truly information about a subject (or product in this case) which is what customers need before they buy a product. Content is still king. 3. Yes Question Headlines – Instead of having a simple product title on the SKU page or product title found in the search results, preface the product listing with a question. As an example instead of having “Lipton Green Tea” as the product title, make it say, “Looking for great tasting green tea?” This is not only a question, but a question with a “Yes” response attached to it. Sub-consciously it weighs much better than a question with a “No” response.
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4. Keeping The Customer – The customer only buys two things: Solutions to their problems, and good feelings. Good feelings come from trust and credibility. Sites that are information rich are notoriously high in credibility scores. Think Wiki-like sites and their ability keep people coming back for trustworthy info. Online ecommerce stores that pride themselves in having easy navigation and smooth checkout often misplace this as the core of conversion. While it does play an important role, one must remember this rule of thumb: If the customer does not want the product, they are not going to buy it no matter how easy it is to buy on a site. While sales copy
is not the latest and greatest in ecommerce trends, it should not be discarded. Particularly in this era of information hungry consumer who love a great story about a product. In the end, a customer does not need a product from your site, they have to want it. Give them what they want. n
Brad Beiermann is the co-founder and president of Cimstrat Inc., a consulting firm focused on ecommerce management and marketing for S&P 500 firms. He has over twenty-two years of experience as a business leader, author, speaker and entrepreneur. Beiermann holds a doctorate degree in Management Information Systems along with an emphasis on web based marketing. www.cimstratcorp.com.
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