There are six important characteristics that can play a major
role on the impact your website has on prospects. Outlined below
is the importance of each characteristic and tips on how to
maximize your potential. It is always important to tailor
everything you do to what your customer is expecting, doing so
will help keep you one step ahead of the competition.
Convenience - Allowing your customers to make decisions at their
convenience is a very powerful element. Nobody wants to feel
pressured or hurried into making a buying decision. When a
customer can go to your website, browse your products and
services, and make a purchase at their convenience, you are
satisfying a crucial consumer obstacle -- time. They don’t have
to keep returning to your storefront every time they wish to
evaluate your value. In fact, most customers do not buy
something the first time they see it. Instead, they must see and
consider it several times before they finally talk themselves
into purchasing. A website allows customers to quickly review
their reasons to purchase something, leading to a greater number
of impulse buys.
Information - A website can allow you to communicate much more
information about a product or service than an in-store display
or advertisement. You can also control the way the information
is presented. Supplying information in an orderly step-by-step
process can greatly improve the chance of a purchase.
Evaluation - Many customers will not purchase something without
searching for the best value. The internet allows your customers
to obtain the information they need to feel like they are making
an educated buying decision. Make sure you are using your
website to take advantage of this opportunity. Inform your
customer why your product or service is of the best value
compared to their other options. Always acknowledge the
competition instead of acting like your product or service is
the only one out there.
Guidance - The pages of your website should guide the customer
towards the specific solutions they are looking for. They should
serve to help them quickly locate what they came to find. Think
of it as a store map located at the entrance of a department
store. The customer can use this directly upon entering the
store to get to the department they are interested in, instead
of wandering around looking for it. Get their relevant
information in front of them quickly while they are still the
mood to purchase. People buy on impulse. If they have to spend
15 minutes searching for what they are looking for, that impulse
may very well fade away.
Contact - The internet also allows for another form of contact
with your customer. Some people can be hesitant about talking to
a representative in person or on the phone if they don’t feel
very knowledgeable about the product or service. Email allows
them to carefully collect their thoughts before sending them.
They feel less awkward about their lack of knowledge. Again, use
this opportunity to gain an edge over the competition. Go out of
your way to educate them about the product or service.
Entertainment - Use the informal atmosphere of the internet to
entertain your customer. The internet is used by more people as
a means of entertainment than as a means of business. If used
effectively, entertainment can significantly improve the
business relationship. Provide clever facts, amusing
presentations or even a witty character or mascot to assist
them. However, be sure that the entertainment is used
appropriately. Be sure that is does not obstruct the information
or value you are trying to bestow upon them.
Always use your competition to your advantage. Research how your
competition uses these characteristics to improve their customer
relations. Your website does not have to be boring just because
it is informative. Create an appeal that will set you above the
competition. The internet can be an extremely powerful tool for
your business, reaching a greater audience than ever before. A
successful business uses a complete arsenal to reach its market.
About the author:
Michael Moorefield is one of the founders of ThirdWeb Solutions,
a digital multimedia company specializing in creating and
improving the internet presence for small businesses. Working
with a range of businesses to establish a prosperous web
presence keeps Michael up to date with online trends not only in
a design & development aspect, but a business aspect as well.
Visit http://www.thirdweb.com for more info.
