There’s no way to sugarcoat this; if people aren’t buying, there’s a reason. Maybe they think they can find a similar, less expensive option elsewhere, or they don’t understand why your product is a cut above the rest.
Or maybe they’re not sure they’ll like it, and they’re worried about not being able to return it. Whatever it is, arm your website with the FAQs your customers will have about the product, your return policy, and any satisfaction special lead guarantees you can make. With expensive purchases especially, people want to feel safe knowing that they’re covered if they’re not satisfied.
Don’t skirt around people’s apprehension about buying. Address these concerns head on, like on your homepage, product pages, or in your emails.
Magic Spoon makes cereal that costs $10 a box. Their last email marketing campaign had the subject line, “Ten Dollars a Box?! Are you Crazy?” (Nope). They know that no normal person is going to pay $10 for a box of plain old cereal. That’s why they added these graphics to the product pages on their website, to differentiate them from the less expensive options.
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