3 Ways NOT to Get People to Buy Your Products Online
An online business, like any other business, is driven by profitability. Profits for most businesses are generated through sales. Below are three ways to get more people to buy your products:
1. Imply scarcity
While some people still are motivated by the latest buy-it-or-lose-it strings on the market, 'fear of loss' is a miserable way of communicating to your customers that you want to be their responsible, dependable, reliable source for anything.
Secondly, the fact that YOUR timing to sell doesn't match your customers' timing to buy is your problem, not theirs. By making it their problem, you may be biting your nose to spite your face by forcing them to buy a smaller or more limited version of the product than they might otherwise if given a real choice in the matter. Unless your product ACTUALLY expires, stops working, or there is a valid reason (launch pricing) as to why the product itself may disappear (you only have x number of copies that you can legally sell), then by putting people through an artificial gauntlet, you're really encouraging them to simply buy the lowest priced choices each time, meaning you are going to continue, aggressively, to encourage price and value shopping among your client base, reducing your income in each sale going forward.
2. Use Social Proof and or Testimonials
How many sites have you seen with social proof and testimonials that you just new were bought and paid for by the product sellers, either with free copies, actual payments, or some other shenanigans? Did they make you feel more like buying or more like this was a scam waiting to scrape the last $47 off your carcass before you left the site?
Again, obviously it works for some people, but what the majority of people are calling social proof and what is actually social proof are two different things. What they're calling social proof, the FCC calls sponsored advertising. What is actual social proof is something like this: "We sold 4,872 copies of this and only had 3 returns." THAT's social proof that works.
3. Provide a complex payment process.
JS Woolworths made himself a fortune and an international chain of department stores in the 1800s that still exists in some places today, all based on 1 singular philosophy of sales: make it as easy as possible for customers to buy. If your site is too hard to purchase from, people simply won't bother purchasing at all.
4 OTOs, 3 'But wait, what ifs?' pop-ups, and a dozen 'come back' emails, are not required for a customer to complete a sale. In fact, if you gave me all the options up front, 6/10 times I'd probably buy the whole package up front in one transactions instead of making me go through 5 to do the same job. How many sales are you losing in your upsell process because customers just find the process to laborious and frustrating?
Yes, these are all standard Internet Marketing strategies, but abuse of them has turned the buying public sour on a lot of them because they forget the number one rule of business - make the customer happy so they keep coming back and buying from you. With list attrition rates sky rocketing, maybe it's time businesses balance their Internet Marketing greed with their traditional marketing know-how and build new systems and models that actually work for the bulk of the customers they want to keep.