There are normally several reasons why people would visit a department store. They may be looking around for ideas for a gift for a friend or to celebrate a special occasion, they may have an idea of what they want but want to compare products from different vendors or they may know exactly what they want and make a quick purchase.
Smart department store operators understand this and spend a great deal of time looking at the layout of their store to ensure there are no barriers preventing visitors from easily “navigating” to their required destination, they try to create a harmonious shopping experience with colours and lighting to get the right “look and feel” they are very selective of the products they have on display to enhance the stores “brand image” and they will have special offers to attract browsing visitors to the products that they want to “promote”
They also train their staff to ensure they are helpful, courteous and knowledgeable enough to engage with their visitors and provide the answers to their questions, don’t try to sell them goods they don’t want or need and are not too pushy.
And generally this works, the visitor has an enjoyable customer experience and comes back to shop again and again and even recommends the store to friends.
But when the system fails the consequences can be very bad for business. The store loses a customer, they tell ten of their friends and through this word of mouth and social media the bad experience becomes more elaborate as it passes along the way.
This customer experience is just as applicable to your website, perhaps even more so as it’s unlikely that anyone experiencing a bad user journey will ever return. So why is it that so many businesses still make it difficult for browsers searching online for a solution to their problem to find their website, don’t seem to care about the structure or navigation of the site and fill the site with content cloned from their glossy brochure that doesn’t answer any of the questions their visitors have?
For those of you who still don’t get it, your website acts as part of your sales team and works for you 24/7, you don’t have to pay it overtime or provide a monthly bonus. It doesn’t take a holiday or get sick (well they sometimes get a virus). Treat it well and you’ll get years of great service from it.
But it’s only as good as the visitors it gets. Take a look at your Google Analytics report and find out how many visitors you have per month, how long are they staying on site? What’s the bounce rate? What pages are popular and what pages are not? Where is your traffic coming from? Plus a whole lot more interesting stuff, this will help you to determine where you need to spend time getting things right.
With a little bit of time and effort you can ensure the experience of your web visitors is something they want to recommend to their friends.
If you would like to have further discussions on how Rame Marketing can help your business, get in touch. Contact us today to find out more on 01803 413481 or email [email protected]