As a savvy marketer, you know what goes into selling a new product online — an awesome product, an outstanding sales page, lots of traffic and good conversion rates. Having the awesome product is probably the easiest part, while getting
As a savvy marketer, you know what goes into selling a new product online — an awesome product, an outstanding sales page, lots of traffic and good conversion rates. Having the awesome product is probably the easiest part, while getting good conversion rates may be the hardest. So how can you convert prospects into loyal customers?
Proof. Social proof, that is.
One of the best ways to tell the story about your product or service is to demonstrate the benefits — show people that what you promise is what you deliver.
When prospects know other people have used your product and read about the results, they’re more likely to click on that “buy now” button and make a purchase.
How do you convey social proof on your online sales page? Here are five ways to demonstrate how your product or service solves your prospects’ problems and makes their lives easier.
#1 – Testimonials: The power of praise
I strongly believe in the power of praise that comes from your customers and satisfied clients — past and present. As ad man David Ogilvy said, “If you include a testimonial in your copy, you make it more credible. Readers find the endorsements of fellow consumers more persuasive than the puffery of anonymous copywriters.”
What types of testimonials should you use? Ones that illustrate how your customers successfully put your product or service to work for them. You want more than “it was good” or “I loved it.” Look for feedback that communicates results such as:
“Your service increased my income by (x number of) dollars.”
“Your product helped me lose (x) number of pounds in just two weeks.”
“I got rid of my back pain in (x) number of days.”
For more details on how clients can praise your good graces with testimonials, read the October 2008 “Advertising & Marketing Review” article titled “Testimonials let customers praise your good graces,” available on my website. Go to www.writedirection.com, click on the resources tab, scroll down and click “marketing articles” and then look for the link.
#2 – Case studies: Showing before-and-after results
These are a form of a testimonial, but more detailed. A case study shows where a person or business was before the purchase, how they used the product, how long the results took and what the results were.
People like the specifics and the before-and-after story paints a picture they can relate to.
#3 – Videos: Take prospects on a tour
Not only tell prospects about your product, take them on an inside peek with video. With Internet viewers spending more than 63 percent of their time watching videos, this is a great marketing tool, growing in popularity. There’s a reason youtube.com has become the third most visited website and the second largest search engine.
A video demonstration of how to use your product shows prospects exactly what to expect. Give viewers three tips or five pointers that catch their attention and create desire. If your product is an ebook, you can show them the table of contents and a page here and there. You can also highlight and talk about any bonuses you may be offering.
#4 – Flash your credentials
Are you a published author, been an expert in the field for over 10 years, been quoted in a newspaper or interviewed by other experts in your field? Write about it on your sales page.
These credentials help you build credibility and paint a picture of you as an authority on your subject.
#5 – Free trial period
Sometimes you can get the “tire kickers” to buy, if you get them behind the wheel for a test drive. If it makes sense for your product or service, consider offering a 14- or 30-day free trial and encourage prospects to try out what you have to offer.
Touch base with them during the trial period to see how they’re doing and answer their questions. Deliver good customer service and at the end of the trial period and a happy prospect may become your next loyal, paying customer.
To convert prospects into customers, take advantage of social proof on your next sales page. Or, if you already have one, go back and incorporate one or several of the above techniques and see what a difference it makes.
Are you offering your prospects social proof? If so, which tools do you use? Please share them in the comment section on my blog at www.writedirection.com. I’d love to hear from you.
• Based on Kaua‘i’s north shore, Debra Jason is a seasoned marketing copywriter specializing in Web and direct-marketing communications. For entrepreneurs and business owners who are struggling with how to best communicate their passion, Debra helps transform their ideas into words. A recipient of the Rocky Mountain Direct Marketing Association’s Creative Person of the Year award, she started her business, The Write Direction, in 1989. She may be reached at 826-1846 or debra@writedirection.com.
