Your ability to increase your conversion rate is the most effective way to get more sales. Actually, convert visitors into buyers will make or break your Internet business.
Research shows that the overwhelming majority of online marketers are failing to take advantage of the enormous potential of the Worldwide Web:
- 85% of first-time visitors leave a website due to poor design.
- 50% of visitors leave a new site because they can’t find what they’re looking for.
- 40% of repeat visitors leave a site due to a negative experience.
- 70% of potential customers leave a site without completing a sale.
When prospects leave your website because of a frustrating experience, don’t expect them to return. On the Internet, you never get a second chance to make a good first impression.
Why do people buy?
The first key to increasing your conversion rate lies in understanding why people buy. Research shows that people make a decision to buy before they go shopping. The reasons people give for making a purchase are usually rationalizations. Our underlying reason for buying something almost always has a deeper psychological root.
We usually buy things to satisfy one of four basic drives:
- Avoid pain;
- Seek physical well-being;
- Obtain self-gratification; or
- Elevate our status.
Researchers know that people buy for rational and emotional reasons. Customers want to trust you. You can use specific tactics to guide prospects’ thoughts all along the sales process. Develop your strategy accordingly to improve your conversion rate.
Buyers care most about benefits.
Audio podcasts, video casts, and testimonials are ideal tools for selling customers on the benefits of your product or service.
When you integrate these tools into the sales process, a higher proportion of prospects will make a decision to buy even before you ask them to.
Focus on the Benefits
The Internet reduces your window of opportunity to only a few seconds. An effective sales letter focuses on benefits. Ineffective sales letters spend too much time talking about the features and advantages of a product or service.
A sales letter on your website must grab the visitor’s attention from the first line. If visitors are distracted or frustrated in the first 5 to 10 seconds after arriving at your sales page, the vast majority will abandon your site with no intention of returning.
That’s why your sales letter must focus on benefit selling. Start your letter by talking about the benefits customers will get by buying your product or service. Control the urge to demonstrate your expert knowledge of the product’s features and advantages in every line of your sales copy. Your sales letter is not the place to do this. It’s not about you—it’s all about the customer. Your customers only want to know how your product is going to solve their problem.
Make sure your copy focuses on how your product is going to improve the lives of your customers. The only reason to go into detail about features and advantages in a sales letter is when it helps customers get a clearer picture of how your product is going to make their lives better.
The easiest way to shift your focus away from what you say and do—and onto what customers want—is by shifting the focus of the words you use. Instead of talking about I and mine, talk about you and yours. By consciously focusing on the words you use, you’ll be able to write more powerful, customer-oriented sales copy that immediately engages visitors in the sales dialogue.
Converting prospects into buyers is the key to business success, whether you make your sales presentation in a conference room or over the Internet. When you make a sales presentation on the Web, your sales letter is your salesperson. Improving your sales letter is the first step to increasing your Internet sales. A sales letter that turns visitors into buyers must do the following:
- Captivate the visitor’s attention with a dynamic headline.
- Guide visitors through the sales process by showing them how your solution is connected to their problem.
- Raise their desire to a peak by showing them how your product will improve their lives.
- Make it easy for visitors to take action and satisfy their desire by buying your product or service.
How can you get more sales?
We all want to excel at sales. We all sell something, and if we don’t sell a product or service, we sell our ability to solve a problem. Most people don’t excel at sales, not because they lack a natural gift, but because they lack the know-how and skills.
There are basic rules for writing successful sales letters.
If your sales copy isn’t converting visitors into buyers, it’s time to work on the fundamentals. Here’s a checklist of problems to watch out for in your sales letters:
Your sales letter lacks focus:
Instead of sales copy, you’ve written Swiss cheese. It never gets to the point. Nobody reads it. I don’t know who is telling Internet marketers that this is the way to write effective sales copy. Go shopping on the Internet. Look at it from the customer’s point of view. Does this kind of sales copy turn you on or off? I thought so.
You don’t have a sales page:
Your strategy as an Internet marketer is to drive traffic to your sales page—this is the whole purpose of your online presence. Without a sales page, you have nothing to link to and no home for your product.
You forgot to write about the emotional benefits:
This is the real reason people buy things. Connect to your customer—put yourself in the customer’s shoes. The best product or service in the world will fail to engage readers if they don’t immediately see how it can solve a problem in their life.
Your copy is too long:
Cut, cut, and keep cutting until your copy is trimmed down to a few points that tell customers how their life will be better, easier, or more satisfying after buying your product or service.
Your sales letter is full of noise:
Your sales page is not the place to put links to other sites—or to your own website. Zero distractions. Stay on target by focusing on value for customers. Talk less about features and more about results. A sales letter that makes readers scroll down the page before getting to the point causes the majority of visitors to abandon the site without buying.
Key Concepts discussed
The most important factor in the success of your online business is your conversion rate
On the Internet, you never get a second chance to make a good first impression
In most cases, people buy following emotional impulses. Then they look for rational justifications to defend their purchase decision.
That’s why your sales letter must focus on benefit selling. Start your letter by talking about the benefits customers will get by buying your product or service.
Improving your sales letter is the first step to increasing your Internet sales.