Inbound Marketing Lessons | Poor User Experience leads to No Spend
Get found, Convert, Analyze - Increase sales, Targeted results.
Reality Check: Tonight, I am working on a project outside of Inbound Marketing.
While I've done my research on materials, compared the variables and made the decision to make this out of carbon fiber with bonding to 6061-T-6 aluminum on transitional parts. I am ready for finding a supplier that fits my needs. Light, strong, durable, looks great!
Ok, now to the search. Try searching for products that are:
- What you are looking for
- Have the information easily available (meaning it is after hours and I'm ready to make a decision)
- Because I am working on a project, I don't need a 'quote'. I need a product, price, and shipping tonight. I am ready to make a decision.
What we are really wanting from our online search experience is for it to be as close as possible to a real face to face experience. If we get what we want, when we want it, we will move forward and open our wallets.
Building great sites relies on great processing of actual knowledge of your target market.
- Be truthful: Only say what you can back up
- Give the right amount of information, too much is worse than not enough
- Be remarkable / relevant
- Be clear on what it is you are expressing
Most website designers will emphasize digital competencies, its what they do. Forcing people to interact on your agenda drives away traffic. Unnatural / confusing doesn't work face to face, and it won't work online either.
Three options:
- Make changes to reach, connect, convert
- Continue to over-spend to compensate for lack of quality
- Ignore it and depend on your sales team to drive business.
Now, I've not made a purchase because I haven't found what I want, when I want it. I'm amazed at the reality for so many people that this happens every day, every hour, every minute of the day, I know that I am not alone. This would have been a $1400.00 order if a company gave me the data / knowledge / user experience I want.
One moment in time, one order, great user experience. Image my reaction to getting what I want, positive, forward thinking and willingness to tell others, that is Inbound Marketing that didn't happen.
Why won't businesses build websites that offer up a user experience that fits 'my needs'?
The answer lies in the fact that business owners want sites built by their perception of what they think people want. Toss in some serious expectations of it being full of high tech and fancy functions, and you have missed your market while feeding the sales department with a site that they can send their prospects to with confidence.
Isn't search supposed to be a priority for educating, nurturing, motivating and then moved towards the sales force? That's where I put my money as it drives the cost of doing Inbound Marketing down as you get better and better at it. Inbound Marketing leads the lowest cost per lead. No other marketing platform does that.
No purchase tonight, guess I'll have to actually call someone tomorrow, this is a huge mistake for those companies looking to lead their industry. I know the answers that business decision makers will make to cover up the reality that they are wanting visitors to come to them and participate on their agenda. Yeah right, I'm going to do that.
Tru-Market is all about giving your online visitors the information to be educated, nurtured, and motivated to become customers, it's GPS For Business