Removing distractions from your customer’s path is key to closing the sale.
Let’s look at an example from Dell.com. They segment their customers into several types. As the visitor to the website navigates down one of those paths, the website organizes the products and eliminates irrelevant options.
For example, the home customer isn’t distracted by the latest rack-mounted servers and the enterprise customer isn’t distracted by the home entertainment system.
To effectively get your customers to the point of sale, you need to clear the road of any obstacles.
These obstacles are choices and items that are distractions to the customer.
Sticking with our web example, if your customer has made selections based on their navigation through your site, you should not show them products that no longer match those needs.
As you eliminate options which are not relevant to the customer, they can more quickly find what they are looking for and proceed to the point of sale.
Too often we try and show the customer all of our products and services all the time. We hope that will keep them around because every possibility is readily at hand.
However, this is not the case. Too many choices confuse customers.
As you start to learn what your customers are looking for, you’ll be able to help them laser focus down to the right product match for their needs.
Think about how you can organize your product offering and eliminate distractions based on what you know about your customer. This knowledge can come from past purchase history or even the last click they made on your website.