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The reason why industrial sites don't sell is actually very simple. When a user visits a website, he often does not know where to click to see the necessary information or a picture of a product. This happens because many users, especially in the Russian market, are not experienced in navigating websites, which leads to them leaving the page. For example, in one of my projects related to packaging materials, despite the fact that the site offered products, most visitors did not place orders. Perhaps these were competitors or simply those who did not find the right product. However, those who were actually looking for the product left without placing an order.
After analysis, I realized that users could not find what they needed, even despite the seemingly obvious navigation: a menu with a sidebar, images on the main page that invite you to go deeper into the site to place an order. But in reality everything turned out to be much more complicated. When people come to a site, they need to “travel” through the site, receiving tips and step-by-step instructions on how and what to do. This approach helps make the site not only understandable, but also interesting for users. I plan to try this approach on my project, which unfortunately was not successful.
As for Western sites, most industries already use a method of communicating with clients, including dialogue and tips. This helps users feel confident and navigate the site correctly. It is also worth considering the peculiarities of the language. For example, in English we often use an order form, as in the word "BUY". In Russian, such phrases often take the form of a question, as in the word “BUY”. This leads to the fact that communication in Russian on the site requires a special approach. It is necessary to construct the text and wording in such a way that the user does not have any doubts, and the purchase decision is obvious and logical.
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