We’re all familiar with the tired old story about leading a horse to water. But it’s just as applicable to website sales as it is to any other situation. I hope you have analytics in your website so you can keep track of what visitors are doing. If so, you may be noticing that you can get the prospect through your website to the buying process but at the last minute, they drop out.

If your website analytics are telling you this, you need to sweeten the deal. However, not until the visitor get to that last page where they are supposed to say yes but drop out instead. If you are using incentives right now, pull some of them off the table and wait until they are at that page where they drop out. That’s when you apply the final incentives that push the deal through.

If you aren’t offering any incentives and you are running into drop-outs, perhaps it’s time to come up with a few. Incentives don’t have to be big dollar items that eat into your profits. It can be as simple as a Tip sheet or short ebook.

Let’s say you’re a printer and almost all of your customers are B2B.

“When you confirm your order, you will receive the Fact Sheet: 5 Easy Tips That Can Cut Your Printing Costs in Half! Plus, if you order now, we will throw in Make Your Brochures Sell Like Crazy!”

Make the incentives something that applies to your business that can make your services more effective for your customer. Give them something that simply utilizes your expertise. Don’t use something like “Legally Cut Your Taxes With This Simple Accounting Change!” unless you’re an accountant. The free incentive must match the business.

Now, obviously, that sort of thing will only work with new customers. You have to set up a database and start tracking visitors. Any web developer, if you tell them what you want to do, can set this up for you and help you keep track of who’s new and who’s returning. Then you can begin targeting your selling process to the type of visitor you get. Just the same way you do with new customers versus returning customers in your brick & mortar business.

And as part of the order process, give them the opportunity to sign up for your enewsletter “filled with money-saving tips to keep your printing costs down and ideas to make your printed materials sell, sell, sell.”

Bob McClain or WordsmithBob, has been a website copywriter in Minneapolis and St. Paul, Minnesota, since 2000. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore. McClain is also the creator of Cheap SEO Website Marketing, a website devoted to helping people with the best solutions to DIY SEO at an affordable cost with tips and software reviews. More at Cheap SEO Website Marketing

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Originally posted 2008-04-01 10:02:27. Republished by Blog Post Promoter

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