E-Psychology: Increasing Your Sales On-Line
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As any successful entrepreneur knows, there’s more to generating on-line sales than owning a web site. To produce sales, your web presence must be effective, easy to navigate, and properly marketed – all of which require a well-rounded understanding of your target client.
But how do we get inside the collective mind of our market? The key is psychology – in this case, e-psychology – or the science of understanding how consumers shop on-line. Understanding how consumers make the purchase decisions on-line will allow you to develop web site content that appeals to the maximum number of prospective clients.
World Wide Psychoanalysis
Internet advertising isn’t the same as print advertising. Web surfers tend to read less on-line, instead using visuals such as photos, animation, and colorful graphics to gather information. From a development standpoint, this places an emphasis on site navigation and overall layout.
The motivations behind on-line purchase decisions differ from those generated by more familiar mediums. To achieve success, your on-line sales strategy must embrace these differences.
Let’s begin by glancing at the web sites of your biggest competitors by sales volume. Chances are, the primary content is designed to accomplish three goals:
* Generate interest, usually by eliciting or identifying a need
* Convey the unique value of their specific product or service, and
* Promote a transaction.
To produce sales on-line, your web site must do more than serve as an information resource about your company. Your site must ask for the business. Each page of the web presence should lead to an action step promoting a sale or contact request.
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