Making it Easy for Customers to Choose You
by Karon Thackston
Published on this site: May 24th, 2006 - See
more articles from this month
Isn't it frustrating? All you need is a new computer desk (or whatever
you may be currently shopping for), but you can't make a decision
you're comfortable with. It shouldn't be this hard, should it? What's
holding you back? Probably lack of information.
Here's something every web site owner should know. When visitors
come to your site, they are looking for a reason to buy from you.
Think that's stating the obvious? You'd be surprised! I come across
countless sites every day that do everything but give the visitor
a reason to buy, subscribe, click, call or otherwise take action.
It's a fatal mistake in any business, but it's especially damaging
for web-based companies.
Let's continue with our example of buying a computer desk. You start
with the big three office-supply stores. You click the "office
furniture" link, and you're faced with a barrage of links to
pages about lamps, printer stands, bookshelves and more. Then you
get to the desks. Computer desks, desk collections, metal desks,
workstations. geez! There are lots of links, but no information.
Finally, after drudging through pages of links, you find some actual
copy that describes a desk you think you might want.
You look over the features. You write down the price. You gather
the shipping or delivery information. Great! Now, on to the next
site.
When you arrive, everything looks almost the same except the logo.
Same navigation, same links, same inventory, same prices. The shipping
amount is the same, and the delivery policy is identical to the
site you just came from. As you click from site to site, it's like
déjà vu. How are you supposed to make a decision to
buy when all your options are equal? What will be the determining
factor between site A and site B?
If you're feeling frustrated just reading this scenario, imagine
how your site visitors feel. When they come to your site, they are
looking for a clear reason to buy from you instead of all the other
sites. Do you give them a reason? Do you give them several reasons?
If all factors are equal - even if all factors are similar - your
visitors will find it difficult to make a decision. When they start
guessing at which site would be best to buy from, you start losing
business. Maybe they'll choose you, maybe they won't. There is a
way to ensure you are chosen over your competition. You have to clearly point out how you are different
or better than every other option available.
MarketingExperiments.com recently published their findings in regards
to differentiating your company from others. They reported that
most companies - when asked what their most unique aspect was -
answered, "Our great customer service." I have bad news
for you. That won't cut it. Why? Because, in most cases, when customers
are visiting sites to gather information and make purchasing decisions,
they won't come in contact with your customer service department.
It would be a nonissue until something went wrong.
Also, since most businesses are claiming excellent customer service,
it's an overused promise that has begun to carry less and less weight.
You need something solid. You need something that is persuasive.
If I were standing in front of you and told you that I was considering
buying my desk from you or from Vendor Z, what would you say to
convince me to buy from you?
Here are some things to consider when trying to discover ways to
differentiate yourself from other businesses.
- Offer free shipping (on all orders or on orders over a certain
amount)
- Increase your inventory
- Decrease your inventory and only carry specialty items ·
Lower your prices
- Raise your prices (works well for premium goods & services)
- Increase your area of expertise (for service-based businesses)
- Specialize or narrow your niche
- Achieve ratings or rankings from well-known associations or
organizations
- Apply for a patent
- Win awards
- Offer a customer loyalty program
Conduct an online survey of your visitors to ask what they want.
(SurveyMonkey.com is great for this.) Look back over your complaints
and other feedback for ideas about how to set yourself apart. Email
existing customers (if you have their permission to do so) and ask
them why they chose you. Whatever you do, don't stay in a position
where you are exactly the same as (or highly similar to) your competition.
The chances are far too great you'll get lost in the crowd.
Karon Thackston : (c) 2006, All Rights Reserved. Copy not
getting results? Learn to write SEO copy that impresses the engines
and your visitors at http://www.copywritingcourse.com.
Be sure to also check out Karon's report "How To Increase Keyword
Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
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