Online, We’re All Introverts

Wizard of Ads Australia:

What does the introvert want online? Try:

• Offering contact options other than just a telephone number. A phone number is definitely something you should have on your Web site. But if you don’t answer enough questions in advance, the introvert won’t develop enough interest to call or e-mail. Live chat often fails to live up to its potential, but it can be effective for those who have been enticed to leave their inner world and enter yours.
• Including the price whenever possible. Upscale retailers resist this, feeling it somehow demeans the merchandise. Visitors will be unimpressed with unmarked items. They’ll think, “It’s obviously overpriced, or they’d be willing to reveal how much they’re asking. If I inquire, a salesperson will yammer on until she forces me to tell her it’s outside my price range. I’m just not willing to put myself through that.” By not attaching a price to every item, you’re losing plenty of potential buyers. (Complex sales are a possible exception.) Let visitors know pricing isn’t arbitrary and real factors are involved in its consideration.
• Revealing what comes next. Whether it’s something as small as a link or as large as a shopping cart, make sure visitors know what to expect. Use words that intrinsically explain what’s to come. With a shopping cart, explain how many steps are necessary and what will happen in each one.
• Letting the buyer set the agenda. Require a phone number on a form? Ask when would be a good time to call. Put the buyer in charge of what happens by asking the appropriate questions.

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