by Jeff Mulligan (C) 2009
There is probably a major problem lurking on your sales
page right now. And it could be hurting your profits.
Experts agree that one of the most important factors in a
successful website is credibility. This frequently
translates into the credibility of the site owner. People
are more likely to buy from somebody they believe in.
Is your website as credible as it could be?
People judge credibility by many subtle factors. Does the
design of the site look professional? Is the site well
written? Are there typos and grammar errors strewn
throughout the site? Is the author believable? Does the
author have experience in this market or with this product?
These are all important factors.
We also know that a strong guarantee is a key part of a
successful sales page. Taken one step further, the reader
needs to believe he will actually get a refund if
requested. And herein often lies a major inconsistency.
Look at your sales page and ask yourself: Who is standing
behind the product? What do you provide for contact
information?
If there is only an e-mail address, or worse yet, no
contact information at all, then you do not have a
believable guarantee.
If you want someone to believe that you stand behind your
product you need to be reachable. Put your complete
contact information on your web site. I'm not just talking
about an e-mail address. Consider adding your snail mail
address and even, dare I say, your phone number.
At first, I worried about using this approach. I feared
getting calls at all hours of the night. I worried about
getting overwhelmed. But, I reasoned, I could always remove
the phone number if it became a problem.
Turns out, having my phone number on the site is a
blessing. I have made dozens of sales because I have been
available to answer one or two simple questions from a
prospect. I now look at each telephone call as an
opportunity to help someone solve their problem and,
frequently, earn their business.
I have received numerous comments from customers saying
that one of the reasons they purchased is because they can
tell there is a real person standing behind this
business. The fact it is, I only get about one or two phone
calls a day. And my sites have thousands of visitors every
day.
In summary, take a look at your own sales page or contact
page with a critical eye. Do you look like just another
anonymous web site? Or is there a person there; ready,
willing and able to help. The answer to these questions may
have a lot to do with your conversion rates.
At the very least, test putting your phone number on your
web site. If you are worried about privacy, use a voice
mail box like that at http://GotVmailDemo.com. If it
becomes a problem, you can just cancel the service.
Even if your web business is part time, with a
good voice mail system you will sound professional and you
can return phone calls when you are able. Try this
credibility improvement. And see if it doesn't improve
your sales.
Resource Box:
Jeff Mulligan has an MBA and 20+ years of marketing
experience as an ad agency Senior VP and VP Marketing for
two software companies, one of which was publicly traded.
Jeff owns CBmall, a free site that provides 15 different ways
for ClickBank affiliates to earn income on thousands of
popular InfoProducts.
