Combat Resistance Factors and Increase Conversions

By Karon Thackston © 2008, All Rights Reserved

His question actually stopped me in my tracks. Maybe it was the way he phrased it that really made me think. A colleague of mine asked, “Why might your potential customers be resistant to buying your products/services?” It wasn’t a question to take offense over. In reality, there’s always something. From food processors to word processing software and personnel services to personal assistants, there is always at least one reason why prospects would be resistant to buy.

Of course, the next question that begs to be asked is, “What are you going to do to combat their hesitation?” While realization of a problem or obstacle is one part of the process, finding a way to overcome it is the ultimate goal.

Identifying Resistance Factors

How would you know what causes your prospects to think twice before buying from you? You probably wouldn’t unless you asked them. It’s an easy enough thing to do online. Just search for “online survey software” and you’ll find dozens of options. These products allow you to create a survey online then provide a link to your visitors. Most offer a basic service for free.

Is it the fact that you sell furniture online and customers can’t see or touch the products before buying? Maybe you offer scented candles that visitors are afraid won’t smell like the genuine article. Perhaps visitors have been burned by one too many shady web design company and are being extremely cautious this go round. Maybe it’s something not as obvious such as a fluke in your checkout process.

Look for evidence of where the resistance factors lie then compile a list. Search your customer feedback files. Go through customer service complaint logs. Read online reviews of your products/services. Create online surveys. All of these can offer evidence that points to areas of resistance.

Create a Plan of Action

Once you’ve discovered the areas that need attention; make a chart. Put your obstacles on one side and leave space for ideas on the other. Next read the first problem and ask yourself, “What can I do about it?”

Take a few minutes to brainstorm about each problem and come up with several thoughts that might offer solutions to the challenges. Be creative and -by all means – ask for help. Those within your company may have good suggestions about what can be done to right these wrongs. Your customers may also provide excellent insights. A quick email to existing clients could pay off in a bucket load of phenomenal recommendations.

Get Real

Now that you have a list of potential solutions, it’s time to get real. What can you actually, feasibly do? For instance, customers may love for that online furniture store to offer a satisfaction guarantee where the store will pay for return shipping if the customer doesn’t like the dining room set. In reality, the store may not be able to cover those expenses.

What the site might be able to do is send wood samples (so homeowners can compare wood colors with their existing furniture) or post additional, up-close photos of carvings and etchings in the design. These would give the homeowner a more detailed view of the furniture and would help them feel more confident in their decision.

As with every aspect of Internet marketing, testing is key. Perhaps one solution will work better than others. Give all the feasible ideas a try and see which is most effective in tearing down resistance and building up conversions.

See Karon live in Boston April 2-3, 2009 for a 1/2 day copywriting workshop hosted by High Rankings. Also available: keyword research, social media & web analytics. Take 1 or take them all. Space is limited so register today at http://www.highrankings.com/seo-workshops.

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  3. Ignoring Quality Score Can Increase Revenue
December 10, 2008 • Posted in: Copywriting

8 Responses to “Combat Resistance Factors and Increase Conversions”

  1. Betsy Stone - December 18th, 2008

    Karon, help! I am hanging on your last sentence of the prior post (Dec. 17) looking for the three steps – but the post seems to cut off. Commenting here because that seems to have gotten lost in the shuffle, too.

  2. Karon - December 18th, 2008

    Hi Besty,

    You don’t see the 3 ways in the article? I can see the whole thing on my computer. Dec 17th? Are you talking about this post? http://www.marketingwords.com/blog/?p=260 It seems to be complete to. Let me know if you can’t read it.

  3. Tommy Lee - December 30th, 2008

    Hello webmaster, Like your site some very useful information for resistance trainers and your post regarding Resistance Factors and Increase Conversions | Marketing Words Copywriting Blog looks very interesting for me. Keep up the good work.

  4. Kathy Yoho - December 31st, 2008

    Hi Karen,

    The post Besty is mentioning is not viewable in IE however it is readable in Firefox 3.

    Hope that helps.

    K.

  5. Kathy Yoho - December 31st, 2008

    My apologies for mis-spelling your name, Karon. :)

  6. Karon - December 31st, 2008

    Hi Kathy and Tommy Lee! You know, it amazes me how things show so differently on different computers/browsers. That post looks perfectly fine in IE on my PC. Funny.

  7. Karon - December 31st, 2008

    No worries!

  8. Links To Beat The Holiday Blues | This Month In SEO - 12/08 | TheVanBlog | Van SEO Design - December 31st, 2008

    [...] Combat Resistance Factors and Increase Conversions [...]

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