You wouldn’t think that something as simple as a single word could make your visitors click the Back button faster than you can blink. But if your online sales are struggling and people are leaving your site as soon as they hit the front page – this one word could be why.
That word is “Buy”
Now before you think someone involved in web design and ecommerce is telling you to remove every “Buy Now” link from your website, here’s why it’s affecting your sales – and more importantly, what you can do about it.
Putting your product(s) on display on your front page is a great way to help build interest in what you offer. But constantly bombarding your visitors with the “Buy” message is a surefire way to kill whatever interest they had before visiting your site.
Why? Because no matter how much they might want what you’re selling – 99% of your website visitors won’t buy it immediately. And they’ll feel overwhelmed at the constant pitching and pressure if they always see a “Buy Now” link or button everywhere they look.
1. Build Anticipation First – Your first step in any buying process is to help build up their anticipation about the product. You do this by means of good, compelling web copywriting. The right headline and introduction can work wonders for a product.
By putting the customer’s needs first (rather than your need for them to buy what you’re selling) you pave the way for the second step – creating expectations.
2. Create Expectations – Once a customer has made up their mind that what you offer seems like a good deal at a good price, they’re still going to be reluctant about buying.
This is where all the questions come in. Do I really need this? What if it breaks or doesn’t work like it should? What if I’m not happy with it, then what?
This is where you can step up and immediately assure them through your money back guarantee, your contact information for pre-sales or support questions and customer testimonials.
All of these things help cement in the customer’s mind that this is a purchase that will reward them with the kind of results you helped build up in the Anticipation phase.
3. Delivery and Follow-Up – By now, your visitor has likely made up their mind as to whether or not they really want the product or service. This is the appropriate time to place a “Buy Now” link to your page – but don’t think you’re finished yet!
Make the payment and delivery process as smooth and helpful as possible. But beyond that, don’t forget to follow up even after the sale. This is where most online merchants completely drop out and mess up.
Check in with your customer a week later, then a month later. Find out how they’re enjoying the product. If they have a problem – don’t expect them to tell you about it unless you ask! Their answers could help you pinpoint areas where you can improve your online sales process.
In the end, don’t be in such a rush to make the sale that you forget to answer the customer’s questions first. Even – and especially – the ones they may not ask. It will not only bring you loads of customer loyalty, but will help separate you from most other web sellers as well! Good luck!
Tags: buy now, front page, no sales, sales