converting vistors to buyers

[cbscreative]

The other thing to consider is how much time and effort it will take to become good at something. And then weigh that time and effort against your desire to become good. Sometimes it makes more sense to hire someone else who already is good.

I absolutely agree. Many of the people doing their own web sites, writing, etc. would do well to adopt this thinking. They may be saving money, but lost opportunity (the invisible cost) is more expensive than they may ever realize.

[vangogh]

People do seem to gloss over the opportunity cost. It's harder to quantify in some cases and at first glance doesn't appear to be a cost. It is though and usually it costs more than hiring out for the same job.

[Jagella]

When I redesigned my site last year I asked some of my clients why they hired me and why they stick with me. One of the things I gathered from the feedback was many of them liked me. I tend to get into idle chat with clients and I think of many of them as friends more than clients. They liked the personal. When I rewrote my content I stopped referring to myself in the third person or by company name. I switched the language to 'I' and 'me' and wrote things in a much more personal and informal way. I think it's had a great impact because I'm tailoring the site more to the type of people who have hired me in the past.

I generally like to do business with people who I feel at ease with. I will shy away from businesses that seem to treat me as if they don't like me or don't want my business. Even body language can discourage me from continuing to do business if I see that person as nervous or hostile in some way.

I also tend to be very critical of products. Before a purchase, I will often carefully examine it to see if it will deliver on its promise. I also look for return policies to see if I can get a replacement or refund if the product is defective.

Finally, I don't wish to struggle with purchasing a product online or offline. Make it easy for me, and you may convert me. Amazon.com's one-click order system is very quick and easy to use, and it's one of the most important reasons I do business with them.

Just my 2¢.

Jagella

[Jagella]

I'm biased, but assuming you have the right traffic, the #1 thing that leads to website conversion is your copy (both in actual words and structure that it's written in). I don't see anything else being even remotely close.

Dan, do you know of any resources, websites or books, that explain how to write good copy? Is it best to leave to a professional?

Jagella

[Jagella]

There have been studies done on this which is no surprise because everything is getting studied by someone. It has been shown that well over 75% of the time, web users take note of copy before they even notice graphics.

It's interesting that you should mention this, Steve, because I tend to notice text on packages before I notice the graphics. I think that the same principle that applies to web pages can be applied to graphic design in general.

Jagella

[Jagella]

Is there a correlation between people who like to read and write?

I've read that reading helps one to write better.

Jagella

[Jagella]

How do you convert all this energy to the actual purpose of the site?

Here's a few more pointers:

1. Pass the 8-second test—appeal quickly.
2. Tell them what's in it for them.
3. Use compelling images; no stock photos in place of actual product images.
4. Close the sale with a call to action. (1)

Jagella

(1) Chris Crum, Google Tips for More Conversions, Google Tips for More Conversions | WebProNews, (Accessed 03/17/2009)

[vangogh]

Joe there's plenty of info and books about copywriting. Search online and check your bookstore. I think it's in another thread we were talking about whether you could learn to be a good copywriter or if it was a natural talent.

My own view is it's a little of both. You can definitely learn to improve your current level of copywriting skills. Some people whether through genetics or the sum total of their experience will still be better at writing in general and copywriting in particular than others.

Whether or not to learn well enough to suit your needs or hire a professional is up to you. I would certainly recommend learning to improve your skills. It's unlikely you'll hire someone to write everything for you. Still you may decide it's best to hire someone to write the copy for your site or your advertising. A professional will likely create more effective copy.

[Jagella]

Joe there's plenty of info and books about copywriting. Search online and check your bookstore. I think it's in another thread we were talking about whether you could learn to be a good copywriter or if it was a natural talent.

Steve, I am nothing if not a do-it-yourselfer. I'll try very hard to become an effective copy writer, mess up, and then look for the money to hire somebody who can do it right.

By the way, I tried the link to grokdotcom that you posted earlier on this thread. I filled out their contact form, and sure enough they phoned me this afternoon. As my bad luck would have it, I was in the bathroom and answered using my cordless phone thinking it was a friend or acquaintance. At first I wasn't sure who they were or why they were calling, but after an awkward moment I remembered that I had filled out their contact form. I explained my situation, and the woman I was speaking to told me that their services weren't for me. If I remember correctly, she told me it would cost $1,000 per month. I told her I simply don't have that kind of money.

She did explain a less expensive option, though. She suggested I read A Call to Action. I like books for the simple reason that they're relatively inexpensive, but I thought, “Oh—another book!” Reading a book is one thing, but effectively making use of it is another matter entirely. It requires study, commitment, action and money, of course.



I think I've reached a crossroad in my life, Steve. I'm facing some heavy business decisions in the midst of some very troubling personal problems. I think that 2009 will make me or break me. But that's another topic for another thread.

Thanks for reading.

Jagella

[vangogh]

Yep their services are expensive. They work with higher end clients usually. Call to action is a great book. So are their other books. This one does have a lot of copywriting advice in it. It's an easy book to read too. Definitely worth the money.