The Unnecessary Customer Wants

by Greg Randall

Claire wrote an article on the unnecessary wants of customers and how they perceive their unique requests will translate to more money in the bank. Despite the fact they have no idea on what works online, there is still the insistence of implementing unique functionality. What’s really funny is, the decision for the unique functionality is typically based on nothing other than personal wants of the owner.

So, let’s add this all up:

• The client pays more money for unique/custom functionality.
• The project is delayed due to the extra time required to build the custom functionality.
• The functionality never delivers ROI.
• The delay in the website going live is also time lost to earn money, acquire customers, and build a database for repeat purchasing.

The next time you have a great idea on what could work online for your customers, don’t even think about investing in it until you have nailed the basics.