Take advantage of the boat show for website feedback

If you're an exhibitor in the middle of a boat show, probably the last thing you're thinking of is your website. However, the show offers a real-world opportunity to find out how your customers use your website or are frustrated by it.

Get real-world customer feedback on your website when you're at the boat show by involving your visitors in a conversation. Making a strong personal connection with the boat show visitor is important. Extend the connection by finding out if your website is helping you keep in touch with your customers -- or if it's putting them off.

Useful information to find out from your boat show visitors:

1. Have they visited your website?
2. If so, what was the experience like?
3. Did they find the information they wanted?
4. Would they like different information on the site?
5. If they haven't visited your website, why not?
6. Was your website too difficult to find?
7. Was your website too difficult to use?

By listening to your customers, you can learn what is helpful, what is frustrating and what isn't important. To get customer feedback on your website during the boat show, have your laptop open to your website and ask questions.

1. Ask your visitors if they've seen your website before.
2. Ask if they found the website helpful or troublesome.
3. Ask what they find most useful about your site.
4. Ask kinds of problems they have with your site.
5. Ask what websites they do like.
6. And if they've never been to your website, ask why not.

Improve your website by listening to your customers.
Keep notes and follow up. When the show is over, review the feedback you've gotten from your customers. Discuss whether your website is accomplishing what you want it to. Look into the feasibility of adding new information or features.  

In many cases, website development and design is done without involving the final end-user: your potential customer. If you're an exhibitor at the boat show –– or any trade show –– the show a great time to learn what your potential customers think about your website.

We aren't suggesting that you turn your boat show presence from a sales format to a website focus group. But asking for feedback is one way of getting to know your customers and keeping in touch with them in the future.

Background: The 51st Annual Fort Lauderdale International Boat Show is around the corner. Our clients are in the home stretch of setting up their displays and getting their boats into their slips. Exhibitors are there to make sales and to reinforce relationships that could lead to future sales. One way to develop relationships with potential customers at the boat show is to ask for their feedback on your advertising materials in general and your website in particular.

Laser Advertising designs websites and provides website content for the marine industry and the luxury market.