A sale isn’t a sale unless its sold.
Don’t count your chickens before they hatch.
And many, many more platitudes I could bore you with. We’ve all heard them and we all intrinsically understand them. A close isn’t successful unless it is seen all the way through to the end.
Now, you’ve probably heard of a sales funnel, and you more than likely use them in some form or another – whether in life, love, or business. The basic idea is that you’ve got to funnel the vast majority of leads through your sales process, qualifying and screening along the way until you eventually end up with a handful of loyal customers. (If you do your follow up correctly you’ll also be re-funneling past leads through a similar funnel.)
Sadly for most enterprises, especially e-commerce businesses, there is a huge gap right before the end of the funnel. They have shown their prospective customer what solutions their product can offer, how it will bring them value, and why it is worth the time or money. The customer decides the time is now, they must have your product. Then — nothing. They just become an empty shopping cart or a half-filled newsletter signup box. What happened in between the sale and the sold? Hesitation maybe, or possibly a dopamine crash after the high from your amazing sales pitch. Either way, bottom line is: nothing happened.
We call that a problem with conversion. There are some neat ways to track what happens with conversion at checkout and even ways to follow up with those “empty checkout carts”, we’ll probably be doing a long post of a series on those in the future! In the meantime, here are 3 actionable things you can do to increase conversion at the checkout or signup page:
1) Include a short summary of what they are getting and why they would want that. These people are about to trust you with their hard earned money in the hope that your product will live up to the expectations you’ve painted for them — the least you could do is reassure them that you’re providing value. Not just value, but value that will ultimately help them in ways beyond the scope of the product. Sounds deep? Well it is. As are most people’s deeply held fears and beliefs.
So you’re selling a software product. What does it do? It helps me sort through to the most important emails faster, neat. But what does it do? It minimizes distracting emails, allowing me to get my tasks done and spend more free time with my family, SOLD.
2) Add testimonials, not too many not too few. Not much is more reassuring than hearing someone has had the same problem as you, went through the same searching process, and eventually found this same solution that did in fact solve their problem. It’s pretty simple. You probably already have several testimonials or reviews along your sales funnel or on your sales page, so why not include them at that most crucial moment — checkout. It’s another layer of social proof that will have an impact on your conversion rate.
The best rule I’ve heard for this is: post one incredible review or several (5-7) good reviews. Either wow your potential customer with one raving fan [brand ambassador] or show a swath of people that have a good transaction or service. You’ll have to test it out and see what works best for your niche or product. (Don’t have many testimonials or don’t know how to go about asking for them? We’ll be talking about that in an upcoming newsletter!)
3) Insert a picture of your product on the checkout page. Sounds simple because it is. Much like with testimonials, everyone’s landing page is peppered with images of the product or benefits it will give, but click to the checkout page and it becomes a sterile credit card processing room. Your feeling as a customer instantly goes from sunshine and rainbows to beady fluorescent lights and mild panic attacks. It doesn’t matter how amazing your product is if consumers are scared off at the peak moment.
This is very easy to do depending on what source you use as a checkout platform, and will have the largest effect for your minimal effort. Make sure it is a well-taken picture of your product and that it showcases any unique features or interest points. If you’re in a service industry or a knowledge-worker, showcase the immediate benefits and the perceived value of your service over time. (What will it do today? Why will that benefit me in the long run?)
That about wraps it up! I appreciate you taking the time to read this. Hopefully you will take action on these tips and see a boost in your conversions. Leave a comment on our Facebook page and let me know what is working for you.
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Thanks, talk to you soon.