The Buck Stops Here:
How to Close Online Sales and Why So Many Sites Fail
So you've got the perfect website: great layout, logical navigation, and the copy makes anyone want to buy. You products all line up nicely, and hundreds of window shoppers load them into their shopping carts. Finally, when it's time for check out...they leave.
What happened? Everything was going so well. What scared them off? Why is it so difficult to close an online sale?
Unlike live sales settings, where you can see a customer change their mind and react to it, your check-out page is all a matter of procedure. When closing an online sale, there's no way to reassure someone who gets the last minute willies...or is there?
Start thinking of the 'check out' page as your final sales closing remarks. You have to keep the spender going...not just provide a form and expect them to make the move. How? By adding compelling copy to your checkout page...encouraging them to keep walking and guiding them through the sale. Here's a few reasons browsers exit right before checking out...and how to answer them.
- I was just looking : Sure they were just looking...because they were interested. If they put the item in their cart, they really want it. So ad some more visualizing copy to your checkout page. "You're just one step away from turning your website into a powerful money-making tool. Our writers can start on your project as soon as you enter your CC# in the space below"
- I really don't have the money for this : Hey, everyone feels guilty when they spend money. A good salesman makes them feel better. "We're glad you see the importance of investing in strong selling copy. We have no doubt you'll see an immediate increase in your sales. Enter you're CC# in the space below and watch your investment pay for itself."
- I don't trust online companies : They've got a point. If you've avoided the online shaft, consider yourself lucky. But for every scam, there are a hundred legitimate businesses who provide real products for a fair price. Distinguish yourself. "Enter your CC# below, and see why so many companies turn to Copy For Sale for content that makes even the tightest of browsers reach for their wallets. After checkout, see what other customers have to say about our service. And make sure to call us with any questions at 513-941-0269"
- I don't want to use my CC# online : Some people just don't feel safe with online transactions. Offer them an alternative. "Enter your CC# in the space below for a secure checkout. If you prefer, click here to print out your order form. Write your CC# in the space provided and fax it to us at 513-662-2933. Or call us with your order at 513-941-0269."
- I changed my mind...maybe it's not such a great deal : Remind them of the benefits they'll receive from your product. You might even add some kind of bonus at the very last second...throw in a free 'so and so'. It'll distract them from second thoughts. "Thank you for your order. And remember- every informative article includes up to ONE HOUR OF FREE RESEARCH! And because we appreciate your business, we've decided to throw in a free 400 word article for every five articles purchased. Now that's value! Enter your CC# below for the best deal since free beer."
Well, maybe that's over doing it, but you get the idea. The copy on your checkout page might be the most important selling content on your whole site. Don't ignore it. Copy For Sale can give your exit page the final thrust to close online sales before browsers hit the dreaded back button. See my prices, or tell me about your project here.
Online Sales and Last Minute Mind Changers |
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