Here’s a quick question: would you buy from or commit to an action from a website that looked as if it had been put together by a three year old? Probably not, so why do you expect your visitors to do the same?
Many times a marketer will forget that their visitors are still people, and that people have basic traits:
- They are attracted to quality - If your website looks like junk you shouldn’t be surprised if you don’t receive any conversions. Sorry about it, but that’s just how it rolls. Your cookie might taste fantastic, but if it looks like a turd no one’s going to want to eat it.
- They associate presentation with quality - This ties closely to the last point. The number one rule of effective marketing: make it look good. Why do you think companies spend so much money on the aesthetic appeal of their products?
- People associate price with quality - Being the lowest price game in town doesn’t mean that you’re going to get the most businesses. There is something called being too inexpensive.
Of course, as a marketer you can use this information to tailor your offerings to people. It’s not difficult- it’s just a bit of work and some common sense.
- Set your websites up so that they are functional and attractive - People want to be able to get to where they are going quickly and have something pretty to look at doing it. Avoid overly dark themes or clashing colors, and definitely do not over complicate your navigation process. Stick with what works.
- Market offers that you would commit to - If you wouldn’t buy/submit your information to it, why would someone else? If it doesn’t pass your inspection, it won’t pass anyone else’s… just so you know.
- Offer incentives, not bribes - There’s nothing wrong with gently swaying someone’s decision, but flat our bribing them is pathetic. If you want someone to convert on your toothpaste offer, offering a toothbrush to come with it is quite reasonable. Offering a toothbrush, a new car, and a trip to Honolulu is a bit excessive.
- Appeal to someone’s emotions - People are emotional. That’s life, and trust me, it’s something that you can make work for you. If someone is feeling anxious about their weight, giving them a reason to purchase your hoodia pills is like placing a steak in front of a hungry person.
I will beat this to death, but never forget: people are nothing more than people. They may not be as enlightened or internet aware as you are, so don’t expect them to know what you do when you offer your programs or products. Make it appealing for your market, or you might as well pack up and go home.
