If I were to visit your website right now, would I be able to find information about all of the services offered through your store?
Sometimes we think our store sites contain plenty of information, but we can always add more. Consumers expect to spend as much or as little time as they want on websites. They want access to quick answers (store location, hours, phone number, etc.), but they also want to be able to get lost in a wealth of information.
There are a couple of ways you can make sure your site contains the information your customers seek (as well as information they didn’t even know they wanted) in 300 second increments:
- Walk around the store. Did you just walk through your audio book rental section? Is it listed as a service on your site? Did you just walk by your Book Club display? Do customers know you can order books for their group at a discount? You’re wrapping a book for a customer. Do your web visitors know they can have books gift-wrapped and shipped?
- Listen. As you visit with customers, if you hear, “I didn’t know you offer that,” make a note to check if this service is listed on your website.
Think about some of the services you offer. B2B? Book Club Skype with Author? Educator Discount? Monthly Book Subscription? In-store Book Fairs? You can combine the explanation of each of these services in one place… perhaps a page titled Here’s Something You Probably Didn’t Know or Obscure Services. A listing on this page might read, “Did you know educators receive a 20% discount and special offers through Extra Credit, our newsletter just for teachers?” Then you can link to your teacher page or email sign-up form.
This might seem like a lot to do for a 5 minute task, but really, the first step is making the list. Then if you tackle that list 300 seconds at a time, you’ll have a complete site before you know it.