Underground Web Designs Blog

What does the internet mean?

A quick google search will turn up several definitions, all along the same lines: 

Internet: A global network; an interconnection of large and small networks around the world.

Now, that may be what the internet is but that’s not what the internet means. When you think of the internet, do you think of a network of computers that spans the entire world? That may be part of it, but that’s definitely not all the internet is. The internet means much more than just a global network. The internet means easy, immediate access to anything. It means communicating with friends and family around the world in the blink of an eye. It means ordering what I want in 5 minutes from my office chair, and either downloading it right away or having it delivered a few days later.

If you’re in business and have a website, how does your website match with this “instant gratification” definition of the internet? Are you helping people find what they want, when they want it? Or are you trying to sell them something they don’t want? Does it take them a long time to find what you sell — or worse yet, to buy it once they’ve found it? Do you even know what your customers want?

In order to be successful online, you have to understand how people see the internet and work with them. Help them find the information they want quickly, easily, and simply. Make your product available to the people who are looking for it, but don’t annoy those who don’t. Interact, communicate, and listen.

What definition of the internet does your website follow? Are you still looking to reach everybody? Or do you provide exactly what a small niche is looking for?

James of Copyblogger wrote an interesting post yesterday about the power of optimizing your website not just for your target market’s demographics, but for their shopping style as well.

As James points out, different words reach different buyers. Some people are all about getting the best deals, whereas others care about the customer service, the environment, or simply getting their shopping done ASAP. Once you’ve figured out which category your target market falls into and optimized your copy to cater to them, is there more you can do to increase conversions? Sure there is!

Your copy isn’t the only thing that influences different visitors different ways, so does your website design. How big is the price in relation to your product descriptions? Do you prominently include customer reviews and ratings on the product page? How easy is it for your clients to find your newsletter? Take a good look at your website from with an eye for your target market’s shopping style and make a few changes to make the things they care about stand out.

If your target market is all about saving a quick buck, be sure to highlight your prices and especially highlight any special offers you’re running. If your audience cares more about a relationship with you and with others like themselves, be sure that ratings, reviews, and your newsletter signup box are prominent. And if your audience just wants to buy quick and go home, make sure the checkout process is as simple and pain free as possible!

Your website is much more than just the sum of the words on each page. Whenever you’re optimizing your site for a certain group of demographic, be sure to evaluate not just the copy but the design as well. The best web stores offer a unified experience, where the design, functionality, navigation, features, copy, and products all work together to create a powerful experience that reaches a certain type of customer.

How unified is your message?