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Building A Customer Focused Website


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

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Building A Customer Focused Website

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