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Vol 1, No. 7, Part 1.
November 5, 2002
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Get
a super deal on used computer equipment!
As many
of you know, we've recently "rightsized" our company.
We're selling excess monitors, printers, cables, keyboards,
mice (mouses?), network switches, tape backup units, etc.
And we'll let the market decide the best price. You could
get a great deal!
Click
here to get the details and may the best bidder win! |
Do consumers feel comfortable about buying on
your site?
Sally Moncado, Director of e-Commerce,
Maui Divers of Hawaii asks,"What logos or text on
a company's Web site - especially on the Homepage - make consumers
the most comfortable about ordering high ticket merchandise online?
What are the most important security factors that consumers look
for and how can we reassure them that it's safe for them to use
a credit card?"
Good one, Sally! Unfortunately, there is no
silver bullet or universal answer that will solve the problem.
The first question I would pose back to you is: Why aren't consumers
buying now? If we assume that lack of confidence is the reason,
then here are a few things you can consider to help visitors feel
comfortable about buying online:
Publish customer testimonials. Reading real-life
comments (the more the better) from real customers provides a
powerful confidence builder. Published customer feedback is one
of the main drivers of confidence on eBay, the world's largest
marketplace. If you use Amazon.com to buy books, I'll bet you've
been influenced by customer feedback on a given book. Do something
similar for your site and keep the comments as close to the original
wording as possible to maximize authenticity.
Let customers know you are a real business. There's
an old Internet joke, "On the Internet, people don't know
that you're a dog". When you don't know if you're dealing
with a dog or a real company, you tend not to feel comfortable
in coughing up big bucks. Let customers know that you folks have
a real business. Make it easy for them to call you. In your specific
case, Maui Divers has over 40 brick-and-mortar stores so give
them the address and phone number of each location. Let customers
know that they can get serviced at any store in addition to the
Web site.
Promote your satisfaction guarantee. What is
your policy for returns? Can I get my money back if I'm not satisfied?
Do you have customer testimonials from those who have returned
items and are happy with your service? Make this content easy
to see and find on your site.
Building confidence in consumers is all about understanding why
they are hesitating in the first place, and then supplying the
proper content to overcome their objections. It's the oldest sales
technique in the world but it also works well online.
Send me your e-business questions and if the topic
is of general interest, I’ll happily post your question and the answer.
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Here is this
week's
"I love Hawaii"
Desktop Wallpaper
Blue
Pools - Maui
Photo courtesy of HVCB
and
Ron Dahlquist
www.rondahlquist.com
Mahalo!
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