Building A Customer Focused Website

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This presentation explores some of the emerging online trends from a customer's perspective.

This presentation explores some of the emerging online trends from a customer's perspective.

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  • 1. Building a Customer Focused Website
    Putting customers first…
    Presented by Rob Anderson
  • 2. It's all about me…
    Hey, I want a say too
    Don’t make me wait
    Make it easy to find stuff
    I hate complex forms
    Less is more
    I want to learn
    “If you don’t take care of me, I’ll go somewhere else”
    • When things go wrong
    • 3. Don’t make me think
    • 4. Why should I buy from you?
    • 5. Keep me informed
    • 6. I want to get in touch
  • Hey, I want a say too…
    Let me comment
    Let me provide feedback
    Let me rate you
    Let me tell my friends
    “I want to feel that I have a say and that my opinion counts”
  • 7. I feel engaged when I can comment
    It makes me think you want to listen to your customers
    I might know something valuable
    Sometimes I want to vent
    Let me comment
  • 8. I have great ideas too
    Can I ask a question?
    I’d like to let you know about a problem with your website
    I think you’re doing a great job
    It’s interesting to see what others say
    Let me provide feedback
  • 9. Some pages really annoy me and I want to let you know
    I like to tell you when you’re doing something good
    I’m influenced by how others rate your pages
    Let me rate you
  • 10. I have friends who might like this too
    I want to promote this page on my Twitter channel
    I’d like to tell the Digg community about your website
    Let me tell my friends
  • 11. Don’t make me wait
    I don’t have time for this…
    Break it down for me
    Use images for impact
    “A fast, responsive website means you value my time”
  • 12. It took over 10 seconds for the Mercury website to load
    Adding 100ms to the response time meant a 1% drop in sales on Amazon
    Adding 500ms, only half a second, resulted in 20% fewer searches Google
    I don’t have time for this
  • 13. I want to find out about your product, but…
    …I don’t want it all at once
    Let me choose the information that interests me most
    Make it easy and fun!
    Break it down for me
  • 14. I like images, but you don’t need heaps of them to make an impact
    I don’t like waiting for lots of images to load
    Don’t just rely on images to tell the story
    Use images for impact
  • 15. Make it easy to find stuff…
    I’m familiar with Google
    I like simple navigation
    Focus on what’s of value to me
    Focus on what I can do
    “Help me to find the stuff that interests me most”
  • 16. If you’re going to have a search, make sure it works like Google
    I have high expectations of Google, so don’t disappoint me
    Track Google Custom Searches with Google Analytics
    I’m familiar with Google
  • 17. Your navigation should tell me what’s in your site
    If the labels don’t make sense, I won’t click on them
    Fancy navigation doesn’t impress me
    I like simple navigation
  • 18. Put yourself in my shoes
    Give me benefits, not just features
    Tell me the truth, warts and all
    If you can’t convince me, I won’t buy what you’re selling
    Focus on what’s of value to me
  • 19. Show me what I can do on your website
    Make it easy for me to complete those tasks I do most often
    Provide helpful advice and support so I can get the job done
    Focus on what I can do
  • 20. I hate complex forms…
    Make it simple
    Make it friendly
    Correct me if I’m wrong
    Make long forms easy
    Help me along the way
    “I don’t mind filling in forms, if they’re quick and easy”
  • 21. Don’t complicate things
    Big boxes are easy to use
    I like buttons that stand out
    Help me when I’m in the wrong place or I forget things
    Make it simple
  • 22. Simple doesn’t mean boring
    I like it when you know my name
    It’s OK to have some fun
    You don’t have to be serious all the time
    Make it friendly
  • 23. I like to know when I’ve made a mistake
    Tell me exactly what I need to do to fix things
    Help me as I go (don’t wait till the end)
    I don’t like nasty alert messages
    Correct me if I’m wrong
  • 24. I don’t mind filling in long forms, but you’ve got to break it down for me
    Let me know how I’m progressing
    Make sure I can go back and change things later on
    Make long forms easy
  • 25. I like it when you follow along with me
    I like helpful messages as I fill in the form
    Labels above the fields are easy to read
    Why can’t all forms be this easy!
    Help me along the way
  • 26. Less is more…
    Say the bare minimum
    Make text easy to read
    Hide the less important stuff
    Don’t overwhelm me
    “I’m busy, so don’t make me read huge amounts of text”
  • 27. Sometimes you only need one page to say it all
    I should get the ‘gist’ of your site almost immediately
    If I’m still scratching my head after 10 seconds, you’ve lost me
    Say the bare minimum
  • 28. I read so much online, it’s a pleasure to not have to strain to read itty,bitty, text
    Big headings jump out at me
    Big text forces you to says just what you need to and no more
    Make text easy to read
  • 29. Put the most important information at the top
    I’ll scroll down the bottom for other information
    It’s good to know it’s there if I need it
    Hide the less important stuff
  • 30. What has Google learnt that Alta Vista and Yahoo didn’t?KeepItSimple Stupid
    Don’t overwhelm me
  • 31. I want to learn…
    Publish informative presentation
    Publish informative videos
    Provide online tutorials
    Offer interesting articles
    “I will value your site if you take the time to educate me”
  • 32. I like informative presentations
    Make it easy for me to embed your presentation in my blog
    It’s nice you made this for free
    I want to tell my friends
    Publish informative presentations
  • 33. I like informative or entertaining videos
    Make it easy for me to embed your video on my website
    I want to tell my friends
    Publish informative videos
  • 34. I love video demos or tutorials
    I’ll give anybody one minute of my time to watch a good video
    I feel more inclined to use your products, because I’m confident I can use them
    Provide online tutorials
  • 35. I like it when you take the time to explain things in detail
    Your insights are of real value to me
    I tell lots of people about your excellent articles
    I like to read other people’s comments about your articles
    Offer interesting articles
  • 36. When things go wrong…
    I like lots of support
    I don’t mind learning form others
    Be helpful!
    “If your site offers good support it tells me that you value me”
  • 37. I need to know you’re there when things go wrong
    Offer me lots of different forms of help
    I’m quite capable of helping myself
    Personal support is nice too
    I like lots of support
  • 38. I learn so much from forums
    Other people have often already encountered and solved my problems
    I’m grateful to you for setting up this helpful community
    I don’t mind learning from others
  • 39. It’s nice when you help me when I get off track
    I know you care about your customers, even when things go wrong
    I don’t feel so stupid now
    Be helpful!
  • 40. Don’t make me think…
    Clear calls to action
    What is your site about again?
    Every page needs a clear purpose
    Use patterns I’m familiar with
    “Sites are easy to use when I don’t have to think too hard”
  • 41. I like it when the next options are crystal clear
    It’s almost like you’re reading my mind
    I like big buttons that stand out
    Clear calls to action
  • 42. I hate sites that don’t know what they’re about
    I should know what your site is about almost immediately
    Pictures or previews can be very helpful
    What was your site about again?
  • 43. I like it when you are clear about what you offer
    I like it when your messages are nicely bundled
    Highlighting the important bits helps me when I’m in a hurry
    Every page needs a clear purpose
  • 44. I’ve seen that type of navigation before, so I know how to use it
    I like it when each section of your site works the same way
    Consistent highlighting helps me keep track of where I am
    Use patterns I’m familiar with
  • 45. Why should I buy from you?
    Make it easy to compare prices
    Are you better than your competitors?
    What features do you offer?
    Who else uses you?
    I like to hear customers like you
    “I will buy from you if you offer value and make it easy”
  • 46. Help me choose the right plan
    Let me know what most other customers choose
    Free trials take the risk out of buying
    I like simple plans
    Make it easy to compare prices
  • 47. I know you have competitors
    I want to know why you’re so special
    Convince me to go with you
    If you’re so good, the reasons will be obvious
    Be honest
    Are you better than your competitors?
  • 48. I am influenced by what other people say about you
    I like to know that others use your services and are happy they did
    If they like you, maybe I will too
    I like to hear customers like you
  • 49. If lots of other companies use you, you must be doing something right
    I like to know I’m going with a top company
    I want to know you’ll still be around in a few years
    Who else uses you?
  • 50. A feature list helps me decide if your product is right for me
    I like to know what benefits your features offer
    Pictures and previews help me learn faster
    What features do you offer?
  • 51. Keep me informed…
    Let me know immediately
    Email me on a regular basis
    Let me subscribe in my own way
    I use my mobile too
    “If you ignore me, I’ll think you don’t care about me”
  • 52. I like to hear about breaking news
    I like to hear about special offers
    I feel special when I’m in on the goss’
    I get a sense of your personality through your Twitter channel
    Let me know immediately
  • 53. Just because I’m a customer now, doesn’t mean you can ignore me
    You convinced me to go with you, so reassure me I made the right choice
    I like to hear about new products and services
    Email me on a regular basis
  • 54. I like to subscribe using RSS or…ReallySimpleSyndication
    RSS gives me the freedom to read your updates my own way
    Let me subscribe in my own way
  • 55. I’m using my mobile to browse websites more often these days
    It’s nice to know you support mobile users too
    I like it when you tailor the website for people on the move
    I use my mobile too
  • 56. I want to get in touch…
    What was your number again?
    Can I talk to you online?
    “Make it easy for me to contact you about anything”
  • 57. I want to talk to a real person, so what’s your number?
    I’ll still try the online version before calling (if you make it easy enough)
    I like Toll Free numbers
    What was your number again?
  • 58. I have a burning question, but would rather not call (and wait in a queue)
    I like Live Chat support where I can ask a quick question immediately
    Can I talk to you online?
  • 59. MailChimp
    GetSatisfaction
    Vodafone New Zealand
    ShareThis
    Pingdom
    Coda
    Mint
    Google
    The Box
    Inland Revenue (NZ)
    FreshBooks
    FormSpring
    WordPress
    RememberTheMilk
    Smashing Magazine
    WuFoo
    CampaignMonitor
    SlideShare
    YouTube
    Yoast
    BaseCamp
    Twitter
    MobiReady
    Websites Featured