Think websites, think a sales scenario

If a customer walks into your store, you don't want your salesperson to worry about whether the store is appealing or whether customers can find what they're looking for.

That's a given. The primary focus is why the customer's there and how to close the deal as quickly as possible - because you put your stores and salespeople there to sell.

Engagement matters - in sales and on websites

The only difference between a customer-to-salesperson interaction and a user-to-website interaction is that the website user is anonymous and you don't know when they visit.

Other than that, you have the same objectives in both situations - engage the customer and close the deal.

Our website design strategies focus on engagement, as well as architecture and usability. We look at page content, content layering and contextual linking.

Don't waste the opportunity

• Leverage your user entry points by using context and agenda analysis to drive site and content design.
  
  There's no point hoping your customers will find the information you've put there for them, you have to be waiting near the doors that they choose to enter and pull them through.
• Translate your offline campaign collateral into an engaging web experience.
  
  Offline brochures and direct mail collateral are designed for how customers behave offline. When you turn an offline campaign like BT Online's Investing Truths into an online experience, you need to think differently.
• Mine the customer's own context to promote other offers. Cross-sell doesn't just happen.
  
  It doesn't really matter whether the customer has come to use a calculator, transact online, or check and compare your product details. Their context, not the reason that brings them to the site, is the real opportunity.

Back