Skyrocket the online buys of a product generally sold in store
You get a client and start driving more traffic to their physical store.
Eventually they say this is great how can we sell this stuff online or they are trying to sell it online but with little success.
The question becomes how can you sell more of an item online that the consumer usually buys in person. Here are some simple proven techniques as far as the design of your page and your offer.
Long copy wins! One big mistake I often see is this. Someone selling a physical object in their store takes the manufacturer/wholesaler description and images and creates a page on their site for resale and thinks they are done. That is a major no-no!
What should be the goal of your long copy?
It should give them every bit of information and images you can muster and it should remove their anxiety and if possible provide rewards for buying online.
1. Add as much social proof or validity to the product as possible. Maybe it is doctor recommended. Maybe it is on Amazons best seller list. Maybe it sells out fast. Maybe you can say "We sell more than 200 units weekly in our store with a virtually zero return rate". Maybe you can find product reviews and testimonials. Use everything you can find.
2. Remove the concerns they have about making a mistake. Provide an absurdly long exchange policy. Emphasize a money back guarantee or store credit. It MUST be crystal clear that their decision to buy online will in now way cause them grief.
Imagine saying "Purchase online and we double the length of time for exchanges from 30 to 60 days!"
3. Throw in extra incentives for buying online. Think about what it really means to your business to be able to sell in quantity online and then reward accordingly. Things like free shipping or a $25 coupon code for their next online purchase etc... or the addition of something they would normally buy to go with this item that is of low cost to you. At no point in the process should the buyer feel as though they are being penalized for buying online. Better to eat the cost of shipping or bury it in the price than making them feel it is costing them more to shop online Just because you think its great they saved the gas to drive out does not mean that is enough to sway them. Consumers do not think like that. They or someone in the house will raise the objection of ANY fee you throw at them that is not a fee they would pay in store.
4. Remove as much friction as possible in the buying process. Even after you give them every reason to buy that specific product, deal with their anxiety and offer them a reward they will ABSOLUTELY be looking for ANY reason to bail. Making the order process even slightly annoying or confusing, adding extra fields and questions in the process that are not critical etc... will kill the sale.
Eventually they say this is great how can we sell this stuff online or they are trying to sell it online but with little success.
The question becomes how can you sell more of an item online that the consumer usually buys in person. Here are some simple proven techniques as far as the design of your page and your offer.
Long copy wins! One big mistake I often see is this. Someone selling a physical object in their store takes the manufacturer/wholesaler description and images and creates a page on their site for resale and thinks they are done. That is a major no-no!
What should be the goal of your long copy?
It should give them every bit of information and images you can muster and it should remove their anxiety and if possible provide rewards for buying online.
1. Add as much social proof or validity to the product as possible. Maybe it is doctor recommended. Maybe it is on Amazons best seller list. Maybe it sells out fast. Maybe you can say "We sell more than 200 units weekly in our store with a virtually zero return rate". Maybe you can find product reviews and testimonials. Use everything you can find.
2. Remove the concerns they have about making a mistake. Provide an absurdly long exchange policy. Emphasize a money back guarantee or store credit. It MUST be crystal clear that their decision to buy online will in now way cause them grief.
Imagine saying "Purchase online and we double the length of time for exchanges from 30 to 60 days!"
3. Throw in extra incentives for buying online. Think about what it really means to your business to be able to sell in quantity online and then reward accordingly. Things like free shipping or a $25 coupon code for their next online purchase etc... or the addition of something they would normally buy to go with this item that is of low cost to you. At no point in the process should the buyer feel as though they are being penalized for buying online. Better to eat the cost of shipping or bury it in the price than making them feel it is costing them more to shop online Just because you think its great they saved the gas to drive out does not mean that is enough to sway them. Consumers do not think like that. They or someone in the house will raise the objection of ANY fee you throw at them that is not a fee they would pay in store.
4. Remove as much friction as possible in the buying process. Even after you give them every reason to buy that specific product, deal with their anxiety and offer them a reward they will ABSOLUTELY be looking for ANY reason to bail. Making the order process even slightly annoying or confusing, adding extra fields and questions in the process that are not critical etc... will kill the sale.
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savidge4 -
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