There are different ways to get a potential customer to take action. One of the points I would like to discuss with you today is how to convince a customer on a sales page?
A sales page is a web page on which a service or product appears, and whose purpose is to convert a visitor into a customer.
It raises a need, it lifts the brakes on buying, and it highlights certain figures.
The sales page usually redirects to a payment page. So let’s find out right away what are the 4 psychological levers for convince a customer on a sales page.
1. Gaining the client’s trust in order to convince him or her
The first step is crucial. Without it, all subsequent actions are useless.
So before you think of anything else, you need to gain customer confidence.
It is the basis of any relationship, friendly or professional. If you want to turn a customer into a prospect, show them that you are a reliable person or company. The customer values honesty and transparency.
To gain a customer’s trust, you can use the technique of reciprocity. It is a very strong and effective principle of influence. If it can be perceived as manipulation, you can still use it wisely.
This technique is well illustrated with the principle of “rendering a service”.
When someone does something for us, when they do us a favour, we feel indebted. We feel indirectly obliged to do them a favour in return.
2. Proving the usefulness of a product or service to convince a customer on a sales page
Any product or service must meet a need. It’s the key to any successful sale. It is essential to understand and qualify the term of the need.
To do this, we will be basing ourselves on a recognised marketing principle: needs according to the Maslow Pyramid. Thanks to this pyramid, we realize that a product or service can meet different needs. These vary according to individuals.
A product or service can meet the following needs:
- Primary needs These are psychological needs, what we need to survive (eating, drinking, etc.);
- The need for security physical, moral and financial security;
- The need to belong is the need to be part of a group within society;
- The need for esteem This need corresponds to the recognition expected from his entourage;
- The need for self-actualization it’s one of the most important points in influencing a person.
For convince a customer on a sales pageyou know you have to meet at least one of these needs.
Always remember to take into account that a product will not meet the same need depending on who you are talking to.
3. Proving the reliability of a product or service
Once your customer trusts you, they need to trust the product you offer.
It is the 4th psychological lever to convince a customer on a sales page. To do so, you can integrate social proof on your website.
Social evidence is the tendency we have to be influenced by the behaviour of others.
Imagine that you had to book a hotel room online and you had the choice between a hotel rated 5/5 by Internet users and another rated 2/5. You would most likely turn to the first choice.
It’s the effect of social evidence.
This is a very powerful marketing tool, and you shouldn’t miss it. To put it to good use on your sales page, here are some types of information you can use:
- Customer testimonials ;
- The names of known clients in your field of expertise or other personalities ;
- Statistics and figures on the results;
- The most popular products ;
- Social networks or newspapers that talk about you or your product, etc.
All this data is an efficient way to handle customer objections. Testimonials from former business partners are probably the most efficient tool for this.
Indeed, they are the ones who will really raise the prospect’s objections thanks to the different or complementary messages they share. Here are a few examples: “Yes, the product works quickly”, “Yes, delivery and payment are reliable”, “The quality of the product is top!”. In short, social proof includes all the information that attests to your expertise.
4. Convincing a customer on a sales page by creating an irresistible offer
The last psychological lever you can use is the creating an irresistible offer. You can create a large number of offers such as :
- Free delivery charges ;
- Limited editions;
- Private offers, etc.
You will play on the effect of rarity and exclusivity to push your prospect to buy right away.
You now know the 4 psychological levers to play with in order to convince a customer on a sales page. I invite you to maximize your chances by using as many of them as possible. Converting a prospect into a customer on his first visit to your site is proof of the effectiveness of your sales page.
Moreover, if you don’t manage to captivate the visitor’s attention and interest sufficiently, you risk missing a sale.
Indeed, nothing assures you that the visitor will remember the name of your site and will come back to buy later. So don’t waste time, and improve or create your effective sales page today.