The Top 10: A Customer Perspective

What are the key points from a customer perspective, when visiting and using websites?

1: Does It Work?

Before you can gain your customers full attention, your web site must be perfectly usable. Since you do not know what computer or software the visitor is using and which visitor is your best prospect, it's foolish to produce any individual or set of documents that may not work properly or effectively the first time on any concievable platform with any setting.

To this end, you cannot depend solely on fussy helper crutch-ware that "must be installed" or advanced features like styles, javascript, or java that may be deliberately disabled, even by "the majority of visitors who must have" them!

2: Am I Suitably Impressed?

Whatever the layout of your presentation, it should be consistent from page to page. Beyond that, it needs to have obvious visual cues that allow the visitor to quickly drill down to the content most relevant to them. 100% of all browsers allow the visitor to easily review, so going back is seldom an important issue, unless your web 'tree' is far too bushy.

Good first impressions lead directly down the path to sales!

3: I Got Distracted!

The worst thing you can do is to distract your prospect before you have focused their attention. Many popular websites miss this boat, by including content and advertising that they have no control over, such as banner exchanges. While recycling bored visitors may offer some residual benefit if you have nothing to sell, it is the kiss of death to a any good presentation. Never throw new "popup" windows at them unless you want them to go away!

Do you want your website to send visitors to your competition, or for visitors to flee in disgust?

4: What The He__?

The customer must assume that they can trust you, your business and your website. There are a variety of methods to obtain and display certifications, and your contact information and policies. Make certain that these important credentials and introductions are well defined and presented. To even be seen by younger or more sensitive audiences your site may have to present a rating tag, for instance.

Well presented means just that. Have a plain language summary of your policies, as well as the legalese "constitutional manifesto". Don't expect anybody to wade through, or understand such double talk, except a judge.

5: Eureeka!

First of the "big four" elements of a good sale. It is of cardinal importance that the customers attention is drawn to the product or service you wish to sell. Often this attention is gathered by subterfuge. Kodak never sells "pictures", they sell beauty, life, memories, moments and sharing! This can be the main focus in a presentation for a single product or service.

Attracting attention is not limited to, nor does it begin at the website presentation itself, you must advertise! This is what it's all about.

6: Look Interesting?

2nd selling point. Never say something you cannot pose as a question! Questions involve the reader, gathering their attention. Sermons put them to sleep. Once you have gained their attention you have little time to generate an "interest in" the benefits of the product.

This is where your customer will profit from what you have to impart!

7: Do I Need This?

3rd selling point. Motivate your customer with a desire for the benefits of the product. The reader must be convinced that the product will solve one or more of their problems.

This is why customers are 'more satisfied than ever' with this product!

8: Was I Called to Action?

4th selling point - the close. One of the biggest mistakes made by ad writers is when they fail to ask the reader to take action. If you have a Permanent Shine Formula website, you might close the presentation by writing 'Put An End To Polishing Forever - Click Here Now! If you want the person to respond by email, by phone or to write to you, tell them when and how to respond.

If you don't tell them how and when to respond, they probably won't - memory can be very short!

9: See Me Again?

No matter how your customer is responding, they must not abandon the sale in the check out line. This is very common in ecommerce. Offer the most direct, simple and secure form of order processing and payment. Never ask for any excess information. Make sure your customer can see that their information is being gathered securely, and that they can easily contact you by other means if any failure or doubt should occur.

Make certain that additional charges like shipping or taxes are determinate and shown to the customer long before the "final click"! Don't ever ask for permission to spam them with newsletters on your form, if you must, email them about it later, in the reciept. This is not a drive-thru. One decision has already been made!

Don't thank customers with another pitch, just do it!

10: Can You Help Me?

Don't assume anything. Make certain that less well informed or technical customers can understand the steps that must be completed to make their purchase. Have a competent and highly responsive customer service agent who can extend further help to customers with special needs or in any situation.

Contact is everything! Visitors can and will alert you to problems that nobody could have ever guessed - and help YOU!