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From Visitor to Customer: High-Ticket Sales Conversion
The average price point for online commerce started low, with sales for items such as books and movies migrating to the web. With time, customers became more comfortable purchasing online and this average price point increased to the point where high-ticket purchases (such as cars) now occur on the Internet. Let's take a look at some tricks to selling high-ticket products and services online:
1. Simplicity - Online customers tend to have a short attention span, so designing an effortless "user experience" is instrumental to selling more expensive items online. As a rule of thumb, the more complex the product, the simpler the website should be. The customer is already working hard to understand the product or offering, he/she shouldn't have to struggle through a complicated website (storefront) as well.
2. Legitimacy - Customers want to be sure that they are not being "scammed" when they make purchases online. This is why even B2B business still have a map to their location on their websites- anything to reassure customers that they are purchasing from a "real business". There are other ways to convey legitimacy including pictures of the business, a prominent "Contact Us" section with a phone number or a way to reach a sales consultant, a customer portfolio, references etc.
3. Insight- It is critical to make it easy for customers to find useful information about what you offer. A great example of this is Amazon- when you visit a product page there are several other tabs that you can click to get specs. or additional detail. Furthermore, they have mastered the art of offering you related products right there as well. A good trick is not to display all of this information upfront. Instead make the links to the information visible and give customers that want to dig deeper the ability to discover your insight into their needs.
Customers today have less time then ever so they don't want to spend that time driving around to several businesses before they make a purchase, even if it is a high-ticket item. Therefore, online purchases (from engagement rings to life insurance) are increasing exponentially. Make it easy for your customers to purchase or to become a potential customer. Keep simplicity, legitimacy and information in mind when you are building the inbound sales process for your business.