| So, you've got your site up. Now what? You
need to drive traffic, grow your opt-in list, make sales and work on your SEO.
The list seems endless.
Step back for a minute and realize it's not
possible to do everything at once. Once you've built your website, the first
thing you should do is make your sales process watertight.
There's no point spending a ton of cash on
pay-per-click ads to drive targeted traffic to your site if none of those
visitors buys anything.
Follow this three-point sales action plan
before you spend a bundle on attracting visitors.
1. Get your sales copy in top shape
You've got less than five seconds to persuade people to stay on your website, so
your headline has to grab them and compel them to read on. The best headlines
tell visitors they've found exactly what they're searching for and make them
curious enough to keep reading.
But don't let your readers slip through your
fingers once you've grabbed their attention with a hot headline.
Sales copy is what turns visitors into
customers. So make sure it guides people through a streamlined process that:
- Identifies with their problem and builds
your credibility
- Engages them--and explains why you can
help
- Tells them how they'll benefit from your
product
- Overcomes any objections they may have
- Compels them to take action--and tells
them exactly what to do
Good sales copy funnels your readers through a
tight sales process and doesn't give them a reason to click away. Take a look at
your own and see if all the elements are in place, and if not, give it more of
the attention it deserves. (Here's a more detailed article on sales copy.)
2. Collect testimonials
What's more trustworthy than a personal recommendation? A good testimonial can
persuade even the most skeptical potential customer to buy from you.
Testimonials prove that your product really
works--that it does exactly what you promise. And if you run a small business
and haven't built your reputation, testimonials are indispensable.
Here's how to gather quality testimonials and
benefit from them immediately:
- If you don't have any customers yet, give
your product away to a group of people in your target market in exchange for
their feedback.
- If you have some positive feedback from
customers, contact them and ask permission to use their comments on your
site.
- Don't be afraid to ask for testimonials.
Invite customers to give you their vote of confidence with an e-mail link
that says, "Click here to tell us what you think!"
- E-mail your buyers after they've purchased
your product to ask them how they're enjoying it.
Try to get testimonials that are full of
concrete benefits. How much money did someone save? How much time would they
have spent without your product? How much better did they perform than before?
Let your visitors know these are real people. A
first name, last name and location will prove it. A photo's great. And don't
forget video.
You'll find dozens of opportunities to use
testimonials throughout your site: on your homepage, within your sales copy, on
a special testimonial page, on relevant product pages or in relevant product
listings, so don't hesitate to use them where you can.
3. Make it easy to buy
I'm always amazed how many sites make it difficult for you to buy from them.
According to market research from the Gartner Group, more than 50 percent of web
sales are lost because visitors can't find what they're looking for. Don't make
that mistake.
- Name your navigation buttons clearly so
it's obvious what people will find when they click on them.
- Keep your navigation simple and consistent
throughout your site, so people don't have to click any more than necessary.
Ideally, someone should be able to buy from you in two clicks at most.
- Use "Buy Now" buttons that link to your
shopping cart or order page every time a product is shown--especially if you
have a catalog site.
And when people click to your sales page, make things easy for them.
- Provide a range of payment options.
Accepting credit cards is an absolute must, but PayPal, Google Checkout or
even a downloadable mail-in form make it possible for anyone to complete a
transaction.
- On your order form, ask only for the
information you need. For example, if you sell an e-book, it's unlikely
you'll need a home address. The less information people have to give you,
the better they like it.
- Don't underestimate the power of including
a phone number people can call if they have any questions.
Sales copy, testimonials, shopping cart. Once
you've got these three crucial elements of your sales process shipshape you can
confidently drive targeted traffic to your site--and know it'll convert!
Advertisement
|
