The Top Twelve Things Your Website Needs To Do - Part Three
In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to do that now...................Done? OK, here's the third and final installment of our saga:
9. Allow consumer product reviews
In the eyes of most consumers the most reliable source of product recommendations are other consumers. There is a really good reason why every online retailer has a robust system for web visitors to post reviews. If your site doesn’t, it should. By encouraging customer reviews on your website, consumers are much more likely to visit and remain on your site during their research. If consumer-written reviews sound scary, there are means to prevent crank and nuisance reviews. Bad reviews can happen but they can be managed and turned into positives. We can show you how.
10. Display suggested retail prices
This one can be controversial. In some cases, such as in the custom installation segment, it may not be a good idea to display MSRPs. But customers really want to see prices; it is a vital data point in making a product choice. If you don’t show price you can bet your bottom dollar they will leave your site to find someone who will, and it may not be one of your authorized dealers.
Some of you may be sensitive to showing prices to web visitors who are outside of North America. First, the Internet has no borders – they’re going to find out anyway. Second, there are technical means to display different prices to different web visitors depending on their location. Visitors from the EU will see the SRP in Euros while visitors from Australia will see prices in Australian Dollars. Or you can choose to block price visibility altogether from anyone outside of the your home market. If your web developer doesn't know how to do these things, talk to us.
11. Serve your partners
Your dealers and members of the press will want to help you promote your brand if you make it easy for them to do so. The press wants readily accessible high-resolution product images (multiple angles, lifestyle and light-table varieties), logo images, press releases, technical white papers, contact-info for your press agent and a press kit. Never password-protect assets intended for the press. That’s a sure way to be passed over for free PR.
Your dealers want most of the same things the press needs with the addition of product training materials, upcoming product announcements and price sheets. Sensitive dealer assets such as dealer price sheets should be password protected of course but if you’re not going to post sensitive materials like that, skip the passwords, they just restrict access for no good reason. No harm is done if consumers get your high-res images or your press releases.
12. A good dealer locator
And of course what dealers want most is for you to send them consumers who are interested in buying something. Dealer locators with map functionality are easy to do and ubiquitous. What’s harder is to make sure your dealer list is up to date and relevant to the consumer. You need to have policies and procedures for culling non-active dealers from your list and identifying custom installers with and without showroom facilities. There’s little worse than sending a consumer to a non-stocking or non-displaying retailer.
What’s your score?
If you can honestly say that your website meets all twelve of these criteria you must be a CE Marketing Pros client. If you score 7 to 11 your web and marketing teams are doing well but can improve a little. If your score is lower than 7 you are missing key opportunities to market your brand effectively. It’s time to gather all your website stakeholders for a serious discussion. Better yet email or call Paul DiComo, (410) 458-3176.
About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace.
WE KNOW CE.