Landing Page Conversion Optimization Checklist: Buyer Objections

May 14, 2014 - 4 minutes read

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Part 1: Getting Started
Part 2: Headlines
Part 3: Call-to-Action
Part 4: Social Proof
Part 5: Buyer Objections
Part 6: Lead Generation
Part 7: The Copy
Part 8: Landing Page Design
Part 9: Prelaunch

[title text=”Buyer Objections” line=”true” size=”h3″]
Every buyer decision can be boiled down to potential risk vs potential reward. In order to get the lead, sale, or whatever, you have to tip the scales in favor of potential reward.

This can be accomplished by increasing the perceived value of your offer by focusing on its benefits. However, it should always be remembered that you can also tip the scales in your favor by lightening the burden of potential risk.

Below you will find several methods of diminishing potential risk by overcoming buyer objections, so you can score that lead or sale.

_____ Have you helped them overcome the fear of the unknown?

This is the easiest, and perhaps the most obvious. In order to convert a visitor into a buyer, they must feel well-informed enough about your offer to make the right decision.

_____ Do they realize the time to buy is now?

Think you can wait for the next time a visitor stumbles across your site to make the sale or collect the lead? Then you should probably refer to Landing Pages 101. The truth is, unless you have a massive Fortune 500-grade ad budget, the chances of you getting a conversion after your visitor leaves the page for the first time are slim to none, especially in the affiliate space.

Make sure your visitors know that now is the best time to act, and maybe the only time.

_____ Have you made them confident there aren’t other, potentially better alternatives to your product?

Whether or not you need to address this buyer objection will depend on what stage of the buying cycle your visitors are in. If you do choose to address the competition, your visitors need to know that your product is better when it comes to the benefits that are important to them. Failure to do so can result in losing a customer to the competition, or reverting them from the buying phase back to the research phase.

_____ Have you eliminated the fear of buyer’s remorse?

One of the most powerful buyer objections is the fear that they’ll regret their decision. You can minimize this risk by effectively selling the benefits of your product. However, your most powerful tool in opposition of buyer’s remorse is the 100% satisfaction guarantee.

_____ Are they sure they can trust you?

During your first interaction with a customer, they’re likely to have a lot of trust issues. I explained how to build trust and authority with social proof in the last installment of this series.

_____ Are they convinced that your offer isn’t too much of a time investment?

People value their time, and so should you. Which is why you must address this buyer objection. Make it completely clear that your customers can immediately enjoy the benefits of your offer, with minimal effort, and that it won’t require continued time investment thereafter.

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