One of the most commonly adopted strategies adopted by “challenger” brands and entrepreneurial companies is to look at an existing market and identify what is most frustrating to customers. And once they’ve done that, they launch into that market with a product, service or business methodology that addresses those frustrations. It’s a strategy that has, for example, characterised Richard Branson’s approach to a whole range of sectors.
But addressing customer frustration shouldn’t be the exclusive preserve of agile, entrepreneurial companies. All companies should be doing it. For the truth is that every little thing you do to make transacting online easier is something that sets you apart from your rivals.
So what frustrates online shoppers and how do you deal with those frustrations? Well I could write a small book on the subject but here are some of the front runners.
1. The reality of the customer experience doesn’t match the sales pitch.
Most of us have probably searched for products (or information on products) on Google or price comparison engines and clicked on a link only to find that the landing or home page doesn’t actually live up to the marketing promise. Or to put it another way, you arrive but in order to find what you want, you have to click through to one or more pages. Many customers simply give up at that point. Continue reading