How,your,business,CAN,win,onli ecommerce How your business CAN win online

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There are lots of websites out there that do little toencourage their customers to stick around or buy theirproducts from them. In this article i'm going to show you atypical example of where a small company has gone wrong withits website.Company X is a small family run roofing company. Theyrepair, install and insulate roofs. They spend a lot of timeand money advertising in the press and exhibiting atconsumer shows and events to attract new customers. They arevisibly committed to their customers and their needs. Theydo it well and reap the rewards. They are succeedingoffline.A potential customer sees them at a show they are exhibitingat. She has a brief but informative conversation about herroof with a company representative and takes away someliterature to read. She leaves with a highly positiveimpression of the company and its employees. When she readsthe literature she notices that the company has a web siteand visits it. Their site looks professional. She looksdeeper into the site by clicking a few links.It only takes a few clicks for her to realise that thewebsite is very thin on content. There's little text and thetext that is present is incredibly dull and uninformative.The site looks exactly like the brochure she took away. Infact, thats exactly what the web site is - the brochureonline.The site has a few basic features: you can contact thecompany, request a quote visit or get their phone number.There's little else of any interest for potential customers.So would she stay and buy from the company? Probably not. Atthis point she either has to contact the company by phone toget more information or go somewhere else. She's beenabandoned by a company that has clearly made littleprovision for her visit. At best its a dull visit. Shedoesnt think very highly of the company now.What went wrong? Why did the company, which made such apositive impression offline, make such a poor impressiononline?Has the company put much effort into the site? No.Is the web site poorly thought out? Yes.Is there anything on the site to keep the customerthere/interested? No.Did the web site meet the customers needs? No.Did the customer have an overall positive impression of thecompany? No.Did they lose the customers business? Very likely, yes.What can the company do to turn their website around andpresent a positive impression?*Spend some time researching their customers needs andre-focus their site around them.*Visibly apply their offline customer dedication online.Its critical that their customers perceive some value fromvisiting their site. Otherwise why would they stay aroundlong enough to even read about their products let alone buythem?What if they arrived at the web site again? This time thetext on the site sounds more interesting and descriptive.The site doesnt look identical to the brochure anymore.There's some real case study examples of how previouscustomers have benefitted and saved money by using thecompanies products. How they transformed a cold roof spaceinto a bright and warm usable room, or how they saved afortune on their heating bill after some roof work was doneby the company, etc.There's also a new quote tool that lets you put in yourdimensions and get an immediate quote for the work. There'salso a button to get an expert to call you, a tool forseeing what any project work would look like when finished,a reminder tool which tells you when you are due for a roofinspection, ideas for improving your roof space, etc. The list doesnt necessarily stop here. They can add asmany features, tools and resources as the customer wants.Starting with the customers most important ones first. Onthe new site the company also state their dedication to thecustomer - they make guarantees to respond quickly to anyquestion or comment and help the customer in any way theycan at all times.The customers experience is very different now. She will behappy with her visit and service and have a positiveexperience of the company. She'll feel the company is veryattentive to her needs. Ultimately she'll buy more from thecompany.The companies end result is different now too. They'll havemore happy and loyal customers and ultimately therefore morerecommendations and sales.Are you making the same mistakes on your website? What canyou do to improve your customers website experience?Useful tips:Respond to your users needs.Adopt a creative approach.Create some interest around your products.Make your customer dedication visible.Good luck!