Hi there, building on Vicky’s thought on pausing and asking a few key questions, as a coach I always like to understand what are the blocks getting in the way?
Are you able to describe the key barriers in getting people to purchase online? If you were able to describe your customer what would it be so you know who to target more of? Of those who I would be curious to know the answers to the questions :
1. For those who have bought, what do they love about your shop?
2. For those who haven’t, what is stopping them from buying/the barriers?
3. If there is one thing you could do differently to increases the chances of buying online what would it be?
If you have an existing database perhaps an e-mail with a few questions to give you enough information would be helpful? In the check out process I would also add space for question so you get constant feedback i.e. what’s something we could do to make the shopping experience better?
In the book the Brain Audit by Sean D’Souza talks about the steps someone needs to go through to purchase something and I wonder whether your website provides information to support this. The steps are
1. Identify the problem you are trying to solve
2. Present your solution
3. Be able to articulate objections and potential solutions
4. Testimonials that support the above (product reviews are good here)
5. Risk Reversal, minimise the blocks (like a money back guarantee, or refund policy, or a 24 hour helpline)
6. Reinforce your uniqueness
A set of questions that could give you content for the above could be asking the following questions of those who have purchased from your store
a) What was the obstacle that would have prevented you from buying online?
b) What did you find as a result of buying online?
c) What feature did you like most about the online store?
d) What would be three other benefits of our products/buying online?
e) Would you recommend this product? If so why?
f) Is there anything else you would like to add?