If you've been struggling to turn potential customers into paying ones, we've got a few tips to help you out.
If you’ve been struggling to turn potential customers into paying ones on your website, we’ve got a few tips to help you out:
1. Try psychological pricing
If you’ve been pricing the items on your website in whole numbers, you may want to try a different strategy. Instead of pricing an item at $60, try pricing it at $59.99 or $59.95. Pricing items this way is an old sales and marketing trick that has a substantial amount of research behind it, according to Fast Company.
The reason this strategy works is that consumers see the first number -- in our example above, the 6 or the 5 -- and associate that with the price. And 5 clearly wins out over 6 in terms of affordability. In some cases, companies were able to improve sales more than twofold by simply dropping the price of products by one or two cents.
Another strategy to try is eliminating the dollar sign from your pricing. According to the same Fast Company article, dollar signs can trigger the “pain of paying” response, making consumers less likely to spend money. So instead of advertising a product for $50, try advertising it for 50. You’ve probably noticed that many restaurants have adopted this strategy on their menus, and that’s because it’s proven to be effective at increasing sales.
2. Include a call to action
A call to action (CTA) is an instruction to your consumers that is designed to get an immediate response from them. If you’ve ever signed up for a service, you’ve probably seen (and been influenced by) a call to action.
A good call to action will be action-oriented and offer some type of benefit in addition to reduced risk of purchasing. For instance, Netflix uses the following call to action on its website: “See what’s next. Watch anywhere. Cancel anytime. Join free for a month.” The Netflix CTA is great because a consumer can easily see the value of signing up -- one month of free service with no strings attached. It’s also very clear what the next step is: clicking the button to join.
Another great example of a call to action is for Google Chrome: “Get a fast, free web browser. One browser for your computer, phone and tablet. Download Chrome.” Like the Netflix CTA, the value to the consumer is immediately clear as well as the next step in taking action.
How can you implement a CTA on your own website? If you offer a service, consider putting up a quote request form with a call to action of “request your free quote” or “get an estimate today”. If you offer products instead, consider prompting visitors to sign up for a newsletter or announcements for new products or discounts.
3. Add reviews or testimonials
Having reviews or testimonials on your website will add legitimacy to your business and help qualify your offerings to your potential customers. Since a testimonial is not written by you for your business, it doesn’t come off as pushy or sales-y to potential customers. Rather, it helps them build trust in your product or service.
The key with adding reviews or testimonials to your site is picking the right ones to add. A good testimonial will demonstrate how the product or service had a measurable or tangible benefit to the customer -- it will be specific. Consider this testimonial from Amazon for a Fire tablet: “Works great. I love it.” While it is a positive review, it’s not effective at getting a potential customer to become a paying customer.
Consider this review instead: “[It] does everything necessary for school and play. The compact size is great for travel as well as for use every day for homework. The graphics are clear and the features and installed programs let you hit the ground running for pretty much everything you need to get started. Easy to use interface allows my 7-year-old to use it as well as my 70-year-old mother-in-law. Everyone is happy and you can't beat the price!” This testimonial is much better than the first because it is specific and shows the tangible benefits of the product.
Once you have a few glowing testimonials for your website, you should focus on how you will feature them. A great way to add credibility to your testimonials is to include a name and picture of the person who gave the review as well as any other information that might help consumers identify with the reviewer. For instance, if your target market is small business owners, you could include the name of the reviewer’s business.
You’ll also want to include testimonials on the front page of your website and any other important pages. It also helps to create a “Testimonials” page where potential customers can see all of the testimonials you’ve received. Finally, it should go without saying that you shouldn’t make up fake testimonials or edit the ones you receive. You should also get permission from your customers to include their testimonials on their website.
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