Matteo Pittaluga | Founder of Marketing Genius | Allinners LLC.
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We all know e-commerce experienced a boom when the pandemic started. But at the same time, the competition is increasing as many companies have recently launched an e-commerce website and want to sell their products and services online.
Even consultants and experts are doing their best to generate leads and attract more customers online, but many may find it difficult to acquire new customers right now and wonder: why do people ask so many questions and then never buy? Why do they want the information, but after explaining how our product works, they disappear?
I believe the reason is simple: in this new digital age, online buyers are changing their behavior. As the founder of a company that provides sales training and digital marketing certification programs, I find that today it is nearly impossible to automatically generate sales without exchanging at least a few words with your customer.
It may be possible for Amazon or other major websites that have gained a huge amount of trust over the years, but for any business that has just come online, it’s much, much harder to find customers who buy directly without asking questions. Before making a purchase decision, many customers like to do research. In my experience, there are five questions they ask in their mind before hitting the “order now” or “contact us” buttons on your website.
1. How can I trust you?
I am convinced that 99% of the time, this is the real objection that prevents a customer from making a purchase. Maybe they’ve had a bad experience in the past or been trapped by other similar offers that sounded too good to be true and ended up revealing themselves as a waste of money.
Customers now pay a lot of attention. They’re looking for credibility, status, testimonials, and any kind of social proof that shows you’ve helped other people for them and that you’ve been doing it for a long time.
So fill your website with real testimonials; record any interview on local TV, radio stations, or magazines; and try to display every award or recognition your company has received on your website. This will greatly help build your reputation and show that you and your company are trustworthy.
2. Does your product or service fit my personal situation?
It doesn’t matter if your website is clear about what product or service you are selling; people will always think their personal situation is different and want to know if what you are selling is right for them. One thing I really enjoy doing is adding the so-called “Avatar callout” to a website.
This is basically a series of bullet points listing each type of person who should buy your product for their particular situation. For example, if I’m trying to sell a protein shake product that helps customers achieve their fitness goals, I might say something like this.
“This product is ideal for you if:
• You are a weightlifter who wants to build lean muscle while also burning fat during your workouts.
• You are a runner who wants to improve your endurance and run longer distances without feeling exhausted or without energy.
• You are a personal trainer and want your customers to get the most out of your workouts with the right nutrition.”
I’ve found the avatar call to be effective when done properly. It can encourage your website visitor to act quickly and contact you to place an order or sign up for your service.
3. Who is behind this company?
Never forget that people buy from other people, not robots. In this digital age, I notice that people still want human connections. So it’s crucial that you put your face on your website, create a video presentation and introduce yourself and your team to every potential customer.
In my experience, the “About Us” page on a company’s website is often one of the most visited, especially by new visitors who have just heard about your company. How did you get started? Why did you decide to do what you do? What is your mission and how will your product help others? These are the things your visitors want to know before they decide to buy from you.
It’s all about sharing your values and what you stand for. People who feel this connection to you and your brand will be more open to buying from you.
4. How exactly does the product or service work?
Don’t forget the analytical people. They read every line on your website and look for specific information. Be sure to describe how your product works and, if it is a physical product, how it was manufactured and made. Share as much information as you can about what you do and the passion you put into your business.
5. What happens after I buy?
This is another subconscious question that your visitors ask in their minds before clicking the “buy now” button. They want to know: will your company help them if they have a problem? How can they contact you afterwards? Is there any kind of support they can rely on after the purchase?
Customer service is so crucial right now, but not just after people buy; customer service needs to be presented before your customers buy too. Over time, always try to add something valuable to your offering, such as phone support, a long warranty, or anything else that makes them feel safe and confident that you’ll be there for them in the future.
Here are the five hidden questions your potential customers are likely to ask before choosing you over a competitor. By keeping these questions in mind and working to address them, you may find that you can increase your website purchases and improve your online presence.
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