22 Things You Don’t Know About Your Customers | Internet Marketing Strategy: Conversation Marketing
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This excellent article reminds us that our web-sites have a function. Whether it is to generate business, make sales, or generate interest in a cause, none of us are web-site owners just for the hell of it. To summarise the excellent article:
It is the customer.
Let them know as soon as possible whether this site is going to meet their needs. Yes, it is fun, or ego-rewarding to think up nifty lead ins, ways of exciting interest, etc. But that is for the advertisements and promotions. Once they are at your site, confirm their interest and let them make the purchase.
It is not your name, it is your product.
Too many sites that I maintain concentrate on using key words based on their name. Unless you’re a Fortune 500 company, people don’t remember the company name. Further, the reason you’re advertising or thinking about search results is because you want to reach new audiences. Tune your key words, based on the content of your site of course, towards what your potential audience will be searching for.
The design can hurt.
Less is more. Developers and marketers can be all too keen to add the latest gadget, pump another ad into that bit of free space, or use product placemenet to help with affiliate sales. Well, you may say that if it is separated out, they won’t click. If it is not, they may click but they don’t come back. So in the long run it is better to get them to came back because they are interested in something you’re offering and you have put so much effort into getting them there, than to loose them. Returning customers are the bread and butter of long standing businesses.
