Successful salespeople ask for the sale. Online marketers need to master that skill too. So let’s take a look at 7 techniques online marketers use for converting lookers into buyers.
Here are two scenarios that may have happened to you while browsing online.
Scenario One: as if by magic, your credit card is suddenly in your hand, and you’re making a purchase.
Scenario Two: you’re tempted to make a purchase, but you ignore the impulse and close your browser.
If you sell online, your fondest dream is Scenario One. And Scenario Two is your worst nightmare.
Let’s get one thing straight, right now. Conversion techniques aren’t effective alone. There are three things that outweigh even the cleverest close:
- The right product
- The right offer
- The right prospects
Even if those elements are perfect, you’ll still get some Scenario Twos. Conversely, even if those elements are not quite perfect, you’ll still get some Scenario Ones. Salesmen have an expression for that:
“Some will, some won’t, so what!”
Well, if techniques don’t guarantee conversions, then what’s the point? Solid techniques improve your odds. And in that improvement is the opportunity for better sales and profitability.
Today we focus on only one segment of your overall sales message: the call to action. This is the razor’s edge where your sales process either pays off or fails. So examine these call-to-action elements and see which you need to work on.
1. Eliminate Distractions
If you give prospects two options — to buy or to explore your website, blog or social media — you create the temptation to procrastinate. “Perhaps I’ll read a few blog articles then make my purchase,” they may say. The problem is that it’s difficult to get the prospect to the decision point twice — safer to go for the close when the prospect is primed.
So on your landing pages, eliminate social media icons, blog links, and menus. Give the prospect a single decision: to buy or not to buy.
2. Ask for Action
Give the prospect an easy way to say yes, typically with an action button that reads Buy Now or something equally straightforward. You’ll need more information to complete the sale, but collect it on the next page after they click.
And you may find that your conversions improve if you actually instruct the prospect to click the Buy Now button. It sounds silly and redundant, I know. But the moment of truth is a strange moment for the prospect. Sometimes an additional message is just what they need.
3. Reduce Risk
I’m sure you’ve heard this old saying:
“The fear of loss is a stronger motivator that the desire for gain.”
So explain to the prospect exactly how you lower the buyer’s risk — maybe even money-back guarantee. You’re not required to offer a guarantee, and you may choose not to. But you’ll find that a guarantee improves your conversions.
Before you reach this step, you should have already fully explained your offer. Now reassure the prospect by letting them know they’re not the first to buy.
The easiest way is with testimonials. Pick out the strongest ones and include them during the call-to-action.
5. Reinforce Benefits
In the body of your offer, you have explained the benefits. During the call to action, you can simply remind them.
Pick out one or two of the juiciest benefits and find a way say them just a little differently or in summary fashion.
6. Compare Value
This is a good time to compare apples to oranges. Let me explain.
- An apples-to-apples comparison sounds like this: “Our product is like everybody else’s and costs 5 percent less.”
- An apples-to-oranges comparison sounds like this: “Our product costs only a few dollars and saves you hundreds of dollars per year.”
See the difference? With a little creativity, you can make the price of your product almost irrelevant.
7. Answer Objection
If you were selling in person, you’d answer objections during your close. Since your prospects can’t tell you what’s on their mind, you have to bring it up.
So pick out a common objection, state it and answer it. It makes you seem confident of the value of your product and offer.
Bonus Tip Number One: Over/Under
When is the best time to introduce elements 3-7? Place them above the action button. Below the action button you can restate them in a slightly different way or introduce new points.
Bonus Tip Number Two: Ask Again
Sales people are trained to keep asking. You can too. After the “under” part of “over/under” you could add another action button. Or you might send an additional mailing, giving procrastinators new reasons to buy.
Is all of this really necessary? Well, to be persuasive, you must think on behalf of the reader. If you omit part of your message, you force the reader think through the value proposition alone. You can do a better job of that than your reader.
So if your offer has great value, you owe it to your prospects to give them everything they need to make a decision that’s right for them.
Got a question? Pop it into the comments below, and let’s have a chat about it.