Nov 05
If you want people to click on the Buy Now button (as opposed to paying with some other method) you have to offer some incentive to do so. I see many websites where the Buy Now button is placed where you wouldn’t normally buy such a service.
Recently, I was working with a client who had a website (developed from a do-it-yourself online hosting company) for her professional massage practice and had several Buy Now buttons placed where buying online wasn’t really necessary (in order to receive the services) which were offline at her massage studio.
On her web site there was a series of massage packages as part of her services. The services were listed as: 60 Minute Session: $60.00, 30 Minute Session: $30, and so on. Next to each massage package was Buy Now. That’s it. Nothing else. No, Buy Now and get 20% off the walk-in price. It was just Buy Now. No one is going to pay upfront–site unseen–without some strong (like 20% off) incentive to do so. In her practice (massage therapy) it is customary to pay after the massage, so no one would pay online before booking the appointment.
When you have situation where people can either pay upfront (and online) or pay after they get a service, you need to offer some incentive to do. Just having sign that says Buy Now is a waste of time and looks rather weak on a website. In my practice, I usually charge 30 – 40% upfront for my web design projects, but if they pay me 100% upfront (my version of Buy Now), they get a 10% discount off the entire project. It works every time.
People want to save money and you have to give them a reason to do so. So, let them Buy Now and save 20%!
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