The following is a guest post.
Every relationship between the company and the customer is based on communication. Every communication is based on action and reaction. Every reaction can be a positive or a negative one that leads to the same kind of action. In other words, if you succeed to get a positive reaction you have a customer. If you get a negative reaction, better luck next time. In this era of digitalization, the communication has been largely automatized and that’s why it’s harder to ignite user emotions, but the basics have remained in behavioral science that can help you build a healthy relationship with your customers.
Bad news, good news
You know those websites where everything seems perfect, from the text to the flashy colors and pictures of people smiling? The minute you open them, they glow with the word ‛happiness’. But then you start noticing those small letters at the end of every paragraph. Here we go again, bad news. No matter how good your business is, there will always be some things your customers won’t like. There’ll always be some conditions or terms they’ll wish to be better. People usually try to hide these ‛bad news’, but the customers will always see them. And if you try to hide them they’ll see them in the end, which will be a major turn-off after all those good news and flashy colors. You should always make these things visible at the beginning. Be honest, say ‛yes, there are some tricky terms, but if you take them, then you’ll get…’. Now that they know the bad news, they’re longing for the good ones.
Beauty is in the eye of the beholder
Back to those men smiling. Today we are fed up with images coming from everywhere we turn and as a result, they look all the same to us. The content that mostly repeats itself is a visual one, so people can be bored very easily. And that visual content is a very powerful tool for engaging customers. Before you go ‛flashy’ all over the place find a graphic design that suits your product.
Although you delivered the heavy part at the beginning, it’s always good to save up some information about benefits in the case of emergency. You never know how people will react to the things you think are positive. Great news can easily become the mediocre ones, especially with picky customers, so you need to have a tactic that will make every ‛great thing’ even better. The best way to achieve that is to break up the benefits in order to combine them with every step along the way, so you can keep the customer satisfied until the end. Incomplete information always builds interest and curiosity among customers.
The ace up your sleeve
Don’t invest everything you’ve got into your breadcrumbs trail, always save some heavy artillery for the end. People can get used to good news pretty quickly and when that happens their satisfaction fades along the way. Think of your website as a map – at the end of it, there always needs to be the treasure.
Spread the web
Keep in mind that these tips are a pattern that can be recognized. People usualy don’t like the notion that others are pulling the strings, so the trick is to keep that pattern hidden. The best way to do that is to give your customers a choice the whole way through. Your website should be like a huge building with many corridors and doors through which they can browse freely, but you have to keep the control at the same time. I know, it sounds tricky, but there are many experienced web design companies that can turn your website into a playground for your customers, making it an interactive ground on which your brand will flourish.
Make an old dog want to learn new tricks – the conclusion
Lead the way, but don’t push. Give a choice, but keep control. Sit, roll over, play dead. It gets pretty behavioral, right? People ussualy depend on their habits and they tend to stick to them, so ‛new and fresh’ offers are not really the things they are looking for. On the other hand, they are certainly not searching for something they already have. The trick is to place your product as something they are familiar with, to make it look like a variation. You can always check the history of your competitor’s B2C to see what most of the customers are searching for. By the time they figure out it’s something quite different, they’ll be the new proud owners, coming back for more.
Leila Dorari is a freelance writer and a business consultant from Sydney. Currently, she is working with hand in hand professionals at Pro Web Design Sydney. When taking a break from making new marketing slogans, she is either window shopping or exploring new ways to make her life more meaningful.