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Jeffrey Eisenberg, co-founder & CEO of Future Now Inc., recently hosted a Webinar on how to “Persuade More People to Do Business on Your Website.” Old marketing concepts promised that the more you advertised, the more people bought. These concepts do not apply to the lucrative arena of online marketing where the more valuable information you provide for people, the more they will buy online. You must make them trust you. How? Read on!

• There are 4 archetypes for how people make decisions. Keep these in mind when designing and promoting your website:

1. Quickly - Type A personalities base their decisions on logic.
2. Deliberately - Methodical people that like to know all the details.
3. Emotionally - Spontaneous and simply want 1 reason to buy.
4. Humanistically - (Deliberate and Emotional combination) their priority to feel a connection to what they are buying.

• We all need to rethink the online buying process. Instead of using your website as a tool for selling your product, think of it as the framework of buying: What will make people (notice I did not say “users” or “visitors”) confident enough in what you offer to put their credit card out there?

• The psychology of it all: people are making a conscious decision to click on your ad or organic listing. They want to see what’s on the other side. A click is considered active participation or interaction.

• People do not think of a website in terms of turning the pages of a book or newspaper. They most commonly get from page to page by hyperlink, not in the neat and organized way you want them to; it’s more sporadic. Creating good text links with superb anchor text is the key to giving people what they really want from your website.

• 3 questions to ask yourself when looking at your website:

1. Who is the person we are trying to persuade to buy? Demographics are not considered the most accurate of indicators. Think of your clientele and then shoot for the most common persona. Consider that competitors exist only a click away from you…
2. What is it you want them to do? Obviously, we want them to buy or contact us, but that is much too simple. Make the process accessible by simplifying it with steps.
3. Most important: What would motivate you or give you confidence to buy your product online? What do you know that they don’t know? What are you assuming they know? You have to get as much information out there as you can about what you offer, in marketing language of course.
   Kate Olsen - Blizzard Internet Marketing, Inc.

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Categories: Featured Articles, SEM.
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