February 2009
7 posts
7 tags
Series: 5 steps to turn visitors to buyers …
Ecommerce newcomers often think that the old mantra ‘build it and they shall come’ is the be-all-and-end-all to online shopping. Sure, money can be ploughed into securing traffic through advertising, and pretty soon hundreds of visitors will flock to the website.
But nobody is buying.
Disheartened, they probably think that getting more traffic is the answer – surely SOMEBODY will want to buy...
5 tags
Step 1. Solve a problem on your landing page.
Good ecommerce websites will solve a problem on their landing page.
Take the following two landing pages as examples. Both sell dog poo bags.
http://tinyurl.com/d2rxhy and http://tinyurl.com/df2w7n
The first landing page has this description:
“Clean up dispenser with 40 bags. With practical hook to attach to the lead or your key ring.”
It’s very clinical. You’re told what you get,...
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Step 2. Inject emotion into your descriptions.
Are your product descriptions a little stale? You need to think about injecting a little emotion.
For example:
“Our chocolate truffles are made in 16 tempting varieties” (http://tinyurl.com/d5ur5c)
Just by reading the word ‘tempting’ I am actually a little tempted to buy a box of truffles. The shop owner could have simply told me he sold 16 different varieties of truffles and I wouldn’t...
7 tags
Step 3. You, not we.
Look at the top of your website, does it talk about your company? Do you address the visitor? Does a first-time visitor have a reason to buy from you within the first 30 seconds of reading your ‘welcome’ copy? No? Maybe? Not sure…?
Well, take a look at this example,
‘Diamond Jewellers was established in 1878 by Mr. G. Diamond and his brother, Mr. A. Diamond, in Chesterfield Derbyshire. ...
6 tags
Step 4. Are you asking your visitors to buy?
Does your website take each visitor by the hand and guide them through the sales process, from start to finish. (From landing to payment?)
If you simply expect people to call you because you have a number on the contact page, or click through from an email campaign because you’ve provided a link to do so, you are wrong. You need to instruct people what to do. Show them where to click. Tell...
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Step 5. Use customer testimonials.
If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. Jeff Bezos
Word of mouth is extremely powerful. This is because people trust the opinions of the people who have been bold and voyaged into the unknown before them.
Not sure about the new Apple notebook? You read some reviews.
Need to find a childminding service? You listen to your...
“The task of a writer consists in being able to make something out of an idea.”
– Thomas Mann