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Ecommerce Trends

How do you get your online customers to buy??

People buy based on emotion and justify with fact. You may resist this statement. You may want to shout, "No! No! No! I am a rational, cognitive human being! I make calm, considered, well thought-out decisions! I do not buy for emotional reasons!" But the truth (truth that will help your business grow) is:

PEOPLE RATIONALIZE BUYING DECISIONS BASED ON FACTS, BUT THEY MAKE BUYING DECISIONS BASED ON FEELINGS.

Excuse me for shouting, but it's that important. The single biggest motivator in buying is not data, nor is it facts; it's emotional response. Humans buy when they feel comfortable, when they feel they can trust you, when the process feels natural and reassuring, and when they come to believe that buying will make them feel good. Fail to address that factor, and most of your prospects will bail out. Tap into that need, and your conversion rate will go up dramatically.

To succeed in any e-business, you've got to speak to the need your customer feels. I don't say this just because I think it sounds clever. I've got lots of good reasons, not to mention the entire history of successful selling, to back me up. And remember, in the Internet universe, the customer rules like nowhere else. Ignore your customers' needs and feelings, and you won't be online for long.

Of course, people have both logical and emotional buying motives. Some recent consumer surveys show that 20 percent of the decision to make a purchase is logical and 80 percent is emotional. But beware of surveys. People may be answering honestly, but they may be completely unaware of their subconscious motivations.

Let me ask you a couple of questions. What is logic? It's reason supported by facts. What is emotion? It is a feeling that leads us to act and react. So, what is more important when persuading people, facts or emotion? Easy question, huh? I don't mean to imply that customers never want cold, hard facts. Of course they do. You should always have them prepared and available, and you should present them when the time is right. But it is not facts that convince customers to go with your company. It's emotion.

Picture someone going into a bookstore to browse for something new to read. While exploring the shelves, the thing that will compel her to browse a book is primarily the cover. It might be the color that is eye-catching, or a picture on the cover, or a design, or the way the title is printed. Yes, she might read the blurb about the book, but only after the "presentation," and how it made her feel, attracted her.

Business-to-business (B2B) sales are no different. Imagine you're selling production equipment for the plastics industry. Performance data and even price can only take you so far. You may close some sales, but you're only reaching a fraction of your potential. What will drive far more people to buy from you is the same list of emotional factors we listed above: trust, comfort, confidence, and ease of the process. Customers need to feel that you really understand their needs and problems and can be relied on, both before and after the sale -- not just to enable them to crank out more plastic, but to support them, reduce their stress, be enjoyable to work with, and so on. Sounds like a relationship, doesn't it? Well, that's just what it is.

Let's take a parallel, nonsales example. Let's say you are hiring someone to oversee back-end fulfillment. You've culled a handful of resumes that present you with lots of facts about the people who seem most qualified. Do you just call the one with the most "points" and offer him the job? No, the next step is meeting them face to face. One applicant has all the right qualifications and presents himself well, but you're looking for that "certain something" that convinces you he's your guy, and you can't feel it. Another applicant has similar qualifications, but she comes across as charming, effervescent, determined, a team player, and an innovator. Bingo! Your "certain something" meter lights right up. Who are you going to hire? Qualifications being reasonably equal, you're probably going to choose the person you feel better about.


The truth is, even though you may not have realized it, you probably decided which person you were going to hire based on your emotional reactions even before you gave the final decision any focused thought. Deep within us all is a core of essential values that ultimately governs how we interact with the world. Our thoughts and emotions act as filters between this core and all the physical stimuli outside us -- and emotions are the key when it comes to the decisions people make. Far more often than not, a person knows how she feels about a particular choice long before she has articulated it. Most of the time, thinking clarifies, justifies, and rationalizes what is fundamentally an emotional impulse.

How this can help your conversion rate ought to be pretty clear by now. There's tons of stuff out there clamoring for your prospects' attention -- lots of products and services, lots of competition, lots of messages. So how are you going to distinguish yourself? What is it about you and your enterprise that's going to reach out and grab those potential customers and proclaim, "We're the people you want to be doing business with!"? The answer: your ability to deeply engage your prospects' emotions in addition to, and even above, their intellect. Your design, layout, copy, balance between graphics and text, download speed, even your colors and fonts -- and especially your overall information architecture and usability -- all either draw your prospects in or push your prospects away emotionally. And your implementation (or lack of implementation) of processes will determine precisely how well you engage different personalities in the ways they prefer to be engaged, as well as how effective you are in guiding them to a buying decision that feels right.

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It works online the same way it does offline (and why did anybody ever think otherwise?). Folks want to buy from businesses that make them feel good. If you're going to close more sales, you must acknowledge their need for trust. You must mirror their values. You must inspire confidence. You must appear empathetic. You must communicate that you are responsible and dependable. You must offer them a delightful shopping experience (this is not to say you must entertain them... research proves that entertainment often will detract from buying, the opposite of what you intended). And through it all, you must persistently convey that you understand their emotional needs as well as their material ones.

The most successful salespeople possess the noteworthy ability to get into the buyer's mind effortlessly and create exceptional value based on the buyer's thinking. But really, it isn't about thinking at all. "Thinking" from the buyer's point of view just helps get them feeling all of those things we just listed, which is what gets them to want to buy from you. If you can get their "certain something" meters vibrating, you are well on your way to distinguishing yourself from the crowd and dramatically increasing your online sales.

thoughts on etailing by IMS Webmaster- Mike Hyland


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iconicon Apple iMac G4 Desktop Computer with 15-in. LCD for only $1199 icon Experience the ultimate in digital studio complexity with the Apple iMac G4 desktop computer. Showcasing an innovative design with an integrated 15-inch LCD, the iMac is driven by a 1.0GHz PowerPC G4 processor. It packs 256MB of system memory and boasts a whopping 80GB hard drive. Create your own customized CDs or watch your favorite flick with the integrated CD-RW/DVD-ROM drive. Complete with an Apple keyboard and mouse, it's perfect for the digital artist in your life. ...Look to Overstock.com for huge savings on high performance computers and accessories.

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Notebook PC, PDAs & portable computer Accessories at closeout prices..click here! Computer Geeks is one of Get-in2.com's recommended suppliers of top quality brands of new and refurbished computers, peripherals and digital cameras.

Sony CRX320E CDRW/DVD for only $39
Sony CRX320E CDRW/DVD on sale for only $39 while supply lasts!
This Sony CRX320E combines high performance 52x write speeds, 32x rewrite speeds, and 16x DVD-ROM read speeds in one drive. Other features include buffer underrun protection, 2 MB buffer, and 100 ms access time. This Sony CRX320E drive makes it perfect for creating music CDs, backing up data files,or sharing information with others! It comes with all the hardware and software to install in your system case.

Sony Pentium M 1.5GHz NB
Sony Pentium M 1.5GHz light weight full featured Notebook computer for $1168.00
This Sony Vaio PCG-Z1RA Centrino notebook features a sculpted, magnesium alloy body and an angled drive bezel, showcasing its cutting-edge sophistication. It is loaded with an Intel Pentium M 1.5 GHz processor and 512 MB of RAM. Microsoft Windows XP Home Edition is pre-installed on the 60 GB hard drive. Back up media or watch DVD movies on the CDRW/DVD-ROM combination drive. With the Sony Vaio PCG-Z1RA, you not only get a notebook that looks great, but also one that performs like a champ. Only Sony - get yours today at this low price!

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HP Pavilion P4 3.4GHz 1024MB 15
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  • Microsoft Windows XP Home Edition pre-installed

  • Intel Pentium 4 3.4 GHz processor

  • 1024 MB RAM - 80 GB hard disk drive

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The PcSHOPS mall carries name brand and clone computers from all major distributors

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Looking for Live Online NEWS??

World Newspapers..The following sites perform roughly the same function; linking the user to local, country and regional newspapers from all over the world: SEE I like OnlineNewspapers.com a great deal; it offers a very simple road to 1,000's of international publications. The PaperBoy is an equally exceptional effort, if not better. It is produced by a lone newshound, is very comprehensive and most importantly, it looks pretty. However even this labour of love is not quite up with ABYZ News Links, when it comes to displaying 'stalker like' obsession. This site demonstrates an almost desperate devotion to the tracking down and ordering of international news sources. You now can determine the "spin" tatics.

Headline News: NewsHub aggregates stories from a number of sites including CNN, BBC World, Fox, ABC, USA Today, and then throws them at you every 15 minutes, all in one convenient cyber place. However if you are looking for news on a variety of topics then you may find 1stheadline, of greater use. Headline News: NewsHub
aggregates stories from a number of sites including CNN, BBC World, Fox, ABC, USA Today, and then throws them at you every 15 minutes, all in one convenient cyber place. However if you are looking for news on a variety of topics then you may find REUTERS news headlines a great choice. Newest addition to my roundup is GOOGLE News culled from over 4000 sources..

Common questions asked about our webmaster and HTML design services IMS Webmaster Mike


IBM P4 1.8GHz 128MB 40GB CD XP
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This spectacular mini-tower system from IBM is ready to conquer whatever computing challenge you throw at it! It is powered by a 1.8GHz Pentium 4 processor and 128MB of DDR RAM. This potent combination is complimented by a 5400RPM 40GB hard drive, ensuring that you have plenty of storage for your applications and documents! A CD-ROM and floppy drive are installed, so you can access media, and integrated Ethernet is provided so you can access data across a network. Graphics and audio are built in, and the system is customizable to your requirements via the PCI and AGP slots! A black keyboard and mouse are included, matching the sharp looking case. Windows XP Professional is pre-installed, so all you need is a monitor to get this system on the job!

IBM Thinkpad PIII 700MHZ, 64MB, 12GBHD, CDrom, modem, Laptop computer
IBM Thinkpad PIII 700MHZ, 64MB,14.1"TFT, 12GB/HD, CDrom, Laptop computer for $649.00
The Thinkpad A20 from IBM is powerful notebook computer that is sure to help you get your work done at the office, on the road, and around your home. A Pentium III 700MHz processor (with SpeedStep technology) drives this notebook, and with 64MB of RAM, this notebook can handle almost any task. A spacious 12GB hard drive with Windows 98 preinstalled handles all your data storage needs. A CD-ROM drive and floppy disk drive are available to read media. This terrific system is ready to ship from our door to yours! Place your order today! IBM Thinkkpad A20m PIII 700MHz 64MB 12GB CD FDD Win98 14.1" TFT for $649.99

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