Sawaram Suthar is CMO at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.
Real time chattingDo you remember your first job interview? Most people do because it was either extremely successful and they got the job or they stumbled through the entire thing. Often times, the outcome didn't have anything to do with the interview itself, but from the employer’s first impression of you. Within seven seconds of meeting someone new, they've already judged you.
In a similar way, people judge your website. If it isn’t branded in an attractive way or its user experience is confusing, your users won’t take the time to learn about your product (even if it fits their solution).
A study shows that it takes less than two-tenths of a second for an online visitor to form a first opinion of your brand once they've perused your company's website.
This means that you only have a finite amount of time to impress your visitors or give them an introduction about the kind of product/service you offer. Don't worry a bit! I am here to help you make your first impression correct.
Here are lists of things which you can convey to your website visitors in 30 seconds so as to form a good first impression.
1. What do you offer for the visitors?
This is the first and the most important thing which the customers want to know. Customers don’t have the time to go through the whole website. It’s possible that from the very first glance, they will try and understand about your business more specifically your product or service offerings. So, basically your website should describe your business in the best possible way. There should be a brief description about your offerings, home page should describe about the product in the best possible way, and there should be no chance of guesswork.
If you look at Acquire website, you can easily notice how they offer live video chat and co-browsing solutions for the business. Further, you can see product explanatory video which is again great way to showcase about your offering.
So the types of product you sell or offer and all the details associated with it should be displayed on the upper side of homepage, so visitors need not scroll down midway to get the idea.
2. What’s in it for me?
Once the visitor gets an idea about your business, the next question in their mind will be how your product will improve the quality of their life. Users aren’t looking to be bothered with fluffed up content and inconsistent imagery, they want to find out what your company does quickly and easily and moreover how will they benefit from your service. You should convey briefly and effectively about the benefits and value prepositions of your product.
The benefits should be displayed properly in a prominent location of your website and effective visuals can be used to highlight the salient features of the product or service.
3. Achievements and rankings of your company
People always look for product reviews and ratings from other customers before taking the buying decision. In this case, the display of rankings and achievements of your company, customer testimonials can help them know about the quality of your service and your goodwill in market. You can also mention the names of renowned companies or clients who are using your services. It always helps to build trust among the customers.
Check how Five Star mentioned proven results here with data so people can easily understand and trust on their services.
4. Strategically place content and convey message through video or visual content
According to a Forbes statistics, 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
As the time is short, even an introductory video can be highly effective; it acts as an excellent way for users to not only learn how your product works but also for them to see it in action as well. When you have a few seconds to introduce yourself, the faster you can give the information the better. This is where grabbing visitor’s attention with a creative video can be useful. With an introductory video you can quickly summarize your company, your product, and brief visitors on how it works in an interactive and visually attentive way.
I think there is no better introductory video than this fuck…..ing DollarSaveClub.
5. Targeted Pro-active live chat.
At times, when visitors are seeing your websites they may have some questions to ask; as a result they may get confused and may leave your website. Therefore, adding live chat support can be a good solution to provide them with answer and brief them about the whole ideology of your business.
- 62% of customers were (more) inclined to purchase products online if live customer support is available.
- 38% of customers have said that they have made a purchase due to a good live chat session itself. ( Source)
Real-time chatting with a customer support expert not only builds customer’s confidence during their shopping experience, but also helps to improve your conversion rates. The art of admission has used this feature on their website. It can be convenient for customers to get their queries answered through live chat medium; it also saves their time which they can utilize by doing other research on your service.
6. Developing connection and building trust.
Before buying your product, customers always have one concern: how to reach to the company in case they face any issue with that product. So make sure to have a Contact Us page on the website mentioning your contact no, email id, address etc. So this is one of the very important messages to convey to the customer showing them that you will be available and accessible for their help.
Here is how Ted placed contact us page that is not only simple, but also effective in nature. It has all necessary information to cover.
Having a separate contact us page on the website is important and moreover all the links should work properly, otherwise you may be unable to convert a website visitor into a customer.
7. Value preposition at top
Your value preposition is the statement that tells the world what you do and why anyone should care. Don't place it at the bottom of the page; No one is going to read it there? Your visitor will most likely leave the page before they even reach it.
In a prominent location, use two to three sentences to grab their attention, conveying what you do in as few words as possible. Your value preposition should give the visitors an overview as to what your product is meant to accomplish and can also be accompanied by an image showing visitors how will it actually look.
8. Call to action
Calls to action are great for directing your visitors throughout your websites. The colour, size, placement, and imagery can affect the experience of your visitors, so make sure you utilize them in a proper manner to highlight each section. Even using white spaces effectively can help properly frame content you want your users to read and help highlight areas you want your users to perform an action on. Remember, don't just use your company's regular colours.
If you check Crazy Egg then you find call-to-action show their key message – “Show me my heatmap”.
A call-to-action can get lost in the sea of the same colour. Use a colour others may not have thought of. It will make your call-to-action pop off the page. It will also tempt the user to scroll and read more information on your website, go through your services in detail.
9. Useful resources
Don’t make your website just all about you, rather it should be an information based website. Aside from expressing how your product is the perfect solution to their core issue, you also need to make sure the resource areas of your website are easy to locate.
Allowing your target audience to read your blog articles, download eBooks, and view infographics about the information they would be interested in help build credibility and authority in your brand.
Having and accessible knowledge base shows you have the capability to provide solutions to their smaller problems, allowing them to build trust in you until they become comfortable converting on your product.You also need to make sure you make your information accessible through social media channels so people have the ability to follow your brand to keep better track of any new information you release.
10. Not to avoid social media buttons
Social media buttons or links can help your website gain more traffic. It will help your website go up the ranks. There are millions of people who are actively using social networking sites every day. So when a reader shares your content on his or her twitter or Facebook, your content will be seen by a new set of people or network who might be potential buyers, customers or clients. All posts shared create a chain.
To make your Social Sharing Buttons function at its best, make sure you have a good set of social media networking site buttons. Although Facebook and Twitter are two of the most used social networking websites, not all people have accounts on these social networking sites. You should also consider all the other networking sites like LinkedIn, Pinterest, MySpace, Google+ and a lot more. People will start recognizing your website in a short span of time and soon it will be unstoppable.
It’s these people (visitors) who will become promoters of your brand, commenters on articles, and possible customers. As long as you manage to create an ideal first impression your target audience is pleased with, you will start to build a successful website, following, and community. It is important to regularly update the content, improve the design of your website. Your website will be the tool which will reflect your business position, your goodwill in market. So just in a few seconds, the user should know the whole DNA of your business.
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