Ecommerce Development
It is the responsibility of every merchant to do their very best to provide a reason for people to buy their products or services. This is a fundamental principle of selling, whether online or by any of the more traditional methods. Give people a good enough reason to buy and in most cases they will do so, unless they cannot afford to fund the purchase.
There are some issues, such as concern over credit card security, that do impact ecommerce and other online buying decisions (Almost 40% of people who do not buy online give this concern as their reason for not doing so).
What are some of these compelling reasons people buy?
- The product solves a (major) problem
- The product provides a significant opportunity
- The product fits in with their life style i.e. it gives meaning to their life
- The deal is too good to pass up
- The product meets a particular want
1. Solves a (major) problem.
This can be as simple as the CEO directing the PA to buy a gift for their spouse’s birthday, or as complex as solving a major technical problem on the space shuttle.
2. Provides a significant opportunity.
There may be particular benefits to the use of your product that constitute such opportunities.
3. Life style.
Not to be overlooked. Becoming a bigger motivator by the day. When a product appeals to how the buyer defines them self, or their organization, either by way of being exclusive or inclusive, it is often only a matter of how to fund the purchase.
4. Too good to pass up.
This is obvious.
5. Meets a particular want.
People make purchases that sometimes fall only into this category. They are usually personal purchases where there is neither problem to be solved, nor opportunity to be gained. These decisions can be a closely associated with life style and meaning, but may not necessarily be either.
So, what are the issues when it comes to providing people with a compelling reason to buy?
- Knowing how your product addresses your target market/s re points 1 to 5 above
- Knowing what your major competition is doing right now
- Designing a Unique Selling Proposition (usp) to meet today’s challenges/opportunities
- Knowing how to effectively use copy and graphics to convey a compelling reason to buy
- Measuring results so that you know what works, where, when, how and with whom
Selling via a Website is a truly most challenging activity, no matter what anybody says. You design, or have somebody else design your website, then after your initial strategies for attracting visitors, whether by ppc or organic search, you are dealing with search engine optimization (seo) in your endeavors to get the desired traffic. That traffic needs to be meaningful visitors, prospects that are looking for your product or service to buy now, or when they have concluded their research. Remember, most purchases result from subsequent searches, which means that most people are either doing their homework, and/or have not found a compelling reason to buy now.
You want to constantly improve your traffic-to-customer-conversion (tcc) rate. Consider what we have said in this brief article? The answer to how to provide compelling reasons for people to buy lay in your doing the research. Your knowledge of your business, your products and your existing customers is the key. You may need to involve an online marketing consulting firm? Before they can be of any real value they will want to know what research you have already done. Please have a look at some of the other articles in this series on www.lavaball.com
You can do more business online- remember, successful people and companies do the things that unsuccessful people and companies will not do!
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