Driving Technologyunderstanding today’s business practicesscotto@gtsservices.comSimplifying the Buying Processby Scott OrthI’D LIKE TO WALK YOU THROUGHa story—an analogy, really. Thinkabout your experiences as a customerwhile you read. Trust me; I’llbring it all together in the end.You’re on vacation in a town you’venever been in before. It’s lunch timeand you’re hungry. You decide to makea sandwich, but you forgot to bringbread. Oh well, there’s sure to be a grocerystore up the street. You jump inthe car and head off to get your bread.There’s only one main highway fromthe vacation house; we’ll call it GoogleAvenue. On the way, you see the signyou’re looking for: “Stores next right.” Youmake the turn but suddenly hit thebrakes. In this remote little vacation townthere are more than 100 grocery storeslining the street. “Wow, so many choices,”you think to yourself, “this is great.”You decide to pull in to the first storeand just grab your bread—you’re hungry!You walk into the store and stop inyour tracks. What’s this? No aisles? Justrandom stacks of products on tables,shelves, even the floor. You’d think theywere hit by a storm, or some randomact of violence, but for the somewhatmanicured nature of the piles. Something’swrong. You don’t trust the store.You slowly back out the door, jump inyour car, and speed off to the nextparking lot. Finding the same disarrayat the next three stores you mentionsomething to a store owner. He looks atyou, perplexed. “This is the way we’vealways had our store and it seems towork just fine,” he says.About to give up, you drive a coupleof blocks down and try another storejust off the main strip. You are elated tofind that it is a highly organized store.Not only that, but there are customerThink of your website like a grocery store. It’s important to make sure it’sorganized so that customers can easily find what they’re looking for.service workers standing at the doorand at the end of each aisle. They immediatelyask if you would like helpfinding something. You tell them youneed bread to make a sandwich. Oneof them gleefully walks you to thebread isle and asks if you’d like to knowthe differences between each type.“No, thanks, this is all I need.”“Sounds great,” she says, “the registeris right this way.”“What kind of sandwich are youmaking?” she asks on the walk.“Turkey and ham, and, man, am Ihungry,” you exclaim.She says, “Do you have cheese, mayonnaise,pickles, and mustard, aswell?”“Darn, I’m glad you mentionedpickles. I completely forgot aboutthose—and they’re my favorite part.”“Just do’n my job,” she says smiling.“If you’re really hungry, you mightwant to grab some chips and a sodatoo. They’re right here,” she says, pointingto the items.You buy the things you wanted,drive back to the vacation home, andenjoy your favorite turkey sandwich—with pickles.What’s It All Mean?So what does this mean? Why did Itake you through this odd little story?Because it’s exactly what happens onthe Internet.Every day, people go online to find aproduct or service they want to purchase—yetthey search and search, tryingto find a website that makes it easyfor them. Too many sites are unorganizedor confusing, making it difficult forcustomers to buy what they really want.Web consumers are a bit finicky. Informationneeds to be handed to them,and the purchase process needs to beeasy. Whether you sell an item online,or you want customers to pick up thephone and call—you must make it easyfor them.continued on page 1412 <strong>AGRR</strong> <strong>Nov</strong>ember/<strong>Dec</strong>ember <strong>2008</strong> www.agrrmag.com
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