Your Web Site Could Be Losing You Business
October 14, 2009 by Becky Scott
Filed under Marketing
I live within shouting distance of the grocery store. It’s so close, I get to watch deliveries from my window. And hear the trucks at 5 a.m., but that’s another topic. The store is quite convenient, considering I can walk over, grab milk and be back in less than ten minutes.
But I hate that store. I will do as much shopping as I can at the one about 3-4 miles away whenever I can. You see, this store is horribly organized. Items are scattered all over the store and even though I’ve lived near this store for over ten years, I can rarely find what I want with the first try.
It’s not designed well. In fact, it is designed to make customers go to several aisles to get things that should be placed together logically. Yet due to some genius store designer, they break things up so you’ll have to visit more of the store to find what you need.
And it hurts them, as I go to another location whenever I can.
If your web site is not designed to be easy-to-use, if your customers can’t find what they want within a few clicks, if your site search is horrible, your customers will go to your competition. And it’s losing you money.
How you arrange your web site shows how much you care for your customer. Is it designed to give them the information they want? Or is it just there to make you look good so you can say that you have a site? Is it set up for the customer or is it set up for you?
Make it easy on your customer. Give them product information, warranties, prices or sales information right up front. Help them buy from you. Don’t make them click all over your site just to find one or two things. Don’t frustrate them. Delight them.
Show your customer that you want to help. Ask them what they’re looking for. Order your site logically. Study web usability principles. Figure out what makes sense to the customer and organize your site that way.
But don’t hand them over to the competition by having a horrible site. Make it wonderful and make them love you. Now, if only I could get the grocery store manager to apply usability principles, then we’d really have something.
Have you looked at your site from your customer’s view recently? Maybe it’s time to take another look.
image: sxc.hu
Great post. I always try to look at business through the eyes of my customers. So far they given me thumbs up on the site that I have, and profs have said that the site lacks esthetic appeal.
the clients come first with my site. thanks for the affirmation.
While you don’t want your site to be ugly, there’s nothing wrong with simplicity and straightforwardness.
One thing I would recommend to you is changing your background to something a bit less busy. You want the focus to be on the content, not the stripes. It’s nice that you have your hours clearly listed and an easy-to-find link for your services. Those would be the first two things I would look for.
And the ability to schedule appointments online? Terrific!