Sean D'Souza: Sometimes you need a bug to get people to bite

I got a note from a client who said she wanted to buy our product, but certain things on the website made her unsure. She was looking at our membership website. And she said: "I found a spelling error on your front page"; and "the screen shot of the forum is from 2007. That doesn't tell me how active the forum is right now."

Normally, you'd look at your stats in Google Analytics and see a bounce rate. Customer enters. Customer leaves. And you'd think, my keywords are not working or my cost per visitor or revenue per visitor sucks.

But you can't see why the customer is shying away from the purchase. She didn't have a problem with the product. She had the money to buy the product. She was on the tipping point and something stopped her.

It was the tiny glitches that Google Analytics can never catch. And these little glitches are called "objections". Yes, you'll roll your eyes, because it's more than likely you know all about "objections".

But there's a huge difference between knowing and doing. Objections are distractions. And distractions do their job: they distract.

There are things on your site clients see that distract them from buying. And there are things on your site clients "don't see" that distract them from buying.

All any analytics software is doing is giving you data. It's not telling you what's going on in the client's head. It's not telling you why the client won't buy.

So what's a business to do?

There a few things you can do.

* Get instant feedback using a "Bug".

* Get recurring feedback using a prospective client.

* Get ongoing feedback using a client who's just signed up.

INSTANT FEEDBACK USING A "BUG"

On our website at www.psychotactics.com you'll find a graphic of a "bug" on every page. And a link with a little note, offering a $50 voucher to the person sending us the best "bug" of the month. Not every "bug" gets the $50 credit voucher, just the best one (and yes, our decision is final). But without exception, everyone gets something from us, just for having sent in a "bug".

I then put the "bug" in my list of improvements. I fix the glitch, then I report back to the person that I've fixed it. You think it's tedious work? I don't think so. A customer who finds a glitch and reports it, wants you to fix it.

But when you reward them and then fix it, and report back, you're encouraging them to send in more bugs. And you're also forging a bond. Most folk would rather not do so much work. Those folk also lose customers, and spend thousands on consultants.

RECURRING FEEDBACK USING PROSPECTIVE CLIENTS

This task is simple. Get prospective clients to look at your sales pages. These don't have to be new clients. For instance, when I wrote the sales page for a product, I didn't need to go out and get new clients. I just got clients who hadn't bought that product before.

Some pointed out grammar errors. Some pointed out confusing elements. Some pointed out other issues. We fixed them all. I can tell you that if those issues hadn't been sorted out before I announced the product, there would have been a stream of complaints and far fewer sales.

When a new product is being launched, your existing clients haven't seen the offer and it's easy to let them have a look and give their feedback. But of course, it also helps to have just prospects looking at the page.

You don't need an army of prospective clients. Just three of four will be fine. Doing this task twice a year will show you all the glitches.

ONGOING FEEDBACK USING A CLIENT WHO'S JUST SIGNED UP

When a client has just bought a product or service, they're in a unique position to give you feedback because they're no longer just prospective. They've gone through the process and paid for the product/service. They can tell you where they were stuck, slowed down or almost backed away.

It's easy enough to do this feedback with new clients. All you have to do is send them an autoresponder a day or two after their purchase. Or give them a call. I engage some of them on Facebook or Twitter or Skype.

So no one's telling you not to use Google Analytics or any other tracking device. Just don't expect the software to tell you what's causing the customer to be distracted or to slow down. That glitch has to be fixed with real customers and real devices such as the "bug". It's only then your sales will start to increase.

Footnote: The client who pointed out the glitches went on to become a customer. And now we're talking on Skype about her sign-up process and how to make things even better. So yes, the tweaks never end.

Sean D'Souza is chief executive of Psychotactics and an international author and trainer.

www.psychotactics.com