By Christian Behrens
You want to create a real beauty. Your shop. Your Idea.
It should attract customers like a magnet.
You’ve been working on the perfect look for days.
Better put it not now online… It’s not finished yet… You might think so.
And then, weeks or even months later, you finally hit the button. It goes online! Yes, right now! You’re sooo excited and you’re going to see who’s coming to visit.
And then what happens? Nobody comes. Nobody admires your shop.
You’re changing the theme again. Improve the look even more. Build even more functions. And again there is no new visitor. Not a new customer.
HOW??? HOW SHOULD THE CUSTOMERS KNOW ABOUT YOUR GREAT IDEA?
The design trap is one of the most common reasons for a startup engine to lag. I don’t want to put nonsense in my mouth here. But it often borders on that.
If there are more programmers involved, it’s the feature trap. Here you only want to put the page online when all the functions are in there. And more and more functions come to mind “that are absolutely necessary” or make the overall experience even better.
How do I know all this? I went through it myself and unfortunately I keep falling for it myself.
DESIGN OR FEATURES DO NOT SELL!
Of course, an attractive appearance is important and the basic functions should also work. But then ask yourself for each task: Does that bring me more customers? Is that now important for more traffic?
The best example of this is Apple.
The first iPhone often couldn’t make calls or just turned off. Quasi emergency braking on the Autobahn.
Did it stop Apple’s success?
It took 2 versions until these gross errors were gone. But Apple still banged the marketing drum at full throttle.
Of course a fancy shop will sell better than an ugly one.
But if the ugly store gets more traffic, he’ll outperform the eye candy by a long shot.