One of the big cons dished up by various web design companies and online marketers is that if we want to be successful on the web (ie generate lots of online sales and leads) you need to practice “website persuasion”. In fact, I’ve just done a Google search on this phrase and found there were 2 million results.

To me this shows that these people have no real understanding of the sophistication of their market. People do not want to be persuaded on the web. The tactics of persuasion ended with the death of the last snake oils salesman. I am sure if you ran an advertisement copied from a newspaper from the ninteeenth century for some miracle cure you would get no response. And yet these are the types of persuasive tactics being promoted by many web development companies and online marketers.

While I would fully concure that there are still a number of unsophisticated buyers online and that you cannot totally cure people of their own folly, but most people are sophisticated and cynical. They have seen it all before. They will not buybecause your words drip with honey. They want proof, credibility and third party validation, perhaps by the way of  testimonials.

Buyers are in control

Buyers don’t want to be sold to, they want to be in control of the buying process. Therefore persuasion will not work. Buyers want you to engage with them. This is because people do not buy from websites, they buy from people. Buying is an act of engagement, even  on a website.

Of course, this does not mean that a landing page should not have the means to buy, subscribe or register. In fact and landing page is a very specific page on a site where you would expect this to happen. However, you cannot force people to buy from you.

Persuasion can often lead to the creation of confusion in the mind of a prospect, because what they want is clarity and for you to demonstrate a clear reason to buy (or take a specified action).

Clarity is pivotal to online success

The best way to be successful on the web and in website conversion is to ensure that you understand your market and can offer them a product or service that they want and to be able to meet and understand their concerns, fears and anxieties that are particular to that specific channel. You don’t need persuasion, you need clarity.

I’m currently working with a new client re-developing his website. We’ve identified a number of things we need to do in order for him to generate sales leads. Every time I do this it’s a learning experience for me.

I was quizzing my client on his product and what made it different and stand out. I got bombarded by all its features. This guy really knew his product inside and out. He had an intimate knowledge of how it worked and performed. I was truly amazed by his wealth of knowledge.

But I wanted more than just features, I wanted to know, and I wanted him to understand that we needed to translate each of these features into real tangible benefits for his market. This was where the hard work began. But in the end we got there. We both gained a lot from this exercise

As I was reflecting on this experience I had a “eureka” moment. I finally understood something that has been on my mind for years. We are the majority of us such awful salespeople. It’s not as though we don’t know our products. Obviously, from the experience I have just related, this guy did, and no doubt it’s something we can all relate to.

The reason why we find it hard to sell is because, despite having a great product knowledge, we often have a very poor kmarket knowledge. That is, we don’t know the needs, wants and desires of our market, and as a consequence we don’t know how our products or services can actually benefit that market.

I’ve often visited websites in which I have had a strong and immediate interest in, but in the end I’ve just clicked the back button and gone to another site. I didn’t leave because they did not have a product or service I was interested in, but because I didn’t feel there was a compelling reason to either buy, or make an enquiry.

But why didn’t I not buy, or make an enquiry? Well there can be many reasons. but one reason I’d like to focus on is because rather than being presented with a list of benefits, I was given a list of features.

I find that when I’m given a list of features on a website, I’ll do one of two things. I’ll either glaze over and leave, or I’ll start comparing other websites for a list of features, and the one who has the longest list will get the sale. Pretty stupid I know.

What will get me really close to the “Buy Now” or “Submit” buttons are benefits. Because, all I really want are benefits or something to take away the pain.

If you look at most websiites that have features, you’ll find that they have been written by a geek or technical person. Most of these features are pretty incomprehensible and leave you with a feeling of “so what”.

I’ve been to some websites that give hints on writing content that say that listing and detailing features is the right way to go and that you should not list benefits. I have to say I beg to differ. It really makes me wonder what the purpose of such websites are.

I’m of the opinion that if your site is to sell of generate enquiries, then you must engage and educate your visitor about why your product and service is what will provide the right solution. As much as you can you want your visitor to act now and not to think about it or compare with other products and services on other sites. If that happens, your chance of a sale will decrease.

So, how are you going to help your visitor to take action now? One of the most important ways you can do this is to use the language of your market and having understood exactly why they need your product or service. it is then that you will be communicating in the language of benefit.

I cringe when I visit a website where it wants me to give my whole life story before I can buy or register for a free newsletter. From my point of view, the whole value proposition is wrong, I’m giving a whole lot more value than I’m receiving. So, from this perspective, there’s no way I’m going to buy or register.

Just so you know, I have another pet nark as well. I hate having to register on a site before I can buy. In fact, I hate it that much, I won’t buy. Why should I have to register in order to buy? The chances are, my purchase is going to be a one-off, and I’m probably never going to go back to that site again. Just give me the ability to get what I want and leave!

Okay, you might want to provide me the option, but it should be my option and not something compulsory. I want to be in control.

The real secret to getting people to fill in forms and register on your site is for the information you’re asking to be proportionate to what you’re giving - there has to be a fair exchange from the perspective of your visitor - not you. So just ask for what’s necessary, and remember your form shouldn’t be like the Spanish Inquisition.

For every field on your form, there’s a question in the mind of the visitor, “why do they want to know that?” If that piece of information is required, or compulsory, they will either walk away or just fill it in with bogus information. Either way, you’re the loser.

Many website owners forget that getting a visitor to fill in a form (and giving personal details) is just the start of the relationship. The relationship is something that could continue over a number of years, so just get what’s necessary now. Don’t be too intrusive. You’re building a relationship, you can get more information (intimate!) over time.

Finding out about people is about establishing a relationship. But right at the start the interest is there, but not the trust. Just think about how you create friendships in your life? You give little by little.

Your website visitor has been around the blocks and will probably have been stung a few times before by giving too much information (just like in real life). So take it for granted that no one will give you an iota of information about themselves unless they’re sure you’re credible and can be trusted.

Depending on the marketing strategies you’re pursuing, most people who come to your website will have found you through a search engine (most likely Google). They’ll come to your site filled with the high expectation they’re going to find what they want more or less immediately and their pain or problem is going to be eliminated.

But, if your site is poorly layed out and signposted the chances are extremely high their expectations of immediate gratification are going to be crushed and they’ll leave, never to return again.

There can be any number of reasons for a poorly structured and layed out site. But there are perhaps two reasons worth commenting on:

• Unique design
• The dog’s breakfast approach

Unique design

We’ve all seen it a hundred times before, sites that have the unbridled desire to stand out and be unique. Sometimes this is through the desire of the owner to be different, but in other cases its the desire of the designer to break the mold. Whatever, it won’t help the owner to generate more leads or sales. Sites like this are only good for the CV of the designer.

There are unwritten rules for the design of websites. And while they may seem absolutely uninspiring, they work. Lets take an example to illustrate the point. Printed newspapers, with all their years of experience, can teach us many good lessons about layout and presentation. They’ve learnt a singularly important rule that their audience are creatures of habit and the only way to keep their market is to be consistent with presentation and layout.

When all said and done your market doesn’t want to think when the arrive at your website, they want it dished up in a way that’s easy to follow. For them - and you - familiarity breeds success - not contempt! If the purpose of your website is to sell or to generate leads the sole purpose of design is to sell. At the end of the day, you’ve got to make the call, are you primarily after good looks or good results.

The dog’s breakfast approach

People who follow this approach normally have a recessive gene that geneticist’s have only just identified. This gene is call the “structure” gene. It makes these people incapable of creating or establishing order. If we are to look on this in a kindly manner, we might refer to these people as “stream of consciousness” writers. Great for writing novels in this genre, but bad for websites.

Promise and fulfillment

The approach I take is that of Promise and Fulfillment. When I search for a product or service and I’m confronted by a litany of results that are actually promises. If I click on this link I am going to find what I want. In other words, I’m going to have my promise fulfilled.

As a website owner the copy that I use in my title and description tags are actually promises. It is therefore important that what is created here is both accurate and engaging - a true reflection of what is going to be found on that page.

With a solid structure and clear signposts, visitors will find what they want in a way that doesn’t make them think.

Everyday thousands of people are searching the Internet for exactly what you’re offering. And, people are coming to your site, but more often than not, they’re leaving at the same speed they arrived. How could that happen? Generally speaking, visitors don’t arrive at your site by accident, they’re in the market, they’re looking. The challenge you’ve got as a website owner is to turn these lookers into buyers.

As a general rule, the average conversion rate on websites is between one and two percent. This means that about 98% of lookers (and lets assume they’re looking for what you’re selling) do nothing and leave. They’ve left your site without buying, even though you had what they were looking for. What went wrong?

What if you were able to increase your conversion rate by, let’s say, 2%? What would that mean for your bottom line, and how much extra money would you see in your bank every month?

You may be thinking this doesn’t apply to you because you’re not selling products online. But same principle applies if your objective is to generate leads from your website for the services you sell.

Over the next few entries, we’re going to be examining the biggest reasons why people leave your site without making an enquiry.