November '15

For the Business of Apparel Decorating

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Page 32 of 102

Kelly "Rags" Ragland is the owner and operator of Rags to Stitches Productions, a holistic advertising specialty company that provides a range of services, from Web design and development to customized ap- parel. Read his blog at INTERNET STRATEGIES B Y K E L LY " R A G S " R A G L A N D Keep 'Em Coming Back! Revisiting the Buy Button W hen a potential customer is offered a variety of ways to make a purchase immediately—call the shop directly, fol- low social media accounts, or request pricing quotes with the convenience of one push or click—that guest will remember how easy it was to have their needs met when shopping, thus creat- ing a lasting, positive impression. But where is the proper placement for these powerful buttons within an online presence? In today's world, consumers demand im- mediate gratification, whether purchasing via their desktop, laptop, tablet, or mobile device. That in itself explains the absolute need for mobile-friendliness, as each device displays and reacts to a website in a different manner. I have some younger friends in my social circle, and I am con- stantly studying their online behavior as a demographic while they, in turn, razz me about being an old timer (though arguably more technically skilled). One day, one of my younger friends and I were shopping at a big home improvement chain, picking up supplies for a project. As we filled our signature orange cart with lumber, my buddy mentioned he needed to buy a new circular saw. As I loaded the rest of our haul, he tapped and scrolled away on his iPhone, and within less than a minute reported, "It costs $39.99 and is located in Aisle 12." With the speed, accuracy and placement of links and calls to ac- tion, my friend was able to pull up the HD website on his mobile device and had the option to buy online or go find it on foot im- mediately. As I removed a splinter gained whilst lumber loading, I thought to myself: "Perfection!" Clearly, not many business owners boast the budget of a chain retailer for a website with that level of technological advancement, but we can indeed look into the betterment of execution in our own 28 || P R I N T W E A R N O V E M B E R 2 0 1 5

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