If your website visitors aren't calling, opting in, or buying anything, it may be because of this fixable problem.
Write to one in person' keep them in mind
'The people coming to my website aren't doing anything. They come, they browse, then they leave' without contacting me, opting in, or buying anything. Why?'
This is a very common question' and problem.
How can you solve this dilemma?
Overcoming The 'Just Browsing' Syndrome
First, by understanding that website searchers are there hoping to find something that will help them:
1. Solve a problem they have (your product or service is that possible solution).
2. Provide information they need
Does your site offer what they are looking for? If not, they won't stay.
Ok, let's assume your website is relevant to what they are searching for. Why won't they respond?
John Jantsch suggests several possible reasons. Let me suggest one super important reason: Value v. Price.
Perceived Value Of What You Offer
Imagine for a moment that you are on the internet to find something. Let's say you are trying to figure out what to do about your current hot water situation.
You family is regularly complaining about not having enough hot water.
'You used up all the hot water!'
' You ALWAYS use up all the hot water'
'I get to shower first this time' last time there wasn't any hot water when it was my turn!'
You can imagine the bickering.
So you are motivated to find out what water heating solutions are out there.
One option you run across is to upgrade your current water heater to a tankless water heater. It promises never to run out of hot water.
Perfect!
But, as you evaluate your options, you determine that the cost to upgrade is pretty high.
In other words, the value of this solution does not exceed the price for the solution.
Shifting The Balance
What can the website owner do to overcome this?
You can magnify the value side of the equation' or minimize the price side of the equation.
1. Periodically run a sale to see if it helps push people over the top to make a decision. This reduces the price and by default increases the value proposition.
2. Show them how the new water heater will pay for itself in 7 years from the energy savings. This magnifies the value side, and makes the price side seem less significant.
3. Show them how much the water heater costs to run per day, and compare this to a quieter, more harmonious house. Who wouldn't be willing to pay an extra 22 cents a day for peace? Here you are elevating the value of this solution (happy family) and reducing the perceived cost.
What can you do to increase your value proposition (real or perceived) compared to price?
If people perceive the value of your product/service, they will happily pay the corresponding price. Are you boosting perceived value? TWEET THIS
What I want you to do with this truth
1. Think through how to apply it to your business website.
2. Pass this article on to someone you know who will benefit from it.
3. Subscribe to this blog for automatic delivery to your inbox of new insights for your business.
4. Get additional ideas on how to get more response from your website visitors by downloading our free website persuasion checklist.
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