Your Web Page and The Buying Process

This is the third time I’ve written about The Buying Process in the last few months.  This morning I met with some folks who hadn’t really spent a lot of time thinking about the buying process of their consumer. So after talking about it a bit, I wanted to add a little bit more.

Please check out these two posts on the Buying Process as well:

Your First Time Web Visitors First Glance

From a “buying process” perspective, what process must someone go through internally to sign up and become a member?

Here’s my thoughts on that:

  • They must find the site
  • They must find it interesting enough to read something or browse and not press the back button
  • What they’re reading or browsing must be interesting enough to signal their brain that this is a good site
  • After they’ve decided it is a good site, they must also have the feeling that this site will be good for them tomorrow or next year
  • (We need them to take an action at this point). They must be able to see how to bookmark the site, send a link to a friend, sign up for the newsletter, or join.
    the human brain
    Image by missjdub via Flickr
  • (Ultimately, we MUST be able to contact them somehow. There is no option here. We must be able to entice them back to the site.) To fork over their e-mail for example, they must be a reason to do so (newsletter, gift or free report), they need to see NO SPAM language and be absolutely clear of what they’re getting.
  • Then when they get the “confirm you want this newsletter” e-mail, they must still be confident and happy that they signed up.

So when you look at your website landing pages (where visitors first come in contact with you), I wonder do they know they are the target market? Do they know they are welcome and part of the group? Do they know that your site isn’t directed at someone else? Do they know that this site pertains to them? Do they know this is a place they can feel comfortable and read – not a place to have their guard up and be ready to be “sold” at any minute? Can they smile and feel like they’re home? Do they know we welcome them and they can come back?

After that long diatribe (and if you agree with the above), what do we need to do to satisfy those steps in the buying process? Look at the website Pre-boomermusings. It’s a relatively new site, but the front page respects the buying process.

It says “for people born between 1936 and 1945”. That’s very clear. He could have said “A blog for us pre-boomers”, but chose to help the user understand they’re included. The photo of Don reinforces who it is for. The word “boomer” in there reinforces who it is for. There being no ads helps make you comfortable and not put up your “hide the wallet” guard.

Can you tell that a person born in 1938 might be interested right away? It’s no “mecca of web design”, but it does have a clear message.

Does your site?

Making Videos: A Fun Way to Drive Traffic

stockings-christmas-video

Click Pic To Watch Our Video!

So my kids and I made a video at Animoto.com this weekend.  When I told them about a contest I’d gotten via e-mail, they got excited to do it. So we took some photos, made a few videos with the Flip Video Camera and that’s about all the knowledge we really needed.

There are several video services, like Animoto.com, that take photos and video you upload and turn them into a pretty cool video.

In the case of our holiday video, Animoto.com did all the video editing, added the music soundtrack and created the transitions between segments. Very easy.

What’s even easier is services like that (including the software on the Flip camera), will then upload the video directly to YouTube for you.  You can now be taking simple video, shooting a few pictures and in the matter of minutes you can have a cool video with links to your site on YouTube helping to draw traffic.

Why would you walk around without a camera for that matter? You can always be teaching, advising or just goofing off showing your personality. Either way videos build trust and a relationship with your contacts.

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