What's Holding A Visitor Back?



Imagine a visitor is browsing your e-book store, finds something interesting and thought of owning it. But what happened is, he or she stares at the screen, blinks a few times, and ‘click' the back button.

The idea of buying was left behind, and you are not making any sale. Why? What's going on? From my survey on my own e-book store, this is caused by a syndrome called ‘False Emotion Appears Real' or FEAR.

Fear is what holding them back, and most probably fear will make sure it'll stay that way. Fear is the biggest thing that stands between a visitor and a purchase at your e-book store. It is, in my case.

And Fear Is Psychological

This is just to imply one thing: to overcome fear, no technical or physical measure will cut it.

To overcome fear, it is best to use other psychological measure as well, as demonstrated by numerous clinical studies and write-ups. And one of the ways to do this is to provide the visitors with some form of no-risk, high-reward solution.

The Aim Of Any Psychological Measures Is To Provide Experience

There is a strong basis for doing this.

In a controlled clinical study, any experience that can off-set the undesired experience will be introduced and with strong enough stimulus, the ‘winning' experience stays.

It can be executed in many ways but practically, it should be hands on so that the chance for the desired experience to win is high.

So, in this case, if we can provide the visitors with something that gives them ‘buying experience', that something will take away their fear.

But This Is Not An Overnight Solution

There's no guarantee that a visitor will straight away took up the challenge and overcome their fear there and then.

It's not a desirable thing, maybe, and there's no urgency.

The visitor may still click the ‘back' button and navigate away from your e-book store.

But rest assured that, if they navigate away from the opportunity to overcome their ‘buying fear' and replace it with ‘buying confidence', they'll run away from everything else and not worthy of your attention.

You are better off focusing on those who wants better experience and want to do it through you.

I Thought Good Advertising Will Do

That's what I thought when I first promote my e-book store.

If I come up with solid advertising campaign, people will come to my e-book store and start buying. And I can start counting the cash.

But that doesn't happen. So I pulled back and do some research, and I ended up with my finding about fear and skeptic.

If your e-book store only displays e-books for visitors to browse then you are going to miss the opportunity to provide them with the desired buying experience that might turn them into your customers.

The sad thing is, all you need to provide is just ONE opportunity which you are able to, simply. So give it a thought.