One of the key principles that I ‘rant’ about in my seminars and presentations is ‘Be easy to buy from’. It’s about being totally customer focussed and ensuring that there are no barriers to customers getting what they want – whether it’s your systems, your procedures or your people. We call them ‘The Sales Prevention Officers’. The challenge for any customer focussed business is to identify and Remove The Sales Prevention Officers.
A new report has just highlighted that ‘usability’ is the number 1 factor in what customers look for.
According to the “Revolutionizing Website Design” report from digital marketing agency Oneupweb, clearly presented pricing and shipping information, for example, is the most important feature of e-commerce sites, followed by indications of credibility and trustworthiness. Visual appeal and functionality like cost calculators and search were also relatively important. But advanced features such as live chat and social hooks were important to but a small minority of respondents.
So, I’ll keep saying it! Online or offline – BE EASY TO BUY FROM!
