Websites are Dying, Create an Experience
In 2018, it was commonplace to see many marketers crow about the death of websites. Everyone had their not-so-fresh take on whether or not websites are dying. Never did they bother to suggest a replacement. Why? Well, because forward thinking strategies are hard work. Why work when you can sit around and squawk?
Lucky for you, i3 Digital Agency has no time to squawk. If websites are dead, let them be dead. But, you’re not going to have silos or funnels replace them. What a customer needs for a successful buyer’s journey is an experience. Customization and personalization are the name of the game, but they’re not always the most financially practical.
Still, there remains the need to create a profitable and functional website that in turns works as a personalized shopping experience for customers. Given the nature of the Ag Industry, that might seem a little heavy. Especially when so much of the industry is roughly 5 years behind the Tech Curve. What can you do?
Deploy the integrated digital strategy
Integrated Digital Strategy is where your living-on-line experiences begin. The IDS might seem simple, but it’s such a complex concept. Basically, it means that in creating a digital experience, not one aspect is overlooked for the customer’s journey. Everything from page design to branding to the choice of words on a page is hand-crafted to please a consumer.
That’s great, but where does the experience part come into play? Well, it’s simple. Customers want to know they are special. They must be if they’re spending time and money with you. However, the nature of online sales is often annoying and cold to most. Hence why some people might believe that websites are dead.
What an online business must do is humanize the cold void of the Internet. That means crafting the site you’d like to visit, rather than the site that saves the most money. Being frugal is great, but not at the cost of bothering customers.
Digital LEAD CONVERSION IS ALIVE
Digital Lead Conversion is the name of the game. Your job as a business after adapting to customer intent is to convert them to a sale. A business website offers you that chance in spades. Everything from call-to-actions, squeeze points and direct messaging means that a customer is no more than a click away from asking you a question. You don’t have to hold the customer’s hand, but you can be watching them with grace.
The biggest trend in online marketing remains constant communication. To those Chicken Littles that say websites are dead, well how are you communicating with your customers? You are communicating with your customers…aren’t you?
Let’s just say you make a sale and the customer has interest in returning for a second purchase. If there is no website, then where are you going to redirect them? Are you going to send them to a Facebook page or a Twitter account?
WEBSITES ARE ALIVE
If you just had trouble thinking of how long all that would take, just think about your customer. National stats say that if a page takes more than 3 seconds to load, then there is a 70% chance that customers will leave a page. So, why would adding more steps to the customer’s journey make any sense?
Websites aren’t dead. They just evolved into customer-centered experiences designed to make sure that hard earned money becomes money well spent.