Just like Monty Python’s “Every Sperm is Sacred”, every touch point in digital is too.
Let me explain. Every interaction or message that you exchange with your client or customer combines with the entire set of touch points to form one complete experience that will either move the person from potential customer to paid up and loyal customer or send them away disappointed, thinking your competition is better.
In the digital space, you don’t have the luxury of a face to face exchange where you can read how the person is feeling or thinking about your offering.
You’ve only got the digital touch points that you’ve created to make a good impression, to answer all of their questions that a person might have and to establish the trust they need in order to become a customer.
You need to make sure that every touch point counts because one bad move or experience in the digital world is a click away from your customer going off and finding a competitor who provides a better experience than you.
Identifying the digital touch points
To identify what digital touch points you need, start with mapping out the decision making process for your customers. This allows you to pre-empt all of the questions, points of clarification and need for reassurance that your customer will have.
The best way to do this is to think of the questions your customers regularly ask or the information they want to see in order to make their decision. Such as “Does this match with my needs? Should I make a commitment to this particular business, product or service, or is there someone out there that is better?” If every single digital touchpoint doesn’t match expectations, then you will likely lose your potential customer.
Make sure that you don’t give them a reason to choose someone else.
Structuring your touch points
Let’s talk about a structured approach to all these touchpoints so that it’s logical and easy to put them together.
How will people find you?
This is the first thing to address. If people can't find you, then you have no business. What type of information or activity do you need to be doing so that people can find you? Do you need to be easily found on Google or is Facebook a better bet? What key messages do you need to resonate and what’s the best way to present this information?
Generating the right kind of touch points in the right place is the first step in the decision making process for your soon-to-be customer. After all, if they don't know about you then they can't make a decision in your favour right?
How will you get them to consider you?
Once you’ve gotten their attention, and they’ve clicked through to your website, how are you wooing them and giving them all the information that they need to make a decision about your product or service. Are you providing all the answers to their questions and are you making it easy to find the answers?
Let me walk you through a great example of a company that sells skin care products around the world. On first landing on their website, they automatically detect where you are. For me, here in Australia, they automatically served up content for Australia, including prices in $AU. First question answered, and I hadn't even asked it yet. What service!
They also highlighted, on the home page, the delivery costs for my location (it was free BTW). Immediately two key barriers (read questions here) I had to buy from them were removed – what’s the cost in Australian dollars and what will it cost to get the product shipped here. Great, I can continue looking to see what I might buy from them.
How will you convert them?
You must next think about how you will convert them into paying customers/subscribers. This is certainly a ‘persuasion discussion’, but it's also about capability and ease of use. Conversion is all about enabling people to actually sign up with you, whether it’s a phone call, a shopping cart, downloading a form - whatever that conversion is for you, it should be your primary goal on your website and it needs to be easy for your visitors.
Therefore you need to:
a) Make it super easy to signup/purchase etc from you. So check that the transactional capability works on all devices such as laptops, mobiles and tablets.
b) Give them the detail and reassurance that they need such as refunds and how they work or trust seals and security.
c) Provide the options and choices that they need to suit their needs such as different payment, service, colour options etc etc.
Continuing with my example above with our global skin care business, they provide just about every payment option there is from the usual suspects with Visa, Mastercard etc through to ApplyWay. They also provide payment instalments instead of a one off up front payment.
How do you get people to spread the word and talk about you (in a good) way?
The fourth piece in this structured-thinking approach is focused on the post-sales piece. A lot of businesses actually don’t pay a lot of attention to this. The post-sales piece is really important because when it is done correctly, it will feed future sales by helping you be discovered and trusted by new people finding you for the first time.
This is the power of social media and if you’re not generating enough goodwill and making it easy for people to talk about you and share you, you are missing a golden opportunity to make the online space really work for you.
Getting all of the touch points that you need to provide people with all the right information, answers and feelings of trust and comfort is absolutely important to get right. Every time you get it wrong, or every time you are missing the right kind of touchpoint, it’s a reason for you to lose a potential client or to convert them into a happy customer.
If you would like to explore working with a digital strategist to pull together all the right digital touchpoints, book in for a free 20 minute Digital Discovery session to explore how digital might help with your business.