Consumer Psychology On The Web – Marketing Sales Management
Consumer Psychology On The Web – Marketing Sales Management
I was talking with a prospective customer the other day and she unloaded a bunch of Web site problems on me. She said “Rick we have tons of people on our site every day but they dont call and they dont fill out the contact form. Were sitting over here racking our brain because we just cant figure out why.” So I asked her a couple questions about the Web sites copy. Thats usually a good place to start. She said “Oh we have tons of copy. We talk about our staff and how long weve been in business. We talk about our services and all of the things we do.” Ouch! And problem number one surfaced. Her Web site copy was written without regard for the consumer. They talk too much and only about themselves. To be effective Web site copy must address the consumer. And understanding the consumers mindset and buying motivation is the best way to convert visitors into customers or leads. Consumer psychology is loosely defined as understanding how consumers think feel justify and decide among purchase alternatives. And a Web site can be a powerful tool used to influence that purchase decision. Lets take a closer look… Consumers have a “whats in it for me” mentality. They are more apt to buy or interact with a Web site only when they think feel see and understand how the featured product or service will help make their life or job easier. So how do you understand the mindset of prospective customers and develop influential Web site copy? Start with your existing customers. Conduct several interviews. Find out why they purchased from you and uncover the factors that influenced his or her buying decision. Dont stop there. Ask great questions when talking with prospective customers. Find out what they look for in a brand or supplier. Youd be amazed at how much you will learn. Take the most common factors and wrap your products and services around their needs. Concentrate on the benefits addressing only the consumer. Remember consumers dont care about you or how great your business is. Avoid using the words “we” and “us” too much. Concentrate on using and crafting your message around the word “you.” I understand using the word “you” is considered poor business writing but online copy is not an annual report or a corporate memo. The Web is a oneonone communication tool. Take advantage of it. Picture this… Would you spend an hour taking about yourself in third person during a sales meeting? Your prospective customer would fall asleep or worse yet theyd probably get up and leave. If youre having trouble with online sales and capturing leads start by modifying your home page copy. Just make sure you know how to calculate home page effectiveness and track improvements.
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