Etips is a publication of:
Your Guide to Professional Web
Site Design and Development
Hello,
Welcome to this week's edition of Etips.
In this week's edition of Etips, Carmen Wisenbaker will teach you how to
turn "slighty interested" customers into "I've got to have it" customers.
I hope you'll enjoy the publication.
To your success!
Sponsor Message
 Website Savvy: 10 Key Steps
to Turn Your Customers ON! "How to turn "slightly interested" customers into
"I've got to have it!" customers!"
By
Carmen Wisenbaker
Copyright © 2004
I am truly amazed as to the lack
of information websites contain. You would think that a business would realize
that a potential customer would at least like to know how to contact the
customer service department. But, you'd be astonished at how many times I've
actually come across NO information on the business except "place your order
here". That truly leaves the customer with a feeling of abandonment. Since
I visit so many websites throughout the year, I wanted to list some of the
top 10 things I look for when making the decision whether to purchase or
not.
Number 1: Include some type of contact info.
You need to make sure the customer has some type of information to contact
you after the sale. If you happen to work out of your home, think about getting
a post office box or a mail station. I realize that still doesn't tell the
customer your physical address, but it's always nice to know the city, state,
or even country of the company involved. And by all means, add a phone number
to this list.
Number 2: Update your website often.
If you list your copyright or other dated information, make sure it is changed
on a regular basis and includes the current year. Nothing is more frightening
than to purchase from a website selling e-books or software that is older
than a few years old. It always makes me think I'm getting old information
that was written for a different set of problems. Now I know that copyrights
should have the year they were developed, but list the year it was established
plus the current year. For example, list your copyright like this - ©
2000 - 2004. Customers won't enter their personal information (especially
credit cards) on a site that looks like it's been abandoned. So, take a long
look at your site and see if something needs to be freshened and brought
up to date and then do it.
Number 3: Make your benefits clear.
Most companies will list the product or service features, but that doesn't
tell a potential customer how this will help solve their problem. The best
sites I've visited, not only list the features, but have a separate list
detailing the benefits for each. It's easy to say you're the best in your
field and you're the only ones that do "this" - whatever your "this" is,
but go a step further and tell the customer what that means to them. In other
words, what's in it for them? If you have trouble defining your benefits,
ask the one person that would know best - your customers! If they are happy
with your products or services, they will be able to tell you what problem
it overcomes and the benefit they receive. Besides, what better way to find
out how you're doing in servicing their needs?
Number 4: Watch for broken links.
How many times have you tried to click on a link and it goes nowhere? It's
sometimes hard to believe that when we develop our websites and include working
links, in a short period of time the links become broken. Why would this
happen? Well, if other sites are like ours, they are always changing the
information included on the site. In other words, the page link you have
listed on your website might get renamed without the benefit of a redirect
link attached. Then if your customer clicks on that link, they will be left
to wonder just how old this information might be. The best way to stay on
top of this is to check your links often and ask the visitors of your site
to report back to you if they find a broken link.
Number 5: Make it easy to purchase.
If you're doing business on the internet, you'll need to have some way for
your customers to pay. The best way is to accept credit cards. If you don't
have a merchant account already, the easiest way to get set up immediately
is through services like Pay
Pal, Click Bank,
and 2Checkout. But,
you still need to add other convenient ways to shop for those that prefer
not to purchase online. Make sure you list a mailing address, a phone number,
or even a fax number they can send their payments. You'd be surprised at
the number of individuals and companies that would prefer to send their payment
(even if it's a credit card purchase), rather than send their personal
information over the internet.
Number 6: Don't use pushy sales talk.
You'd be surprised how many times I'm shopping on the internet and find people
using the old tactic "buy right this minute or you'll never see this price
again". I know that's not going to make me buy immediately, in fact, it will
probably cost that company my business. I don't like to feel "bullied" into
buying anything. Now that's not to say that you shouldn't run a sale
occasionally. But, if you do, list the time period of the sale for everyone
to see. Just make sure you don't tell every customer that visits that they
must purchase now (today), because most customers will price shop and compare
products before they purchase.
Number 7: List your guarantee.
Everyone wants to feel that if a service or product they've purchased is
not up to the standards or expectations they thought, that the company will
take care of them. And because of that, you should always list a guarantee.
It doesn't have to be a lifetime warranty, but it should be a reasonable
amount of time or a reasonable procedure to follow in order to return an
item. And better yet, if you have the type of service or product that you
could allow a limited amount of time for a "test drive", it will decrease
the apprehension some people have about doing business with someone they
don't know.
Number 8: Include your privacy policy.
This is one of my big pet peeves. I want to know how my personal information
or email is going to be used. I always read the privacy policy before entering
any of my information. If I feel like my privacy is not going to be protected,
then I move on to the next company. So make sure you list yours and make
it easy to obtain.
Number 9: Include a terms and conditions.
This is also a way to convey to your customers and potential customers how
your company does business. This is the place to list exactly how you do
business and in what conditions you will offer a refund or replacement. You
have to take into account that the majority of your customers are not looking
for something for nothing. Now I will admit there will always be a small
percentage of your customers that will try to take advantage of you, but
you'll find most customers just want to be treated fair and know you'll take
care of them.
Number 10: Explain all the steps in making the purchase.
After they've purchased, do you tell them what the next step will be? Will
they be able to download their purchase? If so, how long before they'll know
where to log in? Or, if you ship your product or service, when can they expect
delivery? These are just a few of the things you should let them know as
soon as they purchase. Nothing can be more frustrating than to make a purchase
and then have to call the company a week later wondering where your order
is. Make sure you explain each step and show them what great customer service
you provide right from the beginning.
That's my favorite list of how I like to do business online and I hope these
10 key steps will help you as you develop your company online. Just remember,
treat your customers with the same great care you like offered to you and
they'll keep coming back for more.
© 2004 Carmen Wisenbaker.
About the Author:
| Website Savvy:
10 Key Steps to Turn Your Customers ON! by - Carmen Wisenbaker, President
of Penworth Publishing,
http://www.penworth.com
Carmen has been in the publishing industry for more than 23 years. Because
she has so many subjects that have to be researched, she spends a good deal
of her time on the internet. Many times when looking for products to purchase,
she comes across many websites that tend to hinder the sale. This article
covers her favorite pet peeves about what to do and what not to do, in order
to get your customer to purchase online. |
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