It’s 3 AM and I Just Visited Your Website
Remember a time when buying decisions were made between sun up and sun down? Let’s face it: in recent years, you have probably made a purchase in the middle of the night after waking up and thinking about the item you have been mulling over for a few days. This late night purchase has been, of course, aided by the advent of the Internet. For some reason, I have trouble imagining someone filling out a Sears catalog mail order at 3 AM.
To small town businesses, this means that our doors are open 24 x 7. It used to be that only big cities “never sleep”; now the sleepy, rural American towns have joined the cities in doing commerce, banking, purchasing, donating to charities, and selling around the clock.
What does this mean for your business or organization? Well, does the thought of a customer or potential customer browsing your website at 3 AM bring thoughts of happiness and joy, knowing that they are finding exactly what they need, or does it make you start to feel anxious? If the latter, maybe your concerns need to be explored a little more deeply.
What would you need to do to alleviate this feeling? Several things come to mind. Perhaps you need to chart out clear customer paths to ensure that your customers can follow information on your site in a logical process. Maybe it simply starts with clearly articulating who your ideal client is, and then rewriting website content to speak to that audience. Story telling is powerful; does your brand tell a story on your website? Is there a way to turn interest into a lead, and a lead into a sale?
For a fun exercise, spend fifteen minutes thinking about what it is like to be a 3 AM visitor to your site. Is the experience a pleasant or a frustrating one? Write notes about what you find, what you can’t find, what is successful and not so successful.
And then, begin creating an action plan for implementing some changes for your next middle of the night visitor.