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Saturday, 06 Sep 2008
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5
Simple Tips For Increasing Your Website Copy's Conversion Rates
by
Bruce Carlson
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. 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" e-mail (as well
as follow-up e-mail(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!
Copywriting and marketing coach Bruce Carlson would like
to help YOU with your online copywriting and marketing. Sign
up for his FREE monthly tips at http://www.dynamic-copywriting.com/news.
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