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