Another interesting article on Copyblogger (one of my favourite blogs) about breaking down the objection barriers people have when visiting an e-commerce website. Brian cites examples such as:

This can be done with landing pages, but also with whitepapers, reports, ebooks, email tutorials, blogging, audio and video seminars and webinars. Simple and clear language, benefits and the features that support them, testimonials, specific supporting data, a sweet offer and risk-removal via solid guarantees all help you overcome objections and build trust. The more a prospect trusts you, the easier time you’ll have bypassing barriers to the sale.

It goes to prove that the online shopping experience goes beyond design, products, etc. and the elements of pyschology (already well used in traditional retail) are very much needed for online success.

Yes, it’s additional cost and yes, it makes a difference that is ongoing. Analysing your web pages, what they say and the way they say it, can make all the difference.