| Isn't it frustrating? All you need is a new | | | | other option available. |
| computer desk (or whatever you may be | | | | |
| currently shopping for), but you can't make a | | | | recently published their findings in regards |
| decision you're comfortable with. It | | | | to differentiating your company from others. |
| shouldn't be this hard, should it? What's | | | | They reported that most companies - when |
| holding you back? Probably lack of | | | | asked what their most unique aspect was - |
| information. | | | | answered, "Our great customer service." I |
| | | | have bad news for you. That won't cut it. |
| Here's something every web site owner should | | | | Why? Because, in most cases, when customers |
| know. When visitors come to your site, they | | | | are visiting sites to gather information and |
| are looking for a reason to buy from you. | | | | make purchasing decisions, they won't come in |
| Think that's stating the obvious? You'd be | | | | contact with your customer service |
| surprised! I come across countless sites | | | | department. It would be a nonissue until |
| every day that do everything but give the | | | | something went wrong. |
| visitor a reason to buy, subscribe, click, | | | | |
| call or otherwise take action. It's a fatal | | | | Also, since most businesses are claiming |
| mistake in any business, but it's especially | | | | excellent customer service, it's an overused |
| damaging for web-based companies. | | | | promise that has begun to carry less and less |
| | | | weight. You need something solid. You need |
| Let's continue with our example of buying a | | | | something that is persuasive. If I were |
| computer desk. You start with the big three | | | | standing in front of you and told you that I |
| office-supply stores. You click the "office | | | | was considering buying my desk from you or |
| furniture" link, and you're faced with a | | | | from Vendor Z, what would you say to convince |
| barrage of links to pages about lamps, | | | | me to buy from you? Here are some things to |
| printer stands, bookshelves and more. Then | | | | consider when trying to discover ways to |
| you get to the desks. Computer desks, desk | | | | differentiate yourself from other businesses. |
| collections, metal desks, workstations... | | | | |
| geez! There are lots of links, but no | | | | · Offer free shipping (on all orders or on |
| information. Finally, after drudging through | | | | orders over a certain amount) |
| pages of links, you find some actual copy | | | | |
| that describes a desk you think you might | | | | · Increase your inventory |
| want. | | | | |
| | | | · Decrease your inventory and only carry |
| You look over the features. You write down | | | | specialty items |
| the price. You gather the shipping or | | | | |
| delivery information. Great! Now, on to the | | | | · Lower your prices |
| next site. | | | | |
| | | | · Raise your prices (works well for |
| When you arrive, everything looks almost the | | | | premium goods & services) |
| same except the logo. Same navigation, same | | | | |
| links, same inventory, same prices. The | | | | · Increase your area of expertise (for |
| shipping amount is the same, and the delivery | | | | service-based businesses) |
| policy is identical to the site you just came | | | | |
| from. As you click from site to site, it's | | | | · Specialize or narrow your niche |
| like déjà vu. How are you supposed to | | | | |
| make a decision to buy when all your options | | | | · Achieve ratings or rankings from |
| are equal? What will be the determining | | | | well-known associations or organizations |
| factor between site A and site B? | | | | |
| | | | · Apply for a patent |
| If you're feeling frustrated just reading | | | | |
| this scenario, imagine how your site visitors | | | | · Win awards |
| feel. When they come to your site, they are | | | | |
| looking for a clear reason to buy from you | | | | · Offer a customer loyalty program |
| instead of all the other sites. Do you give | | | | |
| them a reason? Do you give them several | | | | Conduct an online survey of your visitors to |
| reasons? | | | | ask what they want. is great for this.) |
| | | | Look back over your complaints and other |
| If all factors are equal - even if all | | | | feedback for ideas about how to set yourself |
| factors are similar - your visitors will find | | | | apart. Email existing customers (if you have |
| it difficult to make a decision. When they | | | | their permission to do so) and ask them why |
| start guessing at which site would be best to | | | | they chose you. Whatever you do, don't stay |
| buy from, you start losing business. Maybe | | | | in a position where you are exactly the same |
| they'll choose you, maybe they won't. There | | | | as (or highly similar to) your competition. |
| is a way to ensure you are chosen over your | | | | The chances are far too great you'll get lost |
| competition. You have to clearly point out | | | | in the crowd. |
| how you are different or better than every | | | | |