How To Get Into The Shopper's Skin And Create A Website Focused On The Client
We stopped concentrating on what the company thinks about the website. We care about the position of our customers, who then use the site. A website focused on the client needs to be viewed through the eyes of business clients.
We use a convenient formula for AIDA (Awareness, Interest, Desire, Action). It clearly describes the purchasing process. We implement it on our customers' websites.
?? Awareness. The customer understands what he needs, but does not know where to get it. For example, he goes with this question to the search engine and gets to your site. You need to understand how the client found out about your company, determine the entry points. What does he expect from his first contact with the site?
?? Interest - let's say you interested a person on the site with the content that closes most questions. What will clients do next? What questions do you have left? How to simplify the client's next steps on the site? It is necessary to develop a set of measures for each group of customers, but somewhere you can do with a wide range of tools. For most people, online chat is useful.
?? Desire - the customer has already decided on what he needs, his list is narrowed. How to lead him to the purchase? How to remove the last doubts? How to "catch up" if he left? It could be a manager call or a mailing list.Action - the buyer decides to buy. Fine, but how to make the purchase simple and convenient?
How To Find Out About Customers
In sites that focus on customers, you need to know what customers want and what they fear. The business manager and sales managers have that information. We work in close cooperation with these people.
Otherwise, we will have to fantasize or rely on field research (focus group results). Both options will give subjective introductions or provide too small a sample. How will the site be sold, which we will do based on our clients' own pain perceptions? A difficult question: maybe it will, or maybe it will not.
Why make it up when you can ask your clients. The same personalities to whom the site is addressed. And when the company has the statistics of negotiations, you do not have to ask. We take into account the marketing system Marketing channels are profitable to use in the system. Advertising, site, sales managers and support services should have a single message. The site can not be an autonomous marketing tool in isolation from other aspects of the business.
When creating a website little to take into account the hardline business. The essence of the site - to be representative of the company on the Internet. That means, broadcast all the same as the other marketing tools. For example, outdoor advertising should clearly resonate with the content of the site.
Site stylistics should also be recognized in advertising. Only this way the marketing system will work. Correct business development - increasing entry points for customers. The more of them, the higher the probability that you will be noticed. In this case, the channels should not differ from each other, neither visually nor in meaning. Otherwise, you risk causing perplexity and remain incomprehensible.
Positioning Your Business On The Site
Positioning is the main thing for business. Positioning is just as important for the site. Until the company determines what is different from its competitors, the business merges into a pipe. Because customers do not understand why to buy from you. How do they understand, if you do not know it! Clear positioning should permeate the site. It is memorable, it convinces. Positioning - the very first and most important work with the objection "Why should I buy here?"
Analytics And Modernization
You have two ways to develop a website:
?? Think on the site for a week, month, year. And pull with the launch of the site, relying on refined data focus groups.
Analyze the information that we have and run. Then analyze behavioral factors, collect statistics, and feedback. And make adjustments to the site.
?? We prefer the second way. It's shorter, simpler, cheaper, and more efficient. Because in the first case, the site will still have to be upgraded. No matter how hard you try, you won't take into account everything in the world. In web development 100500 + subjective reasons to stumble. Two different marketers interpret the same data differently. Two different web designers visualize the prototype differently. The user of the site, an involuntary arbitrator, will judge them. Who will either buy on your site or leave without buying? Only statistics on visitor behavior - a legitimate guide to action.
Improving the site before it is launched is an error. It's a big mistake, by the way. Sit and pick layouts, move blocks and play fonts - this is "improve the site before launch. Reread this paragraph when you want to torture the designer by editing.
Summary
Studying the needs and objections of customers - the easiest way to create a good site. Customers expect something from your site, find out what and give it to them. Send us an application if your business needs a customer-oriented website.