One of the true challenges facing every Internet business is the process of turning prospects into paying customers. Lots of people can be directed to a web site by various means and incentives - but getting those prospects to spend money with your business is a whole different proposition.
How do you optimize your conversion rate - turning lookers into buyers - that certain percentage of surfers that will actually give you a credit card number and deposit their money into your bank account?
We'll save the details and numbered lists of tactics and strategies for another day. What I wanted to get across as your sole "take away" (bit of wisdom you can use in your business) from this discussion is:
Tips, tricks, tactics, strategies, devices, gimmicks, ploys, maneuvers, methods, schemes, designs, plans, actions, angles, approaches, games, policies, procedures, programs, projects, propositions, systems, hints, clues, points, secrets, suggestions, tip-offs, warnings and ideas . . .
are all appropriate and helpful at certain times, but . . .
what prospects are really looking for, when all is said and done, is V-A-L-U-E!
Value to a prospect means you are giving him something he has an interest in and a desire to pursue.
It means you are providing an amount and quality of something (a product, service, knowledge, skill, etc) that is fair and equitable for the price paid.
Value means you are giving the prospect utility, merit, worth, usefulness, or importance in return for his money, or his email address, or his attention.
If a prospect doesn't perceive value in return, he thinks, "No, this isn't worth what I'm being asked to give." "This business is not offering a fair exchange."
One of the ways to assure that the prospects perceive value in what you offer is to heap it on so thick that there is no question in his mind that you are giving way more than you're asking for. The business "over-delivers."
Too often a business owner concentrates on employing tricks and tactics that he reads about that will increase his conversion percentage.
There are no strategies that are more important than simply giving your customers all the value that you can in everything you do in your business.
 |
Post#245 |
