Ecommerce Development
You are online, but are you on target? - by Leo Talbot
(A sobering thought for online sellers-a challenge to search engine optimizers)
This brief article by Leo Talbot has two objectives the first is to get you to ask yourself this question: “If I was a prospect for my product/service, would my website motivate me to buy?”
By ‘buy’ I mean the following:
- ‘Add to my cart’….in other words, buy right now!
- ‘Visit the showroom’…..the website’s proposition is that I need to ‘come on down!’
- ‘Pick up the telephone’…..the website’s proposition is that I need to ‘make that call!’
- Any combination of proposed actions the buyer or prospect is being asked to take.
What exactly is it that motivates people to buy?
Only BENEFITS!
No matter what you the seller thinks, the buyer is not just looking for, but is hunting for the BENEFIT. Believe it, because it is true!
Another very important aspect of this for you to understand is this:
BENEFITS ARE DETERMINED MORE BY EMOTION THAN BY FACTS!
If you don’t believe me, then just ask yourself why it is that you do business with certain people, at certain places, and buy certain products or services, when it would be far more logical, EVEN MORE ECONOMICAL, to being doing business elsewhere?
Is it because of the way you ‘feel’ about the who, where and what, rather than the way you ‘think’ about those things?
Millions of customers all over the world are making decisions every day, every minute of every day based upon emotion, at least as much as they are making decisions based upon logic. How much logic, based upon facts, does a buyer need anyway?
ONLY ENOUGH TO JUSTIFY AN EMOTIONAL DECISION!
Therefore, back to my original question, with a slight modification: “If you were a prospect for your product/service, does your website create the emotion that would cause you to buy?”
I said that this was a brief article and that I had two questions. The second question is obvious. “What is your response to the first question?
This is of course a rhetorical question. But unless the answer is an unequivocal “Yes”, and your online sales results provide some confirmation of that, perhaps you should be seeking the services of a very competent online marketing consultant, one who understands, by experience, that it is one thing to get internet traffic, but quite another challenge to maximize your opportunities by turning the visitors into buyers.
Look for the consultant that knows how to balance the key aspects of search engine optimization (seo), such aspects as keywords and keyword density, links and META tags etc with your unique selling proposition (BENEFITS), visual impact and powerful text…one who can CREATE THE EMOTION.
You can improve the results you are getting and do more online business!
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