Do you sell a product or service on the web?
This is the simplest, most effective, absolute best rule for turning your website visitors into customers.
The single most powerful rule for turning website visitors into customers sounds absurd at first. It goes like this:
Are you trying to sell to first time visitors? Don’t. Instead, capture their interest.
Asking first-time visitors to buy makes them feel flustered. It forces them to make a hard decision (whether or not to part with their hard-earned money!). It makes them feel uneasy and rushed – and they’ll look straight for the back button.
Instead ask them to make a soft decision. Say, “This is the value of what I offer. Are you interested?” Then ask for their name and email address. Do not ask for their postal address, cell phone, and favorite color. Keep it simple, easy, and nonthreatening.
If you are selling a product or service, the basic function of your website should accomplish the following two steps:
- Demonstrate the value of your product or service.
- Capture interest.
Capturing interest can be simple. Ask them directly, and make it effortless for them to tell you (a web form, like you see in the right sidebar on this site, works well).
As website owners, we like to fantasize that all visitors are focused and attentive. But recognize the truth – your site visitors are distracted, short on time, and thinking about dinner plans.
Give them a break from difficult, on-the-spot decisions to buy. Instead, be gentle and ask them to make a soft decision – “Are you interested?” If they are, you can contact them later when they might have more time to focus on you.
The Takeaway
Ask a user to buy right away and you’ll send them running.
Ask them if they’re interested and they’ll tell you – allowing you to reach out to them later, when they have time to give you a second look (and “second looks” have a way of turning into happy customers).
