by Ian G Williamson
http://www.cbmall.com/?storefront=iwilliam99
© 2006
There is probably a major problem lurking on
your sales page right now. And it could be hurting your profits.
Experts
agree that one of the most important factors in a successful website is credibility.
This frequently translates into the credibility of the site owner. People are
more likely to buy from somebody they believe in.
Is your
website as credible as it could be?
People judge credibility
by many subtle factors. Does the design of the site look professional? Is the
site well written? Are there typos and grammar errors strewn throughout the site?
Is the author believable? Does the author have experience in this market or with
this product? These are all important factors.
We also
know that a strong guarantee is a key part of a successful sales page. Taken one
step further, the reader needs to believe he will actually get a refund if requested.
And herein often lies a major inconsistency.
Look at your
sales page and ask yourself: Who is standing behind the product? What do you provide
for contact information?
If there is only an e-mail address,
or worse yet, no contact information at all, then you do not have a believable
guarantee.
If you want someone to believe that you stand
behind your product you need to be reachable. Put your complete contact information
on your web site. I'm not just talking about an e-mail address. Consider adding
your snail mail address and even, dare I say, your phone number.
At
first, I worried about using this approach. I feared getting calls at all hours
of the night. I worried about getting overwhelmed. But, I reasoned, I could always
remove the phone number if it became a problem.
Turns out,
having my phone number on the site is a blessing. I have made dozens of sales
because I have been available to answer one or two simple questions from a prospect.
I now look at each telephone call as an opportunity to help someone solve their
problem and, frequently, earn their business.
I have received
numerous comments from customers saying that one of the reasons they purchased
is because they can tell there is a “real person” standing behind this
business. The fact it is, I only get about one or two phone calls a day. And my
sites have thousands of visitors every day.
In summary,
take a look at your own sales page or contact page with a critical eye. Do you
look like just another anonymous web site? Or is there a person there; ready,
willing and able to help. The answer to these questions may have a lot to do with
your conversion rates.
At the very least, test putting
your phone number on your web site. Even if your web business is part time, with
a good voice mail system you will sound professional and you can return phone
calls when you are able. Try this credibility improvement. And see if it doesn't
improve your sales.
