Even with its rising popularity, it is an unavoidable reality that online transactions are still met with scepticism. According to the International Journal of Social Behavior and Personality, online consumers vary in their tendency to believe or disbelieve online reviews. They studied 278 undergraduates who expressed their disbeliefs about a product and its reviews online. It was then found that highly skeptical consumers tend to base their attitudes to intrinsic beliefs instead of situational factors. This means that those who have doubts are basing it on natural biases and those who are easily convinced are done so with reviews and how authentic they appear.
Most of the time, people who go online to search for a particular product are simply browsing to get educated on the product and pricing. It does not matter if it is online or in a physical store. They go online to find out more about it. At this point, you should be working on selling your product without making the prospect feel like they are being sold.
To overcome scepticism, we have identified 8 frequently asked questions that consumers have in mind when considering a purchase from your website…
Do you have a SOLUTION to my problem?
When introducing your product, don’t just show your visitors the features. Present potential problem situations and how your product or service can help to solve it.
What’s in it for me?
Aside from being a solution to your prospects problems, your prospects needs to feel like your talking to them specifically, so make sure your copywriting is focused on your prospect. Don’t talk about your business, show that you have a solution to your prospects problem.
How will I BENEFIT from your offer?
When presenting a product, let your prospects know how they will benefit from your product or service. This could mean showing them how they will save time or save money etc. after buying your product.
Do you have PROOF that your solution works?
This is where testimonials, case studies and reviews come in. Sharing good reviews is the point but too many 5 star reviews could potentially make your product appear too good to be true. It does not hurt to display a bad review or two. Be sure to leave a reply to the negative reviewer to show that you care about them having a bad experience. Always have good communication and good customer service with your customers after they make a purchase.
Who am I buying from, do I like you and are you TRUSTWORTHY?
Be sure to provide a little background of yourself, your relevance in the industry, and let your prospects know that you are the expert in your field. Don’t be sleazy or too sale-sy with your approach. Be honest and sincere with your communications. Try to be more approachable and real!
Does your website look CREDIBLE, well designed and is it easy to use?
If you’re s start up business your budget may not allow for a fully custom website design, and using templates can be a great minimal viable product to test your offer. You can even use DIY website builders.How ever as soon as your business is profitable, one of the first things you should invest in is a professionally designed website that focuses on converting your visitors to take action.If your prospects see that your website isn’t well designed well, they are far more likely to go to your competitors.
HOW MUCH is your offer and how do I make a purchase?
Quite a few website do not display their prices upfront. Prospects are always comparing costs as part of their decision-making process. If they come across a services website that doesn’t display prices vs one that does, they are more likely to make an enquiry on the site that does display prices.
If the purchasing process fails how can I CONTACT you quickly?
Think about when your shopping online. Let’s say you have found something you want to buy online, you add it to the cart, you go to the checkout process and something goes wrong, like you press the payment button twice accidentally, or your internet cuts out, etc, then you would more than likely want to call the people behind the website to assist you. Just by adding a chat window or a phone number can really increase conversions. Adding a phone number doesn’t increase phone calls by much, but it does give people peace of mind if they do make a purchase, knowing that if something does go wrong they can contact you immediately.
So there you have it. Sceptism is a reality and you need to work our way around it on your website. Putting yourself in your consumers’ shoes would definitely be a good starting point, so follow these 8 steps and let us know the results by leaving a comment below…