When you think of a showroom, what do you think of?
For me, it’s the showroom at a car dealership. It’s the ultimate selling environment, designed so that potential customers can see, sample, and feel what it would be like to make a purchase. It’s often high pressure, an experience in and of itself, one that can be a bit daunting for first time buyers and more experienced customers alike.
What brought the potential customers there?
Perhaps it was a piece of advertising, TV or otherwise. Maybe it was a recommendation from a friend. Maybe they simply pass by the dealership often and decided to stop. Or maybe they are a brand-loyal buyer returning with a new need. Whatever it was, they come for a reason. To buy.
It’s a lot like your website. And it’s time you start treating your website more like a showroom so that you can increase conversion on all of your marketing efforts.
The 3 elements of a showroom that I think are the most important are: Show Off, Sample, and Sell.
1. SHOW OFF
The car showroom is a controlled environment, often pristine and filled with shiny new vehicles. It puts the best products on display for all to see, making them desirable but not out of reach. Use your website to show your customers what they want. Make products visible, don’t skimp on photo quality or product information. Call attention to the best of the best, and make it easy for visitors to find everything they’re looking for.
In a car showroom, a consumer can touch, feel, sit in, and even drive a car before they decide to buy. It’s the ultimate free trial experience. Think about what you can let visitors see and try on your website that might help answer their questions. Can you provide a 360 degree view of a product? Can you let them demo a service? The more a consumer thinks they know exactly what they will get when they buy, the easier the decision to buy will be.
A car showroom without the salespeople would not function. The same way that your expectation that a web visitor to find out everything they need to know on the website and go on to purchase with no push from you is a fantasy. Once they are there, you’ve got their attention. Sell to them. Simple calls to action, easy to find FAQs or contact information, someone to answer their calls, emails, or live chats immediately. These are all ways to ensure that you don’t lose people who have further questions.