We recently posted an article entitled Website testimonials: Weapons of influence. It encourages website owners to use customer testimonials to boost credibility and sales, referring to author Robert Cialdini’s insightful social psychology book called Influence: Science and Practice.
While website testimonials are a powerful way to earn a prospect’s trust, they also foster commitment from those providing the testimonials. How? Well, when people put their commitments on paper – or the far-reaching Web – they attempt to live up to their words.
“Whenever one takes a stand that is visible to others, there arises a drive to maintain that stand in order to look like a consistent person,” noted Cialdini. Why? Because, he explained, personal consistency is viewed as rational, assured, trustworthy and sound.
Look at Barack Obama’s presidential campaign; he went with the theme “change” and stuck with it right through to his election to the Whitehouse. Someone without consistency is often judged as fickle, uncertain, scatterbrained or volatile. John McCain started with “experience” and switched to “change” mid-campaign.
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Testimonials are critical to any website that’s marketing or selling products or services.
They provide “social proof,” suggests author Robert Cialdini in his insightful social psychology book called Influence: Science and Practice. This principle states we determine what’s correct by finding out what other people think is correct.
It extends from the hectic pace of a complex society, where consumers are often forced to make decisions based on limited information. Add to this the hyper velocity of the Web, and you can begin to understand how people tend to automatically comply with the masses.
“As a rule, we make fewer mistakes by acting in accord with social evidence than by acting contrary to it,” stated Cialdini. “Usually, when a lot of people are doing something, it is the right thing to do.” Safety in numbers! It’s a convenient ‘shortcut’, requiring little time and thought, in exchange for plenty of comfort.
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Despite recent economic woes, Forrester Research reports online retail sales are projected to grow 17 per cent in 2008 and surpass the $200 billion mark.
What is more, reports Principal Analyst Sucharita Mulpuru, the bulk of online retail sales are driven by tenured Gen Xers and Boomers, a cross-section of the web buyer population that values the convenience of the online channel and is actively spending more on the Web.
She noted: “These folks are less price-sensitive, disproving the theory that online shopping inevitably leads to brand-disloyal shoppers.”
Gen Xers account for 34% of all online shoppers, while Boomers represent 38%.
As Web 2.0 matures, the line between marketing and customer service is beginning to blur.
Service mishaps and product breakdowns can no longer be swept under the rug. That’s because more than 70% of US and Canadian consumers use the Internet (InternetWorldStats) and can share their experiences with the world.
“The social revolution is forcing companies to evolve and redesign any and all strategies that include existing or potential customers and stakeholders,” said Brian Solis, Founder of FutureWorks and blogger at PR 2.0. “And,” he added, “many don’t even know it yet.”
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To convert sales, your web content must diagnose your prospect’s sore spot, and explain how you’ll bring them relief.
To simplify the process, try to categorize their difficulties into on of the three main categories:
- Financial
- Strategic
- Personal
By diagnosing a prospect’s problem, and showing you understand and have a proven solution that caters to their specific needs, you’ll significantly increase the chances of converting them into a customer.
If you don’t fully understand your prospect’s issues — even if it’s just their perception — you’ll miss many opportunities.
Don’t rush to make the sales pitch. Ask questions, listen and then discuss solutions.
Common web content mistakes on websites, especially on home pages, include:
Disclaimers – Don’t greet visitors with apologies and excuses for a lame or out-of-date site. Take the suspect pages or sections offline, make time to rectify the content, or hire a professional. Ill-equipped web content can kill your credibility.
Welcome Messages – “Thank you for visiting,” “This site is meant to” and “Take a look around” are unnecessary. In fact, such over-used phrases waste your visitors’ time, and they may return the favor by hitting the back button.
Clichés – Spare your online visitors the cute and the clever. Clichés usually add no value and can create barriers when communicating to global audiences. Webcopyplus has conducted web content conversion tests in which the removal of clichés increased sales. That’s why web content writers need to push their egos aside and write for the target audience.
Showing consumers respect turns browsers into buyers. Yet, when consumers reach out, their inquiries often seem to fall on deaf ears. In the digital age, a prompt response is anticipated — always. And when it’s not delivered, it can easily kill the sale.
Many businesses don’t recognize patience is scarce on the fast-paced Web. Even the slightest delay in response prompts consumers to go back to Google and friends to click the next search result.
While planning web copy for an HR firm, they sent requests for quotes to three web designers. Within 48 hours they made their choice between two; they refused to wait for the third to respond.
Meanwhile, some businesses just don’t care. Two years ago, Webcopyplus was referring several businesses to an industry partner, and a couple clients made comments about their response times. E-mails weren’t returned for up to four days.
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Purposefully written web content that effectively tells your prospects why they should buy from you can really help your business on the sales front. In fact, if done right, it can completely disqualify your competitors.
As noted in the article Brand strategy: distinct or extinct, you should leverage your business’ unique points and strengths, which may entail your:
- Selection
- Experience
- Knowledge
- Credentials
- Expediency
- Style
- Technology
- Geography
- Alliances
- Tools
- Customer service
But when you do, make sure you nail the point on the head. Don’t be subtle. Use clear, short and relevant web content to drive the message home.
And don’t be afraid to repeat your most potent points. It will drill the facts and ideas into your prospect’s brain, and make it memorable.
It’s a sound way to exclude your competitors from the final decision-making process.
Author and super marketer Seth Godin made a good point on his blog, where he touches on the fact that the closer you are to the point of need, the more you can charge clients.
In one example, he cites pizza at the airport costs five times more than pizza on the way to the airport. That’s true in most cases, including Frankfurt and London Heathrow, where the price for a hot dog and a beer will give you the impression you’re fine dining.
However, some airports choose not to charge premium. The Vancouver International Airport is a prime example. Tenants are required to offer “street pricing,” which means franchises like Flying Wedge Pizza can’t inflate their prices. A big mama’s bacon special will cost you $4.99 on the east side of town, and it’ll cost you $4.99 as you’re running for the departure gate.
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The key to successful conversion rates is getting information to the right people at the right time.
Internet technology provides businesses the ability to pin-point markets at precise moments. However, if you’re not delivering the right information, the entire effort, investment and process is severely flawed.
The Web is a fantastic medium to determine what web writing works and what doesn’t. Recent A/B split tests targeting US and European audiences helped Webcopyplus establish how web writing approaches and styles influence online consumers’ behavior.
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