Is Paypal Making You Bleed Sales and New Customer Conversion?

I track everything. I track every single tweet, Google click through, blog view, blog click through, hour of day, everything.

Trouble is, you can’t track what’s NOT happening. You can only track what IS happening. So, I asked myself, what’s invisible? What’s NOT happening?

Sure enough, a friend of mine called me and said, “Does your client, JBNI (maker of 100% Natural Herbal Naturaceuticals) only accept Paypal?”

I was shocked.

I was shocked partially because the ramifications were huge. JBNI markets internationally to countries in Europe, South America, and Asia. If an American who spends all day on a computer couldn’t figure out how to pay with a credit card, I wondered how many people in Portugal had the same problem. And I was partially shocked because I’d heard this same complaint before but never thought to measure the loss impact until now.

So I did some heuristics research. First step in this process was to look up the definition of “heuristics.” (ok. all kidding aside)

Here’s what I found.

A. People don’t buy if they have to register and trust Paypal with their financial and personal information.

B. People don’t buy if they can’t use their favorite credit card, possibly with airline miles.

C. People don’t buy if they feel like they are walking down a gang plank. (No seller contact info. Only the cash register faces them)

D. People don’t buy if they don’t know when to expect delivery.

E. People don’t buy if they have ANY QUESTIONS AT ALL.

E. People don’t buy if they have ANY QUESTIONS AT ALL.

Sure, the http://jbni.us website clearly states shipping policy and refund policy and contact numbers and even offers 24/7 live meebo chat BUT let’s be honest here, by the time a NEW, FIRST TIME visitor walks down to the end of the golden brick road, there’s a ton of trepidation about taking that last step, down the rabbit hole (I tried to weave in an Oompah Lumpah metaphore but it’s way too early in the morning).

So, THIS is what was done to correct A-E. I recommend you do the same. I’ll give you a status update on sales in a following blog post. If you want to follow my “Health Myths You Still Believe” tweets… you’re welcome to http://twitter.com/herbholist

JBNI can be reached at http://jbni.us

1. Clear shipping expectations REiterated

2. Customer feels like JBNI is right there with them during first purchase experience

3. Blurred graphic clearly explains how to pay with credit card because…

4. … Paypal’s “continue” link looks like a dull legal “Terms and Conditions” link! And…

5. … it looks like you MUST have a paypal account to order. And…

6. … the “Why Use Paypal” starts off as a paypal solicitation. Nobody will read this!

Posted via web from journik’s posterous – a grade A shouldery. (social media marketing wise)

If you’d like to talk with me directly about your own web marketing and sales campaign, call me in LA 310 598 1606 or NYC 347 476 1267 (sms works perfectly)