Converting Web Customers - Where's the Rub?
Converting Web Customers - Where's the Rub?
Let’s say you owned a clothing store. Imagine for a moment that anyone who came into your store could immediately “teleport” themselves out of your store if they saw something they didn’t like or understand. And we mean anything – the color of your walls, the design of your checkout counter or the language used by sales associates.
The scenario might go something like this: a shopper comes in, starts looking at some merchandise, looks interested ~ poof ~ they're gone. You have no chance to ask what they were looking for, why they left or if they ever will be back.
As the storeowner, what would you do?
For a quick answer, talk to a web marketer. The imaginary situation we just discussed is a reality on the web. Potential customers on the internet, even those with a high-level of interest in your product and in the late stages of the buying cycle, can opt out at the click of a mouse, perhaps never to return.
It’s the “bad news” about e-commerce. You can spend a lot of money to get people to your site, but you can’t make them click; or stop them from leaving to see what tomorrow’s weather will bring.
But, what makes surfers stop in their buying tracks and change course? Unfortunately, the answers are as varied as your customers – the phone rang; an IM message came in or the boss appeared. However, in many cases, potential customers abandon the conversion path because they encounter a rub, or friction, somewhere in the process.
Friction is anything that interrupts the smooth transition from shopper to customer. It could be a telephone call, over which you have no control; or it could be your web content, site design or checkout process, over which you have total control.
Friction is encountered by your bricks and mortar shoppers too, but, unlike the internet, if they don’t like the colour of your walls, they can’t simply pop off to another store.
Small changes that reduce friction can significantly improve your results, both in-store and on the web. The “good news” about e-commerce is that making those changes is relatively easy and inexpensive. For example, if you think that changing the background color of your site will improve results, you can literally do so in a matter of seconds. But, imagine the time and cost of changing the wall color in your store.
The web allows marketers to easily determine where customers encounter friction and to quickly take steps to make the buying process smoother and more successful.
Converting Web Customers Wheres the Rub - To learn more about this author, visit Max Kalles's Website.
Like this article? Share it with your friends
What’s the difference between your potential customers on the web and in the real world? While they are the same people, the differences lie in how they are converted into paying custoomers.
Let’s say you owned a clothing store. Imagine for a moment that anyone who came into your store could immediately “teleport” themselves out of your store if they saw something they didn’t like or understand. And we mean anything – the color of your walls, the design of your checkout counter or the language used by sales associates.
The scenario might go something like this: a shopper comes in, starts looking at some merchandise, looks interested ~ poof ~ they're gone. You have no chance to ask what they were looking for, why they left or if they ever will be back.
As the storeowner, what would you do?
For a quick answer, talk to a web marketer. The imaginary situation we just discussed is a reality on the web. Potential customers on the internet, even those with a high-level of interest in your product and in the late stages of the buying cycle, can opt out at the click of a mouse, perhaps never to return.
It’s the “bad news” about e-commerce. You can spend a lot of money to get people to your site, but you can’t make them click; or stop them from leaving to see what tomorrow’s weather will bring.
But, what makes surfers stop in their buying tracks and change course? Unfortunately, the answers are as varied as your customers – the phone rang; an IM message came in or the boss appeared. However, in many cases, potential customers abandon the conversion path because they encounter a rub, or friction, somewhere in the process.
Friction is anything that interrupts the smooth transition from shopper to customer. It could be a telephone call, over which you have no control; or it could be your web content, site design or checkout process, over which you have total control.
Friction is encountered by your bricks and mortar shoppers too, but, unlike the internet, if they don’t like the colour of your walls, they can’t simply pop off to another store.
Small changes that reduce friction can significantly improve your results, both in-store and on the web. The “good news” about e-commerce is that making those changes is relatively easy and inexpensive. For example, if you think that changing the background color of your site will improve results, you can literally do so in a matter of seconds. But, imagine the time and cost of changing the wall color in your store.
The web allows marketers to easily determine where customers encounter friction and to quickly take steps to make the buying process smoother and more successful.
Converting Web Customers Wheres the Rub - To learn more about this author, visit Max Kalles's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Max's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Start-Up Capital Estimate EQ SUCCESS STORIES Meditation Guide Green Realestate CSS Template Easy Product Ideas |
|
 | ||
 |
Top 50 Productivity Blogs
Top Blogs To Watch In 2009 | |
 |
Top 50 Niche Blogs 2009
Top 50 Niche Blogs 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
|||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
