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Remove the Fear Factor of Buying On Your Site
August 10, 2007

When customers hesitate to click on the buy button, it's usually fear of something going wrong that stops them.  Fear that they won't like it once they receive it, or it won't fit, or they cannot return it, or it'll be too much of a hassle if they try to return it.  Or they're scared their husband/wife will get upset if they spend too much money on something they don't necessary need.  How do you combat this?

1. Offer a free trial period
2. "Bill me later" option
3. Divide the cost over a fixed period
4. Convenient payment options
5. Offer 100% satisfaction and risk-free money back guarantee
6. Offer easy customer support or a detailed FAQ that will help answer their immediate questions
7. Provide shipping information that is easy-to-understand
8. Provide confirmation and tracking information so they don't feel their order is lost in the abyss
9. Who to contact in case something goes wrong, the package doesn't arrive on time, or they have any urgent questions

By eliminating the fear factor, people are more likely to buy from you.  The more confident they feel after their first purchase, the more likely they are to buy from you again. Make it easier for them and, in turn, you reap the rewards.

Posted by Suze Bragg on August 10, 2007 | Comments (0)