There is probably a major problem lurking on your sales page right now. And it could be hurting your profits.
Experts agree that one of the most important factors in a successful website is credibility. This frequently translates into the credibility of the site owner. People are more likely to buy from somebody they believe in.
Is your website as credible as it could be?
People judge credibility by many subtle factors. Does the design of the site look professional? Is the site well written? Are there typos and grammar errors strewn throughout the site? Is the author believable? Does the author have experience in this market or with this product? These are all important factors.
We also know that a strong guarantee is a key part of a successful sales page. Taken one step further, the reader needs to believe he will actually get a refund if requested. And herein often lies a major inconsistency.
Look at your sales page and ask yourself: Who is standing behind the product? What do you provide for contact information?
If there is only an e-mail address, or worse yet, no contact information at all, then you do not have a believable guarantee.
If you want someone to believe that you stand behind your product you need to be reachable. Put your complete contact information on your web site. I'm not just talking about an e-mail address. Consider adding your snail mail address and even, dare I say, your phone number.
At first, I worried about using this approach. I feared getting calls at all hours of the night. I worried about getting overwhelmed. But, I reasoned, I could always remove the phone number if it became a problem.
Turns out, having my phone number on the site is a blessing. I have made dozens of sales because I have been available to answer one or two simple questions from a prospect. I now look at each telephone call as an opportunity to help someone solve their problem and, frequently, earn their business.
I have received numerous comments from customers saying that one of the reasons they purchased is because they can tell there is a real person standing behind this business. The fact it is, I only get about one or two phone calls a day. And my sites have thousands of visitors every day.
In summary, take a look at your own sales page or contact page with a critical eye. Do you look like just another anonymous web site? Or is there a person there; ready, willing and able to help. The answer to these questions may have a lot to do with your conversion rates.
At the very least, test putting your phone number on your web site. Even if your web business is part time, with a good voice mail system you will sound professional and you can return phone calls when you are able. Try this credibility improvement. And see if it doesn't improve your sales. |
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