Become your customer
Marketers and people well immersed in their own business too often fail to see things from the customer perspective.
You may find this hard to believe, but some months ago I was at a function and speaking with a person who sells a common brand of petrol power tools such as chain saws, blowers, mowers and the like.
I suggested they should also be into battery tools only to be promptly told that they have a complete range of battery tools.
I was amazed, I didn’t know that and it’s a common brand.
Check it out?
Curious at being so ignorant I went to their web site and looked, only to find nothing of the sort.
I then went to the little search bar at the top of their home page and typed in ‘battery tools’.
The result shocked me – “No tools match this search term”.
How could this be, I had been left in no doubt that they had a complete range.
My curiosity aroused I phoned the company to inquire only to be told I needed to search ‘cordless’ not battery in the inquiry bar as ‘cordless’ is the industry term.
Annoyed at my stupid inquiry, the person promptly then hung up on me – believe it or not – and all I was doing was trying to help.
COVER ALL BASES: Making it easy to navigate your website is an obvious tool to boost online trade.
Who is your customer?
While cordless may well be the industry term, this company’s web site is targeted at consumers, and the public in general who no doubt would refer to such tools as battery tools.
Indeed, to cover all contingencies, what harm is there in cross-referencing both terms in their search bar facility?
Being too close – sad but true.
Just a few days ago, many months after this experience I again checked the company web site and again searched battery tools and again the result, “No tools match this search term”.
I find it immensely frustrating to see people so slow to change and to even consider the obvious?
Knowing your business and being close is of course essential, but so too is knowing your customer, who your web site is targeting and how your customer thinks.
This story Administrator ready to work first appeared on Nanjing Night Net.