Well back in 1990 what they did if they were interested in what we were offering they either call or stop in within a day or two and check things out.
Fast-forward to today, and customers don’t follow the same path…
I’ve read numerous studies; I’ve read what people post on forums or on Facebook on how they go about making their buying decisions today and if you think people are buying the same way they did in 1990- well I’ll let you think about how many sales you’re losing on a weekly basis. Let’s dig a little deeper…
OK, you’ve put together a sharp looking newspaper ad. It’s your “Summer Clearance Sale” and you expect to do big numbers.
The event comes and goes, and yeah you did sales, but it wasn’t like the “old days”. So what gives?
Maybe it played out like this…
Joe & Edna Richards get their Thursday paper, they come to page 5 and there’s your ad, “Summer Clearance Sale” at Country Furniture & Bedding.
Joe says to Edna, “Hey Eds, you know we’ve been talking about getting a new living room set. I see Country Furniture is running their summer clearance this weekend- wanna go?” In 1990, Edna would take the page of the newspaper showing your ad, would fold it up and put it next to her purse. And when Saturday came along, Joe and Edna would be off to see you.
But that’s not how it plays out in 2015.
Edna, who’s been using her smart phone to check her email, starts punching in Country Furniture’s web site.
Edna looks at the screen and says to John, “Joe, I really can’t read anything on the website. The font is way too small and I have to scroll back & forth.”
Edna has found that your website isn’t mobile “friendly”.
Now a lot of folks will have given up at this point and may not make the trip to your store because they couldn’t read your website clearly on their smart phone.
But Edna wants a new living room set and won’t be easily deterred. So, she heads off to the computer room and looks up your website on their desktop computer.
And up comes your website. Edna starts reading the home page, which contains a picture of a non-descript sofa and a bed and a recliner. There’s nothing on the home page referencing the “Summer Clearance Sale”. There’s a listing of what lines the store offers, but there’s no search function to actually see what the store carries in inventory. Even if Edna wanted to order online (which more and more are wanting to do) your site isn’t ecommerce friendly- there’s no way to order anything online.
Edna has never dealt with Country Furniture and Bedding. She clicks on the “Who We Are” button, and gets something like this:
“We have been serving the Clayborn County area since 1983. We carry the best brands. And back up everything that we sell. Please refer to our home page for a listing of hours.”
Pretty enticing sales copy there huh?
Unfortunately all of your website sales copy is written in the same voice.
OK, how impressed do you think Edna is with Country Furniture and Bedding? Probably not very, and it takes her little incentive to start checking out the website of your competitors. She may even check out what Wayside is offering.
The bottom line is that your chances of closing a sale to Joe and Edna have been drastically reduced. Back in 1990, there was much less of chance “losing” a perspective customer between the time they read your ad and the time they enter your store.
But today there are various points along the way where Joe and Edna can get “lost” and end up exactly where you don’t want them and that’s spending $$ with your competitor down the street.
If you want customers to stop becoming “lost” between reading your advertising and buying something at your store, just drop me an email at email@example.com and lets talk.