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Ecommerce Forum

Sales pitch rubbish

 7:03 pm on Dec 9, 2001 (gmt 0)

I have a client with a reasonably large e-com site, which is doing quite well.

Unfortunatley, he has it in his head that once visitors arrive on the site, he then has to give a sales patter for each of his sections, which normally includes a load of babble about why such and such an item is so popular, and if you bought it, it would make you look like blah blah etc, and lots of BUY NOW and blah de blah type of statements. I don't like this.

I feel that if someone has chosen to visit that page, then they have already made a choice, and there is no need to shove a tacky sales pitch down their throat. Besides this it kind of thwarts any SEO attempts.

Surely once you have a visitor the best way to help the sale is to present the data etc in as professional way as possible and let them make their own mind up???

Anyone got any opinions on this?



 11:31 am on Dec 10, 2001 (gmt 0)

The site is a brochure syndrom is common. Getting clients over that, takes time and trust.

The only way I've found to get them off of "I want it to look just like our sales flyer" is to show them their direct and most successful competitors site. If it is working for them, it can work for us.


 11:38 am on Dec 10, 2001 (gmt 0)

Thanks Brett yup that makes sense.


 2:19 pm on Dec 10, 2001 (gmt 0)

It's a tricky one - trying to convince people that the web is an entirely different medium and should be treated as such.

I would say that in general, people make purchasing decisions on hard facts rather than 'ooooh ins't it lovely - this will change your life'. It depends on the product you're flogging I suppose. Even casual browsers will have some idea of what they're looking for before they get to your site. You just need to present them with the info they need to make the decision to buy, using the smallest amount of text possible i.e. without boring them to death with loads of babble.

Just my opinion though.


 2:33 pm on Dec 10, 2001 (gmt 0)

Its true that if you are selling cd players, sales pitch and brochure-ness is a poor plan. On the other hand, if you are selling something alot less standardized such as a home building service or a TV ad (the video clip, not the time slot), you need some pitch and some bruchure-ness. You'd definitely want examples of work in both of these cases too.


 2:43 pm on Dec 10, 2001 (gmt 0)

We are talking every day objects here - clothing, household items, jewelry etc.


 3:23 pm on Dec 10, 2001 (gmt 0)

As was pointed out earlier what is needed is to establish the the Internet is approached completley different from brochures.

A brochure is designed to be browsed, flipped through, scanned - readers need to be coaxed into buying items.

The web is different, on the web you already know what you want and anything other than product information is a waste of time.

From what I've read the most important thing you can do is a 'call to action' which just means that instead of a person getting to a page and then they have to figure out where to go you say things like "Click here to see similar products" or "Add this item to your shopping cart" etc.

Sales blurb will just be ignored unless it gives them information about the product so the buyer can make an informed decsion.


 9:36 am on Dec 11, 2001 (gmt 0)

Puffing your wares a bit can help develop customer confidence as well as improve keyword density.

Just make sure to put your 'call to action' links at the top of the page to give visitors the option of ignoring the sales pitch that follows.


 11:05 am on Dec 11, 2001 (gmt 0)

>Puffing your wares a bit can help develop customer confidence as well as improve keyword density

I agree, but in this particular situation the client wants total control, and believe me, none of what he wants to write is vaguely relevant. In fact it's a load of cobblers (bollocks) :)


 6:12 am on Dec 12, 2001 (gmt 0)

>> I have a client with a reasonably large e-com site, which is doing quite well. <<

Hmm ...


 11:40 am on Dec 12, 2001 (gmt 0)

Hmmm what? If you have something to say please say it.


 12:14 pm on Dec 12, 2001 (gmt 0)

I'm not trying to put words in Davids mouth or anything but look at your statement here.

I have a client with a reasonably large e-com site, which is doing quite well.

Could it be a case of, if it's not broke don't fix it?


 12:18 pm on Dec 12, 2001 (gmt 0)

It's quite a new site. I think it could be doing better. Point taken though.

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