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How to build a website that customers love

Top 6 Items To Consider To Build a Website That Customers Love

            A Company’s Website is the most important marketing tool for the company. When someone wants to know about a company they search for the company in google and end up on their website. Likewise, if someone is searching for a product or service then they may end up on your site if you offer the service. So you should know how to build a website that customers love. Any website should cover two important objectives- First, It should cover all the customer requirements and Second, It would be optimised for best SEO results.

Here, we will discus 6 most important aspects of building a website that will over not the these objectives

  1. Build the Home Page to address the Customer Requirements

        As we have described, the website is the most important marketing tool. The website should ensure it covers the three important aspects of marketing – Create Awareness about the company, Explain the products and services the company offers (Knowledge) and persuade the visitor to take ACTION. The Home Page or basic information page should convey the value propositionclearly so that the visitor is able to make a decision and persuade them to take the next step in the funnel

  1. No Distractions

        When customers visit the site, they should be able to see what the company is, what the company is asking them to do. There should absolutely be no distractions. Videos,  pictures or even content that are not relevant to the customer are sources of distraction.

  1. Think Mobile

        In 2013, mobile phones made up 16.2 percent of web web traffic. In 2018, that had increased to 52.2 percent. This also includes  significant traffic from tablets. The website has to be optimised for both tablets and mobile as majority of the customers may view the site from mobile. 

  1. Speed Matters

        The website has to load really fast. Ideal Website Load Time is 2 to 5 seconds. However, each second beyond 2 seconds results in greater bounce rates. Website load time not only affects customer experience it also impact the SEO. 

  1. Value Social proof

We would rather try hearing from someone like us than from the company. What’s good about the product and why people value it? The website should have social proof to showcase how customers value the company’s product. 

  1. Every page is a Home page

        People should be able to take action in every page rather than navigate to the home page. There should be a call for action on every page.         

To Know more about the basics of web development and the process of creating a website Click Here 

To Know more about Optimizing your Website for SEO Click Here

Why Customer Retention is Important?

If you run a business you know how hard is to bring in a new customer. You have to rely on advertisement and existing customer valuable feedbacks to grow your customer base. While every business owner plans to bring in new customers a highly knowledge one will work on ways to retain the existing customer. It is far cheaper than bring in new one.      

Why a business has to concentrate on retaining customer than bring in new one?

As per stats it’s 5 times costly to bring in a new customer than retaining the existing one. A successful business will be profitable if it can retain their customer base. Customer retention is crucial in this fast paced world. Some call it art and some call it science, But I truly believe it’s an emotion. As a business we need to tweak the right emotions on the customers to retain them.

Key Factors for Business Growth

The key factor for any business to grow is determined by the 2 main non tangible factors trust and customer satisfaction.

Let me share my real time experience on these. The first key factor is Trust. 7 years back I was in Ohio, US and wanted to buy a digital camera as there was plans to go on a vacation on the upcoming weekend. Since ordering online will take time to deliver. I was also not sure if the camera gets delivered before the start of my trip. I decided to buy it from BestBuy retail store.  The obvious question here is, Though there are lot of electronic stores why did I choose best buy?. The simple and straight answer is Trust. The store promises the buyer they are offering the product for the best price. And if at all we prove the same product is available somewhere cheaper they will match slash the price to match it. I went in bought a Sony 12 megapixel digital camera after testing out all the models in my price range. The trust that the customer gets is that he is buying an item for a price nobody else can offer. This is what makes a customer to return in the future as well. After that purchase and due to the trust I had on BestBuy I later bought 2 LED TVs, a GPS, iPad and Pen drives. That is the power of trust.

The second key factor is the customer satisfaction. Again let me share a personal story. Before 5 Years in Plainsboro, NJ. I entered into a super market on a special day. It was my spouse birthday and directly went to the pantry section and saw the cakes on the display. I chose one of them and asked the baker to write the birthday wishes too. She asked my favorite color and wrote the message. She packed it neatly in a box and handed it over to me. I took it with joy, billed it and marched to the exit door. Somehow I lost my balance and dropped the cake upside down. I was totally disappointed how our carelessness can turn the moments of joy into moments of agony. I collected the box from the floor and opened it to find out that the cake was totally messy. I went back to the pantry and met the same bakers and asked if there is another piece of the same cake I bought before. She enquired why am I buying it again. That’s when I explained the fate of the old cake. The point to note here is that since it was my mistake I didn’t ask for a replacement. But the Baker was so kind and she took the cake back and offered me a new one without billing it again. I thanked here so much and that act of kindness flashes me every time I go out to buy a cake for any celebrations. I head straight to same shop again and again for buying cakes.

Any business can flourish only with a returning customer. Trust and Customer satisfaction top my list when it comes to retaining them. As per Pareto principle 80% of business comes from 20% customers. If we have the knowledge to sort that 20% customer and able to retain them any business can be successful.

Know More about Factors that drive Customer Retention

I would like to quote to classic examples of PayTM mall and Amazon for retaining their customers. PayTM does that through cash back offers where as Amazon gives a % off on regular monthly buy outs. Amazon also is a classic example for underpromising and overdeliver. You might have ordered a product from Amazon and delivery time mentioned was 3-4 days at the time of order but you received within 2 days.

Final thoughts: Happy Employees = Happy Customers

Most of the time business overlooks its own employees. They forget that only when employee is happy he/she can keep the clients happy. Business should treat an employee as good and as important as its customer.

ArunAnand R

3 Things About How To Increase Your Revenue From Existing Customers Your Team has to Know

The ultimate goal of any business is to earn more money from their customers. But this doesn’t happen all of a sudden. To achieve this, you have to put ingenious efforts to acquire a large customer base, make them activated and retain them. Understanding deeply the psychology of customer behavior will help greatly in monetizing and increased revenue from them.

 Let us see some effective ways to generate more revenue and optimize earnings from your customer base.

1. Data Analysis

Knowing your entire customer journey right form their acquisition to retention can help you in identifying the barriers in generating revenue and any friction in payment process. Analyze where the company is making most money and where they lose. Identifying these pinch points (where potential earnings are lost) and causes for the drop-offs will generate ideas for fixing up the revenue leaks.

 

2. Customer Segmentation

Customers can be segmented by measuring the level of user’s engagement an ARPU (Average Revenue per User). Customers can also grouped based on age, location, source of acquisition, products/service they use the most. Measuring the revenue from each of these customer groups will provide good insights on which customer segment you should increase your focus on.

This breakdown of user base varies for different companies. Therefore, creating these groups can lead to various ideas to satisfy customers with specific wants and needs.

3. Customized offerings

Personalization is a tactic for building strong relationship with customers to retain them. Major reason for success behind Amazon, Google, Netflix is they have developed strong “recommendation engines”. However, building such engines are not relatively complex as you think. It can be generated using the various algorithms on the data collected as per the requirement. To start with, target a small segment of customers to capture their response and effectiveness.

Conclusion

Apart from the above mentioned ways, you can boost up your customer’s purchases is to offer them additional items to purchase or more features to pay for. A good e.g. for this can be Amazon with its wide range of products and number of payment options which ease customers’ experience and satisfies them. Surveys can also be a powerful tool to know what people are willing to pay for.

To conclude, I suggest letting the customer data lead the way in measuring customer’s needs and the company to take necessary growth steps to maximize the revenue.

 

Srisakthi.K  

Community Manager

Factors that drive Customer Retention

Purpose of any business is to create and retain a customer because high retention is always a deciding factor for achieving high profit. A research done by Bain & Company has revealed that a 5 % increase in customer retention rate increases the profit from 25% to 95%. As we all know that it takes so much money to acquire new customers, the loss of each customer comes at a high cost. Increase in the average revenue you earn per customer, in turn, could be invested more in the company’s growth, creating a virtuous cycle.

The best example of retaining customers to a large extent is Amazon. The company’s subscription program, Prime membership was a great success in retaining customers. 73% of the free trial subscribers converted to paying subscribers and 91% of the first-year subscribers have renewed for the second year.

Factors that increase the retention rate

Let us see the 7 major factors that drive retention on which the companies should work to stop defections/churn (rate of loss of new users) as early as possible

  1. Providing high-quality product/service that continually addresses their needs, making it a must-have product for the customers.
  2. Refining the new user experience and making the users experience your product’s core value as quickly as possible.
  3. The use of triggers, such as mobile notifications and emails can be effective in helping to trigger the usefulness of your product in a user’s mind.
  4. Must be constantly watching competitor’s new feature or promotion and make your product being “top of mind” with the customers. Communicating to the customers about your product’s new features and benefits easily accessible to make them stick with you. Out of sight, out of mind.
  5. Looking for the opportunity to capitalize on the power of stored value, the more information customers have saved with your app/product, the more likely people will return to access the data and add more to it.
  6. To solidify user’s commitment to your product by making the use of it habitual for them. It can be done by convincing them of the ongoing rewards hey will receive from returning to your product or service.
  7. Consider having a large number of more specialized products with a limited number of features rather than loading all possible features into a single product.

In order to ensure maximum retention, your first area of focus should be on early retention of new users. Also putting efforts at the resurrection (winning back customers who have abandoned your product) can also be valuable since it increases the revenue. To proceed this, first investigate why did they disappear in the first place just simply by interviewing them. By creating specific custom email and push notification campaigns for these customers can sometimes bring them back. 

With all these efforts put to place, every customer who is ultimately retained will represent ongoing opportunities to earn more revenue for your company which is our ultimate goal. 

Srisakthi. K

Community Manager, Cultiv8

 

Customer Activation

Increasing Customer Activation

After you have put all the efforts to acquire large number of potential customers, how do you actually engage them in using your product? Almost 98% of traffic to websites doesn’t lead to activation and most mobile apps lose 80% of their users in just 3 days. The more users who experience the aha moment of your product are more likely to stick with your product and activate it. In order to increase your customer activation, Growth Hacking offers you 3 important points to focus on.

  1. Mapping the Route to the Aha Moment
  2. Creating a funnel report of conversions and drop-offs
  3. Survey of Dos and Don’ts
  1. Mapping the Route to the Aha Moment

 The first step is to identify each and every point in your customers’ journey towards the aha moment of your product – right from knowing your product to their experience with it. To know in details about the Aha moment click here.

You may be well  versed with each and every feature of your product/ app but do the customers really know? In case if you have developed an app, do a trial installation with a third person and observe how easy it is for him to install the app in one go. Learn the obstacles faced by him. In order to use your product, the initial experience must be hassle free. Once they have landed at your app/ website, are they provided with the options to get the aha user experience? So you should list all the options to meet the actual need of your customers.  Just reading through these steps can make you think of many ways where users might lose interest or become frustrated and exit the app/web page.

You always have to study hard about the user behavior and then query them on the basis of your observations in order to make the efficient changes to impact the potential customers.

Once you have identified the steps that lead to the aha moment, next step is to know the conversion rates.

  1. Measuring Conversions and Drop offs

One of the best ways to measure conversion rates is through a funnel report, a tool that displays the rates at which people who know your product moving through each of the key steps in the customer journey. Create a funnel report with no of people vs who visited site, signed up, activated, billed and dropped off. For e.g. For Uber the funnel report will display the rate at which no of people who download the app, create new account, book their ride and so on..

In addition to measuring the conversion rate, the report should also track the channels ( google search, ad words, referrals, banner ads, social media pages )through which the customers have come to know your product. By doing so you discover which acquisition channel you should further focus to gain more active customers. Google Analytics can help you out to create these funnel reports. When the funnel report needs combining data from multiple sources, it becomes a bit complicated. Having a data analyst in your team might be able to identify the data sources to query and build the report effectively.

When the number of people visiting your web page/ app doesn’t pass through billing stage, it is obvious that there is a major stumbling block in the checkout experience. In that case, you should consider providing easy payment options or new design to ease the check out process. Next step is to get out to the public, conduct some surveys to know more about the user behaviour.

  1. Survey of Dos and Don’ts

We all would have experienced the customer survey pop up when visiting a website/app. It can be an effective discovery tool for you for studying user behavior and at the same time annoying to the users. To get the response effectively, the survey should be very brief and should be delivered to users under 2 main conditions.

  1. When their activity indicates confusion or staying on one page for a long time
  2. Right after they have created an account or made a purchase

Both these options can yield valuable insights about why customer decided to take the next step or did not. It is preferable to ask open ended questions or offer a set of answers to chose from. Letting them share whatever they feel gives you a chance to know them better.

An interesting fact is the reason why people abandon your product at any given step will come from people who didn’t give up. To people who leave the app/page without completing their orders, asking “what has stopped you from completing your order” will give you an effective response where you should focus on redesigning the app. 

Here are some questions that will yield good insights about the customer behavior

  1. Does this page contain the information you are looking for ?
  2. Was there anything about the checkout process we should improve?
  3. What convinced you to complete your purchase today?
  4. Is there anything preventing you to sign up at this point?
  5. If you did not make a purchase today, can you tell us why?

Always have in mind, you should never stop once you acquire large number of customers, you should continuously engage them actively by updating your product based on their behavior. As a result you can increase their retention with your product which in turn increases your revenue.

Srisakthi,

Community Manager – Cultiv8

Optimizing New User Experience

How do you optmize new user experience for your app/website ?

After you have put so much efforts to attract new customers to use your product/app, the first ever experience your product give them should be special to them that makes them irresistible to use.

The first rule of designing and optimizing your new user experience is to craft a special experience that makes the users to engage with the product and appreciate it for its offerings.

The second rule is your product’s landing page should accomplish these 3 fundamental things.

  1. Relevant communication – how well the page matches the intent and desire the visitors. Do they have what they want?
  2. Value of your product – what’s in it for the visitors should be clear and concise.
  3. A clear call to action – if they are convinced, we should provide a next compelling step for them to take.

According to Bryan Eisenberg, these 3 factors are considered as the conversion trinity. Optimizing these pages requires running many experiments with the language, taglines, images and so on..

In designing the user experience, eradicating friction helps the customers to accomplish the action they are trying to complete. What is tricky here is as a developer or marketer, we don’t recognize the sources of friction in our own products. In many cases it might be surprising for the designers to see how the users stumble to use their products. With every step the user has to jump through, if the value of your product isn’t clear or too many hurdles, even the slight irritation can send them back often for good.

According to Sean, a simple formula would help you reduce the friction as much as possible which is  Desire – Friction = Conversion Rate

To improve the user experience, you should either increase your customer’s desire or reduce the friction experienced by them out of which the latter is the low hanging fruit. Below tactics can be quiet useful to enhancing the user experience.

  1. Simplifying the sign-up process – using single-sign-on has been a game changer in recent days. Most of the sign ups with our existing google or social media accounts has simplified the process making the users create their account in a single click. With this one tag “ sign Up using your Google Account” most of the companies offering consumer products and also B2B have reported a stunning increase in acquiring new potential customers. Always remember one thing what works for one product does not work for the other. So keep experimenting.
  2. Flipping the funnel – allowing the customers experience your product’s aha moment quickly by making them to enjoy the features of your product without sign up. This technique works well for web and non-web based products. Giving them a trial period to enjoy your product has been proven successful in cases of Netflix, Amazon Prime, You tube and so on…
  3. Psychological commitment – At times, you have to put some positive friction on their way to help them understand the value of their product. Robert Cialdini, a psychologist explains once people take an action, no matter how small, as long as they have a good experience, they are more likely to take any action in the future. It is a form of a psychological commitment they have. The more information people put into their product, the more their commitment increases.
  4. Art of Questionnaire – asking customers about their interests or problems they are seeking solutions immediately creates a form of commitment and creates a personal connection with you and your product. This works best if customizing your product to meet their needs is possible.
  5. Gamification – offering rewards to the customers for certain actions. The rewards should be meaningful and offer relevant value to the customers in such a way they should feel some gratification.

No matter how good your product is, these tactics should be implemented as a foundation for building strong relationships with your customers. With providing great user experience and developing a strong relationship with the customers you should next focus on processes to achieve larger retention rate.

Srisakthi.K

Community manager, Cultiv8

 

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