How Do I Get More Sales?
In this series, I cover how Nudge Theory can help you increase sales by making it easier for your customers to buy from you.
Hey, Shelby from Mozilla Social Media here, and I'm going to start a new educational series every month where I answer common questions that I get from clients and other folks. I have my little bag here of common questions. I'm going to pull out a question and give you my thoughts on it. [pulls card] "How can I get more sales?" I get this question a lot, but there's one main factor that is often overlooked, and it's known as Nudge Theory. Nudge theory is a term from behavior economics and is one of my favorite ways to market. It was created by Richard Thaler, and how he likes to describe it is "choice architecture."
So how do we build and organize things to make it as easy as possible for someone to make the choice that we want them to make? As business owners, it's easy to want to put as much information out there as we possibly can, so they know how good our product is.
But, in this day and age, where there is so much information out there, that actually works against us. A glutted website page means an ineffective website page, which means less sales. Let's say you have a gym and you're selling online memberships and you do all the marketing, all the emails, all the social media, all the website, and it all leads to this page where people sign up for their membership. Now, if that page has all the information about the membership -- what could happen if you cancel, what could happen if you stop. Yes, we want a contract, a membership agreement, but if that page is so full of legalese, someone might just think, gosh, if there's this much up front, what could I miss in the back end? Then you lose a sale.
To make Nudge Theory work on your website and make more sales, start with something you already know. Let's say, what are the top three questions that your customers usually ask you? (Those are probably right off the top of your head.) Now, make those three leads into a multiple choice or a poll and let those customers choose which need they are looking for. Now, that's a nudge because they already know and it's easy for them to choose. Go ahead and use your same point of sale system that you usually do, but change that structure on the web page to make it simple as possible for the user to get there.
Here is where it's tempting to over-glide your page and lose that customer. Keep in mind, you can always add more information by making a link to a Frequently Asked Questions page. Once you have that understanding, you know you're not going to leave them without any information, but you leave it up to them to click on the Frequently Asked Questions.
I hope that's a good balance for you between wanting to include all of your information that is relevant to sales and making it as easy as possible for your customers to buy.
Listen to an interesting podcast about Nudge Theory
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