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#4.04: Close That Sale! The Register.com Issue

You can buy a domain name anywhere. Take a look at how Register.com captures the business — and sells a little extra on the side.

1> Help Them Find What They’re Looking For
2> Help Them Accessorize
3> Help Them At Checkout
4> Don’t Let Them Get Away!
5> Check It Out: Horrible Domain Names

1> Help Them Find What They’re Looking For

Good domains are hard to find. You can spend hours digging around trying to find one that works for your business. Register.com makes it easier by suggesting dozens of domains similar to the one you searched for. Every time you search for a name, they use algorithms that offer related names, synonyms, and other clever variations. Not only are you more likely to find a good name, but you may end up buying a few extra domains that you hadn’t originally thought of.

THE LESSON: “Would you like fries with that?” works for ecommerce too. Suggestive selling makes a difference. Help the shopper find more — they’ll buy more.

2> Help Them Accessorize

Everyone buying a new domain probably also needs web hosting and email delivery. Setting these up can be a real hassle, especially for the amateur who just wants the basics. Register.com captures additional revenue by offering these services as an integral part of the registration process. You can get a plain domain name, but you can also get complete web presence, web hosting, or email hosting. It’s easy — but more important, it’s a problem-solver that provides a complete solution for a novice buyer. Those buyers are more likely to complete a transaction if they can get everything at once.

THE LESSON: Think about what else your prospect needs to get before they can use your service. Offer one-stop shopping and they’ll shop from you.

3> Help Them At Checkout

We all have last-minute questions (or cold feet) at the checkout counter. Abandoned shopping carts have become the #1 problem these days for web merchants. As soon as a shopper clicks off the checkout screen and starts looking for answers, there’s a good chance they won’t be back. Register.com does what we all should do — they offer clear, easy help instructions right on the final screen. You can do a live chat online with a sales rep or call an 800 number. Either way, the shopper’s questions get answered and they don’t leave that all-important payment page.

THE LESSON: Once you’ve got a credit card number you’re almost there! Do whatever it takes to close that sale.

4> Don’t Let Them Get Away!

What happens if you get them to the checkout screen — and they never complete the purchase? Register.com sends escapees an email the next day, reminding them to make a purchase — and offering a significant discount. We left a $35 domain name unpurchased, and got an email the next day saying, “Thank you for visiting our Web site recently. Since Web addresses sell out quickly, we wanted to make sure that you get emailmarketingexpert.com for the low price of only $19.99 a year!” Who can resist? Don’t forget that you need to get the shopper’s email address early in the process so you have the ability to contact them if they leave the transaction early.

THE LESSON: It’s not too late to make that sale — and making it is not tied to your web site. Reach out with email and bring back that customer.

5> Check It Out: Horrible Domain Names

Track down Hollywood agents — or buy gifts for ladies of the evening? You decide: http://www.whorepresents.com

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