Every online entrepreneur I talk to is asking the same question, “How do I increase my online sales, NOW?”
Online selling is essentially a numbers game. The more visitors to a site, the more sales that site will make. The number of sales made divided by the total number of visitors to a site is called the conversion rate. A typical site will have a conversion rate of between 1 and 2 percent or 1 to 2 sales per 100 visitors.
It is obvious that if the number of visitors increases and the conversion rate remains the same, then sales will increase. Traffic is the first variable that most online marketers attempt to influence when they begin their online marketing campaigns.
There are two basic problems with the increased traffic method. The first is that it is expensive to run advertising and improve a site’s ranking in the search engines. The second and subtler issue is that there is no guarantee that the conversion rate will remain constant.
So what about increasing the conversion rate? Using the example above, if the number of buyers could be increased from 1 or 2 per hundred visitors to 2 to 4, sales will have doubled! So what can be done to increase a website’s conversion rate? Below I list 7 techniques designed to accomplish this goal:
1. Provide plenty of testimonials
These testimonials should be from previous customers and should include specifics as to how the product or service helped them solve a problem.
Obtaining testimonials is no problem, just ask. People love to be asked what they think; most will be willing to share their thoughts on your product or service. Implement a process of following up with your customers with a questionnaire. Leave plenty of room for their comments and make it clear that their comments may be used in your advertising.
2. Improve your follow-up
3. Give away free samples
By letting your customers try before they buy, you can significantly increase your sales. If you sell an information product, provide a few paragraphs or even the first chapter by autoresponder. This technique also helps to improve follow-up by guaranteeing you obtain contact information.
4. Give a bonus product
5. Focus on the website
Use the Direct Response Site model. A direct response site is one where the customer’s choices are very limited. Essentially they can buy the product, bookmark the page, subscribe to your e-zine, or leave the site. The more options a visitor has, the less likely they are to make a purchase.
6. Follow-on sales are crucial
It is well known that successful businesses make 75% of their sales to repeat customers. Start a free e-zine and get your customers to subscribe. Get their permission to send them information on upgrades and new products. On their receipt, mention a product that compliments their purchase. Don’t have a product to offer for follow-on sales? Find and join an affiliate program offering products of interest to your target market.
7. Change the website copy
Appeal to target emotion rather than reason. People respond more intensely to emotional appeals than to intellectual discussion. Design your copy to focus on the visitor’s dreams, desires, fears, or goals. Position your product to appeal to their emotional needs.
Implement these seven tips, and watch your online sales increase.
