So last night, I took my wife to visit relatives.
We decided to pick up a cake from a famous dessert shop here
in Amman. There were many delicious options to choose from all safely kept behind
large glass cases.
But I did not end up buying a cake.
Know why?
The cakes had no labels on them.
No price.
No description.
Not even a NAME.
I had no problem asking one busy staff member about an
amazing looking cake with chocolate icing: “What’s in this?”
“It has fruit and cream,” said the cakeir.
Ermm…How about this, I continued?
More ingredients were rattled off to me.
“And how much does this cost?” I inquired. He made no secret
of his agitation.
Finally, I chose a cake at random so I wouldn’t ask any more
questions. Took the receipt and went to the cashier to pay.
“Do you take Visa?” I asked.
“No. Cash only.” The cashier replied shortly.
Okiedokie then. I walked out.
And just like that, they lost a sale they ALMOST had.
The lesson…
When in business, you should be prepared for all kinds of
questions (some good and some stupid)…
But when you’re paying for advertising, it would be outright
retarded to not anticipate and ANSWER the most important and common questions your
customer asks.
At YaghiLabs, our customers have a lot of questions too. In
fact, it takes two full time employees just to respond to all the emails we
get.
We get questions like, “How can I get more traffic to my
offer”, and “Can you still get traffic with Google PPC?”
…But we rarely receive questions on product descriptions or how
much they cost.
And there’s a very good reason for this.
We believe our “traffic” should have all the information they
need to make a buying decision.

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And if you care about traffic, invest in it, and focus on
learning it…then you too should ensure potential customers don’t walk away with
questions unanswered.
Link to and describe (with prices) all your products. And
make the information available from EVERY page.
~jim