Things To Consider When Developing A Website (Part 2)

How Does Your Website Make Your Customers Feel?

In the previous installment, we talked about the importance of taking time to consider your customer's point of view as you develop your website. It is critical to your website's success for you to create a site that the customer perceives to be of high quality and of significant value. To accomplish that, you have to develop your website from the perspective of the customer, who is searching for something, rather than from your perspective as a seller or service provider who wants to sell something.

So now we come to the second question of our series: How does your website make your customers feel? Let's consider a couple of examples.

If your potential customer lands on your website and it's a one-page site that shows your product, a price and a buy button, how do you think that customer feels? Do they know anything about your product? Do they have any sense of how it can help them with their specific need or problem? If they are unfamiliar with the product, have you given them any sense of your company or organization, your experience or expertise in solving the problem, a track record of success? No. Does your customer have any sense that your product pricing is in line with the industry you represent or that it represents a great value in terms of the product, or that the price is a good deal? No.

In the example above, you have left your customer not knowing enough about your product to determine whether or not it will adequately solve their problem or fulfill their need. You have provided them no level of comfort in terms of your experience or ability to help them solve their problem or satisfy their need. And further, they have no idea if the price they're asked to pay is reasonable. Odds are then, that your customer's experience is that of bewilderment and frustration at not having the information they need to make a decision to buy. They will leave your website having made no purchase, feeling that they have wasted valuable time, and certainly not inclined to return, much less recommend you to someone else. Not a very favorable or profitable picture for you, is it?

Now, say your customer lands on your website and has a different experience. This time he lands on a homepage that is clutter-free, well-organized, inviting and informational. As he reviews the information that you have presented relative to his need, problem or desire, he is further drawn into the website and directed to subsequent information, products or service features. She finds the information simple to receive and understand. In addition, she finds the purchasing information and process complete, simple and convenient. What do you think the odds are now that this customer will make a purchase, bookmark your site to return to later, and possibly refer to others? Pretty probable that any one or all of those things will happen. Why? Because you provided enough information for the customer to feel knowledgeable. You made the customer feel comfortable with making a purchase from you, and you made the purchase process convenient for them. It's a no-brainer, but it's surprising how many entrepreneurs miss the most obvious opportunities to convert their visitors into customers.

Next, we will consider question #3: How can your product or service best be explained to the customer in a simple and concise manner?

See you next time!