When designing a website, one must take the intended audience into careful consideration. Whether the website is business-to-business or business-to-consumer the design will require a format which caters to the desired type of visitors, and it must also guide them through the intended process as comfortably and efficiently as possible.
Firstly, take into account whether the target demographic is business or consumer oriented. In the business-to-business arena, and particularly in the business service industry, the primary goal is to establish trust in the prospective client. Business-to-business websites usually avoid the kind of hype and pizzazz that a consumer website may have. A highly sales oriented website promoting an immediate purchase is simply not appropriate for establishing trust to promote a sale that may require a large risk on the part of the purchaser. The prospective purchaser will perceive this risk as being higher when little information is given to back up any claims that have been made. It is best in this case to provide easily accessible information to the visitor to make them feel more comfortable with the offer before presenting any extensive hype about the product or service. It is also advisable to make testimonials and/or case studies available to the visitor as well as comparisons with the competition. In addition, a more visual tactic for establishing trust would be to present the logos and names of well-known, current and past clients. This provides instant visual references for the visitor and can help to keep his or her interest long enough to make the sale or to establish contact. If the product or service is complex or the value is not immediately obvious, it may be advisable to lead the customer to call and talk to someone one on one. Highly specialized services and products are likely to present a lot of questions in the customer's mind. Most of these questions would be better off answered over the phone rather than having the visitor perform a tedious search through FAQ pages.
In contrast to business-oriented sites, consumer targeted sites offering low risk purchases should make the process of purchasing an item as easy and straight forward as possible. Clear presentation of a good offer immediately on the home page will help establish a different kind of trust in the visitor than that of a business-to-business site. This type of trust tells the visitor that they are receiving a fair price and quality service. A simple 2-3 step sales process will help retain the customer so that they come back in the future to make more purchases. In consumer-based websites, ease of use and good value mean everything for customer retention, and customer retention means everything for robust profit margins.
Knowing how much information to present about the product or service is critical in working with the attention span of the consumer. Firstly, one must take into consideration the financial risk that the product presents to the consumer. Obviously, a customer looking to purchase asset protection online, for example, would not jump into the purchase without knowing that he or she can trust the service. This scenario presents a huge financial risk on the part of the visitor. In this case, one would want to provide complete information about the service and comparative information regarding the competition. Presenting a low price point immediately in this case can actually break down any trust that has been established as it cheapens the offer and its reputability. The consumer may have many questions as well. For this reason, the entire emphasis would be to establish enough trust so that the visitor calls or acquires some form of consultation.
By contrast, a low priced item such as a magazine subscription can be sold with very little information because it does not require a large financial risk on the part of the visitor. Also, if a product is well known due to extensive branding, the visitor may not need as much information before being pushed towards the purchase. In these cases, the emphasis should be put on the value of the offer and the price point. Visual cues such as starbursts, bright red writing, arrows, etc. can capture the visitors' attention just long enough to present the offer to them. Save these tactics for impulse buys and use the information you acquire from the visitor to promote other offers on your site through auto-responders and/or newsletters.
Lastly, one must take into consideration the wealth of his/her average visitor. Most sites are aimed at the majority, which in the US is a middle-income family. However, there are products and services that cater toward very high-end customers. If this is the case, price point is not nearly as important. In fact, wealthier visitors tend to directly correlate price point with quality. Because of this, a low price point may actually deter a wealthy visitor from the purchase. For wealthy visitors, don't present the price immediately but make it available, and pay much more attention to the style and artistic aspects of the site.
Designing for the proper demographic is one of the more difficult aspects of creating a site that converts well. There is much to take into account including the audience, industry, the financial risk of the visitor, and more. The preceding suggestions are just the beginning as far as special considerations that must be made to ensure high conversion rates. Be as aware as possible of the mind state of the visitors. Jumping into the visitors' shoes, so to speak, is the best way to really know what will work. In fact, a great way to do this is to simply research your competition from a visitor's perspective.
Greg Shepard is the CEO of NetTraction.com, an online marketing firm that specializes in site monetization, advertising and partnership acquisition. He has 8 years of experience in online marketing, and 16 years experience in business development. He can be contacted by calling 888-743-2513 or by visiting www.NetTraction.com
Greg Shepard
NetTraction.com
www.NetTraction.com
t: 831.466.9321
f: 831.466.0175
e: cmo@NetTraction.com
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