Question

Topic: Website Critique

Why Are People Reluctant To Pay For Advice?

Posted by Anonymous on 12/17/2006 at 4:10 PM ET 250 Points
I'm worried people will think this post is a thinly veiled sales pitch, but it isn't. I'm genuinely perplexed by this and need some marketing advice. So here goes:

Nearly 6 years ago I started a business that uses people we call "Web Mystery Shoppers" to give feedback to clients on their websites. It is basically a blend of a critiquing service and usability testing. People loved the idea from the start, but we've found it very difficult to get companies to actually put down money to get this sort of feedback. I'm trying to figure out why, and would value the feedback of the many people who come here for free website feedback.

(Apparently one of the barriers is convincing people that there is greater value to having a large sample of independent testers matched to the site's target market give feedback than free advice from places like this. I think you can get lots of useful feedback from places like this -- I'm here after all! -- but it is not the same sort of feedback you'd get from a service like ours. Maybe I need to find a way to make the difference clearer?)

Big banks got the concept immediately, and happily pay tens of thousands of dollars for this kind of feedback. So I figured the reluctance of smaller companies and retailers was simply that they couldn't afford tens of thousands of dollars. So we developed a version that is much more automated, and only costs $1499 (or less when it is on sale, like now). For that they get 30 people like their target customers giving detailed, page-by-page feedback as they work through the site. A typical report is about 150 pages long, filled with detailed comments.

But it still isn't selling as well as I think it should be. Why don't companies set aside money for this sort of feedback? What do you think would convince your employers to do so? Do you see the value to having independent, non-technical testers give detailed feedback on your site? What would make it easier to convey the value?

Other thoughts? (If you want to get a clearer idea of what the service itself is, please have a look at our website: www.webmysteryshoppers.com.) Thanks.
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RESPONSES

  • Posted by Inbox_Interactive on 12/17/2006 at 4:29 PM Accepted
    For small businesses, the answer is probably that small-business owners think they know everything. They wear a lot of hats: accounting, finance, marketing, sales, human resources, etc., so they don't think they need that kind of input.
  • Posted by charles.stannard on 12/17/2006 at 4:48 PM Accepted
    Maybe there are two types of companies (web / bricks&mortar)- one that uses its website as its main fulfillment channel and the other that has one for informational purposes (awareness channel). Those that use it for online orders probably have already figured out their site needs. The other just uses it for branding and information, and does not see the need to invest money into an upgrading process.

    Might be a good idea to solicit companies that are in the start-up mode and just opening their businesses.

    Also - is there any way to partner with web designers that are creating these sites, to add in a focus group level of feedback, before the site goes live? I know the designer might feel threatened, but there might be a way to incorporate your services into the initial web-site construction costs?
  • Posted by charles.stannard on 12/17/2006 at 5:07 PM Member
    Testimonials from past clients, indicating that they recouped their investment in you, and then some, might also help...
  • Posted on 12/17/2006 at 5:15 PM Accepted
    I believe a few things about web sites one being some only have a web site to show they are established and somewhat tech-savvy. It's a place to potential clients and potential new employees to go to get a little info about the company. They aren't depending on their sites to sell anything, just to establish their business.

    If a certain market isn't willing to purchase a product they are not seeing the value (for themselves) in the product.

    I think this is telling you that the smaller markets are not your target markets, no matter how you package your product. With limited budgets, some squeezed dry to get a web presence in the first place, why would they spend those premium dollars for this service when they are so many other places they hope to put those dollars.

  • Posted on 12/17/2006 at 5:22 PM Member
    I guess my bottom line is - you are expending energy to convert a certain group of people rather than aligning all of your efforts to the group of people who already understand and are willing to purchase the value in your service.
  • Posted by mgoodman on 12/17/2006 at 8:23 PM Member
    Consumers/customers pay for benefits. What's in it for them to use your service?

    If you find that they're not buying, it's almost certainly because they can't see how the benefit is worth what you're charging them. Small business owners understand the concept of spending to get a return (greater than the investment). But they may not be getting the message from your website.

    The benefit claims on your website are not concrete or compelling. And it may be that the best communication approach for your target audience is NOT the website.

    You may need to -- GASP! -- pay for advice from a professional copywriter and/or marketing consultant to make sure your positioning statement and creative direction sheet are truly focused on the benefit that's most important to your target audience, and that your copy effectively communicates the positioning.

    What's the most important unmet need among your target audience? Are you addressing that need? If so, you may not be communicating very clearly or impactfully. If not, that may be at the core of your problem.

    If you want to talk, feel free to contact me privately. I think you may have a problem with positioning or with how you're communicating the positioning. If I can show you how your investment in a consulting project will make you more money than the cost of the project, would you hire me? What would it be worth to have an answer to your question that actually works, and generates the new business you want?
  • Posted by telemoxie on 12/17/2006 at 8:23 PM Member
    The reason is, "low barriers to entry".

    Anyone with an internet connection can offer an opinion on a web site. And I'll bet I can get 10, 100, or 1000 web development companies to give a review of a site for free, in hopes of generating work.

    p.s. I think you need to begin by determining whether or not you personally really believe in paying money for website review advice. If you really believe in paying for advice, be sure to send a check to peanutpeanut, ksa, et al. Sorry to be blunt... but if you actually believe that paying for advice is a good thing, then at the minimum, upgrade this question to "urgent" which costs you $5.
  • Posted by Frank Hurtte on 12/17/2006 at 9:52 PM Accepted
    I have a couple of suggestions...

    1) market your services as an independent verification for web developers... Where they can provide comments back to their customers provided by you.

    2) If the big companies, banks, insurance companies, etc are willing to fork out big bucks... develop a marketing plan that agressively targets their organizations. Unless you have 100% of that market you are passing up big bucks.

    3) I would also suggest tapping into the market of running tests of companies internal systems... ie hr systems, company benefit systems, etc. HR departments are very concerned the feedback they get is biased due to workers being afraid of boss reprisals.
  • Posted by rjohnni on 12/18/2006 at 3:02 AM Accepted
    You are probably doing a very valuable thing for a media like internet. Web 2.0 should actually absorb your services like crazy. And things aren't as easy as it seems. Why?

    1. Engage the right Audience: Don't talk to anyone and everyone on the web. When my restaurant offers vintage vine, i won't be fighting with napa, and i won't mind giving away a li'l caviar to engage my customers.

    You are into the serious Auditing biz. And SMEs can't understand that. Not that they won't, the limited budgets forces them so they can't. And you are also fighting with the Big Blues out there who are doing similiar things with better disguises, and counting their moolah per hour.

    So put your offfering in the right brand unit. Define, derive and decollage. Start talking to your core audience. On request offer them a peripheral study for free / token / return if not satisfied. Give them a personal feel of what you are offering, and once they know what you have found out, they will be terrified. And might engage you for a terrific appraisal!

    Also focus on a lot of B2C, retailers et al...so that they can feel the hits and buys change if you can guide them in that level.

    2. Engage: Get a study on your website to understand, how much foolsproof you are at you end. If lacking, make it more creative. Engage all who are coming to your site, so that they see the value add you are offering. Do interactive studies free for your visitors so they know they are talking to a problem solver when they never knew a problem existed.

    KUDOS

  • Posted on 12/18/2006 at 9:45 AM Accepted
    They are not willing to pay for advice because they have not found VALUE in paying for the services. In other words, they can not or have not seen where what they will pay out, can easily be made back x-times.

    Problem is most biz owners never truly concentrate on marketing. They are preoccupied with distractions that burn time and add no marketing leverage.

    Fixing the copier. Hassling with callers. Stocking shelves.

    They do eveything ELSE but focus on bringing in the money.

    People with a pool store worry about the signs, or the chlorine display, or the types of kiddie rafts.

    They should be worrying about creative ideas and marketing that brings people into the store.

    Like talking to their high trafficked retail neighbor next door about cross-promoting to each other's foot traffic.

    You can attempt to overcome this by giving those people an experience with your work.

    They must come to know you, like you and trust you --- BEFORE they'll ever give you a nickel.
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