I’m not a trained psychologist or sociologist, but I can guarantee you one thing – people buy emotionally and justify their purchases rationally.
So what are the mystical super powers that precede the sales adage of “features and benefits”? They are… Psychological Triggers.
These “triggers” set off the green light in a potential buyers subconscious to start the buying sequence.
These “triggers” are the difference between a website visitor staying on your site or clicking away in the blink of an eye.
These 5 tips are by no means exhaustive, but are definitely the key “triggers” to get your prospects hooked. Cha-Ching :)
1. Resonate
To truly make your website visitor feel comfortable with their experience you firstly have to understand who your IDEAL client is. If you haven’t developed a client profile, DO IT NOW.
My own client profile is as detailed as a CSI episode (I’m a bit geeky like that :) ). The profile includes age, gender, family, education, websites they visit…
The client profile will allow you to:
– Get the tonality of your message honed
– Use appropriate imagery and graphics
– Appeal to your IDEAL client with the general aesthetics (colour, font etc) of your site
– Offer the right product/ service
2. Trust
We are a skeptical bunch, right?
Trust is the biggest barrier to a website visitor either purchasing your product/ service or even contacting you.
How to build trust:
– Use of client testimonials and endorsements (client profiling will help pinpoint an appropriate person within your prospects peer group).
– Use of relevant trade/ organizational graphics
– Have a great “About” page
– Keep things up to date (eg last blog post was 12 months ago they might think you are out of business)
– Lower the risk factor (money back, no hidden fees etc)
3. Value
Value doesn’t necessarily mean slashing prices. We are looking at ADDED value.
The tipping point at which a website visitor commits to making a purchase.
The perceived value should be greater than the asking price. This could include added bonuses, next day delivery etc
4. Delete Distraction
Grrrr the dreaded distraction. Just as your website visitor is about to buy… click click gone.
The two main distraction factors:
– Delete all the junk that could take your visitors away from your site. This is most definitely a sensible option on sales pages. This includes all those “cool” features you’ve just installed on your sidebar
– Go Skinny – Don’t overwhelm your visitors with a plethitude of choices
5. Transparency (aka why not?)
Any logical question that isn’t answered on your site, plants a seed of doubt in your visitors mind!
A good example of this is service based businesses not providing prices or at least a guide (eg Consultants – contact us to enquire about your 60 minute consultation).
You may have a perfectly legitimate reason not to give a price etc, but just state the reason clearly.
Your innocent exclusion of certain key facts may be perceived as being evasive.
BE TRANSPARENT :)
Props to – James Blute ( jamesblute.com )