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Currency Mercantilism
Information5 Things Much Important to Net
Buyers Than WHAT You Sell - II
by:
Dr. Lynella Grant
5 Things Much Important to Net
Buyers Than WHAT You're
Selling - II
Article II of a two-part series For Article I
http://www.yellowpagesage.com/article232.html
Dr. Lynella Grant
Web commerce is all simply about courtship, not salesmanship. In
life, a adorer can't go from 1st date to the engagement
ring in one afternoon. Courting is an convoluted 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 visitant
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 rush 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 do of a visitant "call, read, subscribe or
buy" requires a higher level of commitment. So back off the
hard sell, and instead weave the steps into a esthetic 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, engaged to assist
the client finding what they're looking for. Trust grows
as you minimize their sense of risk. And do no mistake,
the buyer's risks are greater online. Recognize them and
reduce them as more as possible. They've been conned,
burned, or janus-faced non-delivery of purchases--not to mention
abuse of their credit cards or privacy information.
The Net
works because folk feel anonymous. Folk are
understandably suspicious simply about revealing personal information.
So every aspect of the site of necessity
to say, "you're safe here"
along with, "look at all the exciting things we have to
show you." One fast come and that nervous
cervid wish bolt.
Web commerce has several inherent disadvantages--shipping
charges, delays until products arrive, lack of hands-on
assessment, etc. Once
buyers encounter else disadvantages
as well, whether it's unacceptable policies, or adscititious costs,
they treat them as a deal breaker--even if it's simply a
little bit more.
2. How expeditiously the buying process went
Assuming your site sells a tangible product, the client 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 several products than others by use of
photographs and synchronous
copy. But a client still takes a
chance as to color, size, quality, and suitability. Sales
sites need to cognize 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 wish instructions and
inform.
3. How more aggravation they had to endure
Here's wherever
poor navigation or slow transfer
times cost you
sales. (Navigation problems are a main reason why site
visitors leave.) They won't stay at a site wherever
they can't
easily find the answers they want. And if they have to wait
too long for pages to load, forget it. Net
users are
extremely time sensitive. The high percentage of abandoned
shopping carts (as more as a quarter) proves that the
payment process can defeat all efforts to do the
buyer. These are "almost" sales, wherever
untidiness
got in the
way.
Getting through several payment procedures confounds even as
experienced surfers. How many an 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 simply about fraud avoidance)? Once
the goal is building trust
(in several directions), how many an "we don't trust you" signals
does your site send?
4. How many an mind games were vie
on them
The primary products oversubscribed on most web sites are packaging 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 plan of action are so widespread that effective,
customer-friendly copy can really 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 much
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 activity with a
consistent goal and degree of care the client experiences
whiplash. Sour notes (small potatoes signals) are trivial in
themselves, but break the momentum toward purchasing.
They're easily eliminated--once you cognize to look for them.
To discover how, see the helpful articles at my site,
http://www.giantpotatoes.com
Give yourself extra points for post-sale follow up. Here's
where Net
sellers can shine because of autoresponders
and customer-oriented e-mail. Don't simply use such tools for
making the sale. Use them to build relationships and adscititious
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 see at:
http://www.yellowpagesage.com/article232.html
(c) 2004, Lynella Grant
Just simply about the author:
-- Dr. Lynella Grant is an expert in visual communication,
how written
materials send signals that reinforce or negate
the verbal message. Rewrite
and repair your fortuitous
impressions. Author, "The Business Card Book" and "Yellow
Page Smarts." http://www.yellowpagesage.com(719) 395-9450
Off the Page Press P.O. Box 4880 Buena Vista, CO 81211
Circulated by Article Emporium
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