Whether in a B2C or B2B market, every business sells to people. At the end of the day it’s an actual person who is making the decision to purchase. These individuals today are conducting their research, creating their shortlists and selecting products or services to buy in a highly zig-zag manner. This ain’t your buyer from the 90s!
Rather, today’s buyers are transitioning among channels repeatedly, even throughout a single purchase. According to Google, 90% of consumers who own more than one device switch between screens for a task, with an average of three different screen combinations. Business owners are no different. According to PaySimple, business owners will use their mobile devices to do business on average 21 times per day! That is almost 3x an hour in an eight-hour workday.
These new omni-channel buyers interact with a brand on many levels, across multiple devices, and both online and offline. And they expect a seamless experience. Let’s take, for example, a CEO who is in the market to purchase a project management solution, which you sell. She wakes up, sees a direct mail piece from your business on the kitchen table and goes on to search for references to your company on Twitter. On her commute she visits your mobile site. At work she visits your site on her desktop. While she is in meetings she receives an email from your business. She discusses the option with coworkers and decides to purchase your software. At home that evening she uses her iPad to make the purchase, and throughout the buying process she consults your live chat feature. Within mere hours, this CEO has interacted with your brand six or seven times!
It is critical to design your website to meet buyers’ evolving needs. Your website must engage them and be a valuable component of the process throughout their entire purchase journey.
This presentation will discuss specific methods for putting your omni-channel customer at the forefront of your site design in order to increase leads, sales and revenue.