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Marketing Moments: Will you take my money? 1-Oct-2002 -- Susan Pichotta Let's say I'm a wanna-be customer. I come to your website. A friend has shown me your product, and I'm ready to buy a copy. Or maybe I surfed your site and decided, yes! this is worth my money. I've dug out my credit card, it's sitting on my desk in front of my keyboard, and I'm ready to order! If you're a person who gets money from selling things, it doesn't get any better than this. So what happens next? The customer is looking for your "buy" button. (Or "purchase", or "order", or whatever meaningful word you want to use -- we'll say "buy" for now.) Where is your "buy" button? Is it easy to find, or do you have it buried? Is it visible on the page, or is it on some other page? (Which page? How do I know where you've put it?) Are you going to make me look for it? Remember, what's obvious to you may not be obvious to them. This doesn't mean your customers are stupid, it means they don't think exactly like you do. Depending on how you look at life, this could be a good or bad thing. But the fact is, your customers are NOT you, and they ARE busy people. So if the buy button isn't where they can find it with a glance, it's not in a good spot. Go to your website and take some time to think about the different kinds of "I want to buy" moments you may get. What if the customer has just read to the bottom of your product description page, and they've read every word... They love it! They're ready to order! That's a good place to put a buy button. What if they come to your site already set to buy, because a friend has already sold them on the software. They've just hit your home page. Where's the magic button there? Where else on your website might a customer be when they make that wonderful, fantastic, intelligent decision to buy? When you've figured that out, do your best to be standing there ready to take their order, which means having an easy-to-find "buy" button. This is not just self-serving; if done well, it serves your customers, too. You want to make their experience at your website as pleasing as possible. Making it easy for them to get what they want is a great way to do that. |
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since 5-Sep-2002