Consumers almost universally want several basic elements in every business-consumer e-commerce website. These same preferences could apply equally well to any sales approach or marketing presentation. In no particular order:
1) Simplicity - a focused, limited, well-defined product or service;
2) An imediate explanation of the mission, purpose or science behind the product or service being made available -- prospective clients want to feel that their intellects have been satisfied before they make an emotional or instinctive decision to buy. Rationalization creates reality. Nobody wants to proclaim to the world that bought a product or service because it "looked nifty."
3) A simple listing of benefits and features which make the products or services unique and worth the cost;
4) Simple pictures of the products and/or people using them and a bit of verbiage about each of the products or services offered;
5) Easy, on-site ordering protocol;
6) Testimonials, recommendations or endorsements;
7) A site that is easy and intuitive to navigate;
8) A site that is not littered with too much motion, pop-ups, "before you checkout"...offers. popovers.
9) Pictures and illustrations;
10) A sense of pride in the service or the product on the part of the site owner.
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Here's an example from the Mad Marketing Tactics Blog:
This article is an updated version of Installment #3 of our TNNWC Group Project in which we are bringing a small, "boutique" business (Rene Derme Honey-Based Cosmeceuticals)into the world of inbound, true e-commerce marketing based upon social media, buzzing, branding and other Mad Marketing Tactics.
The company's website is the central focus of the discussion which follows, and the data collected has been from respondents to our Rene Derme TNNWC Survey.
Our respondents and their comments are actually playing a real-time, significant role in shaping TNNWC's Buzzworks and Publicity campaign for building the brand and its marketplace. The project is a wonderful example of collaborative synthesis among TNNWC, the Company and our TNNWC survey respondents from Linked In, FaceBook, Twitter and in excess of 100 other additional social media platforms and sites.
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[Igor will escort you down to the laboratory...bundle up, it's a bit dank and chilly there...please watch your step, as the stairs are rather old and in need of repair]
Note: This ongoing series , where entrepreneurs, TNNWC Members, and the general public are invited to participate in providing useful input, feedback and suggestions that will help a small "boutique" business into a nationally-known brand with rapidly-expanding revenues and affiliates is brought to you jointly by TNNWC and by Mad Marketing Tactics.
You may learn about the products, the business and the website by visiting http://www.renederme.com/ . Then, please take our Survey #2 to give us your comments, criticisms and suggestions. Greg Martin, the company's Founder is receptive and ambitious. He has willing subjected himself, his website, his company, his beliefs and his products to a crowdsourced-survey approach. Your participation and enthusiasm regarding this wonderful experiment is profoundly appreciated.
After you've seen the website, you might just come back here, click on the Rene Derme Poll # 1 at: https://ciof.wufoo.com/forms/rene-derme-poll-1/, submit your opinion (which is valued), and then come back here!
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We are rapidly approaching 100 respondents to this survey, and some of the most significant findings (in terms of the frequency of their being mentioned as a recurring theme amongst the respondent population) thus far have been these:
1) Most men and many women do not know what the term "cosmeceuticals" means. A female's perception will be more cosmetics-oriented, as in the use of anti-wrinkle creams, skin care creams and superficialities, for which they customarily pay very high prices (for well-advertised and positioned brands) and invest large sums of disposable income, while a male's view will be more toward naturopathic medicine, life-extension and anti-aging. Males are more wary and want to see more third-party scientific or anectodotal evidence. Males (especially) want to be told (i.e., educated) before they are sold.
2) Respondents liked the limited, fine-tuned product focus, and the specialization of the different formulations and their common "theme." Responses were running at roughtly 4 to 1 in favor of staying somewhat specialized in product scope.
3) Respondents would like to see a simpler opening page, with an educational introduction about the benefits of honey and the other ingredients. It is something artful (it softens the "sell"), but it is also scientific -- it strengthens the informational value of the site and creates more excitement, curiousity and confidence on the part of the prospective Rene Derme product purchaser.
There is much more to come. If you haven't done so already, take a good look at the site, fill out your evaluation, and let us have the benefit and honor of your viewpoint.
Thank you for your many constructive comments about Rene Derme's site.
Faithfully,
Douglas Castle,
for TNNWC Market Research, Surveys and Polls.
The information in this article originally in the Mad Marketing Tactics blog.
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We don’t just coach you or offer you pre-packaged, push-button solutions – we listen to you, analyze your exact needs, and work within your budget to: 1) create your tool kit and 2) work as your partner to implement your plan by supporting you in the most efficient and productive use of every tool.
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To receive our newsletters, publications, information bulletins and alerts, simply join us as a Member. Membership is free and the benefits are unequalled anywhere.
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