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The buyer journey and your website: Decision

Alex Karei, marketing director for Webspec Design, blogs about web strategy.

In April, I started a series on this blog about the buyer journey and how it impacts your website. I introduced, at a high level, what a buyer journey may look like in regards to making a purchasing decision, and outlined an example. In June, I talked about stage one: discovery, and stage two: consideration.

If you didn’t catch those two posts, I’d recommend heading over to the “Web Strategy” page and catching up a bit.

Now … decision. The end of the buyer journey. You could argue that it’s the most important piece of the puzzle, or the natural culmination of all the work conducted so far. Regardless, without decision none of us would have clients and we wouldn’t be here today.

By the time a client gets to the decision point, you’ve helped them find your website online and delivered content that they’ll find interesting. The key at this point is fairly simple - convince them that you’re worth their money.

This portion of the process is different for everyone. Some of you may have shopping carts, some may need a client to call and complete a purchase, and some of you may even need to schedule an in-person meeting. Regardless of what needs to happen, I firmly believe one thing is true when you hit this part of the process: The devil is in the details.

What do I mean by that? It’s the small things you can include on your website at this point that will stand out and push a potential client to act. What are you doing to help them? 

Help make visitors' purchase decision easier

  1. Ensure the purchase process is obvious to visitors. Like I said, every company is different, and many people have different ways that the process can be completed. Don’t make people guess at what they need to do. A good test for this is to grab a friend, sit them in front of your website, and ask them to make a purchase (don’t help them). You’ll quickly see how easy your process really is.
  2. Share customer testimonials - but make sure they MEAN something. How many of you have read a testimonial that said, “It was great working with X and X"? Did that help you make a purchasing decision? Probably not - it doesn’t mean much. For testimonials, we want something more along the lines of, “I enjoyed working with X because of his/her careful attention to my account details. He/she was always very prompt with getting back to me - I knew I could count on him/her!”
  3. Show them you’re more than a website. Have you ever been to a website where it seemed like if you had any questions, you were out of luck? That can detract quickly from helping someone make a decision. Include details that make you accessible, such as a phone number, support email, or even a live-chat feature. You don’t want a short question to lose you a large sale, do you? Didn’t think so.

Wow! What an adventure we’ve had walking through the buyer’s journey. I hope that through the last few blogs I’ve written you’ve gained some insights into what your buyer journey might look like. It’s different for everyone, and the most important thing at the end of the day is that you’ve considered it.

Have you made any adjustments to your website through this series of blogs? Are you planning to?

Alex-Karei_YPFinalist2016Alex is the marketing & communications director for Webspec Design, a website design and development and digital marketing agency in Urbandale. Connect with her via:

Email: alex@webspecdesign.com

Twitter: www.twitter.com/alex_karei

Instagram: www.instagram.com/alex_karei

LinkedIn: www.linkedin.com/in/alexandriakarei

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