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TURN_YOUR_BROWSERS_INTO_BUYERS
| TURN YOUR BROWSERS INTO BUYERS
The day is coming soon when every web wanderer goes shopping
online without a care. A day when nobody hesitates for even a
microsecond before entering their credit card information and
clicking on "BUY".
But at the moment, only 40% of all Internet users are doing so.
The other 60% still want to have their purchases firmly in hand
at the cash register before opening their wallets.
So how do you, as an Internet entrepreneur, overcome the
ultimate e-challenge? How do you reach out and comfort the
nervous and the hesitant?
The answer is surprisingly simple and inexpensive, but rarely
used to its best effect: communication. Specifically, the things
you communicate to your customers about your service/product and
the WAY you express them.
Think about the atmosphere that makes you feel comfortable when
you go shopping... how the staff treat you at your favorite
store... how did they win your trust and your business?
Most online shoppers are attracted by a casual style of
information presentation. Imagine how you would pitch your
product if the client were seated right in front of you.
Actually trying this with a friend or coworker can help clarify
your thoughts. Then write it that way (preferably without the
ums and ahs!) Get the text proofread carefully... nothing
diminishes respect like a page full of spelling mistakes!
Want to really connect with your visitors? Introduce yourself or
another key person in the company by using a real name and
photograph. This brands the site as belonging to a real, live
person and creates a subtle bond.
An "About Us" page is the perfect place to build on that
feeling. Here's where you explain what compelled you to start
your e-business, what your goals are, your business ethic and
why customers should deal with you instead of your competition.
In fact, a short 3- or 4-line version of that same text can be
displayed on the bottom of each page of your site as a sort of
signature.
And never forget the best free confidence-builder ever invented:
the testimonial. Include as much information as you can about
the source of the testimonial: first and last names, city of
residence, business name or URL if applicable. (Get permission
first) This lends much more credibility than, for example:
"Loved your online underwater basket weaving course!" JB, USA.
Then put those quotes in high traffic locations. Don't make your
customers search high and low for them because most won't
bother.
Brag a little... If your site is affiliated with or has been
recognized by other organizations, get permission to use their
logo on your index page. Same goes for any awards you've
received. Those little official-looking buttons and logos breed
trust because they ARE official looking and because respected
institutions stand behind them!
Take into account fraud fatigue. Remember, most of us who were
around before the advent of online shopping have had the message
drilled into us: Don't give out your credit card number over the
phone (or in this case, phone lines). We need to be reassured
that in the 21st century, it's okay to break this old rule.
Susan Grant, of Internet Fraud Watch, says it really IS okay:
"Paying with a credit card is the safest way to shop online.
Federal law protects credit card users if they don't get what
they were promised or if unauthorized charges are made on their
accounts."
Now, pass on that reassurance to your visitors. Outline your
credit card security policy. Emphasize how safe the new
encryption technology is.
If you have a customer satisfaction policy, define it. If not,
write one and stand behind it. Brick and mortar commerce has
survived into the 21st century because of its customer service
ethic. E-commerce has to keep the pace.
Back this up with your own privacy policy. There's an incredible
appetite out there for targeted e-mail addresses and other
personal data. And there's no shortage of online vendors who
have no qualms about selling that information. If you want your
customers' confidence (and their return visit), spell out
exactly what will happen with their personal data after they
entrust it to you.
Don't forget about technical matters. A recent survey said the
majority of consumers who abandoned their online transactions
did so because their sessions were interrupted. That means we
have to pay more attention to making the purchase process
easier; fewer pages and smoother site performance are vital to
keeping customers.
Now you're ready to deliver the coup de grace: Tell your
visitors about your great customer service department. Splash it
all over your website, because this is the stuff that trust is
made of. Consumers need to know there's a place to go or a
number to call if they're not satisfied. Just the fact that
you're spending money on customer service staff proves you're
not a fly-by-nighter.
By breeding trust in these ways, you can slowly but surely turn
your window shoppers into e-shopaholics... giving you more time
and money to go shopping yourself!
About the author:
Heather Reimer has been involved in print and electronic
journalism for over 15 years and is currently the Copy Editor
for iGlobalMedia.com, a leading edge affiliate management
company. iGlobalMedia Group works with over 30,000 webmasters
and promotes some of the best gaming sites online. You can visit
them and learn more about their affiliate program at
www.iglobalmedia.com
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