|Ðð©'§ Internet Marketing Information Library|
5 Things More Important to Internet Buyers than WHAT Youre Selling II
Web commerce is all about courtship, not salesmanship. In life, a suitor can't go from first date to the engagement ring in one afternoon. Courtship is an intricate dance, where each party contributes to the relationship at a measured tempo. Trust grows through gradual exchanges and reassurances.
Yet, the typical sales-oriented Web site urges the visitor to jump to commitment right away. Pushing for them to "BUY NOW!" is not only premature, but a misapplication of the fact that visitors are in a hurry. Developing a relationship can't be rushed or skipped--not if you intend to lead them to the alter (sale). Buyers want and need to proceed at their own pace.
Each request you make of a visitor "call, read, subscribe or buy" requires a higher level of commitment. So back off the hard sell, and instead weave the steps into a sensuous dance that respects them and invites a lasting relationship. It's possible, if you follow these five points that buyers care about.
1. How well they're treated
The mood of the site should be welcoming, geared to assist the customer finding what they're looking for. Trust grows as you minimize their sense of risk. And make no mistake, the buyer's risks are greater online. Recognize them and reduce them as much as possible. They've been conned, burned, or faced non-delivery of purchases--not to mention abuse of their credit cards or privacy information.
The Internet works because people feel anonymous. People are understandably leery about revealing personal information. So every aspect of the site needs to say, "you're safe here" along with, "look at all the interesting things we have to show you." One fast move and that skittish deer will bolt.
Web commerce has several inherent disadvantages--shipping charges, delays until products arrive, lack of hands-on assessment, etc. When buyers encounter other disadvantages as well, whether it's unacceptable policies, or added costs, they treat them as a deal breaker--even if it's just a little bit more.
2. How efficiently the buying process went
Assuming your site sells a tangible product, the buyer has to be able to assess its looks, materials, uses, and value without being able to touch it. This can be accomplished much better with some products than others by use of photographs and descriptive copy. But a buyer still takes a chance as to color, size, quality, and suitability. Sales sites need to know their customers' concerns so well that they anticipate what they need to know.
Design the site for ease of scanning and logical organization that presents information so it will guide and inform.
3. How much aggravation they had to endure
Here's where poor navigation or slow download times cost you sales. (Navigation problems are a main reason why site visitors leave.) They won't stay at a site where they can't easily find the answers they want. And if they have to wait too long for pages to load, forget it. Internet users are extremely time sensitive. The high percentage of abandoned shopping carts (as much as a quarter) proves that the payment process can defeat all efforts to motivate the buyer. These are "almost" sales, where sloppiness got in the way.
Getting through some payment procedures confounds even experienced surfers. How many payment options do you provide--anywhere from Paypal to fax your order? Credit cards are convenient, but not always the purchaser's preferred choice. How intrusive are the questions (yes, we know about fraud avoidance)? When the goal is building trust (in both directions), how many "we don't trust you" signals does your site send?
4. How many mind games were played on them
The primary products sold on most web sites are hype and high pressure. Unfortunately, that's not what buyers are looking to buy, and why conversion rates online are so abysmally low. The quality of typical sales copy is aggressive, designed more to trick than inform. It seems like the sales letters were drafted from the same manual.
Aggressive tactics are so widespread that effective, customer-friendly copy can actually stand out. So get rid of the "gotchas." Customers dread them, and then relax once they don't find them. Mind games don't end after the sale's complete. Be alert for delivery, security, and privacy lapses that could creep up after the sale.
5. How well the business has its act together overall
Behind the computer screen are untold elements--efficient links, quick loading, glitch-free credit card processing, the respect for the visitor's time, etc., that reveal the company's priorities. Unless all the parts work with a consistent goal and degree of care the buyer experiences whiplash. Sour notes (small potatoes signals) are trivial in themselves, but break the momentum toward purchasing. They're easily eliminated--once you know to look for them. To learn how, read the helpful articles at my site, http://www.giantpotatoes.com
Give yourself extra points for post-sale follow up. Here's where Internet sellers can shine because of autoresponders and customer-oriented e-mail. Don't just use such tools for making the sale. Use them to build relationships and added value after you get their money.
Dance Your Way to Profits
Courtship is necessary to develop a lasting relationship.
The pace of the dance should reflect the give-and-take necessary to build trust. Don't sell the buyer, court him with a well-paced dance.
This is Part II of a two-part series. Part I can be read at: http://www.giantpotatoes.com/article201.htm
© 2004, Lynella Grant
About The Author
Dr. Lynella Grant is an expert on the signals that make up the "body language" of a business. Author of The Business Card Book and Stop Looking Like Small Potatoes Visit http://www.giantpotatoes.com Off the Page Press (719) 395-9450 mailto:email@example.com
The Most Valuable Asset in Marketing - Do YOU have It?
The single most important attribute for a successful Network Marketer is often lacking, and yet it is the easiest to possess. Do YOU have it?
How To Make Make Money From a Website
I've had numerous conversations with web entrepreneurs about this topic and many of them agree that the revenue models for web business are often poorly thought out and depend too heavily on advertising for success. Back in the DotComBoom it was accepted that you didn't have to worry too much about your revenue model, it was all about investment capital and IPO's. Of course this eventually led to a crash and nowadays web business, like normal business, has to show sound revenue models and profit forecasts. They need a sustainable way to make money - who would have thought that!
Ecards as a marketing tool
As any successful businessman will confirm, having a great product or service is just the beginning. After all, in this day and age, everything comes down to marketing. The more creative you are in your marketing efforts, the more successful your business is. There are many ways to promote your business without spending a fortune. In this article I will describe one of the most powerful tools on the Internet ? ecards!
Avoid Marketing Stagnation Using 3 Basic Methods
You joined an online marketing program, placed some ads, and then thought, now what? The majority of new marketers pause at this point, and many never come back.
Trust, the Key to Success
Not everyone is comfortable putting their personal information online. It is up to you to make customers feel at ease while they do business with your company. This means boasting your reputable name on your site with the Verisign Banner or the Better Business Bureau seal. These are not just added accessories to make your site look pretty this is your good name hard at work.
Creative Offline Website Marketing Techniques
Although the vast majority of website traffic is the direct result of search engines, there are many offline marketing techniques that can be used to draw customers to your website. The examples listed below are but a few ways in which you can market your online presence to an offline audience in an inexpensive manner. Some of the examples listed below even can be implemented at no extra cost!
10 Deadly Joint Venture Profit Killing Mistakes
1. Not sending out another mailing
How To Profit From HOT Niche Markets - Every Time!
Do you want to learn two proven niche marketing business models that are virtually guaranteed to succeed - in all niches? So do hundreds of my clients. They ask me every day. Beg me to share them. Demand that I reveal them.
Eyes on your eCommerce Website
Copyright 2005 Richard Keir
Big Advertising Mistake - Dont Do This and It Will Save Your Advertising Budget!
Advertising plays an important role in your business (every business, actually!). But, there is one BIG mistake advertisers frequently do and this mistake could cost you a bundle!
The Reality Of How To Make Money In An Online Business
"Making money online quick and easy" seems to be the buzz word today in the home business and money making arena online these days. It would seem at first glance that making money online seems to be a very simple thing. However, as most internet marketers would tell you, this is not true as making money online is a serious business and hard work has to go into it.
Internet Marketing Strategies
The right strategies to win a share of the Internet pie
5 Keys To Making Money Online
Would you believe there are tens of thousands of people who have found ways to make money online? Not only that, but their incomes are significant and growing, due to little competition and low cost of entry. If I can do it, then there is no reason why you can't. You can literally begin making money right away.
How to Choose an Internet Marketing Company
-- Internet Marketing Determines Web Success --
How To Use Pop-Ups Effectively To Generate More Profits!
What I'm about to explain to you will change to way you do your online marketing Today, Tomorrow and Years to come with little effort on your part.
So What If You Dont Have A Website?
Gasp! Choke! Gag! That's how people react when you tell them your business does not have a website. So do you really need one?
Your Personal Fortune Is In Your Words!
What is the most important skill you can possess as an Internet Marketer?
The 2 Step Lead Generation Machine
Cold calling doesn't work, it's no fun and often you end up with leads, or worse yet, clients, that don't really value what you do.
Website Sales: 10 Riveting Tactics To Nail Down Instant Sales
If you learn these website sales riveting tactics, you'll be able to nail down instant sales and profits from your website.
4 Ways to Make Money from People Who Are LEAVING Your Site!
Oh no... are people leaving your site without buying?
|Home | Site Map|
|Copyright © 2005-2007 - Ðð©'§ pcMedix Computer Group Help Sites. All Rights Reserved.|