Web site not Working? Points to Ponder

Web site not working? Points to Ponder _Part Four

Respect the Ease of choice

On the Internet choice is king. Choice rules and choice is fickle. Unless you give the visitor what he or she wants a click on the mouse button takes them elsewhere.

Sales are made despite lack of service in a "bricks and mortar Store". It happens because the store has a convenient location, or because it is the only store in town that carries the product. A customer puts up with high prices and lack of service because they are out weighed by convenient location or immediate availability.

Often in a "brick and mortar Store" the businessman focus on what's in it for him; how can he do it cheaper or more efficiently. The customer is a necessary inconvenience. Many phone companies, large Internet services providers or mega-stores act like this.

Internet sales are pulled to the web site. All stores are located side by side, availability is abundant, and the all powerful "click to another site" is common. If you can't provide the consumer with what they want they leave. If you operate your e-commerce web site like you operate your store, that is to suit your convenience not your customers, you have wasted your money on a web site. On the other hand, it's very easy for you to convert this potential liability into an asset ("converting liabilities into assets"). Not only should you respect your visitors right to "click out", you should intensely observe what they are saying. Feed back through e-mail can be accurate, fast and candid. Listen to your market and serve its needs. You will convert the mouse click to an asset rather then a liability triggering sales.

Remember to Always Learn

Maintain a Vertical Learning Curve Dotcom Businesses who were arrogant, insensitive to their customers needs, or selfish and wanted a quick profit became part of the dotcom meltdown. The first prerequisite of achieving success with your Internet company is humility.

- Honor the Customer's Intelligence;
- Ideas are Only Sparks and;
- Respect the ease of customer choice

"The key is an environment where the market has absolute power, it's important to stay open to continually learning about (a) what that market wants and (b) how to give it to them."

1) Start with an hypothesis Test it extensively

Process the results of the tests and then either: - discard the hypothesis, devise a new one - fine tune the hypothesis - move the hypothesis to a theory

2) Test the theory extensively Process the results of the tests Either: -If the first hypnosis doesn't work discard the theory and devise a new one - fine tune the new hypnosis - If the hypnosis works make it a law" Many web site owners make use theory based on their own convictions rather then what their customers want which can jeopardize any success through future or new sales.

Use of all the tools provided through the Internet. The tool set changes rapidly so keep informed and be willing to use them. For example last year you could register your site in all the major search engines at no cost, but this year you must pay $30 to $199 US to list (that is if you want your site to be registered within a reasonable length of time 1 to 2 weeks rather then 8 to 10 months). Search engine optimization and alternate domain names have become more common . Last year they were not important .

Technology of search engines, and effectiveness of various key words and phrases have become more important as more web sites strive for reasonable exposure and good search engine position.

The technology of the Internet and the home computer changes every month. The speed of change makes us, a habit loving people, much more resistant to any new change. We like the old; the proven, and the predictable.

roducts and services that call for us to drastically change our habits find out just how powerful our habits are. People are compelled by psychological inertia to keep doing things the way they've been doing them -- and overcoming their inertia is a real challenge for any business on the Internet.

If the television networks want to introduce new shows for the coming season they advertise them after existing popular shows. In many cases the "new" show will immediately follow requiring no effort for the viewer to "stay tuned".

Two moderators of popular e-mail newsletters both decided to convert their subscribers from the text version of the newsletter to the HTML version.

The first moderator took the "bull by the horns" and converted all his newsletter from text to HTMl. The initial subscriber reaction was negative and some left his list. Now all his subscribers get an HTML newsletter. Inertia worked for him.

The second moderator gave his subscribers a choice between the text version and the HTMl version of the newsletter. 40% of his subscribers voted "yes" for the HTMl version but only 4.7% are now actually receiving it in HTMl the rest opted to stay with the text version. Resistance to change worked against him. He decided to publish a different but new newsletter and sent it to all his subscribers. Only 2/10 of one percent discontinued their subscription to the new newsletter after they had received it.

Resistance to change (inertia) was on his side and it worked with his new newsletter. Put inertia on your side whenever you can -- it's a powerful force