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Brick No54: The No2 reason websites leak sales
By Matt Weston, Friday 26 March 2004 business bricks reader David Geran sent me great feedback in response to Friday's brick #53. To recap (for those at the back): brick #53 was all about the importance of creating demand for your new business or product. As Harvey Mackay puts it, "If it's in demand, everyone wants it". David writes: " Matt, I couldn't agree more with what you've said today. But where would you start in order to create the appearance of 'in demand' on an eCommerce website, other than plastering 'Sold Out' against various products? " (David runs a couple of eCommerce sites with his partner Samantha - youraromatherapy.co.uk and z2clothing.com) Good question, David. I used bricks and mortar examples like sandwich shops, restaurants and iPods to make my point. If people see a queue for a product or service they think it must be good. But in the virtual world, how can your website show that your product or service is 'in demand'? In my experience, the No2 reason websites leak sales is because of a lack of trust in the site or the business behind it (the No1 reason is an unfocussed, unclear message). Customers trust sites that they know are 'in demand'. Amazon hogs online book sales worldwide. Everyone knows it's 'in demand'. But you and I don't enjoy the automatic trust that established giants enjoy. We have to earn trust. We have to convince customers that our service is 'in demand'. And making your website look 'in demand' just isn't as simple as sticking up an amateurish counter reading, "You are Visitor Number 2009". Here's my advice to David (and any of you trying to sell on-line). Four ways to make your website look 'in demand' - #1 Testimonials We found with the business bricks sign-up site, that including our reader testimonials made a huge difference to our sign-up rate. Testimonials and customer case studies are just another way of saying, "Look, other people have tried the service and it works for them!" A list of genuine testimonials is like having a queue of happy customers lined up outside a sandwich shop. #2 FAQS A list of Frequently Asked Questions (FAQS) show that you have real-world customers who've asked you questions before - and that you value your customers enough to answer their questions! FAQS are a great way of keeping interest - and of showing your service is 'in demand'. #3 Customers who've bought this product have also bought . . . Every time you browse a book at Amazon, you're offered a list of books like-minded customers 'also bought'. This is (a) a great up-sell and (b) a great way of showing that other people have bought that book too (you're not alone). You don't need a fully interactive service a la Amazon, a simple static suggestion will do. #4 This month's most popular flavour Customers like to know what other customers are buying (that's why bestseller lists, TV viewing figures and The Top 40 are so publicised). Tell your customers what your most popular products are. Tell them THAT other people are buying, and tell them WHAT other people are buying. How to maximise your takings by looking 'in demand' I couldn't end today's brick without mentioning this example from Jim Corrigan, another avid bb reader. I only wish I'd had it in time to use it last Friday (but then that's the nature of feedback)! " I chanced upon your site by sheer fluke, and I am delighted I did, I think it is brilliant. " As a kid of around 14 years old I worked in a fish and chip shop on a Friday evening and all day Saturday in Acton Market London W3. " The owner had just two days a week to make his money, Friday and Saturday. During these two days the queue would form from the counter around and past the window (this equalled about 15 customers). " A really good day (takings wise) was when the queue held constant for three hours in the lunchtime and from 5pm up until 8pm in the evening. " When you could see the last customer in the queue from inside the shop the boss would announce 'I can see daylight' this was the signal for us all (the staff of 5) to smile, talk to the punters and slow down, and he insisted on 'really smile and mean it' and slow down, keep the queue at all costs. I can hear him now muttering under his breath 'Keep the Queue Keep the Queue' " The amazing thing was that when we did lose the queue, we would go dead, totally dead for anything up to an hour. As far as he was concerned this was our fault because we took our eye off the ball and didn't slow down when the queue was reduced to a few customers. On reflection he was right. " When we got the queue back we became stuck in the 'keep the queue keep the queue mode' he would wind us up with 'take money take money' in other words shut up and serve as fast as you can. " Here I am a one-man band, a new reader of yours, and it wasn't until I read your brick #53 that I remembered the above. " As a result I will change tack and hopefully make more money. To sum up, you certainly have got your finger on the pulse. Thank you. " Now, ladies and gentlemen, that's how to maximise your takings by looking 'in demand'. That's how to make brick #53 pay. Thanks Jim (and to all of you who sent feedback this week, keep it coming). Remember to sign up: back to top |
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