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who chose each answer. On the x-axis, “frequency” increases from left to
right (“yr” means “year”, “m” means “month” and “wk” means “week” -- so “1/3m”
means “once every 3 months”).
In this example, the frequency peaks at “once every 6 months” -- as of May,
2000, this is a fairly active Net-buying group. Over time, as more and more
people buy more and more often on the Web, this bar chart will shift to the right.
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In general, the more it shifts to the right, the better. This indicates that your
customers are people who are comfortable buying on the Net, so are more apt
to buy your kind of product.
But if the bars shift to the far left, it means that your customers are not buying
your kind of product on the Net. It’s important to figure out why this is so -- for
example...
• Is your industry just not Net-savvy yet? (less and less common)
• Is a direct Net sale not appropriate ( see expansion joint discussion
above )?
Remember this for a “far left” chart...
Interpret these kinds of results in light of the nature of your product and
customer. One more example -- let’s say that you are selling $300,000
enterprise software. Yes, your customers are Net-savvy. But no one spends
this much money straight off a Web site. So both “Net buying” questions are
likely to have a high percentage of “Never” answers. Here’s the key question if
this is your case...
“What are you doing offline to close that sale?” Develop this plan now.
Example... for the above enterprise software, use a free trial approach,
followed by telemarketing, followed by person-to-person to close the deal. No