One of the fastest, most eye-opening ways to improve your business is to be your own client for a day. Try it! Pretend you’re a person who wants to buy whatever your company offers. First, how easy is it to find your company? Does a basic internet search bring it up or do you need to have some sort of referral? Would a newcomer without any experience or knowledge about your business be able to navigate your website easily? What if you have a question while you’re clicking around? Is there a FAQ page or, better yet, a contact page that catches your eye or do you need to search for it?
In a hurry
Pretend that you’re someone in a hurry and ready to buy. You know what you’re looking for and have decided you’ve found it. All you want to do is just get in, get out, and move on. How many hoops do you need to jump through in order to make a purchase? What changes can your business make to better facilitate this type of customer? The answer could be as simple as a visible “Buy Now” button, a fast checkout option, or a ready-to-go toll-free number where you can reach someone right away. Make sure that you don’t neglect the “let’s get this show on the road” crowd and end up inadvertently losing customers who are ready to buy and short on time.
On the other end of the spectrum, what if you were someone who wanted to take their time? Take a look at your website and other material and see what you notice in a “slow poke” mindset. Hem and haw and go back and forth between several choices. Do you have the information you need to choose between several options? How easy is it for you to get answers to your questions? Do you feel pressured to make a decision right away? Is the pressure effective or abrasive? Do you have a way you can save preferences for next time if you want to return in a day or two with a decision made?
Of course, the best approach for your own company will vary depending on what you do and how you do it, but seeing your business through the eyes of a customer just might help you fix problems you didn’t even know existed.