Work It…Own It! Fostering the Relationship with your Online Customers
Today we’d like to take a look at the psychology of online consumerism since so many of our Internet clients are in the business of selling a product or service. When you’re on the other side of the register as a consumer:
- When will you opt to purchase the more expensive of two similar items?
- When do you drive out of your way for a particular service?
- What prompts you to spread the word about an experience you’ve had with a company?
The answers to all three questions are similar. Something sets the company apart as extraordinary.
We’d like to share Scott and Linda’s story. They wanted to freshen up the look of their kitchen without incurring a lot of expense. We think their story will aptly demonstrate how a buyer approaches Internet purchasing:
After seeing a segment about countertop refinishing on a morning show, Linda researched countertop refinishing kits on the Internet. Of course she came up with many search results, but like most people, stuck to the first two pages of the 159,000 links that appeared.
Linda quickly discovered that there were an abundance of companies that offered these kits. Now she had to educate herself about color selection, durability, application techniques, and price-point expectations.
She was led to YouTube where she watched several videos about product application. She read through people’s feedback and opinions, viewed samples, and selected the look she liked and the application method Scott would prefer (considering this would move to the top of his honey-do list!).
Now that Linda knew what she wanted, she refined her search to select the company from which to purchase the materials. The one that continually caught her eye during her search to purchase was also a website she’d frequented during her research phase. The company was very professional, clear and concise in its demonstration videos, had pages of customer-submitted before and after pictures, and listed scores of glowing reviews from their customers.
The spokesperson on the website even showed customers how they could create their own color and pattern variations if they did not like the standard ones available in the kits. This was a feature both Scott and Linda loved because they wanted to achieve a look that was a cross between what two kits offered.
None of these benefits closed the deal, however, until Linda came across negative reviews on the website. Customers who had complaints about the company’s product or service ultimately led Scott and Linda to decide to purchase from this company. Understanding why is where businesses like yours can overcome a marketing flaw that so many people make—removing negative feedback in an effort to save face.
This company left customers’ negative comments in their feedback section and then tacked on all of their correspondence regarding the matter. What this demonstrated to Scott and Linda was integrity and ownership. It proved that the company didn’t scrub their site (remove any negative remarks) in the name of making themselves look better. They addressed everything from product complaints when they switched suppliers, to shipping snafus when they were overwhelmed with orders after appearing on the morning show. Any potential customer could clearly see that if they encountered a problem, the company would take care of them promptly and to their satisfaction.
To Scott and Linda, this peace of mind was worth the extra 30% they wound up paying by ordering the kit from this company versus a less expensive competitor with kits that looked the same. The alternate company appeared to have the same type of product line, but had a minimal online presence that indicated that it would back its products if their customers encountered a problem. This example illustrates that what a company doesn’t say can be detrimental to their sales.
The lesson you can apply to your business marketing is this: Embrace opportunities to show your potential customers how they will benefit from doing business with you. Prove that customers should go the extra mile or pay a premium price for your product or service. Set yourself apart as extraordinary. Work your site and publically own and correct your mistakes, proving that while your company may not be infallible, it will make things right with the customer every time. This has turned out to be marketing genius for the companies who do it right. Will yours be one of those companies?
If you want to take your website to the next level, integrate your social media platforms, or set up a customer feedback or photo submission page, please contact one of our web design consultants to learn more.
Web Fonts to Kill Your Arial and TNR Boredom
When Arial isn’t so cool for you anymore and its buddy Times New Roman is older than ever, don’t fret because lucky for you – you got options.
Typography in Web Design has been one of the many things to consider as it can make or break how visitors perceive your website. Picking the very basic fonts may be boring but using uber stylistic fonts can be disastrous as well.
Try a little experiment if you will. Surf some random websites for a few minutes and try to observe the type of fonts on every website that you land on. We can tell for sure that most text-based websites would use basic fonts. It is not advisable to gamble on funky modern fonts if you wish to make your site a breeze to read for all users. Not that you cannot ditch the old school trend. Basic is safe for the most part but adding a bit of style is doable too.
Here’s a list of Web Safe Fonts that you can check out if you really wish to try something else on your website. Sorry to disappoint but Arial and Times New Roman are still on that list because we can’t help it – they’re just too friendly. Anyway, these fonts are easy on the eyes so it would be nice to use them on your sites.
Now, if you want to explore a bigger and more exciting fonts list, have a look at Google web fonts. Very nice, I know. Keep in mind, however, that these Google fonts are sitting on a web server so they are made available via browser requests, unlike Arial and Times New Roman which are readily available on your computer. These Google fonts works on most modern browsers, although it may take a couple more seconds to load compared to the basic fonts.
These options made available to everyone. The best advice we can give you is to choose whichever you feel is best for your website and its users.
Should You Blame the Designer if Your Website Doesn’t Feel Right?
Not really. What browser are you using and which version is it? Funny how most websites look funky on IE (Internet Explorer), particularly the older versions i.e. IE 6, 7 and 8, yet everything looks fine on other browsers. Keeping it simple, the look and formatting of your website is contained in a CSS file (cascading style sheets). Problems occur when some browsers interpret the CSS differently. This has been and still is a challenge for web designers. Unfortunately, IE holds over 40% of the web browser usage share worldwide so we have to deal with it.
Part of our website launch process includes cross-browser compatibility checks, and we do our very best to get rid of the inconsistencies. Occasionally there may remain tiny irregularities, but the essential elements of the site are not compromised.
Technology moves very fast and so are the standards for web design. Ideally, sites must look pixel prefect on the newest browsers although we remain perceptive that there are still people using the older versions of these internet browsers.
For our clients and internet users alike – staying up to date as far as the operating system and web browser is always beneficial. Not only do we get more security while surfing the web but it substantially adds to positive user experience. If you are curious how your site looks like when viewed on other browsers, you may install other browsers on your computer or try some online tools like Browser Shots and Browsrcamp. You’ll be able to get a feel of how web designers and developers diagnose most site flaws.
Anyway, we try to get this covered as much as we can so our clients don’t have to worry about it and we are constantly working out solutions to combat issues such as this. Your Design Online goes all-out to deliver quality websites at all times.
Seeking LT Meaningful Relationship with an SEO and Design Firm?
Growing a business. Becoming a leader in your industry. It takes guts and gusto, perhaps a bit of trial and error, and a definite willingness to break away from the pack and step out on your own.
If you’re a master chef who wants to open an exclusive restaurant, an inventor who wants to open a widget shop, a top-notch consultant who wants to increase business—you have a special talent to share with the world and may not have the time or wherewithal to become a jack of all trades in related business matters.
This is where engaging other go-getters in long-term business relationships is essential. There are two areas no business can afford to be lax in: establishing your presence and communicating with your customers. And if that’s not your forte, then it’s time to partner with a company whose specialty is just that.
Can you do it yourself? Many novices try. There are even templates out there to help you. But have you ever noticed that not even those who sell templates use a template to market their own business! If you are serious about your business’ image and reach, you need to place your signature on the industry and stand above the crowd. How can you do that?
Seek out a design firm that
1) Wants to get to know and understand your business
2) Has the time and staff to dedicate to your needs
3) Can show you specific examples of other businesses they’ve branded and marketed
4) Exhibits good communication skills
5) Will work to continually grow and groom your web presence
6) Speaks in layman’s terms and has a plan that makes financial sense
7) Is well-rounded in design, marketing, and social media
8) Can reasonably maintain a long-term, personal relationship with you.
You can attempt a relationship with anyone. Like all successful long-term relationships, it really boils down to finding someone who really sees and can bring out the very best in you and who will champion who you are. Where will you look for that kind of relationship in the business realm? Welcome to YDO. It all starts here.
To learn more visit www.yourdesignonline.com.
Up Next: The Path to Enlightenment: Harnessing the Power of the Internet to Grow your Business
So you’ve Decided to Establish a Web Presence. Now What?
Chances are if you’re checking out these blog forums, you are in search of some answers. Let us be the first to tell you, you’re sure to receive an abundance of them and there’s certainly no shortage of opinions. In an attempt to shed some light on using the Internet to market your business, YDO has developed an overview for you. These categories are absolutes in Internet marketing. Where opinions differ is how and when to use them, and that’s where a good Internet marketing and design firm should get to know you and tailor a plan suited to your company’s specific objectives.
1. Your Image. This includes a solid and telling company name, and a clever and recognizable logo or brand image. It should appear on all of your business’ collateral including print and online media, nametags or company uniforms, and product packaging.
2. Your Website. Designed to attract customers and reinforce your brand name and image, your website should be set up to be the hub of your online presence. Use it to display and sell products, engage and educate your customers, release announcements, and reinforce your brand.
3. Your Messaging. Speak to people through videos, tweets, blogs, Facebook updates, feedback forms, and your web page. Drive people to your website by creating video tutorials, blogs, and golden nuggets of information to establish yourself as an authority in your field. Most importantly, get to know and understand why “key words” are valuable in your online communications.
4. Your Hotspots. Social media is rampant in online campaigns. It is a long-term strategy that helps your company establish itself as one that people know, like and trust. Use a combination of forums including Facebook, Twitter, and YouTube to build communities of people who will interact with you. Don’t be afraid to engage customers, hold contests, use humor, or invite comments.
So, how do you establish an image? How can you make your messages impactful? Which online real estate should you choose? How do you grow your social media communities? Don’t worry. It’s a lot to figure out and can feel like more than a full-time job to build, execute, and manage.
Our best advice to you is to engage a firm that can tailor an online campaign to show your business in its best light, increase your traffic and sales, and zero in on all four categories above, customizing your presence and messaging specifically to meet the goals and needs of your business.
Have you decided to move your business into the virtual world? Why not send us your questions or request a consultation to learn more?