Marketing is not all about Google rankings and traffic. Marketing is all about the desired end result for many site is simple - making sales. Here is a copy of a post made on my blog that I feel is relevant for this thread.
Addressing customer confidence & buyer remorse
Google increases ad fees for some sites
I was reading an article that looked at Google’s treatment of what they called ‘thin websites’ (those with only one or two pages) and how the Google adsense charge for advertisers operating these sites higher than for sites with many pages.
The upshot was that Google had examined stats and determined that they like sites with more pages and therefore more content.
Content sites not hit
While this flies in the face of the traditional ‘landing page’ system that has been promoted by many (that is click on a ppc ad on Google and be delivered to a page that was all about selling that item - no links to any other pages so as to keep the customer ‘focussed), it is apparent that the landing page technique may not be suiting buyers as much as previously thought.
As we have written about before, and this seemes to be supported by Google’s move, customers like to generate trust and confidence before making a purchase.
Its all about addressing site visitors needs - buyer behaviour
It is always important to relate buyer behaviour to that seen in the physical world. People go shopping and check out several stores (really easy to do on the internet) and then, when they have found a suitable item - they still continue to look. Why? Because they want to be reassured that what they have selected is right. This can be reflected on websites and good tracking software can help show where people go.
There is also a very important aspect that is not often addressed in physical stores, and almost never online. That is addressing a thing called ‘buyer remorse’.
This is a strange emotion that the literature says increases with the value of the purchase. People have regrets about their purchase - did they do the right thing?
But how often do sales assistants say as you are buying the item - “you have made a great choice…this will look great, serve you well, perform the task ideally” sort of comment?
While you are thinking about that, let me tell you this is also why people, when they get their new purchase home, show it off. This is simply to have buyer remorse addressed by positive comment about the item bought and provide the reassurance they crave.
How can you address buyer remorse online?
1. Have the text in the product descrition positive. Not just a cold description, but include how it will improve the customer’s, make them feel better, make tasks easier (all depending on the product)
2. Have a reassuring message on the screen following the final purchase screen that provides a reassuring message
3. Send a followup email within one week reconfirming the purchase, and the warranty or other guarantee that comes with the product, or a message that your business is open to approach on any matters relating to the purchase.
Remember - even on the internet we are dealing with people
All too often we lose sight of the fact that we are dealing with human beings, with all their emotions and vulnerabilities when operating a website. Don’t let you ecommerce site just be a database interface - inject some human qualities into it and enjoy the results.