I’m not looking for a pretty website or one that has a beautiful slideshow or one with music that kicks in the instant that I log on. Such bells and whistles are fine when I’m casually surfing sites with nothing better to do.
Just not when I’m shopping.
When I’m busy shopping, I’m busy shopping and I have no need for such folderol. It’s a huge turn-off and a serious deterrent for me when I’m on a mission to just plain b-u-y.
I’ve most likely used a search engine to help me find that one website that will provide me with what I’m searching to purchase online. When I find what I want, I will put my fist in the air and triumphantly hiss, Yesss! and buy it. (After I’ve found the lowest possible price for that item online, that is.)
In the process, I glance over the search page results on the first page and click on those sites that I think may have what I’m looking for. If I don’t find it in that first sweep, off I go to the websites on the second page of search engine results.
I’ll even venture into the third, fourth and fifth pages in search engine page results when I’m determined to buy that item at an extremely good price.
You, as a business website owner, need to pay attention to someone like me. I’m a classic example of your average online customer – the one who finds you in search engine result page results and subjectively scans your website in pursuit of that purchase.
You can incorporate all kinds of search engine optimization, bells and whistles, but if your website isn’t selling what I’m in the market to buy at first glance – I’m so sorry but you’re just plain outta here!
How can you capture my attention long enough to sell me?
First, no frilly stuff.
Your gorgeously-enhanced website isn’t going to compel me to make a sale for you. If I’m looking to buy dining room chairs, put them out there. If I want to take yoga lessons, tell me straight up what it will cost. If you’re selling insurance, don’t try to romance me into a contact. Simply bottom line the benefits for me.
I’ll buy from you if I like at first glance what you have to offer. If I can’t grasp it in 60 second or less, I’m bouncing from your website. I’m sorry, but that’s just the way it is.
Second, give me an easy way to pay.
Magento or Paypal? I love it. Effortless, easy. Want my debit or credit card? You’ve got it. It’s a done deal.
Just please – I beg you – make buying something from your website an effortless evolution for me. The instant it starts to get the least bit glitchy or funky during the transaction, I’m going to hit the cyber bricks and outright bolt on you.
I don’t want to have to start doing linear algebra in order to complete the transaction. Would you tolerate it yourself? No, you wouldn’t.
Let that be your guide.
Third, please give me good customer service.
The internet is prone to make mistakes. We humans are just as liable when it comes to making mistakes. If I reach out to you and tell you that my internet order is as screwed up as a soup sandwich, please give me the benefit of the doubt and help me fix it.
If your website has a “Contact Us” link and I use it, please get back to me regarding with my issue in a reasonable amount of time. Remember, I bought from your website in good faith. Your business thrives on the same kind of good faith in return.
I would hate to have to post a bad review about your business online. So don’t let me! Make your website such an easy ‘sell’ for me that I buy from you – not only once, but twice and more often in the future.
After all, that’s what your website is designed for – isn’t it?