Buttoning Up Your Sales
There was a time when I was a door-to-door salesman selling…doors.
Just kidding, but seriously I’ve sold a lot of things. In fact one of the most memorable moments of my sales career is of a former sales manager.
He had a favorite piece of advice that he’d throw out there when we had customers cancel their contracts a day or so after purchasing, “you guys need to do a better job of buttoning up your sales”. On the surface of it this might sound like a strange thing to say. But what he was referring to was the fact that although its often relatively easy to get someone to agree to a purchase (or to get someone to your website), if you don’t close the sale in the right manner your sale could disintegrate right before your eyes.
You folks that have been in sales may know what I’m talking about. It’s that thing called buyer’s remorse that turns a substantial amount of new purchases into returns, charge backs, and cancellations.
Introducing Clicker’s Remorse
I think there is a similar phenomenon that takes place with online purchases. Online though I wouldn’t even call it buyer’s remorse; it’s something that I instead like to refer to as “clicker’s remorse”.
Due to the nature of online conversions. where the customer may need to initiate multiple “clicks” before the final conversion clicker’s remorse is much more encompassing than its cousin (offline buyer’s remorse) because there are multiple opportunities for it to crop up on your consumers-in the shopping cart, on the initial landing page (bounces), after the sale, and etc.
Example 1: Organic SEO
Here’s how it works. Let’s say that you are a new web developer and you develop premium WordPress plug-ins. Armed with your keyword research you’ve managed to get your site to come up in a couple of important long tail results.
So now you’ve got a visitor who’s just landed on your web site after going through three searches. Finally, after scanning the search results page their eyes have been led near the bottom of the page to your listing. So they click the result and end up on your landing page.
They’ve read the testimonials., they’ve clicked through your website pages, and now they’re on the order page staring at the call to action. And this visitor really wants to buy, after all by now they’ve already got a solid thirteen minutes of their time invested in this endeavor.
But guess what? Instead of buying they abandon the order page and made a beeline straight for the Google. Perhaps they did this because although they were comforted by the fact that you came up high in the search results they’d never heard of you before.
Example 2: Paid SEO (PPC)
Let’s look at a second scenario this time. Suppose that instead of using organic SEO to drive traffic to your site you invest solely in PPC.. But unlike the first example, because you understand the cost of driving clicks to your site you’ve put more effort into creating a sticky landing page.
So you’re getting enough orders to justify the ad spend. But you’re noticing that PPC is the exclusive generator of your traffic-clocking a whopping 80% or 85% of your total monthly unique visits.
This means that the moment you
1) have a sub par month with conversions or
2) have an issue occur that forces you to pause your campaign you’re in trouble. It should also be noted that in this example the clicker’s remorse occurs on the backend-the customer purchases once but never comes back.
Example 3: Social Media Optimization (SMO)
In the third scenario you are an SMO pro who also does WordPress plug-ins. You’ve figured out how to optimize your website for maximum share-ability but you’ve also created profiles on all of the right social media platforms. As a result of this hard work your website has been rewarded with swarms of traffic. But since this traffic comes from referrals and direct URL entry a much larger percentage of these visitors are window-shopping.
They want to see if the appearance of web site measures up to what they’ve heard. This would explain why your bounce rate. is so high and why so few of your visitors ever make it to your call of action page. Its because these consumers are essentially at the earliest stage of their buying cycle, which means that they may not even know that they have a need at this point.
Solution: Integrating SEO, PPC, and SMO
Let’s say that you’re the same plug-in developer. But instead of relying solely on one tactic you use organic SEO, PPC, and SMO-all together. Doing this does the following things for you:
- Reinforces Your Organic SEO. Organic SEO is powerful, but it often takes time to reap rewards. The utilization of tags, blogs, and social bookmarking help to get your web site noticed quicker by the search engine crawlers.
- Generates Awareness. The buzz that you generate through your SMO efforts drives traffic and conversations around your offerings.
- PPC Conversions Yield More Revenue. Since you have made it easy for your visitors to share your content, now your PPC inspired customers refer you to their friends. Since a number of these customers also liked you on Facebook, you’re able to stay in touch with them and let them know whenever you have new and relevant offers resulting in an average of one to two repeat purchases for each new customer that you bring on board.
- Gives You a Functional Funnel. When users who were initially exposed to your brand by way of your online buzz find that your PPC ads and natural results appear in their subsequent searches for premium plug-ins they now feel comfortable with you and click all the way through to completion of the sale.
Combining your e-marketing tactics should result in a balanced distribution of website traffic, which will in turn result in you overcoming clicker’s remorse.
Image Credit: Nonovyas