Doesn’t the user stay on the site? Doesn’t read or review the materials to the end? Doesn’t ask questions or ask for more product information? Can this situation be changed?
Let’s talk in this article about simple and quick-to-implement ways to increase response and sales on your website.
Method 1: the power of multilateralism
Do you like your product? Do you like what you are selling? Probably yes. Especially if the product, service or training course is your brainchild. You have invested a lot of money, time and physical strength in your product. You nurtured and nurtured him, lovingly placed him on the site, sang a laudatory ode to the main advantage, wrote a panegyric to unprecedented functionality and opportunities, lured him with the ultimate benefit according to all the rules of marketing, picked up catchy pictures, shot a selling video … Wipe the sweat from your forehead and walk away to the side , admiring the deed and accomplished.
It is difficult for you to imagine that your product, the fruit of such painstaking and long work, may not make a proper impression on some or simply not like it. You are almost sure that this is the best that is currently on the market in your segment of goods or services.
But does the consumer share your point of view? Will he be able to distinguish your product from among similar ones and make the right choice? After all, your product is probably not unique. Similar products and services are offered by your numerous competitors.
It is often difficult for a consumer to understand himself in a wide variety of similar goods and services. Therefore, it will not be superfluous to help him, direct and push him towards the desired target action. And it’s better if you do it, not your competitors.
So what should you do? As the ancients said: “Audiatur et altera pars”, which translated from Latin means: “The other side should also be listened to.”
Tell about a similar product from your competitors
You can tell about your product and be limited to it. It’s easier this way, because you represent only your product, service. But you can go further and show not only your product, but also tell about similar products of your competitors, comparing them with your product, service, course. Bilateral and multilateral messages are more convincing and more credible.
The idea is to:
- present your product against competitors’ products so that your multi-faceted message appears to the user as an honest and balanced message;
- and then back up your product with an argument that disarms your opponents.
For example, you have an online website building school. You can write:
“There is a huge variety of web development courses offered on the Internet today. The courses are good, very good and frankly weak. It is very difficult for a beginner to understand and make the right choice. Our quick overview of courses on building websites for various online schools will help you quickly navigate and understand what is right for you. Online School # 1 offers an excellent web development training course. The company has existed for over 10 years. A few years ago, she was the undisputed leader of the industry. “Online school number 2 …
But life does not stand still, it makes significant adjustments to the content of training programs in terms of their relevance and relevance, as well as in the forms and methods of teaching. It’s time to use more modern and advanced methods, techniques, innovative learning algorithms. The author’s teaching methodology, which is the basis of our course, will twice simplify and speed up the process of mastering the knowledge and skills necessary for a web developer … “.
By using a peripheral persuasion that does not require a deep study by the consumer of your advertising message, you can ensure that your target audience perceives your multilateral message with more confidence than your competitors’ one-sided videos in which they only talk about themselves loved ones. By giving credit to another company, you make the prospect believe in your objectivity and impartiality.
If your client decides to use a central way of processing your message, connect the logic and carefully analyze your message, then he will inevitably face the question of the reliability of your competitors and the appropriateness of choosing their product.
Thus, your multi-pronged message will convince potential buyers to not only opt for you, but also turn their backs on your competitors.
Be honest with your competitors
Your message should not lead your competitors to surrender. Be honest about the product, covering the points of view of all stakeholders. Highlight something good from your competitors, they certainly have it. Then tell me why you are better.
List all the benefits of your product. Tell us what benefits you offer, but which your competitors do not have. Is your product simpler? More efficient? Cheaper? Draw graphs, charts, tables that quickly and clearly demonstrate the benefits of your product over others. This evidence base is extremely effective for the consumer.
Talking about your competitors, comparing products, you are doing a small overview of the market. This is often enough for the consumer to make a choice, and he will no longer leave your site without taking the targeted action.
Remember that most people are lazy peripheral persuasions. And these comparison charts and diagrams are all they need to make a purchasing decision.
Do not let your potential buyer float freely on the websites of competitors, but help him make the right choice here and now. Save him time, don’t make him think too much. And the consumer will thank you by giving preference to your product.
Be honest with your customers
Never be afraid to tell your customers that they should not buy what you are selling for whatever reason. Write honestly who suits and who does not suit your product, service, course.
This not only increases trust in you, but also greatly heightens the interest of the consumer, if you really are your potential client. People, oddly enough, often buy “not because of”, but “in spite of”.
Thus, a multi-faceted message increases consumer confidence in your product, sets them apart from competitors, convinces and nudges the consumer towards targeted action, increasing sales on your website.
Method 2: Duplicate and duplicate advertising message
How many times do you need to show an advertisement to a consumer in order for him to notice it and somehow react to it? This question has not yet been answered by any marketing guru. Several sources agree that people won’t start seeing your ad until you’ve scrolled it about seven times…
Whatever it was, but everyone is unanimous in the opinion that the advertising message should be repeated and repeated many times. Repetition is a powerful way to communicate your message to the consumer.
- Repeating your message helps break through the wall of indifference.
- With each repetition of your message, the likelihood that your video or banner will be noticed by someone who did not notice it the last time increases.
- With each repetition, your target audience will learn more about your product and company.
- With each repetition, the acceptance rate of your ad increases.
- As acceptance intensifies, a sense of kinship develops. The audience begins to feel comfortable in your presence.
- This comfort leads to more and more trust, and trust leads to sales.
The goal of all types of advertising is to slightly change the existing attitudes and perceptions of the consumer. Through repetition, these minor changes can become something more tangible and can often upset the existing balance, tipping the consumer in favor of the advertised brand.
Can repetition be harmful?
Research by American psychologists Richard Petty and John Cacioppo in 1979 shows that there is an optimal level at which repetition is effective. But beyond that level, repetition can lead to frustration and distancing of the consumer. Psychologists have suggested that with excessive repetition, users simply get tired and come to the conclusion that they are being attacked.
How not to overdo it with repetitions
If you run the same video or banner every time, you will simply create a feeling of dislike for your product.
There are two effective ways to extend the life of a good ad message:
- Submit the same message in different formats and with minor modifications. In this case, you can convince the user that he is seeing a new ad, and not a revised version of the one he already saw last week.
- Use more different sources for your advertising messages and diversify the arguments for your product.
For example, you have heard that a particular personal growth course is extremely effective and beneficial. You will either believe it or not. But if during the day someone else tells you about this miraculous course with different argumentation, you will probably be more attentive to this information. Maybe you will even take some action to acquire this course.
In this way, using repetitions wisely, you will introduce your product to more consumers, which will lead to an increase in responses and sales on your website.
Method 3: the power of questions
Why are questions extremely effective in any advertisement? Because any question requires an answer. Your prospect wants to know the answer. What’s going on? Users in search of an answer continue to read your ad further. And the likelihood that they will reach your call to action is greatly increased. This technique works like bait, enticing the consumer and motivating them to familiarize themselves with the content of the entire ad.
Questions are a powerful way to get people to read. Use questions in headings, subheadings, first paragraph, throughout your marketing message.
According to proponents of neurolinguistic programming, questions create an open loop in the minds of users. As soon as such a loop is established, the brain will definitely continue to search for information in order to “tighten” it.
Experienced coaches, business trainers and lecturers use this technique successfully. The question grabs the audience’s attention and holds it until an answer is received. Monotonous dialogue with the help of questions turns into something like a dialogue.
Rhetorical questions
Use rhetorical questions actively to attract / retain audience attention and maintain interest. A rhetorical question is a statement disguised as a question.
For example, who doesn’t want to get a profession that is in demand? Who doesn’t want to improve their financial situation? Isn’t our course the solution to your problem?
Rhetorical questions allow you to persuade and at the same time not support your own words real evidence or logical arguments.
Rhetorical questions grab the user’s attention and encourage them to comprehend the message. When you ask a question, the consumer knows they need to answer it. To answer a question, he must understand it. The user makes a conscious attempt to listen to your message, which increases the likelihood of a successful persuasion.
Thus, rhetorical questions help maintain interest in the message, keep the consumer’s attention on a certain thought, make them comprehend and remember it.
Instead of output
So, we’ve covered three simple ways to increase the number of responses and sales on your website. Using a multi-faceted message will strengthen consumer confidence, set them apart from competitors, and nudge users towards targeted action on your site. Repetition of your ad message will attract more of your potential buyers and increase their acceptance of your ad. And the use of questions will force users to read the advertising message to the end, which several times increases the likelihood of performing the desired targeted action.