If you've ever gone to a Website wanting to purchase something and been unable to do so for some reason or another, then you know how important a clear path to purchase is for a customer.
Nobody should have to search high and low just to find a link to an online store or shopping cart. Nobody should have to spend all day looking for a way to give somebody their money.
It may seem obvious that the goal of a business Website is (or at least should be) to convert visitors into buyers. But, amazingly enough, Websites that make the buying process very difficult for the customer are all too common.
Could yours be one of them?
Running a sales Website includes many different kinds of tasks. Being able to lead your customer down the buying path (with a minimum of fuss and bother) is something all business Website owners need to be able to do well.
Here are 5 tips for taking your customer by the hand and going down that primrose path to purchase:
1. Spell out the details of your offer very clearly in your sales copy. Tell your customer exactly what they have to do -- where to click to get to the order page, what number to call, etc. Leave absolutely no question in their mind as to what steps they need to take to enter or give their payment info.
2. Give regular calls to action within your copy, including 'Click Here To Order Now'-type buttons or links. You need to give the call several times because different customers make the buying decision at different times in the sales pitch. Some decide early on, while others decide later. Some may even decide the next day or week! Having plenty of 'order now' buttons or links makes it easier for those folks to purchase without having to scroll all the way to the end of your copy and search for that one little elusive button or link...
3. Once your customer clicks through (or calls) there should be no doubt whatsoever that they are making a purchase. Nothing should distract them from buying. Upsells can work devilishly well at this point, because the customer is already in a buying frame of mind. It's all about closing the sale though, so make sure you don't have any links on your order page that lead out -- links that could potentially ruin your close and lose you the sale. And if you do include upsell offers on your order page, make sure they don't confuse the customer. Make the upsell offers as clear as humanly possible.
4. Take as many different kinds of payment as you possibly can. Remember, some people like to pay with credit cards online and some don't. Some people like PayPal, and some hate it. Some folks will buy through ClickBank, and some won't. Some people like to use online checks instead of credit cards. Etc., etc. Give your customer every opportunity to give you his or her money. And have a way for them to order by phone or mail so they can order that way if they desire.
5. Send them to a Thank You page after they pay AND send them a Thank You email (as well as follow-up email(s) after the product is delivered checking to make sure they're satisfied). People often get buyer's remorse after purchasing something online, and by following up with them as much as you can the first few days, you'll decrease the chances of their requesting a refund. You need to reassure the customer, especially if the product will be delivered by mail and will take some time for them to get it.
Keep these 5 simple tips in mind when putting together your Website copy and your conversion numbers will increase. You'll get more people to buy and your bank account will thank you.
Now that should put a smile on your face!
(c)copyright 2006 Bruce Carlson
Bruce Carlson would like to help YOU put together a Website that sells. Sign up for his free Dynamic Copywriting Tips at http://www.dynamic-copywriting/news and learn how to make your conversion rates jump!