Increasing Your Rate of Conversion - Sharpening Up the Sales
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Everything related to on-site product sales should be geared toward converting the visitors into paying customers. Once convinced to buy your product, it's important to make that purchase as simple as possible.
Taking a second look at a site's sales copy and rewriting it to reflect product benefits to the potential purchaser usually yields strong results. Many site owners focus on themselves. They talk about "me". Instead the copy should concentrate on the buyer, and talk about "you".
While a customer focus might seem logical and self evident, many sites are guilty of talking about themselves. Leave the company focus for an About Us page. Visitors who are interested in company information and the people within the organization will click the link.
As an additional service to your customers, make your business easy to contact, with physical address, e-mail, telephone, and fax. Many prospects aren't interested, but for those who are concerned about you and your business, make yourself easy to find and contact.
Taking a closer examination of the wording in the site's sales copy will pay huge dividends. Take the time to research what your buyers wants and needs include, and offer to fulfill them. Make certain that every word in the copy leads toward the sale. (Remember, every word should tell!) Check all of the buying links to ensure they lead to a closing page or shopping cart with a single click.
Whether visitors arrive from an e-mail newsletter link, an AdWords ad, Overture and any other pay per click program, or from an a paid ad or banner, make sure each one has a separate landing page. Repeat and close the special offer outlined in the ad or newsletter.
Next: Taking Care of the Customers >>
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