Think about long queues at the hawker centre. Stalls with long queues find that their queues grow longer, while stalls with no queue usually fail to convince potential customers that they are not any worse than the stall next door.
This observation reveals the mechanics of the herd mentality, or “monkey see monkey do” in Singapore’s context.
The internet has revolutionised information sharing, making information more accessible than ever before. It has united people of common interests into communities. It has created space for businesses to expand their presence all over the web, and provide consumers with a wider range of purchasing options.
What does this mean for your business today?
Having an online presence is extremely important. And it goes beyond merely creating a free website or social media accounts — these are the equivalents of setting up a stall in the hawker centre, but do not get you the “queue” that you want.
You need consumers to be talking about your business and singing the same tune of good reviews. The more good reviews you get, the clearer the indication of your business’ good reputation. You would be leveraging on your customers to build rapport with your target market, and this all begins with providing your potential customers with good user experience on a website.
So how to build a strong online presence?
Let’s learn from a business in Singapore:
Singapore blogger Daniel Ang writes about Deliveroo’s consistent service:
“From an end-user’s point of view, there are some common shortcomings in food deliveries — hard to call through, unreliable delivery timings, lack of food options. […] I actually tried out Deliveroo 5 times to test their platform and services, and therefore feel safe enough to recommend to my colleagues and friends.”
Behind Deliveroo’s consistent performance is a well designed and thoughtfully developed website.
On first landing, potential customers are prompted to login, select their country, or enter their postcode. Their site is designed specifically for food delivery from the customer’s vicinity.
Once you enter your postcode, you are presented with a grid of F&B outlets, supported by graphics. You can also customise the day and time of your food delivery.
The moment you click on your choice of outlet, you are systematically brought to the food menu. Basic information of the outlet is neatly presented. Your order summary auto-generates at the side while you select your food choices.
At the click of a checkout button, sales goes through!
What we can learn from Deliveroo: Dedicate the portion above the fold for your most important, sales-driving information and processes. This makes the purchasing process extremely smooth for your customers. They are bound to return, even for convenience’ sake!
To check out more examples of businesses with online presence, go to the full article at https://www.webimp.com.sg/blog/2016/05/online-presence-study/