Are You Connecting With Your Website Visitors’ “Purchasing Comfort Zone?”
Your level of success in converting visitors to customers correlates with your website’s ability to connect with a consumer’s purchasing “comfort zone” and building the emotional connection that allows them to feel safe in doing business with you. Your site has to break down the barriers that inhibit your customers’ purchasing decisions. This can be done by developing a level of trust that suppresses the skepticism which many consumers often have. It’s the old formula: Website videos that build rapport inspire credibility which leads to trust and likeability. People respond to others they like and trust.
As a Los Angeles corporate videographer, I’ve learned that there are lots of “trust signals” in face to face conversation among which are eye contact, tone of voice and body language. When we’re speaking with someone, in addition to the meaning of the words spoken, we are constantly processing these signals that help us judge the validity of what we’re hearing, ultimately building the trust that can facilitate decision-making. With this in mind, an important goal of your website content should be to provide the trust signals that we’re accustomed to in conversation, and in doing so encourage visitors to take the next step in doing business with you. There are few things more powerful than a video of a spokesperson on your website to accomplish that. That video represents you 24/7 and can speak enthusiastically about any aspect of your business that you wish… in detail.
It’s against human nature for people to want to do anything in the slowest, most difficult way possible. On the contrary. People want to find what they’re looking for quickly and easily. If text is primarily what you offer your website visitors, then you’re requiring them to invest the time it takes to read in order to get the information they need from you. Whether they will or not is the question. Considering that you only have about eight seconds to engage a visitor, the odds of someone becoming a customer are reduced if the only option is to read your content. It can be much more efficient to watch a video that packs a lot of information into a very small package to get at the same information.
Think about your own browsing habits. Given the choice of getting the same information by pouring through pages of text or just sitting back, watching a video and let it all sink in? Which one would you choose?
What it comes down to is this: You want to do everything you can to keep visitors on your site long enough to find what they’re looking for and to convert them into paying customers. By speaking to their “purchasing comfort zone” with a video you can boost your conversion rate significantly.
To watch a video that explores this subject in more depth please see, “Why you Definitely Need Video on Your Website” at http://24ktsound.com/video-production-services/businesswebsitesocial-media/businesses-need-video-transscript/