Action vs. Access

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 Yesterday’s post was about brand managers ceding control of brand marketing. Today, I’d like to suggest that brand managers need to take back control of their websites. A website done well is a website that creates customer action. And when I say action I don’t mean things like time on site, or likes or pages viewed – I’m talking about moving the ball ahead in the sales cycle. 

Many commercial websites provide lots of product detail, layers of information and customer testimonials. Colorful pictures and product videos are also common. In many of these cases, the web is simply providing access to digital information – not unlike a brochure.  Rather, the web should be promoting action. The sales cycle starts with Awareness, moves toward Interest, then Preference, Purchase and continues on to Loyalty.  Most web metrics today measure Interest (visits). If an e-comm site, they measure Purchase. The Loyalty metric is gauged by repeated visits. 

No wonder many companies think they don’t need websites and focus their selling efforts on Facebook.  There’s plenty of action on Facebook.    

Websites are not brochures. They are not video repositories. Commercial websites should be living, breathing selling tools. Reflections of the product value in an ever changing, colorful, bi-directional medium. A smart marketer once said “Good advertising gets you to feel something then do something.”  The same applies to a good website. Peace!