Here's something every web site owner should know.
When visitors come to your site, they are looking for a reason to
buy from you. Think that's stating the obvious? You'd be surprised!
I come across countless sites every day that do everything but give
the visitor a reason to buy, subscribe, click, call or otherwise
take action. It's a fatal mistake in any business, but it's especially
damaging for web-based companies.
Let's continue with our example of buying a computer
desk. You start with the big three office-supply stores. You click
the "office furniture" link, and you're faced with a barrage
of links to pages about lamps, printer stands, bookshelves and more.
Then you get to the desks. Computer desks, desk collections, metal
desks, workstations… geez! There are lots of links, but no
information. Finally, after drudging through pages of links, you
find some actual copy that describes a desk you think you might
You look over the features. You write down the price.
You gather the shipping or delivery information. Great! Now, on
to the next site.
When you arrive, everything looks almost the same
except the logo. Same navigation, same links, same inventory, same
prices. The shipping amount is the same, and the delivery policy
is identical to the site you just came from. As you click from site
to site, it's like déjà vu. How are you supposed to
make a decision to buy when all your options are equal? What will
be the determining factor between site A and site B?
If you're feeling frustrated just reading this scenario,
imagine how your site visitors feel. When they come to your site,
they are looking for a clear reason to buy from you instead of all
the other sites. Do you give them a reason? Do you give them several
If all factors are equal - even if all factors are
similar - your visitors will find it difficult to make a decision.
When they start guessing at which site would be best to buy from,
you start losing business. Maybe they'll choose you, maybe they
won't. There is a way to ensure you are chosen over your competition.
You have to clearly point out how you are different or better than
every other option available.
MarketingExperiments.com recently published their
findings in regards to differentiating your company from others.
They reported that most companies - when asked what their most unique
aspect was - answered, "Our great customer service." I
have bad news for you. That won't cut it. Why? Because, in most
cases, when customers are visiting sites to gather information and
make purchasing decisions, they won't come in contact with your
customer service department. It would be a nonissue until something
Also, since most businesses are claiming excellent
customer service, it's an overused promise that has begun to carry
less and less weight. You need something solid. You need something
that is persuasive. If I were standing in front of you and told
you that I was considering buying my desk from you or from Vendor
Z, what would you say to convince me to buy from you? Here are some
things to consider when trying to discover ways to differentiate
yourself from other businesses.