published: April 24th, 2008
Give Your Visitors Confidence To Buy: Getting Past The Order Form
Your sales are drastically reduced when you fall victim to a very common problem. Prospects not getting past your Order Form.
WHY they run is simple. Lack of confidence.
WHAT to do about it is a bit more involved.
You can reduce your prospects vamoosing (is there correct spelling for synthesized words?) from your Order Form with a few simple adjustments and additions to your web sales process.
Overall, it’s about adding marketing copy at the top of your Order Form. The online marketing and ecommerce system that I use, www.HandsFreeBusiness.com allows me to put HTML, audio and video at the top of their secure order forms.
The “Top Copy” on your Order Form should include some or even all of the following, as appropriate:
a) Interactivity - confirmation of the thought process with a check box, further supported by a “Yes! I want to take action today to stop by bad golf swing.”
b) Audio/Video - the sound or sight of someone extending a personal invitation to buy has been found to increase conversion 30% and more
c) Restating a summary of the Benefits of your product or service
d) Summarizing the Bonuses you’ve offered. You DID offer Bonuses, right?
e) Pointing out to prospects again the Deadline for your promotion or price break or limited availability of that particular product
f) Repeating your iron-clad, better than your money back Guarantee. Again, you can utilize audio, next to your picture, or a video of another trustworthy looking person (sort of kidding…), to clearly state your Guarantee is helpful too.
g) Add ‘Seals of Approval‘ about your service. Use graphics or logos to show Awards, Quality Standards, or Association memberships along the sides of your copy. You don’t necessarily have to write about them. Their presence alone is noted, as your visitors read through your copy.
h) Offer powerful Testimonials right on the Order Form for ’social proof.’ This is THE most under-utilized tactic and I believe, one of the most powerful final stimulants for closing the sale.
Of course, overall you must keep your Order Form simple in its design and professional in its presentation are contributing factors too. Try testing and then tracking, one or several of the above suggestions and see what happens!
Let me know how you do at Martin@ParadisePublishing.com too.
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