Your website visitor: frozen to marble with “purchase anxiety” from shopping on your website! Follow today’s simple instructions though, and you can save him!
A quick note to my email subscribers.
Boy am I relieved.
If my whole message yesterday was about how you couldn’t have a typo in your copy, and you needed to have perfect language… Well, I’d be in a bunch of heat right now.
After all, as soon as the email landed in your inbox, you probably saw this wonky subject line…
” You already write well enough to bea top copywriter. But do you _____ well enough ?”
There are at least THREE typos in that subject line — a missing space, and two spaces where they don’t belong…
(Good thing my message was that you didn’t have to write perfectly to be a great copywriter!)
And NO, that wasn’t on purpose, to make the point. Rather, I’m still figuring out the whole “getting the text from Scrivener to Aweber without weird things happening” process. (And it doesn’t happen when I “paste” the same “copy” into WordPress — odd!)
Sometimes it’s strange and incoherent characters. In the subject line, there are almost always spacing issues that I USUALLY catch and fix (oops on yesterday).
Anyway, I want to apologize. My software might not be 100% cooperative. But in the words of President Truman (my great grandma’s cousin!)…
“The buck stops here.”
Even if my software is creating a problem, I have to take responsibility for not fixing it.
This is a good life lesson, too. And one that I’ve been thinking a lot about recently as a parent.
If we blame others (or other things) for our problems…
If we don’t take responsibility for our results, our situation, our future…
We have ZERO power to change it.
After all, if it’s someone or something else that put us where we’re at… We need to rely on someone else to take us out of this, and to where we want to go.
However, if we take responsibility for even those things that seem on the surface to be someone else’s fault or doing…
Suddenly, we have the creative power to find a way to change the situation.
And you thought this was about a few typos in a subject line.
This is honestly the most powerful life advice I can give you…
Take responsibility for wherever you’re at today (even if it’s a bit painful).
And then, take responsibility for where you’re going and what’s happening in your life tomorrow.
And then take responsibility for doing those things that you need to do to get you from where you are to where you want to be.
On to our Web Wednesday topic!
Let’s talk about web conversions.
I was listening to the MarketingExperiments.com podcast, where they talk about scientifically testing different variables in online marketing, to figure out objectively what works best.
Now, if you know me well, you know I’m a huge fan of testing…
Especially of the “original” Scientific Adverting guru, Claude Hopkins…
And so this podcast is right up my alley.
Anyway, they were talking specifically about Product Pages…
And a handful of things they tested to…
Dramatically increase conversion rates on your product pages!
(Before you say, “But I write sales letters, not traditional product pages,” don’t rule this out — there are lessons in here for ALL online conversions.)
And through what I think has been hundreds or even thousands of tests, they’ve landed on an illuminating concept…
It’s called “purchase anxiety.”
And I think it’s at the core of why a lot of sales are NOT made online.
Even today, buying things online creates fear.
Especially when dealing with a “new” merchant.
Think about this… The process of walking into a store and buying something is pretty standard and comfortable. So it doesn’t matter if you’re in your hometown, in Why, Arizona, or Whynot, Mississippi. You walk in, pick out what you want, and walk up to the cash register. They ring up all your items, and you hand them cash, a check, or your credit card. Even if it’s your credit card, they just swipe it, you sign, and you go. This is something we’ve all been doing forever now, and it’s an exceptionally comfortable way of buying things.
Add to this the human face behind the cash register. We see a smile, and we feel comfortable. As long as the person doesn’t creep us out, we’re generally able to go through the entire purchase process with very little inherent anxiety. (Ignoring for now especially high-priced purchases, or other reasons a purchase may create anxiety.)
It’s not quite the same online. Only the youngest adults today “grew up” purchasing things online.
For many, it’s a bit of a foreign experience.
And there’s no “human connection” to make it feel safer and secure.
Selling online requires reducing fear and anxiety as much as possible…
This has always been a challenge with mail order as well. You have to do everything you can to make it feel like they’re going to get what they ordered without hassle, that it will meet or exceed expectations, and that the purchasing process will go off without a hitch.
Which brings us back to some of the ideas they had on the MarketingExperiments.com podcast about how to reduce “purchase anxiety” on your product pages (which applies to your sales letter, online checkout process, or anywhere a website visitor is making a conversion decision on your site).
Testimonials…
Having customers’ comments about your product, service, delivery speed, and more can help relieve anxiety… Even better if it comes with a picture, a full name, and other specifics… Even better still if it’s a video testimonial.
Reviews…
I believe the robustness of the review system is one of the primary reasons Amazon is one of the biggest online retailers today. They put even bad reviews front and center. Which builds trust in buyers, and definitely alleviates anxiety.
Security and trust seals…
You have to be careful, because I’ve seen these reduce conversions as well. But in general, putting specific graphics on your site — linked to more information — to indicate that you’re in good standing with the BBB, that your website is secure, and that in general the prospect can trust their purchase with you can be very helpful.
Simplifying your checkout process…
A complex checkout process — especially one with lengthy user agreements and terms of service — can dramatically increase anxiety in making the purchase. Simplifying your checkout process to one page, with minimal legal text and disclaimers, makes the buyer feel like you have nothing to hide. And makes them more comfortable with your decision.
Using a trusted payment processor…
If purchases are made on your site, you can emphasize that they’re processed through Authorize.net (for example), with high-level security and privacy protection. If they’re not made on your site, you’re generally better off going with a well-known payment processor (PayPal, for example), even if their fees are slightly higher.
Your contact information…
Including your business address, phone number, and more specifics about how to get a hold of you helps.
“About us” with pictures…
Add the human touch. Put pictures of yourself and your team on your site, so customers know who they’re dealing with. Give humanizing and personal details about who you are and why you’re involved with the business.
Good, clear communication…
Before, during, and after the sale, make sure you’re communicating with your prospects and customers in ways that make them feel comfortable. Walk them through what happens when they make a purchase. Make sure you stay in touch about any shipping or delivery information or issues. Follow up afterward (even automatically) to make sure they got what they ordered and are satisfied. And so on…
Anything else?
This list is a good starter for things to test. Not all of them will increase conversions. Some may even decrease conversions. That’s why we test.
And yet, in general, taking steps to decrease “purchase anxiety” will pay off in increased sales and profits from your website.
So think about how you can apply these as part of your online marketing. Further, think through each campaign you do and see if there are other appropriate steps you can take to decrease anxiety.
Sure, it’s not as sexy as coming up with your next marketing hook. But it can be a big breakthrough nonetheless.
Yours for bigger breakthroughs,
Roy Furr
Editor, Breakthrough Marketing Secrets
