Fasten up, this is a long post on the subject of emotional landscaping. First: how exactly do you turn a prospective customer into a paying one? And down below, my take on how it works for all you good people selling coaching and counselling as opposed to widgets.
You can find previous posts in the series here:
Website to Wonderful, 1: Makeover Edition (Introduction)
Website to Wonderful, 2: How not to make your visitors’ eyeballs bleed
Website to Wonderful, 3: Designing your site with real users in mind
If the product’s good, the path should match
We built a garden office this summer, which I’ve just moved into. It’s a lovely space, tall and airy. Unfortunately, in the course of building the studio, the builders (aided eagerly by the dog) trashed the garden completely. Right now, the journey from side gate to studio involves a muddy dash and a stagger over the potholes.
It’s great once you get there, but the journey is not very pretty.
I feel a metaphor coming on.
In my last post, we looked at all of the different kinds of customer journey, small and large, that you need to consider when putting your site together. Today’s post addresses the core online journey - how your readers and prospects become actual customers. (And how you can make that easier)
If your site provides something of value, then there is a point – maybe one point or many – where your site visitor says yes, I can act. They can enter their details, invoke Paypal and Visa, ask for more information, book a tour…but whatever the site offers, they can commit with confidence. (They can also be worried or excited about their commitment, but that’s a slightly different thing)
You need to lay out good paths
Your site needs to create good pathways from initial visit to eventual purchase. Not my wobbly studio path with its mud, but a simple path of exploration and discovery that makes becoming a customer into a natural next step.
To extend the metaphor, we’re looking for a confident step or jump into being a customer. You do not want your customer to come to a shuddering halt at the edge of a sudden steep drop.
What does that mean on the web?
Here my metaphor falls over. Websites don’t have physical paths. So what can a website owner do to make sure that prospective customers appreciate what they have to offer, and are able to become customers confidently?
There are two sides to this. On the one hand, you always have to offer something that people genuinely desire. On the other, you need to make that path smooth, removing the obstacles that exist to making a commitment online.
The details vary from one domain to another, but let’s consider this for some different types on online enterprise. As I run through, take a look at the domains that are outside your own experience, and consider whether there’s something you can apply to your own world.
Paths for product sites
For someone selling a physical product online, the web design is fundamental to success. Above all, the site acts as a bright window display. Prospective customers need to be attracted to the product, through good deals, great photography, detailed specifications and motivating descriptions. They need to feel that they almost have it in their hands. And they need to trust the site, either as a known brand or through its guarantees.
If the site is unknown, the customer is constantly evaluating risk versus reward: it looks like a great deal, but: will the product really be that good? And if it all goes wrong will I get my money back (without a fight)?
Good product sites (even start-ups) minimise the sense of risk.
Paths for software providers
The developers of software products have also come up with a standard sort of approach. Their websites usually provide a simple explanation of the problem that the product solves, together with a list of features.
This is supported by demonstrations of the product in action – dramatisations, virtual tours, animations, FAQs – and case histories of happy, important users.
Software sites tackle typical questions that their buyers have: Will this do what I want? Is it easy to use? Will it work for me? Is it worth the investment? Do people that I admire use it?
Good software sites work hard to show the product in action, to make it really come alive for prospective buyers. And then they make it easy, by offering short software trials that allow users to test drive the product before making a decision.
Long and winding paths for online services
And so we come to online services. Here, I’m thinking of coaching, teaching, training, and e-learning. Experiential products, if you like.
These products are highly dependent on relationships (both real and imagined) between the coach and the customer, and they are frequently co-constructed.
What do I mean by that? Here’s an example. Perhaps you take an online class in making your old photos into a digital scrapbook (I haven’t yet, but I’ve considered it). You might sign up for the class because you adore the class leader and everything that she writes.
Your feelings about the class will relate to your own personal journey with the material, and the extent to which it engaged you and stretched you. In many ways, you become the product: the training merely facilitates the transformation.
If you took the class half-heartedly, or misunderstood its aims, or it wasn’t what you expected, you might end up feeling that you wasted your money. If it went well, you may be absolutely delighted.
A piece of successful coaching is almost a three-way fit: the right coach, the right customer, and the right process or plan to give the customer a successful outcome.
The business of choosing and committing to an online coach is likely to be drawn out over a period of time, compared with the simple product purchase. There are the same issues of risk, and trust, and money-back guarantees as with any other product, but it’s a deeply personal matching process.
How can online coaches improve the path for prospective buyers?
Here are three kinds of pre-purchase experience that help people to commit to these more experiential services. (And if this really isn’t what you sell, read on anyway: there’s a lot that you can take away and apply).
1. Create a relationship through your vivid presence
Lots of coaches blog – and the blog is really the heart of the imagined relationship that your prospective customer has with you. Your language, the things you talk about, the solutions you offer, your world view, your beliefs are all right there in your articles. It may just be a reading relationship, but it’s a relationship nonetheless.
Your style with your audience (and probably with your one-to-one customer) is right there on the page. It’s there in the way that you respond to comments or build community. If you don’t have comments, and yet you have lots of readers, I will bet that your writing style invites people into your world and resonates with their issues.
People read you, and they begin to feel at home in your space.
I could write a whole other piece on blog content, but for now just consider: what are you saying? What’s the conversation you are having? Is it trustworthy? Is it reliable? What sort of business does your writing represent?
Writing is of course very different to voice or face-to-face contact. It’s lovely, but it’s two- dimensional.
You need to come alive from the page.
But not in a spooky way.
If your service is live, then demonstrate your best live self, through audio, video, webinars and Q&A calls. Voice is wonderfully distinctive for many people. Video is fab, but it’s harder to do well.
So, maximise the experience of yourself, using the methods that are best for you.
2. Provide a safe virtual experience
The next best thing to trying something out for yourself is watching someone else try it. It’s not quite as good, but it’s safe and often very informative. As a customer, you can use these to fit yourself in the frame.
Examples of these include case histories, reviews, features and diaries. These are worthwhile if they’re authentic; unfortunately, increasingly they’re a little bit gamed. Third-party reviews can look good, but if they are all from your friends, that’s a little less useful.
The phrase ‘social proof’ is sometimes used here (show that you have hundreds of Facebook fans, for example), but I think it’s a bit misleading. The best proof is the uptake by people like you, or by people that you admire and identify with.
Case histories have the value of demonstrating the whole process to people, and that can be extremely helpful. It shows the breadth of your offering, not just a magic before and after.
3. Set up test drives and trials
Smaller versions of the real experience are extremely valuable.
These could be small services, free courses, sample chapters, e-books, taster sessions – just real but smaller embodiments of more expensive services. Small commitments that let people test out you and your process.
Packaged trials are less emotive – and probably less powerful – than live trials and tests (like free 20-minute coaching calls). Live test drives help people to decide if they have a fit with you, and they also build emotional bonds of trust and commitment.
But bear in mind that test drives tend to imply near-to-final commitment. You don’t usually take up the offer of a test drive unless you are already part-committed.
As I said earlier, if you don’t offer live trial, then audio and written samples can substitute. (Video is great, too, but it’s usually harder to pull off)
It’s all about finding a fit, helping the reader decide whether this feels like the right relationship for them, and whether you and your services will actually deliver the results that you claim.
The customer is balancing desire and risk, just as they do with physical products, but the stakes are usually higher. Virtual tours and safe trials help to eliminate the risks.
How can you put this into practice for your own situation?
Take a look at your site, and check your answers to the following questions:
- How safe is it for my customers to buy what I’m selling? (Why?)
- Do I communicate the product/service really well, so that people get exactly what they expected, if not more?
- Do I show people how it works in practice?
- If I’m pretty much the product, am I building the positive case for choosing me, through the things that I say and write?
- Do I give people the opportunity to try out my services, virtually and safely?
- Do I minimise the jump on the path, so that it’s a hop (or a dive)?
Would love your thoughts, especially on any actions it suggests to you. Do share, retweet, all of that good stuff. I’m off to do some voice recording, try out some video and phone a landscaper.