Do you have trouble making your website flow smoothly? Is it seamless for your visitors to move them to customers?
If you are like me, you are always looking for ways to make your site flow more smoothly. Last week, I read an author who compared the online conversion process to the process of a customer visiting a retail store.
In my former life, I sold carpet on a retail showroom; I immediately recognized the insights of what he was proposing. It was one of those “WOW!” moments! Here is the retail comparison to help you make your website flow more smoothly.
The retail buying process is a six step process. (If you have not sold in a retail store, imagine yourself as a buyer in a retail store.)
Step One: Customer Arrives
The customer walks into the store. Her first thoughts are, “I came here looking, is this store going to be able to help solve my problem?"
The customer takes a quick look around at the physical aspects of the store. Does she like what she sees? Is it pleasing?
Step Two: Rapport Building
The customer is greeted by a sales person. The sales person begins rapport building by asking questions. He asks more questions to determine what the customer specifically wants from the store.
Step Three: Sales Presentation
The customer asks to see the solutions. She wants to see if the products match her expectations. The sale person makes his presentation and shows how his product solves the customer’s problem.
Step Four: Customer Assurances
The customer sees the solution. She asks questions and raises objections. How is the solution better than others? What makes it different and better? The sales person provides guarantees and other ingredients to set his solution apart from his competitors.
Step Five: Make the Sale
The customer is ready to buy. She wants an easy buying process. She wants it simple and fast. She wants to know the terms, etc. If you have a simple easy process, you make the sale.
Step Six: Follow Up
The final step is a follow up. A good retail business always follows up with their customers. With thank you notes, a mailing list, they build a relationship with the customer for repeat business.
Now compare your website with the retail buying process.
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