Dmitriy N. Full-Stack Developer

Creating the right atmosphere on your website

The main task of the website is to make sales, therefore it is advisable to create its structure so that it corresponds to all five classical stages of sales (relaxation, identification of customer needs, presentation of solutions, work with objections, closing the deal). Inattention even to one of the stages, or violation of the sequence delays success.

1. Relaxation.

Relaxation is achieved through a soft and simple design. In my opinion, the design is made in soothing colors (shades of gray, beige) with elements associated with the house (because only at home a person can truly relax). It is advisable to avoid pure white and bright colors that irritate the retina. This stage is very important, since a tense person has a sharp decrease in the ability to perceive information and make decisions.

2. Identification of customer needs.

There is no dialogue here. We haven't heard from the client yet. But we can give a person enough information. There is no need to write “we will quickly and efficiently produce for you”, etc., because until the client has decided what he needs, this will only cause irritation. And in general, how can we offer to buy something if we do not yet know what the client wants.

To win the trust of the client, information must be presented impartially and objectively. Here we must act as an expert, not a seller. Avoid the words "we" (egocentrism) "not", "no", "but" (denial). It is important to build sentences here, as we build oral speech - without unnecessary turns and sentences. Then it will be like a dialogue. The text is mostly specific information. The task is to lay the maximum amount of useful information for the customer in the minimum of characters. Additional information should be placed in the form of links and footnotes.

3. Presentation of solutions.

After receiving information, the client goes directly to the product pages. On this page there is a brief presentation of the product and the price (or a link to the price). It is very important that each page has contextual links to other pages and places on the site. Thus, the client stays longer on the site.

The customer should get the freedom of choice, he decides where to go, for example, from clarifying needs to presenting solutions. Contacts should not flicker on every page as well. When the client is ready, he will go to the appropriate page.

4. Objection handling.

It is possible only when customers contact the manager. However, we can, knowing the standard objections, lay the answers to them in the text of the site. These answers should not state anything, but simply give information, after reading which, the customer comes to the necessary conclusions. It must be remembered that a person is more willing to accept the conclusions that he made himself. Conclusions imposed from the outside, on the contrary, often cause rejection.

5. Closing the deal.

It occurs already in a dialogue with the manager. The ultimate goal of the website is to encourage the client to get in touch, ideally, to decide on the product and place an order.

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