So you’ve done everything recommended, SEO wise for your e-commerce website and received lots of traffic, but are you seeing these visitors convert into sales? If not, you may be missing the point of marketing.
Marketing your business and your site is important. In simple terms, marketing is what you do to get people to notice you; selling is how you earn a living. Don’t forget that an important part of the success equation is getting visitors to actually buy something from you.
First, you capture the visitor’s interest. Then you convince them of a need. Lastly, you post a call to action that is Asking For The Sale.
Value Proposition
The value proposition of your products states exactly what they will do for the customer. This is what tips the scales in your favour – what can someone expect to get from the item that will positively impact their life in some way (and that they can’t find elsewhere)?
Make sure you are speaking to your target market on their level, and know what it is they want. That is the best way to define a value proposition that works as your virtual salesperson.
You can utilise a value proposition in a couple different ways. Perhaps the most obvious is to include it on the sales page for each product or service you offer. But you might also want to create a sales letter that can be posted on your website, and emailed to interested prospects. It should always include a call to action at the end.
The Law Of Reciprocity
It has been documented many times in the past that most humans are, by nature, a reciprocal sort. Give them something of value for free, or at a discount, and they will feel indebted to you in some way.
Use the Law of Reciprocity to your advantage. Consider offering a free e-book for download to subscribers of your site. When someone deems they’ve been given a worthwhile, complimentary book on a subject of interest, they are much likely to revisit your site and buy one of your offerings.
The Law of Reciprocity can also be used to your advantage in social networking situations. Join an online group or forum and visit it regularly. Offer members advice regarding their specific concerns. When you are viewed as being helpful and show that you have taken your personal time to offer something to others, it goes a long way towards making a sale.
Blog Advertising
Blogs are a great venue for Asking For The Sale. They offer the perfect place to attract visitors, gain subscribers, and include links to sales pages. The key is to write interesting posts and update them on a regular basis.
Acknowledge each one of your subscribers. Offer them a special discount or deal not available elsewhere. When a cyber relationship is established, it is much easier to ask for the sale – and your prospects will feel more comfortable buying from someone they know and trust.
Don’t be shy about Asking For The Sale. After all, you are in the business of selling a product or service. If you truly believe in the value of your offerings, converting visitors to buyers should eventually come easily and naturally.
About Sean Rasmussen
Hi Sean,
You make some really interesting points. The Law of Reciprocity is something I feel like I’ve been doing without realizing that’s what it’s called. I think it is human nature to want to help others and hope that they will do the same for you.
I need to work on asking for the sale. I don’t think this will come easily for me.
Great tips here a blend of all the above is a sure way to be on the road to success. In particular with an online business. Value is all too often promised and never delivered.
It is very important to always look after your customers.
Being recipriocal in your transactions with them is important and if I was going to offer a value proposition I would make sure I gave them exactly what I said I would.
All too often we offer things and do not deliver. The customer pins their belief on you that you will do what you say and will feel very let down and cease to trust you if you don’t.
Be focused on the customers needs and not your own.