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Reduce Customer Anxiety to Increase Sales Conversions by Todd Follansbee Mar 2007-First published in Web Marketing Today the largest, oldest internet marketing newsletter on the web - and still free.Abstract - anxiety is a big factor in many audience segments decision to exit, particularly seniors. Learn how to reduce it ethically.
In an Internet world surrounded by phishing scams, identity theft, and viruses, everyone is concerned about the risks associated with placing an order or signing up for a newsletter or product information. Even large companies with well known brands have anxiety issues. If you fail to deal with anxiety on your site, you'll leave money on the table.
Start from the point of view that people have no idea who you are. Then do all you can to establish credibility and remove fears.
What reduces anxiety?
- A professional site and user experience. Clear messages, using navigation categories people expect, where they expect them, at the same time complying with usability guidelines and web conventions.
- A clear privacy policy statement which outlines in simple terms how information will be used.
- Logos and links that demonstrate your adherence to industry, security, business and privacy standards.
- Timely and relevant testimonials calm fears about unknown products and companies.
- Free trials, clear guarantees/warranties and return policies.
- Support tools which make buying easy, accessibility to policies, and kind error messages.
- Claims that are substantiated.
- Full information disclosure. If it breaks up the sales path, hyperlink out to pages with more detailed information.
- Contact information with names, phone numbers, and hopefully photos
- Delivery and availability information for products. For information, newsletter, or lead generation sites provide sample newsletters, delivery schedule and "what will happen next" statements as well as simple and clear policy statements on how information will be used.
Anxiety increasers
- No "contact us" link on the home page.
- Unexpected redirects to sites outside of the initial domain.
- Poor spelling, grammar, information hierarchy, usability.
- Lengthy, complex forms asking for unnecessary information.
- Lack of a secure transaction server.
- Omitted information that is essential to product selection.
- Shipping price policies that seem hidden or deceptive.
Anxiety Testing
Measure your site's anxiety quotient by conducting a quick user test. People you hire to test are more likely to automatically trust you and not display the full range of anxiety which causes so many page exits. One approach is to not disclose the actual test site ahead of time, take steps to raise anxiety and frustration (time pressure as well as giving tasks which are impossible to complete), and then do a careful analysis of body language in the post site review. Another way is to drop by an Internet cafe. approach a couple of strangers, and offer them money to test some sites. Run through a couple of sites, explore the purchase policy and encourage people to relay "stream of consciousness" ideas about the purchasing process and their "feelings" about a particular site. Ask pointed questions about their willingness to buy or sign up and, if at all possible, make them sign up, since hitting the actual buy button is the biggest barrier of all and stopping short of that step is not acceptable. If you can't pay someone to do it comfortably, you can't expect your new customers to do it either.
Anxiety is one of the largest reasons why people fail to convert. As you start to reduce anxiety on your site, sales will increase.
For help in improving site conversions on this or other issues, consider contacting us for:
- a site evaluation,
- site testing or
- a service contract.
We will reply within one business day.
Reprints Policy - This article is free for reprint as long as you provide a link to this site and acknowledge ownership. For more information or for special permissions feel free to email me. - Thanks, Todd
