Website sales could be boosted by position on page

When you visit an online store which item do you decide to buy? I have a sneaking suspicion it will be the one in the middle. It seems we are visually attracted to items in the middle of a display; we just can’t help it. Indeed, research shows that when you actually buy something your are often convinced it was not in the middle, even though it was. Our recall of where items are displayed is pretty poor.

People will choose to buy the item in the middle

For anyone running an e-commerce site, or some kind of online catalogue, this has important implications.

If you want the greatest conversion rate on a page, then the item in the middle should be the “number one” product people are looking for. It should be the one which most connects with their keyword search, or their desire from a link of some kind, whereby you need to match the “anchor text” to the item in the centre of the page.

However, if you are looking to increase profits, then the item in the centre of the page should be the most profitable. However, to gain that profit you are going to have to be sure that all the products on the page match the desire of your visitor.

So, with a combination of keyword research and the presentation of your product pages you should be able to increase conversion rates and raise profits by targeting your best-sellers to the centre of your page displays.

Researchers have found that when we are presented with an array of product choices we focus on the centre of the display in the final five seconds of looking – the point at which we are making our decision as to what to buy.

What Selling Skills Are Required To Be A Success In Retail Sales?

Millions of people are employed in retail sales positions and in our experience here at Sellcius Online far too many of them are given very little if any relevant sales training.  So we’d thought we’d offer our thoughts on a quick and effective sales process for retail sales.  This I.F.M.U.T. framework can also be adapted for use when selling at trade shows and events.

 Initial Contact

  • Smile!
  • Put the customer at ease
  • Establish rapport by matching and mirroring the customer’s body language

Find out what the customer wants

  • Telling isn’t selling!
  • Ask questions to fully understand the customers needs and preferences

Match the benefits of what you have to offer with what they want

  • Feature: A characteristic of the product
  • Benefits: Shows how the characteristic benefits the customer e.g. meet their needs, give them what they want
  • Match the features and benefits to the customers needs and preferences
  • Buyers Buy Benefits!

Upsell

  • Close the sale – Ask the customer for a decision
  • The very best time to make a further sale is immediately after the customer has made a purchase decision.
  • Whilst they are in buying mode offer additional items

Thank the customer

  • Thank the customer for their business
  • Ask how likely they would be to recommend you to others as this encourages them to do just that!

 

Let Mr Pareto Be Your Coach

The 80-20 rule is well established, but exactly what does it mean? And how can you use it to increase your sales performance? This booklet explains everything you need to know about the Pareto Law.

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