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The customer-centric focus
Over the past few years, one message has been gaining momentum within the marketing world: customer experience is king.
“Customer experience” (CX) refers to your customer’s perception of her relationship with your brand—both conscious and subconscious—based on every interaction she has with your brand during her customer life cycle.
Companies are obsessing over CX, and for good reason(s):
- It is 6-7x more expensive to attract a new customer than it is to retain an existing customer
- 67% of consumers cite ‘bad experiences’ as reason for churn
- 66% of consumers who switch brands do so because of poor service
Across sectors, satisfied customers spend more, exhibit deeper loyalty to companies, and create conditions that allow companies to have lower costs and higher levels of employee engagement.– McKinsey & Company
As conversion optimization specialists, we test in pursuit of the perfect customer experience, from that first email subject line, to the post-purchase conversation with a customer service agent.
We test because it is the best way to listen, and create ideal experiences that will motivate consumers to choose us over our competitors in the saturated internet marketplace.
Create the perfect personalized customer experience!
Your customers are unique, and their ideal experiences are unique. Create the perfect customer experience with this 4-step guide to building the most effective personalization strategy.
Which leads me to the main question of this post: Which companies are currently providing the best customer experiences, and how can you apply their strategies in your business context?
Each year, the Tempkin Group releases a list of the best and worst US companies, by customer experience rating. The list is based on survey responses from 10,000 U.S. consumers, regarding their recent experiences with companies.
And over the past few years, supermarkets have topped that list: old school, brick-and-mortar, this-model-has-been-around-forever establishments.
In the digital world, we often focus on convenience, usability, efficiency, and accessibility…but are there elements at the core of a great customer experience that we may be missing?
A quick look at the research
First things first: Let’s look at how the Tempkin Group determines their experience ratings.
Tempkin surveys 10,000 U.S. consumers, asking them to rate their recent (past 60 days) interactions with 331 companies across 20 industries. The survey questions cover Tempkin’s three components of experience:
- Success: Were you, the consumer, able to accomplish what you wanted to do?
- Effort: How easy was it for you to interact with the company?
- Emotion: How did you feel about those interactions?
Respondents answer questions on a scale of 1 (worst) to 7 (best), and researchers score each company accordingly. For more details on how the research was conducted, you can download the full report, here.
In this post, I am going to focus on one supermarket that has topped the list for the past three years: Publix. Not only does Publix top the Tempkin ratings, it also often tops the supermarket rankings compiled by the American Customer Satisfaction Index.
Long story short: Publix is winning the customer experience battle.
So, what does Publix do right?
If you don’t know it, Publix Super Markets, Inc. is an American supermarket chain headquartered in Florida. Founded in 1930, Publix is a private corporation that is wholly owned by present and past employees; it is considered the largest employee-owned company in the world.
In an industry that has seen recent struggles, Publix has seen steady growth over the past 10 years. So, what is this particular company doing so very right?
1. World-class customer service
Publix takes great care to provide the best possible customer service.
From employee presentation (no piercings, no unnatural hair color, no facial hair), to the emphasis on “engaging the customer”, to the bread baked fresh on-site every day, the company’s goal is to create the most pleasurable shopping experience for each and every customer.
When you ask “Where is the peanut butter?” at another supermarket, an employee might say, “Aisle 4.” But at Publix, you will be led to the peanut butter by a friendly helper.
The store’s slogan: “Make every customer’s day a little bit better because they met you.”
2. The most motivated employees
Publix associates are famously “pleased-as-punch, over-the-moon, [and] ridiculously contented”.
Note the term “associates”: Because Publix is employee-owned, employees are not referred to as employees, but associates. As owners, associates share in the store’s success: If the company does well, so do they.
“Our culture is such that we believe if we take care of our associates, they in turn will take care of our customers. Associate ownership is our secret sauce,” said Publix spokeswoman, Maria Brous. “Our associates understand that their success is tied to the success of our company and therefore, we must excel at providing legendary service to our customers.”
3. Quality over quantity
While Publix is one of the largest food retailers in the country by revenue, they operate a relatively small number of stores: 1,110 stores across six states in the southeastern U.S. (For context, Wal-Mart operates more than 4,000 stores).
Each of Publix’s store locations must meet a set of standards. From the quality of the icing on a cake in the bakery, to the “Thanks for shopping at Publix. Come back and see us again soon!” customer farewell, customers should have a delightful experience at every Publix store.
4. An emotional shopping experience
In the Tempkin Experience Ratings, emotion was the weakest component for the 331 companies evaluated. But, Publix was among the few organizations to receive an “excellent” emotion rating. (In fact, they are ranked top 3 in this category.)
They are able to literally delight their customers. And, as a smart marketer, I don’t have to tell you how powerful emotion is in the buying process.
Great for Publix. What does this mean for me?
As marketers, we should be changing the mantra from ‘always be closing’ to ‘always be helping’.– Jonathan Lister, LinkedIn
In the digital marketing world, it is easy to get lost in acronyms: UX, UI, SEO, CRO, PPC…and forget about the actual customer experience. The experience that each individual shopper has with your brand.
Beyond usability, beyond motivation tactics, beyond button colors and push notifications, are you creating delight?
To create delight, you need to understand your customer’s reality. It may be time to think about how much you spend on website traffic, maintenance, analytics, and tools vs. how much you spend to understand your customers…and flip the ratio.
It’s important to understand the complexity of how your users interact with your website. We say, ‘I want to find problems with my website by looking at the site itself, or at my web traffic’. But that doesn’t lead to results. You have to understand your user’s reality.– André Morys, Founder & CEO, WebArts
Publix is winning with their customer-centric approach because they are fully committed to it. While the tactics may be different with a brick-and-mortar store and an e-commerce website, the goals overlap:
1. Keep your customer at the core of every touch point
From your Facebook ad, to your product landing page, to your product category page, checkout page, confirmation email, and product tracking emails, you have an opportunity to create the best experience for your customers at each step.
2. Make your customers feel something.
3. Keep your employees motivated.
Happy, satisfied employees, deliver happy, satisfying customer experiences, whether they’re creating customer-facing content for your website, or speaking to customers on the phone. For more on building a motivated, high performance marketing team, read this post!
Testing to improve your customer experience
Of course, this wouldn’t be a WiderFunnel blog post if I didn’t recommend testing your customer experience improvements.
If you have an idea for how to inject emotion into the shopping experience, test it. If you believe a particular tweak will make the shopping experience easier and your shoppers more successful, test it.
Your customers will show you what an ideal customer experience looks like with their actions, if you give them the opportunity.
Here’s an example.
During our partnership with e-commerce platform provider, Magento, we ran a test on the product page for the company’s Enterprise Edition software, meant to improve the customer experience.
The main call-to-action on this page was “Get a free demo”—a universal SaaS offering. The assumption was that potential customers would want to experience and explore the platform on their own (convenient, right?), before purchasing the platform.
Looking at click map data, however, our Strategists noticed that visitors to this page were engaging with informational tabs lower on the page. It seemed that potential customers needed more information to successfully accomplish their goals on the page.
Unfortunately, once visitors had finished browsing tabs, they had no option other than trying the demo, whether they were ready or not.
So, our Strategists tested adding a secondary “Talk to a specialist” call-to-action. Potential customers could connect directly with a Magento sales representative, and get answers to all of their questions.
This call-to-action hadn’t existed prior to this test, so the literal infinite conversion rate lift Magento saw in qualified sales calls was not surprising.
What was surprising was the phone call we received six months later: Turns out the “Talk to a specialist” leads were 8x more valuable than the “Get a free demo” leads.
After several subsequent test rounds, “Talk to a specialist” became the main call-to-action on that product page. Magento’s most valuable prospects had demonstrated that the ideal customer experience included the opportunity to get more information from a specialist.
While Publix’s success reminds us of the core components of a great customer experience, actually creating a great customer experience can be tricky.
You might be wondering:
- What is most important to my customers: Success, Effort, or Emotion?
- What improvements should I make first?
- How will I know these improvements are actually working?
A test-and-learn strategy will help you answer these questions, and begin working toward a truly great customer experience.
Don’t get lost in the guesswork of tweaks, fixes, and best practices. Get obsessed with understanding your customer, instead.
How do you create the ideal customer experience?
Please share your thoughts in the comments section below!
The post Capturing supermarket magic and providing the ideal customer experience appeared first on WiderFunnel Conversion Optimization.
Modern customers scour websites and research products they’re thinking of buying before making their actual purchase. When customers are 60% to 80% of the way down the funnel before they talk to anyone at your business, you can’t rely on traditional methods to generate loyalty. At the same time, fewer and fewer clients remain loyal to one specific brand. Loyal customers are profitable customers: repeat customers are cheaper to market to, spend more, and make more frequent purchases. Yet, only 27% of initial sales go on to become repeat customers. Companies need to invest in building loyalty among their customers….
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Everyone knows the point of an ecommerce site is to generate sales. Sure, leads are nice to have, and if you can find ways to drive leads (and traffic, for that matter) through the ecommerce front, then you’re definitely doing something right. However, all these are for naught if your ecommerce site isn’t making any money — which is its main purpose. And this is exactly where conversion rate optimization can be of help. Among several other things, CRO addresses the most basic element of ecommerce marketing: branding. Ingredients for Effective Branding But before you delve into a branding strategy…
The post My Favorite CRO Hacks for Ecommerce Sites by Neil Patel appeared first on The Daily Egg.
Traffic used to be the Holy Grail of digital marketing. But as time passed, many marketers—myself included—realized the focus of marketing campaigns should be on conversions. Sure, traffic is still important. But you could have hundreds of thousands of visitors to your site, but it won’t matter if none of them are making a purchase, signing up for your newsletter, registering as a member, or whatever conversion goals you have set. Why the big emphasis on conversion rate optimization? CRO is all about helping you do the following: Increasing sales Increasing your email subscribers list Boosting your popularity Branding Carving…
The post How Much Should You Spend on Conversion Rate Optimization Services and Products? appeared first on The Daily Egg.
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The times they are a-changin’. They are for the token tech marketing employee, at least. But the more things change, the more some tried-and-true principles remain the same. And so it should be with branding in the age of growth marketing. Is your team playing by the rules? Is there even a rulebook? We’ll get to that. But here’s the short answer: there are guidelines. If you have no branding strategy, then you have no long game, and that immediately puts you at a disadvantage. How does a brand influence results such as registrations and payment conversions? That’s pretty easy…
The post Is Your Growth Marketing Plan Ignoring Brand Building? appeared first on The Daily Egg.
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Brand evangelism isn’t a new marketing technique, but it has evolved quite a bit over the last few years. Most people who hear about “brand evangelism” probably think of someone famous like Guy Kawasaki. But is brand evangelism something that only big brands can do? What about your brand? If you’re a struggling startup, can […]
The post How to Use a Brand Evangelist to Skyrocket Your Sales appeared first on The Daily Egg.
When you were young, how did you imagine adult life? Pizza for breakfast, candy for lunch, and ice cream for dessert. Sounds about right, doesn’t it? This was before you could really grasp the consequences of poor decision making. Before you had responsibilities. As an adult, you probably eat more sensibly, with the odd snack […]
The post Your Visitor Has Multi-Personality Disorder: How to Talk to Each Side of the Buying Brain appeared first on The Daily Egg.
Concepts like “building trust” and “presenting a consistent brand” don’t get as much attention as they should. Actually, let’s rephrase that. They get lots of attention but—while many marketers know they need to take these things into account—they’re not exactly sure how or why. It’s easy to measure the ROI of an AdWords campaign or […]
The post The Impact of Headlines and Tone of Voice on Conversion appeared first on The Daily Egg.
Wouldn’t it be nice if your customers were as passionate about your product or brand as you are?
Don’t you wish you customers would proudly display your logo and recommend you at every chance they get?
You don’t need to be a superbrand like Apple or Google to be loved. You just need to tell your story in the right way.
You don’t need to be a superbrand like Apple or Google to be loved.
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People Buy Based on Emotion, Not Logic
While some degree of logic is usually involved, piles of research show that the majority of purchases are based on emotion.
There are 6 main emotions that can be used to improve your conversion rates:
- Altruism (“Charity”)
“So what? How does that help my business?”
You can’t incorporate emotions into products, but you can incorporate them into your marketing messages.
By understanding your customers, you can identify their emotions that best align with your product, and tell stories that build trust and loyalty. Let’s look at some strategic ways brands are putting emotion in marketing.
Tell Stories That Resonate With Your Customers
Being transparent has become a requirement of modern marketing.
Telling your brand’s story is one of the best ways to make a connection with your customers. Stories can entertain, inform, and deepen relationships.
Customers Want to Hear Your Story
One common mistake in conversion optimization is trying to convert a prospect into a customer before they are ready.
For any product other than an impulse purchase, customers like to take the time to search around for reviews, testimonials, recommendations, coupon, and most importantly, who you are.
Case Study: GoPro’s Purpose
Not convinced that people actually care about where your company came from and what it’s trying to do?
Head on over to the GoPro homepage and try to find a link to their “About us” page.
The only place you will find it is in the footer, at the bottom of every page. How much traffic do you think it gets?
The “About us” page contains the following Youtube video that features the founder talking about what GoPro is trying to accomplish:
Even though it’s an unlisted video (only those with the link can view it), it has over 165,000 views.
Let me repeat that: An unlisted video on an extremely low-visibility page has over 165,000 views.
Customers want to hear your story. Tell them; Maybe don’t make the video as hard to find as GoPro has.
If you want a near-unlimited supply of quality product and brand story examples, check out the most funded projects on KickStarter.
Telling your company’s story is only one part of the equation. While customers will be content that you have an identity behind the logo, it’s also important to associate your products with feelings that your target audience shares.
Here’s a bad way to tell a story…
I challenge you to make it through this entire Samsung promotional video. It’s a great example to show that even giant brands get it wrong sometimes.
Did you make it through? If you did, let me know in a comment after the article and I’ll give you a gold sticker.
Truly awful, right?
Samsung has correctly identified how 3 personas (mother, businessman, gamer) in their target audience could use their product, but completely miss the target.
The dialogue is completely inauthentic, boring, and stresses no emotions. It’s not entertaining, it doesn’t tell any real stories, and it’s not believable — fail.
Remember that the whole point of telling a story is to make a connection, which requires you to be authentic.
Storytelling Done Right
I’ve put together 5 examples of great stories that businesses have used to build their brand, attract loyal customers, and improve conversions.
1. Show What Your Product Can Do (The Lego Movie)
While you’re probably not in the target audience, you’ve likely heard of The Lego Movie (I still loved it). Here’s the hilarious trailer if you haven’t seen it yet:
Since you’re interested in marketing, you probably saw through it, but the majority of movie viewers do not realize that the whole movie is an ad for Lego!
Even though the movie isn’t about lego as a product, I guarantee you just about every kid walking out of theatres was begging their parents for a new set.
How did they do it?
The movie didn’t focus on explaining the features or benefits of the product, they showed the possibilities that the product facilitates.
It engaged the sense of wonder and excitement in viewers, and conveyed the message that Lego enables you to build unlimited opportunities.
2. Associate Your Product With a Relevant Experience (Budweiser)
If you’re a fan of football, you’ve already seen the following commercial, which was aired during the Superbowl:
I’ve watched this several times now, and it just keeps growing on me. It’s a heartfelt story of a bond of friendship between a beautiful Clydesdale horse and a puppy. Even though they’ve been separated, they found there way back to each other and the horse was there for the puppy when he needed help the most.
Who doesn’t have an old friend like that? Someone you may not get to see or talk to often, but they’re always there when you need them…perhaps over a cold beer?
What do you think of when you think of beer?
Friends, companionship, and reunions probably come to mind.
The brilliance of the commercial is that no words were needed. The simple text “Best Buds” at the end communicated everything that you were feeling. The product doesn’t need to be shoved in your face, just subtly inserted into the end of the commercial and a glimpse of the logo. This is one of a series of similar commercials Budweiser has produced.
If you can think of a meaningful experience where your product or services can be used, pull on those heart strings and build a connection. Show that you understand your customer and can relate.
3. Say What Your Customers Are Thinking
Proctor and Gamble is a massive company that manufactures thousands of products. While you and I are constantly told that “everyone is not your audience,” that’s not the case for P&G.
During the Olympics, P&G put out this ad as a sponsor:
This ad appeals to anyone who has ever played a sport, as well as to mothers. P&G took a sentiment that isn’t said enough, “Thank you mom,” and elevated its importance.
When most people saw that commercial, they have feelings and thoughts of love, pride, and happiness. Even though P&G didn’t advertise a specific product, this commercial still helps build their brand recognition.
4. Tell Stories About Why You Exist, and Why Your Customer is Special (Dollar Shave Club)
Dollar Shave Club understands the importance of making a connection and telling stories. If you go to their homepage, this is what you see:
The first thing you see is a short, entertaining video with the CEO of the company explaining what the purpose of Dollar Shave Club is, and the benefits of subscribing.
The one aspect that is done really well is that the CEO emphasizes why the service is needed. He outlines the common sentiment among many men by talking about the high cost of blade replacements, and the ridiculous complexity that the modern razor has become.
When a man watches it (like me), they instantly nod their head and think: “Yes! I can’t believe it’s taken this long for someone else to notice how crazy this is.” It leaves you excited, happy, and feeling like you’ve made a connection with the CEO/company.
5. Appeal to Your Customer’s Unique Emotions (Tom’s Bags)
Guilt, or shame, is rampant in first-world countries. For many consumers, it’s hard to draw the line between buying things you want, and using that money to help those less fortunate.
Toms is a fashion accessories company (think bags, sunglasses, etc.) that has a unique way of selling their products.
When you click “shop” or “browse,” the first thing you see isn’t the products you expect, but this headline and video saying that your purchase could save a life:
The short video goes on to explain that for every bag that is purchased, Toms will also donate a bag of necessary birthing medical supplies to women in need in poorer countries.
This is a brilliant strategy as it alleviates the guilt of buying an expensive bag that a woman (or maybe man) feels they “don’t really need.”
When they buy a bag, they associate that feeling with the good feeling of helping someone. Over time, this is going to build an incredible amount of trust and loyalty. Once a woman buys a bag from Toms, guess where they’ll probably go back next time?
How Can You Connect With Your Customers
By now, you probably get the picture of what stories can accomplish, and your eyes might be a bit welled up (no shame in that!). But all of that is useless if you can’t apply these lessons to your business.
Luckily, there’s really only 2 broad steps that you need to connect with your customers.
Step 1: Develop Story-Market Fit
The first thing you need to achieve with a new offering is product-market fit, which is nothing new. But once you know how your product fits in, you have to figure out how your story fits in.
- When is my product used, and what emotions surround that? (e.g. friendship)
- How can my product be used, and what are the benefits? (e.g. possibilities of Lego)
- What are the emotional troubles my customers face, and how can I alleviate them? (e.g. Toms charity)
- Is my customer a minority and distressed about the status quo? (e.g. Dollar Shave Club)
I’ve given you 4 different ways that you can trigger emotions in customers while telling stories — pick one.
Step 2: Tell Your Story
Step 1 is the foundation, so don’t rush through it. Once you believe you’ve achieved story-market fit, you then have to go through the process of telling your story and presenting it to your customers.
Let’s break it down into steps:
- Pick a format to tell your story in: could be text, email, or images
- Decide how you will show it to customers: on the homepage, product pages, or an about page
- Tell it authentically: If you picked your story-market fit correctly, this should be easy
- Decide how to tell it: this is where the creatives on your team come in. Develop a script or way to present your story
That’s it: 2 steps.
Tell stories that resonate with your customers — it’s a simple concept, but rarely applied.
My challenge to you today is to determine the narrative you wish to tell to your target audience, as well as the form in which you are going to tell it. I’d love it if you left a comment with your plans in a comment below!
Read more Crazy Egg articles by Dale Cudmore.
The post Make an Emotional Connection for Lifelong Customers and Rabid Fans appeared first on The Daily Egg.
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“When you write your About page, your job is to dazzle your audience,” says one marketing guru. “This is no time to play the introverted wallflower.”
If you’re an introvert, your About page is precisely the time and place to come across as you are, as someone who’s quiet, thoughtful and meticulously helpful, if those are your best and truest qualities.
Authentic About Pages: Let Your Brand Personality Shine Through
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The same point holds if your company targets a population that is more likely than not to be introverted, such as accountants, virtual assistants or collectors of esoteric memorabilia. In that case, your company profile should be reserved rather than bubbly and factual rather than flowery or boastful in tone.
On the other hand, if you target party lovers, couples who always vacation with a large group of friends, or individuals who measure themselves against what’s “in” in certain circles, then you had better reach out with a warm, relationship-centered, convivial tone.
After all, the point of marketing and conversion optimization is not to appeal to everyone and anyone, but to appeal precisely to ideal customers — people who are best suited to appreciate what you have on offer and how you provide it. Ideal customers are not only a pleasure for you to work with; they incite fewer customer relations dramas and tend to stick around with your company long term.
I recently looked at well over 100 About pages, and I was able to separate many of them into clearly extroverted profiles and clearly introverted ones. Before I show you what I mean, let’s build a foundation for my analysis with a bit of background.
Introverts and Extroverts
The terms “introvert” and “extrovert” (or “extravert”) go back to pioneering psychologist Carl Jung, an associate of Sigmund Freud. According to Jung, the distinction has to do mainly with someone’s source of energy for getting through everyday life.
Introverts feel drained by social interaction and charge themselves up when they are alone, while extroverts feel energized around other people and get drained by solitude.
Carl Jung (1875-1961), who first delineated the distinction between introverts and extroverts.
Talking comes easily to extroverts, while introverts are more inclined to listen and observe before speaking. Extroverts care a lot about being generally liked, while introverts would rather find a few people they really feel in tune with.
In addition, according to one of the surveys I have conducted, when it comes to marketing, introverts recoil sharply from some practices that researchers tell us work well with the general public, including
- being told they should sign up for a newsletter because it’s popular
- that they should respect someone who has spoken alongside influential people
- that how much someone has earned proves their expertise
If you’re curious about your own orientation, look for one of the free (or paid) Myers-Briggs tests online, which sort you on the introvert-extrovert dimension and several others.
HumanMetrics.com tells you, free, whether you are an introvert or extrovert (and more) after you answer 72 yes/no questions.
Experts like Marti Olsen Laney, author of The Introvert Advantage, estimate that 25-30 percent of the U.S. population are introverts. Note, however, that in American culture, extroverts are held up as the norm.
25-30% of Americans are introverts, but extroverts are considered the norm.
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With a few exceptions for vocations like rocket scientist, you’re likely to be advised by teachers, parents and career counselors that you need to act like an extrovert (whether or not you are one) to get ahead professionally.
But this one-sided approach may not help your conversion rate. Presenting your brand personality as-is is a smarter approach because it can engage the prospects most interested in working with a business like yours.
Let’s review a few About pages to see examples from both ends of the spectrum.
The Extroverted Side
We’ll begin by looking at an About page that clearly reflects extroversion, this one from MarieForleo.com.
- In pictures and words, this page highlights famous people other than Marie Forleo, whose page it is, an unusual number of times: Oprah Winfrey, Sir Richard Branson, Tony Robbins, Russell Simmons and Donna Karan. You won’t see such chumminess and name-dropping on an introverted About page, because introverts present themselves on their own terms.
- In the very top photo, Marie Forleo is cuddling a dog, presumably her pet, rather than shown alone. Clearly relationships are central to her identity.
Marie Forleo’s main photo on her About page presents her as a relational being who wants to be your friend.
- She mentions her earnings: “I’ve created a multimillion dollar empire.” To extroverts, money is tangible, indisputable evidence of success. Introverts generally highlight achievements other than money and regard their income as private information to be shared only with their accountant, their spouse and the government.
- In “a weekly online show… that’ll make you laugh so hard…” she presumes to know you. Introverts rarely make such assumptions because they know how different they are from the norm.
Marie Forleo may not actually be an extrovert. Someone else may have written this page for her. I’m saying this page conveys an extroverted personality and approach to life. Accordingly, it’s most likely to appeal to those who share those tendencies.
The Introverted Side
Now let’s take a look at an About page that presents an expert in a quiet light. This one comes from ShaktiYogany.com.
- This yoga teacher, Julie Dohrman, comes across in her photo as at peace with herself and ready to share her knowledge with you. This is an introvert strength.
- The About page offers just one photo so you can focus on Julie’s ideas, attitudes, talents and commitments, not to glom onto her as a personality. For her, yoga is about transformation, not performing.
Julie Dohrman’s About page photo forgoes showmanship.
- Her text includes words like “intelligent,” “dedicated,” “clear,” “teachings,” “guiding,” and “inspired.” Its tone is calm, thoughtful and specific.
I don’t know Julie, but from this page I know she would teach with strength and clarity rather than be-my-buddy enthusiasm. Throughout, she radiates an introvert’s type of authority. Although she does not “dazzle her audience,” she still acts as a leader.
Companies often lean extrovert or introvert in how they characterize themselves on their About pages. Consider Jimmy’s Iced Coffee, whose extroverted About page uses family-scrapbook imagery, offbeat photos, a postcard and torn-out journal pages to invite you to join their world.
The About page of Jimmy’s Iced Coffee is decidedly extroverted in its graphics, tone and philosophy.
Regardless of what they sell, a company’s extroverted approach emphasizes that they’re in the people business and seek to make an emotional connection with prospective customers.
The Linton Company, which sells specialized office supplies, makes self-mocking jokes on its retro-style site that drive home its human focus, in contrast to competitors’ automated processes.
It says, “Where Nice People Answer the Phone! (with possibly 1 exception),” for instance:
And it portrays dogs and a child in the role of customer service representatives or observers.
From this approach, Linton clearly sets customer expectations. Casual, low-tech customer support won’t surprise.
In contrast, Iron Capital Advisors of Atlanta takes a cerebral, principled approach in their About section, emphasizing what they believe in and how they walk their talk.
This financial services firm does provide head shots and biographical profiles of its personnel, but those come last, after quite a lot of discussion of philosophy, morality, professional integrity and the weaknesses of Wall Street today.
In an introverted vein, they appeal to thinking, conscientious clients.
Instead of cute snapshots and chitchat, Iron Capital Advisors offers earnest, ethical differentiation.
The world needs both extroverts and introverts. Don’t be bamboozled into believing that you can’t succeed unless you come across as someone you are not.
Be who you are at your website, whether that’s a CPA who loves being a close family friend to your clients, or a carpenter who prefers to get all the custom cabinetry exactly right without any small talk. If you hire someone to write your company About page, tell them whether you want the tone to be chummy or distant, chatty or authoritative.
Day-to-day business is happier, smoother and financially more sound when customers expect what they actually get, and when you get customers who understand and appreciate your talents and strengths, or the unique attitudes of your company.
Draft and design your About page accordingly! Such authenticity can only help your conversion rates.
Have you felt pressure to present your business in a particular style? What do you do to set customer expectations and remain authentic on your website?
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