I recently visited a spa (I know, huge surprise) and was impressed not just with the services, but with one small detail. In each locker they provide you with a plastic bag. Right at the point where I am taking off my bathing suit from whirlpool soak and wondering how I'm going to get it back to my room, there is a plastic bag to carry my wet suit.
Women are often the ones doing the anticipating of needs (you can't survive as a mom without this skill). So when someone else anticipates her needs, she notices.
Are you anticipating her needs on your website?
A proven way to improve customer experience and increase conversion is to anticipate what your customers need, what questions they are asking, what concerns they have, and to address those needs, questions and concerns at the very place they arise.
Here's a great example from marketingtowomen.ervinsmith.com.
On their Executive Team page, they've done something wonderful. Can you see what it is?
You'll notice in the top right hand corner they've included a link to their image library where you can get high resolution images of the company logo and executive images.
They have anticipated the needs of a specific visitor - the press or PR person who wants to write about their company and executive team and needs high resolution images and logo graphics for their story.
Brilliant. Instead of making them search for a "Press" or "News" section on the site, they have anticipated that these visitors will probably visit the "Executive Team" area of the site and will need these items.
Why do they have to click to see your contact information?
Ervin and Smith also anticipated the needs of prospective customers. They anticipated a page these visitors might go to is their services page. Right there, when the prospect is interested in learning more, instead of making them hunt down a "contact us" tab in navigation, they have the contact info right there on the page.
Anticipate your visitors needs online and offline
At what moment does your customer or visitor realize they have a specific need, question, or concern? Be right there with the answers and information they are looking for.
Trust me - she will notice.