The internet is a powerful tool that amplifies our actions, allowing us to reach a global audience at a faster pace. This can be a boon when things go well, but when mistakes are made, the repercussions can be far-reaching. From a consumer's perspective, here are some guidelines that could enhance your online business and encourage me to reach for my credit card.
Consider the tale of a florist shop with an impressive website. A few days before Christmas, I found myself in a last-minute shopping frenzy. An online search led me to a florist shop located in my friend's neighborhood. The website was top-notch - quick to load, well-structured, and easy to navigate. The floral arrangements were beautifully displayed, each with a unique code and clear pricing information. It was evident that a professional designer had crafted the site. However, when I called to place an order, the salesperson was unaware of the website and the products listed there. If you're investing in an online presence, ensure your sales team is on the same page.
If you provide an email address for customer inquiries, ensure someone knowledgeable and articulate is available to respond. Nothing frustrates customers more than sending an email that goes unanswered. Note that your webmaster or programmer may not be the best person to handle marketing materials or product-related questions. You've worked hard to attract potential customers; don't alienate them with ineffective email practices.
One practice that baffles me is the online sales tactic of making customers work hard to find out the cost of a product or service. Pricing information should be readily available and easy to find. Making customers jump through hoops to find out how much something costs is not a good business practice. If there's a valid reason for this approach, I'm open to hearing it.
I once received a press release that read: "Our remarkable new solution that promotes integrated data management of media content will realize better return on investment (ROI), and that, in fact, GISTICS has evaluated potential ROI to be as high as 16:1. (GISTICS, 1997) with general benefits …" If you understand what they're selling, please enlighten me.
In conclusion, the internet is a powerful tool that can either enhance or hinder your business. By following these guidelines, you can avoid common pitfalls and create a positive online experience for your customers.
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