How to Boost Your Conversions — Easily!
Have you ever wanted to purchase a product or service, but the price made you pause?
Sure, you think you’d love the purchase. But it’s expensive. And you’re not sure. And you don’t want to make a mistake and be out all that money.
It’s time to profile yet another company doing it right.
Last week, my hot-sleeping husband sent over a link to Buffy. Buffy specializes in comforters and sheets for toasty sleepers. Since my husband is like a human furnace at night (and sleeps horribly because of it,) it’s no wonder he was checking out the sheets.
I mean, check out this benefit statement. Wow.
I was totally on board until I saw the price. A queen sheet set is $199. The comforter is $219. That’s over $400 just for bedding. Owie.
(Obviously, I am the tightwad in the family. I admit it.)
Granted, sleep is important. I will throw money at a problem if it improves my quality of life (or, in this case, my husband’s.) I am not so cheap that I’d ignore something that could be helpful.
But, the purchase price gave me pause. A lot of pause.
Then I read this:
The company understands that they’re asking you to take a leap of faith. People who purchase “cooling sheets” may have previously spent hundreds of dollars trying to find the right ones. (I’m looking significantly at my husband as I type this.)
And it’s not like most stores are going to take back a set of sweaty sheets because “they didn’t work as advertised.”
But Buffy will.
You have seven nights to make up your mind before they charge your card. That’s impressive.
Have I purchased the sheets yet? No. (I always look for a discount first.) Will I? Most likely. Buffy overcame the “what if these don’t work” objection perfectly.
Well played, Buffy. Well played.
What can you learn from Buffy?
Seeing trial offers is extremely common, especially with SaaS products. You can typically get free access for a limited time and take the software for a test drive. For instance, keyphrase research tools market seven-day free trials all the time.
You can do this too.
If you’re selling a book, you could give away away the first chapter. Or, allow people to access the first video of a training series. Or, watch a free webinar.
Plus, there’s always the famous “money back guarantee.” Sure, you have to pay for the product or service. But, you have an “out” if you don’t like it and can get your money back.
All of these are helpful to overcome the “what if this isn’t for me” objection.
What if you can’t give away a free trial — and offering a money back guarantee is scary?
Some prospects ask for a “free sample page.” They give you a topic and you write it.
As you can probably tell, I’m not down with this technique. Some people have seen success, especially if they are brand-new writers with no samples. But, if someone asked me for free work, I’d lovingly tell them my favorite word from last week.
Plus, in the SEO world, you can’t guarantee positions (ever!), so offering a money-back guarantee wouldn’t work. Google controls the top-10 spots. Not you.
But here’s what you can do…
Instead of going for ALL the work in your proposal, offer to work on a small part of the site first. Something manageable and with a tinier price tag.
You may not be able to see immediate SEO success, especially if you are working on just a few pages. However, your client gets to see what it’s like working with you — and you can decide if you love the client enough to keep them.
Another option is to do some work now, and then credit the work towards future services. For instance, if a client wants a content audit for $1,500, you could credit back $400 if your client asks you to do the work.
It’s all about overcoming the objections and making it easy for your client to say “yes.”
Because, let’s face it…we all need a little more easy in our lives right now. Anyone who can make my life easier gets two thumbs up from me.
Your clients probably feel the same way.
What do you think?
How can you make it even easier for clients to buy from you? Leave a comment and let me know.
Great post, Heather, and love the example in Buffy!
It’s all about creating that trust and comfort in potential customers, isn’t it? Make them feel they have everything to gain and absolutely nothing to lose.