One of the most important marketing principles is that people buy when they are ready to buy, not when you are ready to sell. Understanding this principle allows you to create higher converting e-commerce websites.
No matter how great your product or service is, many people are not ready to commit to a purchase at that particular moment. Most eCommerce websites cater to people ready to make a purchase right now. They do not cater for those who are almost ready to purchase. This is a common mistake which can negatively affect conversion rate. They may be waiting for a pay check due next week, they may not know the benefits of your product yet, they may be undecided between buying from yourselves or a competitor. Whatever the reason, the fact is that most people will not purchase from you right here right now.
Increase your conversion rate by selling to the undecided prospect
People will be at different stages of the purchasing process. Some people will be merely looking for information and not looking to make a purchase today. Some people will be ready to make a purchase right now. Others, will be in between the two. They will be undecided. These are the people you should target. Why should you target the undecided prospects? Well, the people are are not in an emotional state to buy today will not be likely to purchase anyway and the ones who will be buying today are likely to do so regardless. So, you need to focus your product pages and copy for those undecided prospects.
Sell the benefits of your product
A great way to persuade an undecided prospect is to sell the benefits of your product. Most ecommerce owners focus their attention on the features of a product. The difference between a feature and a benefits if a features is what a product does and benefit is what it does for you. By turning the features of your product into a benefit means that your web copy will be much more effective an increase your conversion rate.
You can also promote things not directly associated with your product to increase your ecommerce conversion rates. For example, you may have a dedicated team of experts ready to take any sales queries available. You may offer an extended warranty that is longer than the manufacturers standard warranty. All these ‘benefits’ will help the undecided prospect make a decision.
Why should I buy from you?
If you target the undecided prospect and aim all of your efforts towards giving your prospect a reason to buy from you and not your competitor you will see your conversion rate increase. Instead of focusing on the product like many e commerce websites will you will be writing for a real person with real needs and desires which will produce more positive results. You will be more in tune to understanding a customers wants and needs.
So, improve your conversion rates today. It is a far more profitable way to grow your business than merely ‘throwing enough mud till it sticks’ which is what most e commerce sites tend to do. You will not only improve your profits through your higher conversion rate but start to gain market share because you are making better use of the prospects you are attracting.