Know Your Audience by Chris Trayhorn, Publisher of mThink Blue Book, January 1, 2005 When designing a Web site, you must take the intended audience into careful consideration. Whether the Web site is business-to-business or business-to-consumer, the design will require a format that caters to the desired type of visitor, and it must also guide them through the intended process as comfortably and efficiently as possible. First, take into account whether the target demographic is business- or consumer-oriented. In the B2B arena, and particularly in the business service industry, the primary goal is to establish trust in the prospective client. Business-to-business Web sites usually avoid the kind of hype and pizazz that a consumer Web site may have. A highly sales-oriented site promoting an immediate purchase is simply not appropriate for establishing trust to promote a sale that may require a large risk on the part of the purchaser. The prospective purchaser will perceive this risk as being higher when little information is given to back up any claims that have been made. It is best in this case to provide easily accessible information to the visitor to make them feel more comfortable with the offer before presenting any extensive hype about the product or service. It is also advisable to make testimonials or case studies available to the visitor, as well as comparisons of the competition. Instant Visual Clues In addition, a more visual tactic for establishing trust would be to present the logos and names of well-known clients. These provide instant visual references for the visitor and can help keep their interest long enough to make the sale or establish contact. If the product or service is complex or the value is not immediately obvious, it may be advisable to lead the customer to call and talk to someone one on one. Highly specialized services and products are likely to raise a lot of questions in the customer’s mind. Most of these questions would be best answered over the phone rather than having the visitor perform a tedious search through FAQ pages. In contrast to business-oriented sites, consumer-targeted sites offering low-risk purchases should make the process of buying as easy and straightforward as possible. Clear presentation of a good offer on the home page will help establish a different kind of trust in the visitor than that of a B2B site. This type of trust tells visitors that they are receiving a fair price and quality service. A simple two- or three-step sales process will encourage the customer to return to make more purchases. In consumer-based Web sites, ease of use and good value mean everything for customer retention, and customer retention means everything for robust profit margins. Knowing how much information to present about the product or service is critical in working with the attention span of the consumer. First, take into consideration the financial risk that the product presents to the consumer. Obviously, a customer looking to purchase asset protection online, for example, would not jump into the purchase without knowing that he or she can trust the service. This scenario presents a huge financial risk on the part of the visitor. In this case, you would want to provide complete information about the service and comparative information regarding the competition. Presenting a low price point immediately in this case can actually break down any trust that has been established as it cheapens the offer and its reputability. The consumer may have many questions as well. For this reason, the entire emphasis would be to establish enough trust so that the visitor calls or acquires some form of consultation. By contrast, a low-priced item such as a magazine subscription can be sold with very little information because it does not require a large financial risk on the part of the visitor. Also, if a product is well known due to extensive branding, the visitor may not need as much information before being pushed toward the purchase. In these cases, the emphasis should be put on the value of the offer and the price point. Visual cues such as starbursts, arrows or bright red writing can capture the visitors’ attention just long enough to present the offer to them. Save these tactics for impulse buys, and use the information you acquire from the visitor to promote other offers on your site through auto responders or newsletters. Purchase Price Is Key You must also take into consideration the wealth of your average visitor. Most sites are aimed at a middle-income family. However, there are products and services that cater toward very high-end customers. If this is the case, price point is not nearly as important. In fact, wealthier visitors tend to directly correlate price with quality. Because of this, a low price may actually deter a wealthy visitor from the purchase. For wealthy visitors, don’t present the price immediately, but make it available, and pay much more attention to the style and artistic aspects of the site. Designing for the proper demographic is one of the more difficult aspects of creating a site that converts well to sales. There is so much to take into account, including the audience, the industry, the financial risk of the visitor and more. These suggestions are just the beginning as far as special considerations that must be made to ensure high conversion rates. Be as aware as possible of the state of mind of your visitors. Jumping into the visitors’ shoes, so to speak, is the best way to really know what will work. In fact, a great way to do this is to simply research your competition from a visitor’s perspective. GREG SHEPARD is CEO of NetTraction.com, an online marketing company found at GotRevenue.com. He has eight years of experience in online marketing and 16 in business development. Filed under: Revenue Tagged under: 05 - Winter 2005, Columns, Conversion, Customer Experience, Landing Pages, mtadmin, Website Design About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.