You rely on consumers to be successful. Conversions are critical, and you should find ways of encouraging them. That takes a little bit of fine-tuning but also understanding how to reduce any hesitancy on the part of an Internet customer. There are reasons why people will not convert, and you have to know what is keeping a person from making that important purchase or filling out those forms.
It is understandable if you are concentrating on benefits in your content. It is traditional marketing but sometimes it is overdone. People want to know about the benefits, but they get concerned about any pitfalls. What is the catch and is there any downside to making a purchase or filling out that form? You have the responsibility of reducing any possible risk which may come in the mind of your website visitor.
What Really Scares Folks
You could be asking people to share with you financial information such as credit card numbers. The request seemed innocent enough, but it sends up a red flag almost immediately. Anyone who is a shopper on the Internet is worried about identity theft. Other crimes coming from the Internet will also scare people away from making a conversion. By requesting information, you are asking people to confront what frightens them. It is up to you to find ways to calm their nerves and make them feel safe. Luckily, this isn’t that difficult to do. Here are some ideas.
• Use Free Trials
Free trials put risk in a free-fall situation. A trial offer requires you to absorb the risk of having consumers kick the tires and try service without making a financial commitment. It might not end up a purchase, and you have to expect that. However, the free trial permits you to develop a rapport with the stranger. You can create a relationship that develops into trust and perhaps a long-term commitment to your product or service.
• The Guarantee Advantage
The guarantee destroys risk and has the potential of dramatically increasing online sales. You are telling a customer that you will reimburse the cost if he or she is not satisfied. Frankly, what do they have to lose? That is the question you’re putting into their minds, and it can have a highly positive effect on a transaction.
• Edit the Form Fields.
You want contact information, and they are hesitant to give it to you. You really can’t blame them for not wanting to have bulk mail sent to the mailing address, or roto-calls at dinner time. Spam email is not appetizing, either. The fewer form fields that you have, the less risk is perceived. You can increase your conversion rate dramatically by doing this.
• Hey, Others Are Using It!
Consumers feel better when they know that other people have used your service or product and liked it. It’s known as social proof, and you can get an endorsement of what you are offering from several sources.
It will come from a third party which will not stand to profit from any transaction. This independent source is going to assure a consumer you are honest, and there is no problem with the service or product. There are some sources for accreditation; Better Business Bureau happens to be one. What lowers the risk is the understanding that any accreditation is earned, not bought. The reputation of that third-party goes on the line when it endorses you. That will calm an awful lot of anxiety.
Having these on your website is a fantastic strategy. Customers are willing to listen to someone who has already benefited from dealing with you. The best place to have these testimonials is the landing page, so person and see them immediately.
3. Yelp Accounts
You should have a Yelp account and do not worry about the risk. Yelp is a consumer board where people give honest opinions about products and services. Some people hesitate because of adverse comments may be registered. Do not let that worry you, in fact; some consumers get a little bit suspicious if only good things are told about you and your company. What is important with any negative comment is the way you address it. If there is an immediate response with a solution, it impresses on the buying public you have excellent customer service, and respond immediately to trouble.
There’s been so much cyber crime over the past few years that people are instinctively cautious. Yes, you need to promote the benefits of what you’re offering on your website. Nevertheless, reducing the risk perceived is also going to help generate the conversions you are looking to get. Benefits and risk reduction go hand in glove. Both will contribute to delivering the conversion figures you want.