An attractive site with creative design is certainly good, but does it solve the main task? The exact definition of this task is the basis of the correct positioning of your product. Why is this so important? Everything is simple. In short, marketing positioning should literally in the first seconds cause the site visitor to think: “yes, this is what is needed”.
And what your customer already needs depends on your product. The main thing is to realize that any product or service must either satisfy the desires or needs of the customer or solve his problem. Having identified these points, you will be able to competently develop the positioning of your product.
Quite often the product positioning is compared with the advantages or descriptions of the qualitative characteristics of the product. This is a substitution of concepts and has nothing to do with positioning. Is it more important to you that the washing powder perfectly removes the stain or what enzymes are part of it? Yes, the result is more important to all of us than the methods of achieving it.
How to determine the correct positioning of the product?
For example, our company. So we create sites with a lot of innovative features and creative dynamic design. But what does our client really want?
- Good site, easy to use
Why do you need a good and convenient site?
- That it attracts the attention of visitors and quickly conveys basic information about the product.
And what does it give you?
- The visitor will be interested in the product and will quickly proceed to the purchase.
And what do you get as a result?
- I will sell my goods and make a profit.
The purpose of any commercial project is to make a profit.
Therefore, our positioning is not “creating mega-cool sites in just 5 days,” but “creating sites that sell.” This is exactly what our client wants. And how we will do it is a secondary question. Therefore, you must first determine “Why should a customer buy your product?”, And only then think about how to sell it.
Here you will be helped by the correctly developed structure of a site. Therefore, we first position the product as a “tool” that meets our needs. This way we get the bulk of our customers. Why spend time searching for other sites if this one has already solved our problem? And then we show “HOW our product solves this problem”, listing all its advantages and competitive differences. In this way, we get the rest of our customers who still had doubts about the feasibility of the purchase.
When we have dispelled all customer doubts with our “iron” arguments, backed up by guarantees, promotional offers and feedback from grateful customers, you just need to easily push them to make a purchase. Just a few clicks and the customer is already in the cart with the dream button “BUY”. The task of the site structure is to make this path to the cart as short as possible so that there is no time for unnecessary reflection. This is the sequence that should be when viewing the site. Design, animation, size and placement of the text block – all elements must visually and intuitively lead the customer by the hand to the shopping cart.
If the structure of the site is chaotic and illogical, the client will wander aimlessly through the site, and most likely with irritation will leave it. If you follow the principle of “who needs it, he will find it”, then it is better to place an ad in the newspaper, it is cheaper than creating a website.
For the structure of the site to work for you, you need the right texts, encouraging and intriguing headlines. Whatever cool design you have, remember: CONTENT – is the KING! First, you need to write the text content of the site. The main page is a concise description of your positioning, this phrase should be the first thing the client sees. Then there are your main advantages, which should finally convince the customer to buy the product. Only when you have a written algorithm of customer behavior on the site, you can create a design.
If you are offered a ready-made template for which you need to write a text, this is the first signal that the company is either unprofessional or simply does not want to “bother” over the individual approach to the task. The designer’s task is to graphically place the accents in the order in which the text is written. The “I see so” option is not suitable here,it is ideally a cooperation of copywriter and designer, who, like a sweet pair of twix, always work in pairs.