A lot of the questions I get from people new to online business revolve around the differences between online and offline, brick and mortar business. This makes sense as we’re all familiar with offline business, at least from a consumer point of view and most of us have worked retail jobs through high school and college.

The main difference between brick and mortar business and the internet is expectations and interactions.

We all know great service when we see it offline: the friendly greeter, the helpful sales associate, the discerning cashier and the customer service department that really represents the customer (instead of the accounting department). Determining great service online gets a bit harder as we don’t know what to expect. Common questions include:

• How do I find…?
• What is the policy around…?
• Where do I get help for…?

Usability addresses these questions. Good design and use of conventions gives the power to the viewer to get answers to their questions and instill them with confidence. Of course, looking for the answers is still up to the viewer. Websites don’t have a mechanism to see the frustration on a viewers face or read their body language and rush to the rescue.

…at least not yet.

Consider that if offline business is a system of great people, online business is a great system backed by people. In either case the people make the difference.

As clever website designers and marketers innovate the online experience will resemble the offline one more and more… but it will always be different. And it will never reach everyone. Sometimes the whole point of going out is to have human contact, even if it is just with a friendly waiter.

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