It is a common misconception that getting people to visit your site is the key to selling online. Once the person is there they might as buy because they have gone to the effort. Right? WRONG! It is very easy to lose a sale once a person it at your site and some of these reasons are very simple, often overlooked and very easy to avoid. Let’s not beat around the bush, we want visitors to your site to spend their money and, preferably, a lot of it.
The first step to creating a page that maximizes the sale closing potential is to make the purchasing easy. Do not make the potential customer have to work to buy your product or service. Make sure that once they have decided to purchase they can … immediately.
However, there are other techniques you can use to increase the odds of a close in your favor.
The first of these techniques is called the Alternative or Preference Close. This technique is great because it allows the user a choice. Your site asks questions like “So do you want to buy Great Product A or Not-so Great Product B?” The user believes that they have a choice although the choice to buy is still there but not made too obvious) and, regardless of which option they choose, you make a sale. The option doesn’t have to be related to the product either. You can allow choices on delivery method or payment method and others. As long as the user feels they are not being forced into a decision.
The next tip is the Secondary Close. This is a fantastic way to allow buyers to simply ignore buyer’s guilt by inferring that they have already made the decision to purchase. Asking questions like “Do you want it delivered to your home or work?” infers that they have already purchased. Making smaller decisions is easier for buyers and makes it easier for them to buy.
Once the Preference and Secondary close has been done, it is time to move on to the Authorization close. You’re 99% of the way there but you just have to get the ball rolling. Ask the user to authorize the transaction so you can “get started’ or “get it to you” straight away. These statements imply action and the customer knows that the choices have been made. There is no more indecision or pontificating, it is time for action.
The objective of closing is persuading the buyer to spend money. In most cases this is a very difficult thing to do, especially over the internet. Therefore, ensure that you page develops a good reputation by always being honest and trustworthy. Even if it means losing a sale, being dishonest is a sure way to lose even more sales than the one that you are gaining. Word of mouth advertising on the internet is exceptionally powerful, especially if you are using social media tools on your site. The Facebook “Like” button will generate traffic and potential customers to your site but only if people click it.