Turn Your Site's Visitors Into Buyers By Kevin Nunley Oct 5, 2005

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The most common complaint I hear, and I hear it from
just about everybody, is "my site gets lots of vistors
but hardly any sales." What's the problem?

One of the downsides of the Net is how hard it is to get
visitors to buy what you're selling. Typically 1% or fewer
visitors buy. The percentage of visitors that buy is called your conversion rate.

Imagine if Sears or Wal-mart got only got one buyer for every 1,000 people who came through the store. Because
customers don't have to drive across town to get from one
web site to the next, consumers are far less likely feel
committed to placing an order.

If a visitor doesn't find what they're looking for
right away, they click to the next choice. This is
especially true if they found you via a search engine.
It's oh so easy and perfectly natural just to click back
and forth from the search engine page to site after site
until a site strikes your fancy.

You can win this battle by having a site that gets right
to the heart of what people are looking for right at
the top of the opening page. What are you selling and
why would people want to buy from you (price, speed,
service, etc.)? Put all that right at the top of your opening page.

Increase your orders by showing visitors what a great
VALUE your product or service is. List lots of benefits the customer will get when they buy. Tell them how your product or service will make their lives better.

Put a link to your order page near the top of your sales
copy and another at the bottom. If your copy is long, put
a link in the middle. Don't asume that everybody is going
to read every word of your copy before looking for the order link at the bottom of the page. Make sure people
always know where to click at the moment they get the urge to buy.

One of the most important factors in doing business online
is to get customers to trust you. Studies show that most
North Americans are still kind of shy about placing an
order online. Do everything you can to set their fears at ease.

Put your photo (or a photo of your building, employees,
even your computer) on your opening page. This helps
people feel like they know you. Some site owners feel they
don't look the part of someone who would own their site. Hey, if that really bugs you, don't post your photo. But looking less than perfect makes you look like a real person and not one of the flawless models that grace most sites. Those "modeled up" sites have gotten so common people probably don't even notice the photos anymore.

Include your name and contact info on every page. Many
won't order from a site that doesn't list a telephone
number or physical address.

Use plenty of testimonials from satisfied customers. You'll find sales jump when you put a testimonial on your
order page to reassure buyers just before they finalize
their purchase.

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Need your web copy spruced up, rewritten, or your site
revitalized with new copy? Get Kevin Nunley's affordable
and top-notch copywriting deals.
Reach him at kevin@DrNunley.com

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