July 17, 2015
Great copy can do amazing things. It stops you, even if you weren’t interested in stopping. It elicits an emotional response. Gets your attention. Draws you in. And can close the sale. Here, 3 key principles for creating effective copy online: what to do, and what not to do.
1. Get them in the door.
Copy is critical to communicate your message and to engage people with your brand. When it’s effective, it drives action- clicks, sign-ups, and ultimately, purchases. It will get them in the door.Brevity is key. The goal is to get your customer to the next step, not to tell them everything they’d ever need to know. You have to prioritize your message. Keep it simple and uncluttered, if you want your message to resonate.
- Good copy: FREE SHIPPING on orders over $50
- Bad copy: FREE SHIPPING ON BOOKS IN THIS CATEGORY + SHOES BY THIS DESIGNER + OTHER STUFF SO EXTENSIVE AND LONG-WINDED THAT I DON’T CARE OR BELIEVE YOUR MESSAGE ANYMORE.
It’s tempting to include lots of things to try to hit the right trigger points for everyone. Don’t. You’ll end up saying nothing to anyone. Too many messages become noise.
2. Explain and engage
It’s all about contextual information. Pacing is key. Providing the right information in the right places along the journey, to keep your customer engaged- and on a path towards what you want them to do. On each page, think about what you want your customer to know (and what he or she will want to know), to reinforce your brand, your product, or your offer.
- Do provide social proof. What are your customers or media saying about it?
- Do make it clear how to get there or what to do next.
3. Deliver on it
Tell the truth. Don’t over promise and under deliver. If you say FREE SHIPPING on the homepage, but don’t show it on the cart and checkout, your customers will feel duped. If it’s only FREE with a myriad of exclusions or conditions, and comes via pony and takes a year and a day to get there, your customers will feel duped. You might get the sale today- but they’ll think twice next time (if there is a next time).
Amazon claimed Prime Day would be the biggest sale event since Black Friday- and has declared it a success, but customers disagree. Disappointed Prime shoppers were all over twitter complaining that it was impossible to shop and that it was only the drek on sale. The Kindle was on sale- but only the base version- not the Paperwhite or the Voyage. It wasn’t the ‘good stuff’. See “It’s not living up to the hype” on CNN Money.
- Don’t over promise. If it truly is the biggest sale ever, say so. Then prove it. If it’s not- think of something else to say that reflects your reality. It doesn’t have to say, ‘BIG SALE: all the stuff left over that’s not selling and we need to get rid of’– it just has to be true.
- Do make it fun. Anthropology has a clever way to make further markdowns compelling- they’ve said, “Our sale is on sale”. That’s tempting. It doesn’t yell or scream, or promise rainbows and unicorns, but it does get my attention if I care about getting a great price, without sounding bargain-basement. Moo.com is having a sale- the homepage says only “SALE”, with a little 25% off dot whack and a fun little animated confetti gif. Simple- but effective.
It’s tempting for your writers to overstate to make something sound great- but it’s only great if you can deliver on it. You may get people in the door with a hyperbolic message, but if you’ve over promised, they’ll be less likely to respond to it next time.
The lesson in all of this? Put yourselves in the shoes of your shopper. How will the message make them feel? Are you telling them what they need to know to make a decision? Are you delivering on the promise? How will they feel after they experience it? Emotions drive action- whether they come back to you, or not. It’s up to you.
May 26, 2015
The car industry hasn’t progressed much online in the past 10 years. In the web-centric universe we live in, there’s a surprisingly high level of disfunction and disconnect in how car dealerships deal with web shoppers.
In a recent car search, I found that dealers treat online inquiries as an exception- the kind of exception that gets lost in the shuffle- with a generic, templated email response that doesn’t answer or acknowledge a very specific request, with follow ups from the general manager saying, “by now, I hope you’ve received the information you’ve requested, and here’s why you should shop at our world-class dealership” (when no info has been sent), and an almost complete inability to get specific questions answered via online or email.
They haven’t figured out how to accommodate the way shoppers want to interact. They’re sharing info with sites like Edmunds, but they’re not able to follow through on requests for information. They desperately need to. It would be so much easier for them to sell cars. And we’d all feel so much better about the experience.
I know I’ll do just about anything to avoid the painful haggling and eviscerating experience of negotiating to buy a car in the dealership. In fact, I won’t even step foot in a dealership without knowing exactly what their prices are & negotiating my deal in advance. By the time I go in to test drive and buy- I already know what I will pay, and who I’ll buy the car from.
Cars.com and Edmunds.com make it relatively easy to research pricing, availability and dealerships within a user-defined area. You can then select the dealers you want quotes from, and can add specific text to specify what you want. The process breaks down at the national and local dealer level. The generic form letters begin. Here’s an example, missing image and all:
You can see how helpful this was. My inquiry was for a specific make and model with specific lease terms and questions about availability. I got an ad for Mazda.
On a national dealer site, there was a click-to-chat window, branded with a specific person’s name who was ready to help me right now. When I clicked it…I got an error message that ‘ended’ the conversation.
The conversations went equally well on the phone. Here, I was a directed shopper- ready to buy. Most dealerships I contacted lost the sale by losing track of the conversation- they all had an ‘internet specialist’, who typically returned the call a day or two later, when I’d already heard from someone else, or pursued and received the info I needed. It’s disappointing that it had to be so hard. On the flip side, It’s an amazing opportunity for dealerships to transform the business model and make this a stellar experience. They’d stand out.
In the end- one dealer stood out- they had what I wanted, and they didn’t waste my time. I wasn’t able to do it fully online- it did take a few calls. But the online screening did finally get me to the right dealer, the right price, and the right car. Painfully.
The point of all of this is- when it comes to having an online presence- don’t do it if you’re not going to do it right. A website is not a set it and forget it. It’s a living, breathing thing- and it will break if you don’t nurture it. You have to be all in. In this case, it looks like the car industry set it about 10 years ago, and hasn’t dealt with it since.
May 22, 2015
Does having content above the scroll matter anymore? We know that consumers will scroll to see what’s on the page when they’re shopping. But where should we draw the line when it comes to content? What standards should we be following?
Taking a look at a few popular content sites, it seems many publications value highlighting something visually compelling vs. the actual story that consumers are linking to. When a customer is linking from a headline to see a story, should we make them scroll to see what the ‘story’ is about? To even see the headline to confirm they’ve landed where they intended?
Above is the Fast Company homepage- and below, a landing page for a story. Would a consumer landing here have any idea what the lead story is going to be about? Have they given us any incentive to scroll? The key factor to consider when designing landing pages is to provide at minimum:
1. A visual confirmation that I’m landing where I’ve intended.
2. Enough content above the scroll to generate the consumer’s interest and curiosity to keep going.
Interestingly, Fast Company’s mobile experience is much better- I can see the headline above the scroll. This is perfect.
Let’s take a look at TechCrunch. In this case, we have an image that relates specifically to the story (vs. Fast Co’s more esoteric images), and 2+ story leads above the scroll. This may be less dramatic visually- but it gets me to the stories.
Below is the landing page for a specific story on TechCrunch. I can’t see the story, but I do, at least get the headline I clicked on, to validate I’m in the right place.
The key consideration is: what are you trying to do? What do you want the consumer to do when they land on the page? What do you want people to remember you for? If it is about the story, Tech Crunch is doing a better job here. I can at least see the headline that enticed me in the first place.
Fast Company, in designing for online, is making the decision (whether intentional or not), that the photography is the most important thing they want consumers to see. As a consumer, it makes me nuts that I can’t see the story- or even the headline, above the scroll. Not on my laptop, nor my 22″ monitor- though the experience on the iPhone is much better. As a consumer, I like having a meaningful image, but find it irritating when I’ve clicked on a link from Facebook or Linkedin to land on a page where that’s all I see. I clicked because I was interested in the story.
Just give me the story.
April 24, 2015
Is your customer service an oxymoron? Is it geared towards helping your customers, or avoiding them? Here’s what great customer experience looks like to me:
1. Customer calls company “A” and wants to speak to a customer service agent.
2. Customer is able reach a human agent within 30-60 seconds (and without a gauntlet of CG voice options and having to punch in excessive numbers).
3. Agent actually has the information the customer has punched in (account number, issue type, etc) and greets customer by name.
4. Agent resolves problem fairly and quickly, and life is good.
This seems like a very simple interaction. But recently, when I had one like this, I found myself overflowing with gratitude. I steel myself for these calls- expecting the worst, because I’ve been conditioned to expect the worst, through endless frustrating calls that went more like this:
1. Customer calls company- get electronic message asking customer to select one of 5 choices. Customer doesn’t want any of these choices- customer wants to talk to a human.
2. Electronic voice says that she understands that I’d like to speak to an agent, but to help, she’ll need the following information entered.
3. Customer enters information, gets a new menu of options. None apply. Customer wants a human. Customer presses “0”. Machine says “this is not a valid response”. Customer says, “I WANT A HUMAN”. Machine says, “that is not a valid response. To repeat the menu, press 1.” Menu repeats. There’s no option for a human.
4. Customer implodes.
5. Customer starts over, process begins anew. Eventually reaches human. By this time, customer is hostile, frustrated and exhausted. Agent asks for all of the same account information customer has already entered.
6. Customer implodes.
You get the idea.
It shouldn’t have to be like this.
I really wonder how much actual revenue it costs companies in the long term- do companies actually quantify the time wasted dealing with hostile customers, and look at how that could be prevented? What’s the lost revenue by attrition when the customer decides not to deal with them anymore? If they really did the math, they would see that it’s much less expensive in the long run to provide good, or even great service. Think retention, appreciation, brand loyalty. That’s revenue. Many retailers get it. Especially online retailers. And granted, that process is simpler- and faster. But when it comes to customer support for longer term products like computers, or printers, health insurance or banks- not so much.
Why do CEO’s allow this kind of experience to persist?
Almost certainly because they don’t experience it for themselves. This is the advice I’d give- and it’s same advice I give top leaders and CEO’s for their websites: experience it for yourself. Frequently.
Give yourself a scenario (my product arrived damaged, never arrived, stopped working, or I’m calling to understand why my claim was denied, and so on). Call your own Customer Service number and see you how feel when you’re done. And then ask yourself, “Is our customer service an oxymoron?” Answer the question.
You’ll know what you need to do.
April 18, 2015
There is such a thing as overdoing your video content. When there’s a message I could just as easily (or more easily) scan via text- just give me the text. I can’t even count how many times I’ve clicked on an interesting link from Facebook, Linkedin or news media sites only to find that it’s a video link, and I can’t get to the content of the message unless I’m willing to wait through the ad, then sit through the video.
Video has it’s place- for entertainment, or education. But for news or content, give me text. I don’t want to have to go through it at a video’s pace- I want to see what it’s about and quickly move on.
What’s the best practice?
First, your link or image should clearly show that it’s a video- or you’re misleading me.
Second- provide the text transcript as an option.
Let the user have control over the experience.
April 18, 2015
Starting April 21, retailers are going to see a major change in their Google rankings. Some are calling it “Mobilegeddon”. A bit dramatic, but the drama isn’t entirely unfounded. If your site is not mobile friendly, you’ll get punished in the rankings. And it’s not just about having a mobile site anymore- it’s about having truly mobile friendly pages, where you can read the text and navigate & transact without zooming in. This has been a long time coming.
Mobile has been heading towards this tipping point for years. Google says they’re just responding to the data: more people are shopping with mobile devices than ever before. Over half of the shoppers interacting with retailers are now doing it on their tablets or phones- for research, browsing and transacting. Google says they want to be able to deliver results that will be more relevant.
What this means for sites that aren’t yet responsive or mobile friendly is that organic traffic could take a significant dive- as Google sinks them in the rankings.
Is this going to make it better for shoppers? Or just harder for shoppers to find the sites they want? Time will tell. Larry Dignan, Editor In Chief of Zdnet, says that this move could have major blowback for Google, in his post:
Dignan makes the case that if businesses are not mobile ready, Google’s results may not be as relevant to the shopper, and could backfire on Google as the search results become less compelling, or simply- not what the customer wants.
Time will tell. “Mobilegeddon” or not, you’ll want to take a look at how Google sees your site. Take the Mobile Friendly test on Google to see how your site shapes up.
Whether Google sticks with the new algorithm or not, you’ll want to get working on a responsive site. It’s how your customers are shopping now, and ultimately it will serve them- and you, much better.
March 11, 2015
Interesting to see Amazon getting in on the Etsy/Quirky/kickstarter creative, individualist, inventor scene. It’s good to see the increased opportunity for entrepreneurs to get the exposure.
March 8, 2015
Googling. How great it is that we can find a recipe, resolve a difference of opinion, or learn the meaning of a word- in two seconds online. It’s immediate gratification. Love it.
But of course, just because it’s out there doesn’t mean it’s true. I recently tried to find the source for a Wordsworth quote I liked on Pinterest: “To Begin, begin”. It was all over Pinterest, all over Google and Yahoo answers- in chat rooms, images, and inspirational quote sites.
I thought it was a wonderfully simple philosophy to get past the blocked feeling we sometimes get when embarking on a difficult or challenging project. I was going to start a post with it, but first- I looked for the source. No google reference I found could identify one. I found a poetry site with all of his works, and got a ‘not found’ result when I searched the text. So I asked a professor- a Wordsworth expert, who said not only does it not sound like him- there’s no reference she knew of that he ever said it.
So could he have said it? Who knows. I’m not going to quote if I can’t verify it. Maybe someone distilled something he said down to that- and it became attributed to him over time. It was a small thing, but surprising. A good reminder that in all things, we should know our sources before we take action on information. Trust- but verify.
February 25, 2015
If it’s chaotic and messy- no one will focus on the product. They’ll focus on the messy.
Recently I had some work done in my home, and every day, I knew the contractor was finishing up when I heard the vacuum cleaner running. Every day, I’d go inspect the progress, and the area would be spotless. The result was that the focus was always on the work that had been done- the progress made.
It was remarkable.
Partly because it exceeded my expectations, but mostly because the daily clean-up meant I could see and get excited about the product, instead of focusing on the mess of a work in progress. When the opposite holds true- a mess left behind, dust all over everything, debris scattered about- we can’t help but focus on the debris, and that shapes our opinion about the quality of the work.
This is a good way to think about our work- any work, whether it’s customer facing or internal business. If it’s chaotic and messy- no one will focus on the product. They’ll focus on the messy. If there’s too much information or it’s not clearly organized, it won’t be abundantly clear what your message is, or what you want people to DO with it.
This holds true whether you’re planning a website page, a presentation, or a company communication. Edit vigorously. Keep it clean.
If you want to be heard, do the hard work to make it simple.