by Jeff Mulligan
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. 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.
