Web Success Tip to Improve Sales
A Secret Tip to Greatly Improve Your Sales!
Lately there has been some talk about the order page and
what you can do to increase sales on this one important yet
mostly neglected factor.
It is has been proven that many people leave the sales process
on the order page or shopping cart.
Both Andersen Consulting and Forrester Research show
shopping cart abandonment rates at 25%. Jupiter
Communications reports shopping cart abandonment rates at
27%; eMarketer reports the rate at 32%.
So how can you buck this trend and improve your sales at
the 11th hour ordering process?
Add a testimonial on your order page!
Don’t forget, you have not received payment for the product
yet so don’t assume your potential customer is already
sold, they many not be quite yet.
A simple testimonial from one of your best customers may
be the straw that breaks the camel’s back and convinces the
“fence sitters” to jump onboard.
You might be thinking, is a testimonial alone just as
good? Well, yes and no 
Alex Mandossian has been implementing this strategy for quite
a while. He has found a testimonial alone works well, but
a testimonial with a picture works GREAT!
Let’s look at the psychology behind what we are doing…
First we need to think like the potential customer.
This is often hard to do for most people. Your customer
has just read your website, they like what they have seen
so far. You have several order links throughout the ad copy
so it was very easy for them to click through to the order
page.
They finally click through one of your benefit-laden order
links and your order page pops up in front of them.
They scan through reading the highlights and are still
very happy. They look at the URL and see they are on a
secure site which pleases them and are now feeling all warm
and fuzzy about making the purchase.
At this point they are ready to buy, because they didn’t
read the whole sales letter yet, because you were very
convincing on your order link which they clicked through.
As they read the order page, this picture of a respected
leader in their industry is there and they are drawn
immediately to it.
They read what this industry leader has to say and are now
shocked at what high praise this legend is giving your
product or service.
They now think, if it is good enough for this guru, then
it is certainly good enough for them too. So they order
your product without even finishing your sales letter.
How many of those types of people would you want on your
website?
I will take as many I can get! You have to understand, it
wasn’t the person, it was the layout and the information
feeding you gave to them that created the sale.
What put them over the edge was this well known industry
leader you placed on your website and the testimonial he or
she gave to you endorsing your product or service.
You created the sale with proper use a testimonial in the
right place. As they say, a picture is worth a thousands
words.
Not only can the potential customer read the testimonial
but they can get a mental picture of this person telling
them how great the product or service is and their
experience in using it. And this is VERY powerful!
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