The CLICK System

What is The CLICK System?

The CLICK System is a five-step process to ensure you sell more online. The system is explained in depth in the book, Click.ology: What Works in Online Shopping.

C = Convenience
People click more when it is “convenient”. But psychological convenience has a broader meaning than just quick and easy. Psychologically we determine whether or not something has “convenience” if it allows us to preserve calories and to complete tasks in as few steps as possible. It is all part of our survival instincts. So, when your website enables people to do things in fractions of seconds, when things are obvious, when there are fewer clicks than on other sites, it means they engage more and stick around longer. Demonstrating convenience is essential in engagement.

L = Likeability
You cannot move for “like” buttons on the web these days. The problem is they are “one-way” – about customers liking a store. But true likeability is two-way – it is about relationships. When your website demonstrates that you like your customers before they have the chance to like you, then you sell more. Liking customers at the outset is signalled by providing only and precisely what they want when they land on one of our web pages. Go beyond that and you are showing you are more concerned with yourself than with your customers, demonstrating you care less for them than yourself. That’s not likeability.

I = Informative
Research shows that people need security in feeling that they have bought the right product or service. In the real world they do this by asking lots of questions. Online they do this by seeking out as much information as possible. If your website lacks information, customers go elsewhere to find it. The more information about you have about your products and services, the better. Fill your website with details as this reassures customers they are spending their money wisely, reducing their risks.

C = Customised
People like to be treated as individuals. In real world stores they get treated as individuals all the time. with shop assistants often speaking to them by name, or asking questions which helps focus the discussion on the desires of the customer. Online, such interactions are rare and hence people feel distanced from the shops they are visiting. The more your web pages are customised to each individual customer’s needs, the better. They feel more attached to your company and are more likely to spend with you. Go beyond simple personalisation with a “first name”; instead use a variety of techniques to truly customise your site for each visitor.

K = Knowledgeable
People want to know they can trust the companies they buy from. They want to be sure they have bought wisely from a reputable supplier. One of the ways this is assessed by shoppers is by checking the amount of knowledge the company has. Online, this can be demonstrated in blogs, press releases, articles and so on. Indeed the more content you have which is not about your products but about the sector, the more you increase your sales.

So, that’s it – five simple things to check. When you achieve these with your website you will sell more.

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