You can have a solid offer, sales page, and checkout process… but if you don’t know how to combat buyer anxiety you may be sabotaging your business.
Listen to today’s video to learn 4 simple steps to reduce customer anxiety to improve your sales.
Hey, I’m Robin Konie and today is Focus Friday where we dial-in a specific element of business to help you work more effectively for better paydays and more balanced living.
To start, I want you to imagine you’re on a sales page for a product or service you’re really excited about. Are you the type who eagerly clicks “buy now” without too much thought, or do you have to sit and stew to make that decision?
When it comes to that “buy now” button, my husband Tom and I have a very different approach. I tend to be quick at the draw. By the time I reach that “buy now” button I’ve almost always already made up my mind and don’t hesitate to click it.
Tom is quite different. Even if it’s a product he’s researched diligently for weeks and KNOWS he wants, he always pauses when it time to fully commit. No matter how big or small the purchase (or how much of a luxury or necessity it is), he will always pause and think through the entire process before clicking.
And there are plenty of times when he talks himself out of buying at the last moment.
Buyer anxiety is real, guys. And if you aren’t aware of it, your business can struggle big time.
Today I want to talk about 4 simple things you can do to help reduce that anxiety and get people to commit.
A quick note: This isn’t about scamming people to buy something they don’t actually need. This is about giving enough context and reassurance to those people who want to feel 100% confident about a purchase before jumping on board.
So assuming you have a solid offer, let’s jump into my four quick steps to reduce buyer anxiety for high conversion rates and happier customers:
- Answer their objections before they have a chance to ask them.
The most important thing you can do in your sales process is to be one step ahead of your customer. Figure out what their top objections will be, and find a way to resolve them before you get to that final call-to-action.
One simple way to do this is with a FAQ section that literally spells out each objection and your response to it.
- Make sure your checkout is secure, and then make sure you inform your customer.
You’d be surprised how a simple little “100% secure checkout” in fine print under your call-to-action button can ease anxiety. Especially if you’re marketing to an older generation that still tends to be wary of the internet, that little line can make all the difference in your conversion rate.
- When possible, give them a guarantee.
People want to feel safe about their purchase, and a 30-Day Money Back Guarantee or easy refund policy (or something similar) can often be the thing that gets people to commit. It’s not right for every offer, but for a lot of businesses offering this kind of insurance means a much healthier bottom line.
Even if you have a handful of people who ask for their money back, you’re almost always guaranteed to get more people to say “yes” to make it well worth it.
- Set up clear expectations.
Let people know what to expect when they click that “buy now” button. Do they get instant access? Is shipping included? How long will it take for them to get it? Do they have to do anything else to finish the process like create an account or provide extra information?
While these questions may seem straightforward to you, not outlining them to your prospective customer can make them feel overwhelmed. And an overwhelmed customer is one who clicks off instead of clicking “buy.”
So… there you go, four stupid simple ways to help ease your customer’s anxiety and make it easier for them to say “YES” to your product or service.
Your task is to go check out your current sales page or take a look at the product pages you interact with. Start seeing how businesses deal (or miss an opportunity to deal) with customer anxiety.