When you are shopping for a new item where do you start? If you are buying a snack or Diet Coke you find the nearest source. However, when you set out to buy more substantial products most of us start shopping with an internet search. Information once only available through a salesperson is now available on web sites, in chat rooms and blogs. Where most organizations’ web sites fail is their message is about them, how great they are, how many years they have been in business, who some of their key customers are, and awards…blah …blah….blah.
Market leaders know their web site needs a concise message that clearly states the problem they solve for their buyers because today you have less than a minute to win it…your buyers’ attention that is.
Have you seen the new game show on Sunday nights titled; “You’ve got a minute to win it.” I predict this show will not only be a huge success but it will have entrepreneurs creating home minute to win it games and consumers will be making their own contests based on what they have seen on television.
As our family watched this new game show we found ourselves cheering for the contestants as they attempted challenges of varying difficulty. I thought how similar these contests are with the environment most marketers face when trying to capture consumer interest on line.
Your web site should not require practice for consumers to win (find answers to their unresolved problems)
The contestants on this show have all practiced their challenges at home prior to appearing on the show. So they practiced balancing bolts strung on a chop stick and bouncing a ping pong ball over three consecutive plates and into a fish bowl. What we as business people can learn for this includes;
your potential customers do not want to learn how to win , practice finding, the problems your product and or service solves for them
It is your responsibility to test and keep testing your web site and adjust it so potential buyers “get it in a minute.”
The moral of this blog post is;
*when your marketing team knows they have a minute to win it in terms of customer attention they will boil your message down and clearly explain the problem your product or service solves for buyers in your market. When done properly you receive more traffic, more page views, a reduced bounce rate, more inquires that turn into more leads, and ultimately more sales.
So how about your web site and your message…if you asked a potential customer to view your site would they understand the problem you solve for them?
Does the imagery on your site also clearly show the problems you solve for buyers in your market? Not sure?
Print your home page and give it to potential customers. Potential customers are buyers in your market that could use your product but you have not sold them in the past. Set your timer for a minute and ask them to quickly read and view your web page. [Warning; if you are a C level executive and chose to try this you will not like the answers you receive if you are like 90% of companies] If you are a market leader clearly explaining the problems you solve and not playing “feature and benefit bingo” hoping your buyers figure out what you do, you will enjoy this exercise.
You have a minute to win it in terms of customer attention when they are shopping on the internet.
Your web site must clearly state the problems you solve for your buyers in your market, ideally in the voice of your market. If you fail to do so they will be gone in a click to other sites until they find one that does not require practice to master.
How about your companies’ web site?
Do you understand the problems you solve in less than a minute? (If your answer is no you are really in trouble as you have more product knowledge than your buyers just starting their buying process)
Do you have the courage to ask potential customers to take the win it in a minute challenge on your web site?
Is your current web site a virtual brochure that requires customers to play feature and benefit Bingo to understand your message and the problems your product or service solves?
You have a minute to win it with buyers shopping on line for solutions to solve their problems. Your website must clearly state the problems you solve for your buyers in less than a minute or you loose the game.