| There are six important characteristics that | | | | are looking for. They should serve to help |
| can play a major role on the impact your | | | | them quickly locate what they came to find. |
| website has on prospects. Outlined below is | | | | Think of it as a store map located at the |
| the importance of each characteristic and | | | | entrance of a department store. The customer |
| tips on how to maximize your potential. It is | | | | can use this directly upon entering the store |
| always important to tailor everything you do | | | | to get to the department they are interested |
| to what your customer is expecting, doing so | | | | in, instead of wandering around looking for |
| will help keep you one step ahead of the | | | | it. Get their relevant information in front |
| competition.Convenience - Allowing your | | | | of them quickly while they are still the mood |
| customers to make decisions at their | | | | to purchase. People buy on impulse. If they |
| convenience is a very powerful element. | | | | have to spend 15 minutes searching for what |
| Nobody wants to feel pressured or hurried | | | | they are looking for, that impulse may very |
| into making a buying decision. When a | | | | well fade away.Contact - The internet also |
| customer can go to your website, browse your | | | | allows for another form of contact with your |
| products and services, and make a purchase at | | | | customer. Some people can be hesitant about |
| their convenience, you are satisfying a | | | | talking to a representative in person or on |
| crucial consumer obstacle -- time. They | | | | the phone if they don't feel very |
| don't have to keep returning to your | | | | knowledgeable about the product or service. |
| storefront every time they wish to evaluate | | | | Email allows them to carefully collect their |
| your value. In fact, most customers do not | | | | thoughts before sending them. They feel less |
| buy something the first time they see it. | | | | awkward about their lack of knowledge. |
| Instead, they must see and consider it | | | | Again, use this opportunity to gain an edge |
| several times before they finally talk | | | | over the competition. Go out of your way to |
| themselves into purchasing. A website allows | | | | educate them about the product or |
| customers to quickly review their reasons to | | | | service.Entertainment - Use the informal |
| purchase something, leading to a greater | | | | atmosphere of the internet to entertain your |
| number of impulse buys.Information - A | | | | customer. The internet is used by more |
| website can allow you to communicate much | | | | people as a means of entertainment than as a |
| more information about a product or service | | | | means of business. If used effectively, |
| than an in-store display or advertisement. | | | | entertainment can significantly improve the |
| You can also control the way the information | | | | business relationship. Provide clever facts, |
| is presented. Supplying information in an | | | | amusing presentations or even a witty |
| orderly step-by-step process can greatly | | | | character or mascot to assist them. However, |
| improve the chance of a purchase.Evaluation - | | | | be sure that the entertainment is used |
| Many customers will not purchase something | | | | appropriately. Be sure that is does not |
| without searching for the best value. The | | | | obstruct the information or value you are |
| internet allows your customers to obtain the | | | | trying to bestow upon them.Always use your |
| information they need to feel like they are | | | | competition to your advantage. Research how |
| making an educated buying decision. Make | | | | your competition uses these characteristics |
| sure you are using your website to take | | | | to improve their customer relations. Your |
| advantage of this opportunity. Inform your | | | | website does not have to be boring just |
| customer why your product or service is of | | | | because it is informative. Create an appeal |
| the best value compared to their other | | | | that will set you above the competition. The |
| options. Always acknowledge the competition | | | | internet can be an extremely powerful tool |
| instead of acting like your product or | | | | for your business, reaching a greater |
| service is the only one out there.Guidance - | | | | audience than ever before. A successful |
| The pages of your website should guide the | | | | business uses a complete arsenal to reach its |
| customer towards the specific solutions they | | | | market. |