Why selling tickets may not be what you want to push first on your website.
Simple web marketing will tell you to make your “Buy Now” button big and easy to find so a consumer feels drawn to clicking it and making that purchase.
The right button should be a magnet for the eye . . . and the mouse.
But here’s the problem. Buying tickets for a Broadway show is a high priced purchase. We’re talking several hundred dollars for the average order, I’m sure.
And I’m just not convinced that the visitor who checks out the site is going to be converted to a sale on one visit. No, no. They are going to want to find out what the show is about, see who’s in it, etc. Then they’re going to close their computer, pitch the show to their husbands, talk to their friends about it, look it up on DidHeLikeIt.com (shameless plug), and then, then, maybe come back and get a ticket.
So by pushing our first time or casual visitor towards BUY BUY BUY we might be losing a chance of getting the potential buyer further on the hook.
Perhaps we should be pushing them to gather more info on the show that we know will get them much closer to buying a ticket.
Maybe there’s a video we want them to see.
Maybe we want to get their email.
Maybe if they click on who’s in the cast they’ll be a little more convinced.
Sometimes selling too hard can scare your customer away from learning more.
So let me refine that opening statement . . .
Simple web marketing will tell you to first figure out what you want your customer to do when visiting your site. And then make that action the biggest and easiest to find so a consumer feels drawn to clicking.
(Oh, and if you can’t figure out what that one thing that you want your customer to do is, always go with getting that email address. Because once you’ve got that, you can tell them to BUY NOW several times over.)
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