We all know what goes into selling a new product online – an awesome product, lots of traffic, an excellent sales page, and good conversion rates. Having the awesome product is probably the easiest part, while getting good conversion rates may be the hardest. So what will help you convert visitors into buyers?
Proof for your Buyers
People want to see proof that your product is and does what you promise it will be and do. They want to know other people have used it successfully without complications. They’d also like to see, touch, and try, if possible. If they’re convinced it will solve their problem(s), they’ll head right over to the buy button and purchase the product.
Here, then, are some types of proof that will help prove your product is the one for them:
Testimonials for Buyers
While the US government has now put some restrictions on what testimonials can say, and need to include a disclaimer noting atypical results, they are still an effective form of proof. Testimonials can be in writing with a photo, video, or audio. What types of testimonials do you like to see? I like the ones that say how the customer put the product to work for them and increased their income by xx dollars, lost xx amount of weight, or cleared up acne in xx days. These are customers who have used the product and found success so it’s likely, or at least possible, other buyers will get good results too.
Case studies from Previous Buyers
These are a form of a testimonial, but more involved. A case study shows where the person was at before the purchase, how he used the product, how long the results took, and what the results were. People like the specifics, so it might also include a negative or two.
Video tour of Your Product
Not only tell them about your product, take them inside. A video look around with maybe a demonstration of how to use the product will show potential customers exactly what they will be getting. If your product is an ebook, show them the table of contents and a page here and there; similar to what Amazon does with their Look Inside! feature. Show off and talk about any bonuses as well.
Flash your credentials
Are you a published author, been an expert in the field for over 10 years, been quoted in the newspaper, been interviewed by other experts in the field? Without being a show-off, weave in this kind of proof as to why you’re capable of talking and teaching on this subject.
Free trial period
This is more like advanced proof and goes a long way in comforting a potential buyer’s fear. Sometimes you can get the tire-kickers to buy if you get them behind the wheel for a test drive. Offer a 14 or 30 day trial and encourage them to try it out. Offer assistance during the trial period and remind them at the end of the trial to buy.
To convert readers to buyers, you definitely need to have some proof on your sales page. Consider using video, audio, or written testimonials, case studies, a free trial period, showing your credentials, and doing a video tour of your product. And remember to test to see which type of proof converts the best with your audience.