Yes can be a powerful word. With just three letters, "yes" can open doors, move mountains and be the key to your success in business.
And yet, getting to “yes” in sales can be hard, especially online, where the personal touch that is so essential is often missing. In my business, I've been focusing on getting to "yes" every day. Getting a yes or no answer from every partnership, conversation and customer can help make things black and white. It's how my company knows exactly how to focus our time and gain more conversions.
In online marketing terms, when a visitor arrives at your website, they’ve already committed to a "micro yes." Regardless of how they got there, they’ve already shown some interest in your proposal, content, website, product or service. This can make leveraging that micro-yes into a macro-yes vital.
Unfortunately, instead of building on small commitments, most online businesses throw roadblocks into the buying process. This is something my company did back in the beginning with our Web traffic: Instead of making it easy on visitors, we made it difficult. Since improving our micro-conversions, our traffic has converted almost twice as better online.
To convert your micro-yeses into macros, here are three keys I've found that can help you give your prospective customers what they want.
1. Make Finding What They Want Easy
For an online business, user experience is king. Based on the premise that people want what they want—and they want it as easily as possible—Steve Jobs' "Rule of Three" stands out to me as the standard for making it easy on your customers to find what they want.
As Walter Isaacson explains, Jobs' one demand was to “simplify.” He would go over each screen and apply a rigid test: If he wanted a song or a function, he should be able to get there in three clicks. And the click should be intuitive. The Rule of Three can be applied to any website; the key is to boil the entire buying process (your sales funnel) down to just three clicks.
As a marketer, you should consider making online user experience a top priority. You may be able to understand your customers’ thoughts and intent through platforms that gather these insights through funnel analysis or even surveys. Solutions like Marketizator and UserTesting can help you personalize and optimize based on user data, as well as gain insight through real users interacting and rating with your site. The difference is that Marketizator provides a SaaS solution to implement adjustments on the fly, while UserTesting requires on-site adjustments to implement the optimizations.
Each of those three clicks is its own micro-yes that has the potential to culminate in a macro-yes. To follow the behavior of your leads closely—and understanding the potential of those micro-yeses—you can rely on external help. I personally use TrenDemon and Mixpanel to track our user behavior from initial impression to the final click.
2. Show What You're Selling in Action
The process of moving from a short series of micro-yeses to the final macro-yes should unfold like a story. This can mean making your customer the central character, their problem the enemy and your product the solution.
A favorite method of mine is Dr. Robert Cialdini's six weapons of persuasion, social proofs that focus on the power of concrete examples like testimonials and endorsements. This way, when your visitors see and hear from others just like them who use and love your product, their belief in your solution can skyrocket.
If other people said yes, your prospective target demographic may, too.
3. Offer Custom Coupons
I love coupons, and almost everyone wants to feel like they're getting a good deal. We find that offering custom coupons can be a terrific way of generating new sales based on personalization. Custom coupons are designed to cater to each visitor on our website with a particular need, or based on their buying or viewing history. I give them exactly what they want and make saying yes easy.
Custom coupons can also be good for generating brand awareness; that’s why they're also known as "social coupons." If one customer is satisfied with the coupon offer, they may likely pass on this information within their social circle. We can get an average of 1,000 coupon views per customer who posts them. Wouldn't it be great to have your brand in front of another 1,000 people?
You have something your prospects want—the point is to build on small yeses that culminate in a big yes. The way I've found to do this is to make finding what they want easy, to show your products in action and to offer personalized, custom coupons. So, what small yes can you start with today?
John Rampton is the founder of Palo Alto, California-based Due, a free online invoicing company specializing in helping businesses bill their client easily online. He's also a member of Young Entrepreneur Council (YEC).
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