Your website should not be like a box of chocolates… your customers should know what they’re going to get.
Consumers should consider all available information before making a purchasing decision …but it’s rarely the case. We live overloaded lives and have little time to gather all the necessary information. Today, consumers need cues to validate that they are on the right track.
There is a process that all customers go through before they decide to actually buy from you. The decision to buy is usually based on some form of trust and credibility. Without them, you cannot persuade a customer to act.
Persuasion is impossible without appealing to a person’s emotions on some level. Emotions guide us in the decision-making process. Trust and credibility can promote the feeling of confidence – an emotion. That feeling of assurance is what ultimately plays a role in persuading the customer to buy.
“True persuasion is nothing less than a transfer of confidence”
–from Bryan & Jeffrey Eisenberg’s book “Call to Action”
Convincing a customer to buy your product over the competition is not difficult when you know what elements to consider. Do customers buy your product on impulse or do they take the time to consider the purchase before actually going through with it? Considered purchases are usually those purchases that involve a considerable financial investment. You wouldn't buy a car or book a vacation without doing a little research first.
On your website every click a customer makes represents a question the customer has. It provides an opportunity to provide them with answers and build trust and credibility that should ultimately lead them to buy from you. So, ask yourself, does your website persuade? Does their click fulfill their expectations and needs? Every satisfactory click the customer makes increases their level of confidence in you and adds persuasive momentum.
There are certain factors you must consider when creating your website. Firstly, what information do customers want to know about your product when they visit your website? Second, consider the time is takes for your customer to purchase your product. Do customers buy your product on a whim or do they take their time to make their decision to buy? Third, how financially risky is the sale? And finally, how many people need to be involved in the decision-making process?
Understanding what gets customers from the first click to the next will help you figure out how to create persuasive momentum and get customers to buy from you.
Is your website persuasive? If I visited your site, would I be persuaded to keep on clicking?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner