One of the true challenges facing every Internet business is the process of turning prospects into paying customers.
Lots of people can be directed to a web site by various means and incentives – but getting those prospects to spend money with your business is a whole different proposition.
How do you optimize your conversion rate – turning lookers into buyers – that certain percentage of surfers that will actually give you a credit card number and deposit their money into your bank account?
We’ll save the details and numbered lists of tactics and strategies for another day.
What I wanted to get across as your sole “take away” (bit of wisdom you can use in your business) from this discussion is this:
Tips, tricks, tactics, strategies, devices, gimmicks, ploys, maneuvers, methods, schemes, designs, plans, actions, angles, approaches, games, policies, procedures, programs, projects, propositions, systems, hints, clues, points, secrets, suggestions, tip-offs, warnings and ideas . . .
are all appropriate and helpful at certain times, but . . . what prospects are really looking for, when all is said and done, is V-A-L-U-E!
Value to a prospect means you are giving him something he has an interest in and a desire to pursue.
It means you are providing an amount and quality of something (a product, service, knowledge, skill, etc) that is fair and equitable for the price paid. It means that your customer feels that the amount she spent on your product was a reasonable (maybe even fantastic) bargain for the price, something that carries perceived benefits for the money spent.
Value means you are giving the prospect utility, merit, worth, usefulness, or importance in return for her money, or her email address, or her attention.
If a prospect doesn’t perceive value in return for the money, she thinks, “No, this isn’t worth what I’m being asked to give.” “This business is not offering what I perceive as a fair exchange.”
One of the ways to assure that the prospects perceive value in what you offer is to heap it on so thick that there is no question in her mind that you are giving away much more than you’re asking.
In other words, the business “over-delivers.”
Too often a business owner concentrates on employing tricks and tactics that he reads about that will increase his conversion rate percentage.
There are no strategies that are more important than simply giving your customers all the value that you can in everything you do in your business.
Consumers are intelligent for the most part.
They know a value proposition when they see one!
But even if they don’t perceive value, it is up to you the business owner to show the value in your products and services. Don’t make this a guessing game. Explain the value of what you are offering.
Too many times, the product offering goes into great detail about what how a product came to be, what went into its making, and how the thing works. Don’t make that mistake in your sales letter or pitch.
Customers are easily bored with all those technical details.
What they really want, is to know what your product is going to do for them in their current situation. That is the product benefit.
How is your product going to help this particular customer save time or money? How is the product going to help her lose 20 pounds by summer? How is your product going to help her sleep soundly at night because it reduces her stress?
It’s all about the benefit that your product offers to the buyer. People don’t care so much how the product works – they want to know what it is going to do for them right now!
To your online business success,