Shall We Morph?  Wondering how your retail website will survive the next digital innovation? Read on.
In a post at the Standing Out From the Crowd blog, Luis Serpa offers advice for website retailers trying to keep up with the times—and with their users' preferences.
First, he lists a few key tech changes he predicts will alter how we view and use websites. Among the seismic shifts you need to know are coming:
Information streams will be in, website homepages out. "Users will come from anywhere and land anywhere in your site," Serpa predicts. "All pages will be landing pages." Each page will therefore have to have a call-to-action and "fully support the user's objective."
Multi-touch will rule. "Touch-screen wireless devices will change the way people interface … with websites," he says. Users will demand that your site respond to touch.
How can you maintain Web-based customer service through such fundamental changes? Some of Serpa's tips:
Maintain a consistent digital strategy. To morph with integrity, you'll "need to have a comprehensive understanding of all your customer touchpoints, strong branding," and the ability to keep in touch seamlessly and personally.
See your website as an end, not a means. "People will get there to consume and convert, not to browse," Serpa predicts. Each piece of information you offer, therefore, will have to stand alone yet point visitors toward conversion.
The Po!nt: All is change. Considering tips like these may help you accommodate your customers' ever-changing preferences in this wacky digital marketplace.
Source: Standing Out From the Crowd. Read the full post here.
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