NJ: In your experience what are the pitfalls of getting feedback from
your website? TW: I know a big building society that uses the customer comments and feedback from its website as one of the main sources of development for its site, but of course the people that can take the time, and are agitated enough to give their opinions proactively to the company, are probably not representative of the silent majority of the people who are using the site. So it is very easy to skew what you’re hearing and therefore decide what to do according to who you’re listening to. So make sure that you take the time to get people who are truly representative of your customer base.
NJ: Have you any specific tips for how the landing page should look? TW: Your site needs to look and act ‘normal’ in early seconds of interaction. What that often simply boils down to is to avoid too much promotion content or very urgent calls to action in those landing pages – the places where people come to your site and start to have a look around. Because probably what they’re trying to do is find a very focused piece of information. It’s a really obvious thing to say, but just remember that people have a choice; they have a choice to either spend another five seconds on your site trying to find what it is they came for - or they can go away. And they’ve got lots of other sites that they can go to. It’s really easy to lose sight of that – it’s really easy to think about consumers being highly committed to visiting your site and to finding information but very rarely is that true.
NJ: How do you get them to go deeper into your site – to buy? TW: Respect shoppers’ channel choice and their anonymity. So, the rule here – don’t try to push shoppers into your preferred channel until they’re confident that they want to deepen the dialogue. For example, give them the comparison data that they came for, let them figure out for themselves that the choice is hopelessly complicated and then suggest
10 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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