How to use buyer fears to improve conversions

Author Sarah Hailwood 5 min read time

Your landing page serves as the virtual doorstep to your brand’s success. It’s not just a page; it’s the make or break moment where you have the chance to convert visitors into loyal customers, or lose them forever. But, as the saying goes “anything worth having in life is worth working for”, and challenges lie ahead. One significant hurdle is addressing buyer fears – those gnawing doubts that can put off even the most interested prospects. We’re here to guide you through the importance of identifying and addressing these concerns to supercharge your conversions.

Before you can address buyer fears effectively, you need to understand them. What might be holding them back from clicking that “Add to Basket” or “Sign Up” button, or causing them to abandon their purchase entirely? Are they worried about the cost, quality, security? What if they don’t like the product, how do they return it? How long will it take to arrive? By putting yourself in your customers shoes, you can visualise their concerns and motivations. 

Creating different personas is a good place to start when trying to understand buyer fears. Who is this person, why do they need your product, what would make them invest in your products and what questions would they ask? But don’t focus on the good stuff – there’s power in looking at the negatives too. What don’t they like, what would stop them from purchasing, what’s going to get them running for the exit?

We’ve got some examples of the more common buyer fears, along with a solution to turn that fear into a way to improve conversions.

Fear: Uncertainty about product suitability
Solution: Crystal clear Value Proposition

Buyer fears often sprout from a lack of understanding about your product’s value. Clearly communicating how your offering addresses their pain points, eases their troubles, and enhances their lives will go a long way to putting them at ease.

Fear: Skepticism about product effectiveness
Solution: The power of social proof

Nothing soothes jittery nerves like seeing others who have successfully walked the path. Incorporate customer testimonials, case studies, and user-generated content to show your potential buyers that they’re not alone on this journey. Try to highlight real-world results and experiences to put customers and ease and build trust.

Fear: Reluctance towards an unknown brand
Solution: Tackle objections head-On

Equip your landing page with a section dedicated to addressing common objections. If shipping costs are a concern, clarify your pricing structure. Be clear about the different payment options available. If compatibility is an issue, outline device specifications. If sizing is a concern, clearly outline your returns policy. By preemptively tackling objections you are showcasing transparency and building confidence.

Fear: Inquiry handling
Solution: Live chat for real-time reassurance

Incorporating a live chat feature monitored by knowledgeable agents who can answer questions in real time can alleviate immediate concerns. It’s also a great way to highlight your dedication to customer service, setting you off on the right foot from the get-go.

Fear: Doubts about product authenticity or quality
Solution: Engaging Visuals

Humans are visual creatures, so use images, infographics and videos to depict your products features, benefits and uses. Ensure that the imagery is a true reflection of the product, that shows the item to scale, in the correct colours etc. 

Fear: Cost
Solution: Talk about costs as early as possible 

There is nothing worse than falling in love with a product, only to realise that it’s way out of budget. Be clear about the cost of the product & the delivery charges too. Doing so will enable poor fit customers to exit the sale process early. Also, be clear about the payment methods available. If your product is a bigger investment, consider offering to pay in installments with Klarna, ClearPay or PayPal.

Fear: Aversion so aggressive sales tactics
Solution: Don’t sell, help to buy.

People don’t like to be sold to, they like to buy. Therefore the content on your landing page should be there to inform your customer, rather than sell to them. Create an atmosphere of assistance, rather than imposition.

Conquering buyer fears is an essential skill set for driving conversions. By navigating these apprehensions with skill and empathy, you’re not only guiding your customers through their uncertainties but also paving the way for long lasting customer relationships built on trust, authenticity, and value. Your landing page transforms from a check out into a bridge of assurance, seamlessly converting curious prospects into loyal customers.

To understand how Overdrive Digital can help you address buyer fears and boost conversions, contact the team today.

You might also be interested in our two part mini series with Byron Marr on The Marketing Freaks Podcast, where we discuss the evolution of Paid Media and it’s impact on your campaigns. Listens to part 12