A friend of mine said to me the other day, “Rob, I gotta redo my website. I know people are going to it, but no one’s buying.” He went on about not understanding it and that he really needs to do something soon, and how blah, blah blah…
I clenched my lips shut. One thing I learned, you can’t help someone who doesn’t ask for help. Especially when it comes to friends.
I know what’s wrong. His site is not set up for sales. It’s set up to show you information, you know, like a brochure.
People don’t buy because your brochure is nice. They buy when they get the answers to their questions as they are led along a simple, guided path that results in a low-risk/high-value decision to buy. Your website should help the visitor make that decision.
If you have people visiting your site, you know one thing: they are somewhere in the buying process. They are going to make a purchase soon and you want it to be with you. So help them out.
Maybe you have a service you’re selling but maybe it’s too expensive of a package for them to bite into right now. Instead, offer a high value “intro” package with a very appealing price that minimizes their risk. Customers don’t choose the cheapest option, they choose the option that is the least risky. High value for a fair price is low-risk.
Just make sure that package dovetails into your main offering which expands on their initial purchase. As long as their experience has been an excellent one, they will more than likely turn into a loyal customer.
You see this all the time. My favorite example is Dollar Shave Club. They send you a razor handle, 4-pack of blades and their exclusive Shave Butter for five bucks.
You can’t buy a Gillette Mach-3 handle and ONE blade for that low price! Now, the quality is high on the DSC so the value is extremely high. The risk is so low I couldn’t say no when I started on my purchase path.
How’d that work out for them?
I’ve been a loyal customer ever since and I not only buy their razors, but also their Face Cleanser, Shave Scrub, Shave Butter, After Shave Lotion, Hair Pomade… get the idea?
As I think back, all things being somewhat equal I may have gone with the tried and true brand my dad used, simply due to brand recognition, but then I would’ve missed out on the unique brand experience I get with DSC.
So you need to stop looking at your website like it’s a brochure, like most other companies do. They list all their offerings on the homepage along with boring text that doesn’t say a single thing I care about.
You need to look at it like the thing it is: a fully customizable sales tool that works for you 24/7, then set it up so that it creates a natural purchasing path for your customer.