A friend of mine has a great website. It is well designed, easy to read, with clear, understandable content, nice photos and a catalog with e-commerce capabilities. He even has a proven client base.
So, why are they not using it?
Why are they phoning in orders and sending him emails rather than placing them on the site?
WORKFLOW MATTERS
What matters most in the overall design of your website and marketing platform is your ordering process. If the process is too complicated, or it lacks the necessary functionality, you may have visitors, but they won't be customers.
If you are like my friend and are lucky enough to get orders directly, the answer to your problem may be staring you in the face. The orders you get are clues to what may not be working on your site. So, let's break down this test case and see what we mean. We will start with the types of orders that come in.
Types of Orders Received
- Phone in Orders - When a customer or sales rep calls with an order rather than placing on your site, there is a reason. Don't try to guess what that reason is. Ask, "Why did you call rather than enter it on the site?" The answers may and should surprise you. If they don't surprise you, shame on you for not doing something about them before. Some of the possible reasons are:
- The minimum order quantity may be prohibitive and the rep wants to talk with you about it.
- Color or size options may be clear.
- There may be a need for a rush order for a special client.
- Availability may be questioned.
- Email Orders - Unlike orders by phone, email orders require access to the Internet, so the rep or customer could have visited the site instead of taking the time to write an email. If it is easier to email, what are the possible reasons?
- The site may be overly complicated.
- The email may be generated by their own order processing system.
- The website may not be easy to navigate on a smartphone or tablet.
- The customer may not know the site URL or that it exists at all.
- Fax or Paper Orders - This could be an indication that the customer does not use the Internet, or is not comfortable placing orders that way.
Follow the Process
Once we know the reason, it seems simple enough to make changes to our site, but before we do, we should consider the overall ordering process. What will make the order flow smoothly? What can the rep do while in the store or with the customer? What can a customer do easily from a smartphone or tablet?
Form follows function, so it is important to begin with the functionality, the ordering process itself, and everything else will fall into place.
Customers may not want to log in before selecting their merchandise. Sales reps may want to have flexibility around order quantities. When you analyze your orders and the reasons behind them, you may find there are potential sales hidden in them that are being lost.
So, before you spend a dime on redesigning your site, check with your customers and sales reps. They know why they don't use the site. Going through the expense of fixing what isn't broken and leaving broken what is will only make you angry and less profitable.
Happy New Year!
