The Technology May Change, But Human Nature Remains The Same

Let me repeat that..

"The technology may change, but human nature remains the same!"

In this wonderful Internet Age, we are all struggling, and succeeding to different degrees, to keep up with the technology. It's a never-ending battle. Web Technology! When it's good, it's often poorly executed, and when it's bad- it's fatal.

Frankly, much of the time, the technology gets in the way of the sales and communication process. Unfortunately, it seems that many people responsible for website design understand the technology available and what they want, more than they understand their fellow man- their potential customers, and what THEY want.

Whoever...?

Whoever got the idea to ask for your name and email addresses before you can enter a site? Try that outside the front door of the local McDonalds!

Whoever got the idea for fancy Flash presentations that take 3 minutes of your time to show off how good the graphics designer was? Try telling people that they have to watch a video presentation before they can enter Wal Mart!

Why can't more than half of Web shoppers find the product they want on a site? Would that be acceptable at the local sports store, or in a mail-order catalog?

Why do more than half of Web shoppers abandon their purchase after they've selected goods and placed them in their shopping trolley? Wouldn't that send your local supermarket broke?

What About The Customer?

This is truly a fascinating time to be a Marketer, and to watch what is being done in the name of Marketing. Look at any successful business in the 'dirt world', and you'll find that it is being rewarded for responding to the needs of its customers, and making more than enough profit to pay its bills. Then look at what has passed for popular success on the Web, and you find that it has to do with how exciting the concept is, how many eyeballs it attracts, how innovative the 'business model', or how revolutionary the technology used is. Nary a word about about the customer satisfaction or profit that are necessary in the real world.

I note with pleasure that some wiser heads are now writing about the "New New Economy", and noting that it's looking more like the Old Economy all the time! This trend will help give credit to those businesses that have been truly successful on the Web (and there are plenty of them), and set up a realistic expectation for those that come onto the Web in the future.

The Fundamentals Still Apply

Take away the technology, and to succeed in Web Marketing, you still need to deliver the basic requirements of Marketing:

-A good Product
-At the right Price
-At the right Time
-At the right Place

It also helps mightily, if you have a good rapport with your customer.

I was delighted a while back, to be asked to lead a Clickz Forum. It posed the following question...

"Whether, in a high-tech age when dot-coms are rushing to automate as much as customer contact as possible, there's still an important place for 'high touch'-- old-fashioned one-to-one sales."

MY answer, was a qualified 'Yes', and my belief is that 'one-to-one sales' isn't 'old-fashioned' at all! Have a look at all the 'new-fashioned' sites that tried to sell autos. They were dismal failures. People used them for information, then went right on down to their local dealership to haggle and buy from real people. No matter how good a job the programmers did of automating customer contact, the customers didn't feel confident enough to complete the transaction on the website. Some businesses are so "high-touch", that wise marketers would choose to use a website only as an information, branding and lead- generation tool, with real people following up the leads.

Sure, you're right, the auto example is an extreme case. And, no, you can't afford to have a real-live salesperson selling that $9.99 CD online. I understand. Even in the real world, we have vending machines, so we don't need a human holding our hand in every sales transaction. It varies with the nature of the product.

Understand Your Customer's' Needs!

No matter how much money and technology some Web businesses throw at automating customer contact, they're doomed to failure. You can only successfully automate something you UNDERSTAND. Unfortunately, many of our dotcom whizz-kids have never had to make a living from real customers in the real world, so they just don't 'get it'. What online businesses DO need to do, is to understand what the customers' needs are in the sales process, and fulfil them.

What is really needed, is a caring, thoughtful fulfilling of customers' needs and expectations at every step in their experience with a Web business site. The better all the small steps are performed, the less need there will be for real-time human intervention (and the higher will be the conversion rate). This means;

-a professional, friendly tone to the complete website

-information about who you are- the company, the founder, the staff. Let your customer know that there are real people there

-sensible ads that don't mislead and set up unreal expectations

-relevant descriptions from customer searches of Directories and Search Engines

-quick-loading web pages

-easy-to-understand page layout, with clear information

-easy-to-understand navigation

-a Privacy Policy to allay fears on privacy

-a Returns Policy and strong Guarantee to allay fears of making the wrong choice

-a clear description of your products or services, and clear pricing options

-secure credit card and information handling to further allay fears on privacy

-a friendly, easy-to-use shopping cart

-a sincere Thank You, and information about what will happen next

If all of these things are done, there will be little need for one-on-one selling on MOST sites. You will already have done the job. Through understanding your customer and providing excellent service, NOT by spending more on technology!

Of course, offering some 'one-to-one' contact is a real plus for any business, and necessary for those that are more "high-touch". There are now a number of programs, some even free, that allow a customer to contact a live operator at your site. Check out LiveHelper.com and HumanClick.com Making it easy for your customer to contact your business site by phone, fax and email should be fundamental.

I read once that the definition of fanaticism was "Redoubling your efforts when you've forgotten your original aim". Solving a lack of customer rapport by throwing more technology at the problem, comes perilously close to the definition.

John Payne is a lifetime Marketer, Publisher of web marketing ezine, and an SEO consultant.

John also founded and heads up the fast-growing business web marketing ezine

green cleaning service Park Ridge ..
In The News:

A groundbreaking new study has uncovered disturbing AI blackmail behavior that many people are unaware of yet.
Four teams of autonomous humanoid robots competed in China's first AI soccer tournament, demonstrating advanced capabilities in ball detection and independent decision-making.
The ID. Buzz autonomous van features self-driving technology with 13 cameras, nine LiDAR units and five radars after Volkswagen partnered with Hamburg and Uber for 2026 deployments.
Social Security phishing scams use urgency and impersonation to steal personal data. Learn how to spot fake SSA emails and implement 10 protective measures.
French startup Pazzi Robotics created an AI-powered pizza robot that made pies in under five minutes without human help, but it closed in 2022 despite patents and expert partnerships.
Reclaim your time from big tech with effective screen time reduction strategies for iPhone and Android, featuring steps to limit app usage and create phone-free zones.
Amazon Prime Day shoppers face threats from 120,000-plus scam websites as cybercriminals prepare phishing traps and malware ahead of the July sales event.
Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.
The AEON humanoid robot tackles labor challenges with Nvidia AI, Microsoft Azure cloud and advanced spatial awareness, working alongside industry leaders Schaeffler and Pilatus.
Google's Ask Photos feature brings AI-powered searches to your photo library, letting you find memories with natural language queries while maintaining privacy controls.
The return of blue book exams emerges as universities fight widespread AI academic dishonesty and educators debate whether to ban AI tools or teach responsible usage.
Signs your phone might be hacked include strange behavior, unauthorized texts, battery drain and pop-ups, while protection involves updating software and avoiding public Wi-Fi.
Tokyo startup H2L has launched Capsule Interface technology enabling full-body robot control with muscle sensors, offering immersive remote operation.
The A.I. industry seems set for growing pains as Big Tech companies scramble for solutions to the medium's unprecedented strain on the power grid.
Fourth of July fireworks cause a 60% spike in lost pets, but GPS trackers and AI photo-matching services like Love Lost can help reunite missing dogs with their families.
Protect yourself from jugging, the rising crime by which thieves monitor ATM users and follow them to steal cash, with six practical safety tips to stay alert and secure.
U.S. airlines like Delta, American and United are selling your domestic flight records to government agencies through the little-known Travel Intelligence Program.
Autonomous robots from Uber Eats are rolling out across U.S. cities, featuring LIDAR sensors, secure compartments and all-weather operation for food and grocery delivery.
Costco has expanded into EV infrastructure with new ultra-fast charging stations that can charge most electric vehicles to 80% in 20-60 minutes while shoppers browse the warehouse.
The new Gemini Robotics On-Device AI allows robots to perform complex tasks without internet, offering enhanced privacy, reliability and adaptability for real-world use.
Protect yourself from Amazon phishing scams by spotting red flags like suspicious sender addresses and spelling errors while using Amazon's Message Center to verify communications.
GAC Group's new Govy AirCab flying car combines lightweight design with advanced safety systems and smart cabin technology to revolutionize city travel with an 18.6-mile range.
The Berkeley Humanoid Light (BHL) is a lightweight, open source humanoid robot that anyone can build using 3D-printed parts and off-the-shelf components.
Meta’s new AI chatbot is getting personal, and it might be sharing more than you realize.
A new threat targets both Android and iPhone users: SparkKitty, a powerful mobile malware strain that scans private photos to steal cryptocurrency recovery phrases and other sensitive data.

Do You Want To Save Time With Your Web Design?

It starts off simply; a few HTML pages, a few... Read More

Build It And Build It Cheap! Part II

If you are familiar with my work, then you have... Read More

How to Hire The Right Web Design Firm

Regardless whether you manage a small business, charitable organization, or... Read More

6 Tips To Improve Your Business Website

There are six important characteristics that can play a major... Read More

Plugging the Dreaded World Wide Web Black Hole is Just the First Step

You have created your custom error page so now all... Read More

Website Design Basic Concepts

So, what's in a website design anyway? And, how do... Read More

Understand Your Color

Any design on a web application involves the effective input... Read More

Content is Crucial!

Content is undoubtedly the most important element of a website.... Read More

Offshore Web Design and Development - Use Great Opportunities

Sooner or later every small or medium business owner realizes... Read More

Affordable Website Design In Manchester

If you have a business, big or small you may... Read More

How to Hire a Web Designer/Programmer for Your Website

Hire a designer or a programmer for your website is... Read More

How to Design a Search Engine Friendly Web Site

Many web site designers don't design their sites for the... Read More

Does Your Homepage Work?

All websites have a homepage. It is the most important... Read More

Website Advertising: 10 Dynamic Tactics To Super-Charge Your Sales

Here are 10 dynamic website advertising tactics to super-charge your... Read More

Free Online Tools to Design (and Maintain) Your Website

These days, it seems that everyone has a website. Unfortunately,... Read More

How To Improve The Professional Look And Feel Of Your Website

Projecting a professional image is paramount to your website's success.... Read More

Website Woes: Top Five Offenders

I see a lot of mistakes, but here are the... Read More

10 Ways to Sabotage Your Website Traffic and Send Visitors Packing

If you're running a website or online business, your number... Read More

The Top Ten Checklist For Low Web Site Sales

You have good traffic, but low client sign ups and... Read More

Website Design: Secrets Of Professional Website Designers Revealed

What colors do you have at your website?Can they make... Read More

Create A Web Site That Builds Trust

If someone doesn't know you personally, will they trust you... Read More

When Good Computers Go Bad

Remember the day that you got your new computer (or... Read More

Top Ten Absolutely Free Websites for Downloading Cool Fonts

The following list of websites is the best compilation of... Read More

How To Set Up A Professional Website On Your Own Using Web Templates

To create professional websites is not an easy task by... Read More

Website Sales: Discover 10 Mesmerizing Insider?s Tricks To Ignite Your Sales

Marketing is not an easy skill to acquire.It requires patience... Read More

emergency cleaning services Morton Grove ..