What’s wrong with eCommerce websites?
What is happening with e-commerce websites? It seems that online entrepreneurs spend so much time worrying about website traffic that they ignore customers who actually want to buy something.
Recently, I tried to order a product that we saw at a trade show. It was perfect for our application, so we did a Google search to find the manufacturer and a list of dealers who sold the item.
Almost every website that distributed the product had adequate contact information and invited people to call, which we did. After six frustrating phone calls to dealers, we still hadn’t found anyone willing to answer the phone. Since we had to leave a message almost everywhere we called, we decided to try California even though we were located in the East, and it was too early for a reasonable person to be at work.
We eventually got in touch with a friendly salesperson in Boston who was very helpful but unfortunately the company was out of stock. Despite not being able to fulfill the request, we kept their information on file because they were friendly, helpful, and answered all of our questions. They did their best to meet our needs, but if we had ordered using their online system and found out later that the product was backordered, we would have been very upset because we had a deadline to meet.
We then contacted the manufacturer, who told us that he was too busy to check for stock and that he might be able to get back to us at four o’clock. Just as we were about to give up, the phone went off; he was the owner of the California distributor, who had the product in stock, took the order and shipped it the same day.
Businesses, especially website businesses, cannot run on autopilot; Customers are people and they expect to be treated like human beings. Now, it’s not always possible to answer every phone call the moment someone calls, or have every product in stock when people need it, but the more human interaction you can build into your website, the better your sales will be. . To paraphrase that old saying about horses, ‘You can drive search traffic to your website, but you can’t get them to order.’
Why should someone buy from you?
Ask yourself this simple question: why should someone buy something from you? You’re probably not the only company selling your product or service, and even if you are, chances are there are substitutes available from your competition.
When potential customers find you on Google, they also find all of your competitors. So unless you’re selling a totally unique, non-fungible (non-substitutable) product, service, or brand that also has the lowest price on the market, then you better give people a compelling reason to buy from you.
The product we were looking for was available from a dozen different website businesses spread across the United States, all selling the same product at the same price. In the final analysis, we bought from the provider that was furthest away in a time zone three hours ahead of us; but we bought from that vendor because we were able to talk to someone who answered all of our questions in a friendly, intelligent, and engaging manner.
It’s what used to be called customer service before companies were handed over to database programmers, number crunchers and search academics who think human interaction is something to be avoided.
The human touch builds trust and sales
Websites are a very efficient method of generating leads and sales, as long as you engage your audience with a presentation by a real person who explains as much as possible about the things you sell and how you sell them. And that includes things like delivery, which is one of the biggest complaints and bone of contention customers have online. Nobody likes surprises, especially when they cost time and money.
Web sales success has little to do with features, benefits, or technical advances; in fact, a barrage of features and specifications is likely to confuse visitors and stall their purchase decision. The only tactic that overcomes this problem, that inspires confidence in your advice, confidence in your ability to deliver, and convinces people to buy, is information presented by a real human being.
You can’t always handle things personally
Understanding that it may not always be available, the best option is web video. A video provides a complete, consistent, error-free, and professional presentation of the information you want clients to receive. Hiring, training, and managing staff is expensive, and your handling of customers is often unreliable, creating a negative impression of your company.
At least we forgot Tricky Dick
And that brings me to the web entrepreneur who thinks he’s so charming and persuasive that he’s going to be his own web video host.
Anyone who studies audience behavior is familiar with the classic case of the 1960 presidential debate between Nixon and Kennedy. Most of the people who heard the debate on the radio thought that Nixon won, while the people who watched it on television thought that Kennedy won. This was a prime example of how auditory and visual performance influences content, impression, and response.
This lesson has been well learned by politicians, but has somehow escaped the attention of business leaders and Web entrepreneurs.
Human Motivational Optimization
Web entrepreneurs’ obsession with search optimization and their fascination with technical solutions to human problems has created an e-commerce environment that is decidedly remote and hostile. Sales is a motivational exercise in people problem solving: People buy things that meet their physical, emotional, and psychological needs. The answer is to adopt a Human Motivational Optimization approach to the presentation of your website material.
What is HUMAN MOTIVATIONAL OPTIMIZATION? It’s a mindset used to design web experiences for humans, not just search engine spiders.
Optimizing human motivation for eCommerce
Let’s say you have an online business that sells clothes. The best way to display clothing is with a model that twists and turns so the audience can see the item from all sides, as well as how it hangs or covers a real person. A garment that is laid flat looks like a rag and simply does not do the product justice.
Even quality still photography doesn’t show what a garment looks like when someone moves; and high-quality fashion photography is more expensive than short fifteen- to twenty-second videos on the Web.
You can also add professional voice-over narration that explains all the details of the fabric, design features, and available options. A web video fashion catalog is the most effective way to sell clothing online.
Maybe you sell cosmetics. Another ideal product for web video. Teaching visitors which products look best together based on particular facial features and color, as well as different makeup looks for work, play and evening are ideal opportunities to upsell and build confidence in you and their products. Customer education is one of the best web marketing tactics you can employ to set yourself apart from the competition.
Not all products are sexy
Clothing and cosmetics are high-profile products, but let’s say you sell something that isn’t all that sexy, like sandpaper. Sandpaper is boring, but if you need an abrasive product, you better choose the right one or you’ll make a mess of whatever you’re trying to build.
Teaching customers which products to use turns one-time buyers into long-term customers. When customers buy the wrong thing, they invariably blame the vendor, while vendors who provide valuable buying advice create a significant barrier to competition.
Even major box-store retailers have learned that they can’t afford to have a bunch of part-time workers to help customers. Best Buy has its Geek Squad and Apple Stores has its Geniuses.
Returns for electronic and computer equipment are too expensive, and that goes double for online businesses where shipping is a factor. And that doesn’t take into account the customer ill will created by the aggravation and frustration of being sold the wrong thing. Rather than being an expense, a professionally produced web video eCommerce catalog is actually a tactic that saves time and money, both in the sales process and in customer relationships.
Web video grabs the attention of the audience; informs viewers about product benefits, details, and options; and explains who should buy and who should not. Educate people on how to make the most of what you sell, and do it in the most compelling and memorable way. It establishes a relationship based on trust with customers and that is something that competitors cannot overcome with high pressure tactics and price reduction.
The geeks are killing your business
Today we have a generation of entrepreneurs trained in highly specialized technical areas such as search engine optimization, database development, statistical analysis, and Web-based programming. All of these disciplines see business, including marketing, advertising, and public relations, as if they were quantifiable scientific disciplines that can be measured and managed without regard to that messy notion called human nature.
The biggest problem in business is dealing with people, and just because your business is web-based doesn’t mean people don’t count anymore.
We know ‘If you build it, they will come’ it is No a viable marketing strategy, and the idea ‘if they find you, they buy you’ it’s just as bad. start thinking in terms of Human Motivational Optimization– Start designing websites for people, not search engines.