A couple of days ago I went to a local mall with my wife. After roaming on the floors and countless shops, I asked her what we were after. She said we were looking for a pair of summer shoes. I asked whether we knew what kind of shoes we wanted and received the reply “we do not know yet!”. Hm…I said “we”, but I meant “her” 
The thing here is not about family issues, but about a situation, which occured while walking around. We entered a Zara outlet to have a look as we had done everywhere else. I saw a pair of nice shoes within the USD 70-100 range and pointed to them, saying “this is what you want!”. Yes, the shoes were super nice and cool and were the very thing needed. She took the shoes, looked at them, tried them. They fitted perfectly. But…She left them and said: “They are good, but I will not buy them. HOW CAN I BUY A PAIR OF SHOES FROM ZARA FAMOUS FOR CLOTHES!!!” She wanted shoes from a shoe-brand producer, not a clothes manufacturer. It was not about quality, it was not about fashion, it was just about the association created in the mind. There is an imprint in her mind associated with a certain service or product and this picture does outstage every other product/service. If there is such a picture in consumers, the efforts of all those who drummed it into our heads were not pointless.
This is probably similar in the online business. Drum a picture into my head and I will always bring it up when coming accross a similar business. I am not a zombi – thrilled, used and mezmerized by somebody else’s wish, but I am a person, who accepted the picture to penetrate into my head. I did it absolutely voluntarily.
“Drumming into the head” in virtual environment may comprise the following:
1/ First impression:
Coming accross a good web site, the visitor would surely pay attention to:
–> the design (“+” if without sharp contrasts and poisonous colors (too yellow, too red);
–> the content (“+” if interesting and attracting);
–> the easiness in navigating (“+” if everything is clear and there is no need to search too long for the right link or button to click on);
–> presence of flickering irritators: banners and stuff (“+” if there is none).
2/ Product:
This is everything the web business offers:
–> the presentation of the product (“+” if it is clear and easy to understand);
–> the content of the product: what need it can satisfy.
3/ Pre-sale service:
This chapter covers all the actions a buyer should do to be able to buy the product:
–> easiness to make a command;
–> fast feedback: replies from the company or business owner.
4/ Aftersale support:
It is about the aftersale consultations, support and maintenance.
These four components can be easily attributed to any web business and not only. Say, I am speaking about a blog. In this case, readers are customers and the owner of the blog wishes they’d come back.
The order of actions:
1/ a visitor has an impression about a blog. If negative, s/he leaves the blog for ever. If positive, s/he starts reading.
2/ the visitor likes the content and marks the blog for future come-backs. The product is sold.
3/ the visitor leaves a comment. Feedback is provided. The reader sees the comment has been read.
4/ the visitor comes back, s/he reads knowing the blog owner will read and take into account their opinion no matter what it could be.
More reading on the topic:
7 serious tips for achieving online brand recognition
