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Pattern Group A. Site Genres > Customers Will Want to Try Before They Buy

Customers Will Want to Try Before They Buy

Providing a Web application requires a special approach—one that is centered at the company site. When customers arrive at a site that sells a Web application, they expect to learn about it, see it in action, try it out, buy access to it if they like it, use it from anywhere at any time, and get quick online support and training. If the application cannot meet even one of these expectations, customers will be much less likely to buy and use it.

Help your customers by providing lots of information about your service. Make the UP-FRONT VALUE PROPOSITION (C2) clear on the HOMEPAGE PORTAL (C1), letting customers know what your service does and how it can help them get their work done faster or better. Take customers through a sample task by showing them static or animated screen shots of someone using the Web site. If it is feasible to do so, let customers go through the SIGN-IN/NEW ACCOUNT (H2) process and create a temporary account so that they can try your service and see if they like it. Finally, help convince customers that you offer a high-quality service by providing testimonials from real customers and EXTERNAL LINKS (K8) to positive reviews.


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