Iempoweru Online Entrepreneur Reviews Customer Expectations Of Your Website Form And Function. Two weeks ago, I wrote a blog post about whether substance is more important than style when it comes to building and maintaining your website/blog.
My conclusion is that a “stylish” site makes the visitor feel at ease, so that they will take the time to view your “substance”. The “style” must also be a match with the subject matter.
For example, an attorney might not be taken seriously if her website looked more like it belonged to an exotic dancer. Or vice versa. The site visitor has an expectation of what they will encounter before they even arrive. This expectation includes “style” and “substance” – form and function.
When that expectation has been met, vistors return often and begin to know and like the author/owner of the site. They begin to believe in the subject matter expertise being conveyed. It is reinforced by that site owner taking the time to do things “right” – to layout their information in the ways that we have all come to expect it to be laid out.
Part of the expectation will be that at some time along the way, that site owner will ask the visitor to buy something. But, before anyone parts with their hard earned money for a product or a service, they should expect certain steps to be taken by the seller. And no matter how “stylish” or how “substantive” that site appears to be, if those steps are not included, most visitors will not complete the transaction.
These steps usually include but are not limited to:
- being directed to a shopping cart or a sales page, usually too long, littered with all the reasons why they should buy
- listing options to buy the free, good, better, best service
- being able to scroll down to the bottom to get to the price and point
The click to buy, usually goes directly to a payment gateway where it is expected to see:
- “https:” in the url for that page signifying that it is a secured page/site
- requests for name, address and phone number
- requests for shipping address if different
- requests for quantities, unique choice options- like size or color and maybe a special notes section
- requests for credit card information to include the infamous “security code” on the back
- info/details on how and when to expect delivery of both physical and/or digital products and services
Also expected is to have to verify some type of “terms of service” or legal acceptance as well as to get several opportunities to opt out, before the final “submit” button is pushed.
And after that button is pushed, expect a thank you email and/or a receipt email immediately.
If it is a digital product, expect to see a download button in one of those emails.
And if it is a physcial product, expect to see tracking numbers and regular status updates until receipt of the product.
And all of those expectations lead to trust with that site owner and wanting to come back for more of their goodies.
Onward and upward!
Image courtesy of Stuart Miles at FreeDigitalPhotos.net