also tend to add pounds to your appearance.

Watch out for your glasses: If you wear glasses, consider non-reflective lenses or contacts for the interview. TV lights may cause an unpleasant glare.

Don’t wear white socks: Don’t draw attention away from your face by letting light socks or bare legs peek from beneath dark pants.

Avoid loud, gaudy jewelry: Too much jewelry can be noisy. Remember, the microphone amplifies everything, not just your voice. The lights may also cause a glare from large pieces of shiny jewelry.

Don’t let your suit coat upstage you: Keep your jacket a solid color or subtle pattern. Also, try sitting on your coattails to keep the collar from rising.

Avoid intense, repeating patterns: Houndstooth, zig zags, checks, large polka dots on blouses, shirts, and blazers/suit coats make it appear as if the pattern is radiating from the screen.

Relax–You’re Ready

You probably never realized the world of interviewing was so full of potential minefields, right down to the tie or earrings you choose. There are a lot of suggestions here, but don’t get uptight trying to remember them all at once. That would defeat the purpose, wouldn’t it? Most of the tips we’ve provided for you over the last few weeks are just good common sense.

Once you’ve done one or two interviews, you start to learn the ropes. Like anything else, it gets easier with practice. And doing a good job will get you lots more practice. Hosts love guests who know how to handle an interview. And now that you’ve read these tips, you do.

So, when you get the golden opportunity to tell your story — relax. You’re ready.

Tip 10: Always Say the Full Name of Your Organization, Product or Service

When on the air, many people make the mistake of referring to their company, product or service as “our company,” “the book,” or “our product.” Make sure people know exactly what you’re talking about because some listeners may have just tuned in.

Example

When promoting a new book, use the full name of the book title even if it sounds repetitive. People will only remember the name of the product you’re promoting if you say it. If consumers remember the name of your book, they can ask for it by name.
Always use your company’s name, and mention the city where your organization is located. This will give viewers/listeners the knowledge to call directory assistance in your area if you are unable to give out a phone number.