increase website sales

Increase Website Sales By Building Better Relationships

Increasing your website sales is all a matter of building better relationships online. Selling over the internet is one of the hardest ways to sell anything… simply because we don’t have that personal touch with the potential client. This is why we need to do our best to replicate an offline relationship when we’re operating online.

Sales is all about the relationship. When we think about it we generally buy from people we like and trust. How many times have you decided not to buy something you actually wanted just because of the way the salesperson presented themselves?

Now building a relationship face-to-face is a lot easier than doing it online but this doesn’t mean we can’t do it. You can also do ok selling online from a faceless website that builds no relationship. However if you want to amplify your results and make more sales then you’ll want to build better relationships.

The important thing to remember is that website visitors are not just some number you see in your analytics package… they’re people who want what you’re offering.

Becoming “unprofessional”

Most website owners seem to be scared about appearing “unprofessional” to their visitors… whatever that means. They like to pretend they’re some big faceless corporation that does millions of dollars of sales online. However the truth is most buyers prefer to deal with a real person as they know they’ll be looked after.

Think about some of the service providers you visit on a regular basis. You’re probably not shopping around for a new hairdresser every time you need a haircut as you’ve built a relationship with one in particular. This is probably the same for your car mechanic, dentist, doctor and even your favorite restaurants, bars and cafes.

We like familiarity and this is what our relationships provide us with. We know what to expect before we arrive. And the irony is that you probably have businesses that you visit that don’t even give you great results but you still visit them anyway because of the relationship you’ve formed.

But I digress… here are some ways to help build personal relationships with your website visitors:

Unleash your personality – Your personality is your strongest point of difference in your arsenal. It’s something your competitors can never replicate (although they may try) and can help you stand out. So never be afraid of using your personality when it comes to communicating through your website.

Be a real person – We’re surrounded by marketing that is based on a world of make believe. Now while everyone likes to live the fantasy it’s always nice to come back to earth and deal with a real person at the end of the day. Present yourself as a real person with warts and all to deepen your relationships even further.

Be unique – As you present your personality to the visitors remember to pick out what makes you unique to make yourself really stand out. It’s most effective if your uniqueness also resonates with your visitors but not necessarily. You’ll be amazed at some of the random things I put into my content and the responses I receive.

Be genuine and authentic – I want to be clear that we’re not inventing a personality to fit your market as eventually you’ll be found out. You want to take natural parts of your life and share them with your visitors. You should always come from a place of authenticity as our aim is to build trust… not destroy it.

I should also mention that you’re going to find some people on the planet who don’t like your personality and uniqueness… that’s just a part of life. The good news is for all the haters you attract you should be attracting equal (and hopefully greater) amounts of people who love what you’re doing. So don’t mind the haters and keep on fighting the good fight.

What you do next

Look at how you’re communicating with your visitors at the moment and decide right now how you can make it more interesting. The next step is to simply jump in and see what kind of results you receive. Just note that some people won’t like the transition while others will love it… as I said above this is just a fact of life so keep going and the results will follow.

And if you’d like to learn more ways to achieve better relationships with your website visitors use my Automated Selling Machine course.

How to improve your website conversion rate

Your website conversion rate is critical to your website’s success. It also provides you with an amazing amount of leverage and makes every visitor you drive to your website more likely to buy. Yet in my experience this is one of the most poorly executed parts of websites and no-one seems to be explaining how to do it properly.

Fun with maths

Here’s a quick example of what a small increase in your website conversion rate can achieve:

100 visitors per day x 1% conversion = 1 sale or say $47 per day
100 visitors per day x 2% conversion = 2 sales or $94 per day

So over a year you’d have the following results:

1% conversion = 365 sales or $17,155
2% conversion = 730 sales or $34,310

And that’s comes from making some one-off changes to your website. To look at it the other way you’d have to attract 200 visitors to your website per day to get the same sales figures. I don’t know about you but that sounds like a lot of hard work to me!

What website conversion actually means

Website conversion is the experience your visitor receives that might make them want to become a purchase. Website visitors are very fickle creatures and if we don’t capture and hold their attention then we’re going to lose them to the next website. So you have to make your website captivating and worth hanging around on.

Most websites are boring and offer little value to the visitor. They talk all about the company without giving any compelling reasons to choose them over a competitor. If someone walked into your physical store would you start by saying to them “Our company was founded in 1957 and is the leading provider of blah blah blah?”

Then why do you do that with your website?

How to improve your website conversion rate

There are two main factors to get someone to buy online:

1. Desire
2. Trust

Increasing someone’s desire

Many marketers and sales people think there job is to convince, cajole, persuade and harass people to buy from them. This is why selling has such a bad reputation and why many of us hate doing it. However I believe selling is all about giving the visitor what they want.

But first you have to figure out what exactly that is. What benefits you’re offering your clients. Then you can clearly and succinctly explain to the visitor why buying from you will give them what they want.

Gaining your visitors’ trust

The second big factor is trust and this is especially important when selling online. After all you’re just a faceless website floating out there in cyberspace. How does the visitor know your business isn’t being run by some Nigerian while he waits for a kind soul to help him unlock his uncle’s $23 million fortune?

Ok so that may be a little extreme but most of the human race lives in fear of being ripped off. It’s bad enough wondering if a product will live up to the promises when you buy face-to-face let alone over the internet. Therefore you have to do everything in your power to earn the visitors trust.

Why improving your website conversion rate is worth the effort

We’ve already done the math to show just how powerful this concept is but let’s take it a step further. You probably have a website that’s already receiving at least some traffic. So what if you could simply change the way your website communicates with those visitors and increase your sales overnight?

By making changes to the way your website converts visitors into clients you can get dramatic results in a very short space of time. When I work with clients we notice a decent bump in sales as soon as the new webpage is uploaded. And that’s not even including all the other components of a successful website marketing system.

What you do next

So if you like money I suggest you look at your website with new eyes. Ask yourself if you can stir up more desire and create more trust with your visitors. Your website sales will thank you for it.

And if you’d like to learn more about how to make your website sell including detailed instructions on how to use my 6 Components of Selling system then check out my Automated Selling Machine course.

How to increase website sales

If you ask a web designer how to increase website sales you’ll probably be met with a blank look. In the worst case scenario they might start talking about redesigning your website to match current online trends or current design principles. The problem with this is… web design doesn’t sell anything.

It’s hard for business owners to finally admit to themselves that their brilliantly designed and fantastic looking website isn’t selling anything. By this point they’ve sunk thousands (if not tens of thousands) of dollars into the project and are yet to see a result. Website sales come trickling in but it’s nothing compared with their offline methods.

So how do you really increase website sales?

The first step is to accept that web design and selling online are two completely different fields. Let’s compare it to art:

First you have the artist who toils away behind closed doors creating their masterpiece. They’re not worried about how the art will sell or it’s commercial viability… they’re just engrossed in the creative process. This is just like your web designer.

However while the whole “starving artist” persona is fun for a while any smart artist realizes that if they want to make a living from their work someone has to sell it. But rather than spend their time out in the streets trying to sell their own art they call on the help of an art gallery… a place dedicated to selling art. And this is where I come in for your website… I’m a person dedicated to making online sales for your business.

Salesmanship in html

Selling stuff is not an accident although it might seem that way sometimes. There are carefully laid down rules of selling that have existed for over a hundred years. Now while these rules are sometimes improved upon and refined the basics are fairly simple:

  1. Find someone who wants what you have
  2. Make them a win/win offer
  3. Give them a reason to act now

It doesn’t matter whether we’re doing this in person, in a letter, over the phone or online. The principles remain the same and you just have to adapt them for the media you’re using. So why do most websites fail to sell much of anything?

Let’s start at the very beginning…

When you’re selling in your store you have a basic idea of what each customer wants and how to provide it to them. You probably have certain things you say all the time and you tend to get the sale more often or not. So why does this not follow through onto your website?

If you look at most websites you find that they’re completely different to the selling experience in your store. They rabbit on about your company and provide a whole bunch of boring information that your visitor doesn’t really care about. And the problem with a website is people don’t have to be polite due to social convention (like when faced with a hapless salesperson)… they simply click on their back button and leave your store forever.

Taking your offline sales pitch online

Once you identify what is actually selling your products in your store you can take the same approach online. You just have to refine it down to it’s core essence and get rid of all the extra junk that might give someone a reason to leave. Your online sales message has to be clearer and even more effective than your store version.

The reason for this is the extreme Attention Deficit Disorder (ADD) we all seem to suffer from nowadays… especially online. It’s easy for someone to be browsing your website, checking their emails, updating Facebook, Twittering, reading the news, watching YouTube and any number of other distractions can pop up along the way. You’ve simply got to have a message so compelling that you drag their complete focus back to your website long enough for them to complete the transaction.

How do you know what works?

By now you might be thinking that selling online is really, really hard! And in some ways you’d be right. But there are a lot of advantages to selling online.

One of these advantages is the level of testing we can do. If you’ve ever wondered if you should use one word versus another in your sales pitch you can now easily test this online using free software tools. You can test everything including headlines, copywriting, offers, guarantees, pricing, images, calls to action and anything in between.

Don’t get overwhelmed!

Of course you don’t have to go this extreme (it’s usually recommended to test headlines, the first few paragraphs and your offer) but it’s great to know the power is there if you want it. The truth is a few little changes (like adding an effective headline instead of “welcome to our website”) can make a huge difference to response. You just need to apply some selling logic to your website.

There are other things like creating great offers and using strong guarantees that will boost your results online. I talk about many ways to do that throughout my blog and my subscribers receive plenty of examples as well. There are also plenty of resources about selling available around the internet and in these weird things called books.

What you do next

You now know how to increase website sales… work out what it takes to make a sale in your store and then transfer it online. And I’m not talking about the people who walk in, pick up what they want, pay and walk out the door (your website hopefully already caters to these people). We’re talking about the people who you actually have to sell to.

By outlining your offline sales process you can start to outline your online sales process. Then it’s just a matter of testing and refining the various components. It’s really not that hard if you learn about selling and this is why I’m able to take any website and increase its sales as soon as I upload the changes.

And you’ll find the same if you take the time to apply the advice written here and in other places on the blog.