3 Tips To Reducing Customer Purchase Anxiety On Your Website
by Leeia Ladipoh on December 26th, 2007
It is something that has happened to every one of us at some point before; we get to the cash register and are about to sign off on the big check or credit card slip – or even hand over the cash – on a major purchase, when a little voice inside the head starts to object. That’s what is called purchase anxiety, and it is the business owner’s job to overcome that small voice’s objection and get the consumer to make the purchase.
When it comes to making a purchase online, the anxiety can be that much greater on the part of the consumer. After all, a brick and mortar purchase means that there is some familiarity with the people who make the business work, the products, and the reality of the storefront.
On the web, customers have none of these assurances. But they do have additional anxieties to boot, from privacy issues to shipping concerns. Here are some ways in which you can help overcome those mental objections from your potential buyers.
* Ensure That Customers Feel Secure In Their Purchases. When it comes to purchasing items on the Internet, you can bet that the first concern any customer will have is the issue of credit card theft or fraud. The media doesn’t do web-based businesses any favors here; any small infraction is likely to be blown into a crisis of international proportions.
It’s the web-based business owner’s responsibility to overcome this common objection, and the only way to do so is through convincing copy and an ongoing commitment to ensure the security of your customers (by providing top-notch customer service).
The last thing you ever want is for one of those news stories to feature your business!
* Make Your Business Real To Buyers. Remember, part of the reason why customers are leery about online purchases is that to them, your business is just a location on the World Wide Web. You can overcome this by including your information, including location and contact numbers, on your site.
Your customers will feel better if they know they can reach you or someone who works for you, in the event that something goes wrong.
* Provide Real Testimonials. If people see that others are using your services or buying your products safely, they will be more likely to trust your site.
Make sure that you ask past customers to endorse your business so that others feel confident about making a purchase. Read more about including testimonials on your website .
When it comes to overcoming purchase anxiety on your website, the answer lies in making your business as "real" as possible to potential customers. Following the tips above is a great way to get them over their web purchase anxiety quickly – and for you to close the sale.