Last week, I had to make a special visit to a restaurant on South Beach. As I was sitting there reading my menu, I noticed how well the bus boy anticipated the needs of the waiter. Through a series of hand signals, the bus boy always had the exact item the waiter was needed done.

It made me think about how nightclubs treat their site visitors. Are you anticipating their needs? Are you streamlining the process? Are you making it easy for them? Do they struggle through your process? A few things jumped out at me:

• Satisfaction: Have you ever attempted to perform a customer satisfaction survey on your website? Might seem dumb, but studies have found considerable impact and success for companies that score high on these surveys. It’s easy to see the connection between site satisfaction scores and overall business success.
• Reducing barriers: Are we making it easy on our site visitors? Do we help them find what they need quickly and successfully get it in their hands? Based on what they searched for on Google, do we drop them on the home page or a specific product page? Do we make it easy for them to buy tickets to that event they came to find out about?
• Anticipating customers’ needs: Are we anticipating what our customers need to be successful? Is shipping of an actual event ticket often a concern for site visitors for a certain events? If that’s true, are we addressing it? Is photo censoring a big concern (taking photos down from your site of people who request to have them taken down)? If so, what are we doing to help people in these special circumstances, and ensure them that it’s easy and fast to remove pictures? Do we know that our customers often need to talk with someone before making their final purchase? How do we make that easy and prompt them at the right time?

If you don’t think of your website in this manner, you’re missing out on a whole community of people who will engage your website WAY MORE than they will visit your venue or events…but are you listening to them?

Until next time,

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Alex Miranda