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Chapter 4. Transactors

Chapter 4. Transactors

Of all the groups of visitors you’ll deal with— browsers, evaluators, transactors, and customers— transactors will be your favorite. These are the users who have decided they want to buy your wares, apply for your products, or use your services. Transactors are fickle, however. At one moment, they want to give you their business; at the next, they can be scared off and leave your site.

This chapter will help you understand transactors, learn how you can best allay their fears, and motivate them to act. You’ll learn how to remove the obstacles that might keep transactors from doing business with you, and you’ll discover ways to engage them and keep them interested in what you have to offer.

To visualize a transactor, think of someone who is navigating through an obstacle course. With transactors, the emphasis should be on removing obstacles between them and their goal because they will take the easiest perceived path to reaching it. Completing a transaction is about removing annoyances, minimizing effort, and providing the right information at the right time.

All transactors are not the same, however, and the tasks that your potential customers might want to accomplish can be quite different. There are two primary tasks that transactors might want to accomplish:

  1. Purchasing. These transactors have decided what they want, and now they want to transact.

  2. Continuing. These transactors are coming back to your site for a second, third, or fourteenth time to finally make their transaction. They might have gone away to do some comparison surfing, offline research, or consultations with friends, but now they’ve decided to come back to give you their business.

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