"You Don't Need A Merchant Account ..."
by Azam Corry
That's right, you don't need one - but if you're selling your own
products or services, you'll sell much more with one! Think about
it ... one of the main advantages of buying online is convenience.
Do you want to put a road block on the home straight of the
convenience highway?
This is exactly what you do when you force a customer to go
off-line, find an envelope, address it, get a stamp, write a
cheque (or even worse, buy a money order) and finally have to go
and post the thing. Poor fellow!
And with a credit card in his pocket all the time!
It reminds me of my local bank when they extended their opening
hours until 6pm every evening. "What a good idea!" I thought
"much more convenient" - until I went at 5.30pm one day! I can't
remember now what it was I wanted to do ...
... but I remember what it wasn't!
It wasn't to make a deposit - and this, as I was informed by the
supervisor, was all that could be done in the extended hours.
What's the point in that? I can deposit in an ATM machine at
anytime! Great idea, ruined by incomplete implementation.
Is your Web Site ruined by incomplete implementation too?
"I just had to get it... it's got... and can..."
There's another big, BIG reason to offer the convenience of
online payment ...
... people buy on impulse!
Not all the time in every situation, granted. But in most! Enough
to make it very important to you! Most people think that we buy
according to factual information, what the item costs, what it
can do, etc.
Not so!
Purchases are generally based on our emotions, we use facts to
justify the purchase to ourselves (and others!).
I've read your great copy, you've successfully roused my
emotions, I'm excited about your product ...
... I want to buy!
If all I need to do to get the object of my desire immediately
winging it's way to me is type my credit card number and a few
other details ...
... I'll do it!
But alas, you don't offer online ordering.
Nevermind, I've made a note of the details and I'll sort it out
later ...
Unfortunately for you, later on my enthusiasm has begun to fade a
little. I've started to cool down. I'm getting less and less
excited the longer I'm away from your copy.
That evening I happen to mention it to my wife. She raises an
innocent objection ... you're not around to answer it. I decide
she's probably right, or maybe to look at other alternatives
first.
You've lost the sale you had!
This is just one of hundreds of other possible scenarios that can
lead to you loosing a sale you would have got, if only the
customer had been able to pay online!
Many more aspects of your Site directly effect your sales
conversion rate than you probably realize. All to often we create
obstacles to our own success by designing Web Sites that are not
focused on getting the sale.
Whether you're giving things away, promoting items in affiliate
programs, or selling your own products, you must "make the sale".
You have to get the visitor to take action, to make a request.
It's useless having 100,000 visitors a day, but only being able
to get 10 to take positive action!
One of the few places I have found to date that makes any serious
attempt to address this issue is Ken Evoy's site, where there is
an excellent free ezine entirely devoted to the subject. You can
sign up for it at: http://www.sitesell.com/info.html
© 1999-2000 Azam Corry "Do it Better. Do it Faster. Do it Right!"
Online since 1998, Azam Corry can help you succeed. No-Bull
Marketing Help, Tools & Resources: http://NowSell.com/?MerAcc
Reprint Rights eBooks & Packages: http://eBookSaver.com/?MerAcc
==> Subscribe to Azam's Biz Bits Marketing eZine and get a hot
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