You dont need me to tell you that when people visit your site, you need them to realize right away both the value of your product or service and the value of buying from you over one of your competitors. So when you provide your reassuring policies on privacy, returns, guarantees, shipping and so forth (and you do offer these, right?), put them at the Point of Action (POA).
Want to know something? As soon as we did that seemingly minor thing, subscriptions went way up! By putting the information at the POA, the impact was immediate and dramatic.
Think about how often information thats critical to your customer gets buried in tiny type at the bottom of the page or in some other place where it is not immediately visible when the need to know it is foremost in your customer's mind. If I walk into a store, it's fairly easy for me to find out product warranty information. I can read the box I'm holding or chat with a salesperson. Online, give your customer this same option, at the Point of Action, when he'd figuratively be examining that box. Link right there to product warranties, your company's specific policies, even optional extended service plans. Right there! Maybe you take them to the info, maybe you give it to them in a pop-up (about the only time I like these things).
Getting the picture? At the exact point your customer has to start filling in a form with personal information, let her know her privacy is sacred to you. At the point she might be curious about your company's shipping costs, make them concretely available. Just when she's wondering whether or not she can return the item if it doesn't suit her, make sure she knows you have a no-questions-asked return policy.
And dont limit yourself to policies. Some shoppers value what other people had to say about a product or about doing business with you. Offer testimonials, but also be sure to put them where they need to be seen, when the question is in your prospect's mind. Think about other aspects of your sales process. What else does your customer want to know and when will it have the most impact on his or her decision? Its not only about making sure its on your site, its also about making sure its in the location that will have the most positive impact on your sales.
Think Point of Action. Give them what they need to know when they need to know it. Your customers will be delighted that you've managed to anticipate their needs, and that goes a very long way to persuading them you're the folks to buy from!
Continue reading "P.O.A. Location Matters" ... Read the full article
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