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As we continue to learn more about how to optimize our websites for greatest customer satisfaction and increased conversion rates, it’s important to remember that every decision made should provide optimal customer usability.

Every change should highlight what’s in it for the customer, and when done correctly, the sales process will benefit by increasing customer satisfaction throughout the buying process.

While technicalities and business-oriented language might seem to make sense from the company’s point of view, remember that the customer is more concerned about what he can gain from each element of your website than he is about what a wonderful company you are.

In his mind, you will only be a wonderful company if you meet his needs the way he wants them to be met. Websites that seek to conform to the customer’s needs will always perform better than those that try to force the customer to conform to their operational model.

With this underlying philosophy in place, it’s easier to look at the four chapters we read this week and consider how we can make changes to product presentation, load time, the AIDAS process, and our security/privacy function and indicators in order to put the customer in the place of highest priority.

What a great thing to remember: AIDA - Attention, Interest, Desire, Action and Satisfaction. Here's your funnel for your website analytics program. Notice the focus is 100% on the customer!

"Work toward making the steps in your sales process as unobtrusive as possible." I like the idea of addressing customer concerns when and where the customer looks for them. Not easy by any means, but wow how reassuring for the visitor/customer!