Don’t Make These Common Website Mistakes

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By Sue Brady

ABCsIf you haven’t evaluated your website recently, it might be time. Put on your customer hat as you take the journey through your site. Do you intuitively know where to click? Can you easily find what you’re after? Does the content make sense to you? If you’re using your mobile device, does it render properly, quickly and show you appropriate content?

The most important thing to remember is, make it easy. The harder you make it , the more likely your customers will leave. KISSmetrics gives the following reasons (among others) for why people leave websites: Poor navigation, too many ads, bad content structure, automatic video and audio content, registration required, poor legibility.

Here are 8 tried and true things to consider:

1. Do your navigation buttons match with the things users do most often when they come to your site? Look at your analytics to determine if you are calling out the right things. If you have a tab for Case Studies for instance, check to see if anyone is reading them. If not, perhaps something else should have the prominence, and your case studies should be moved.

2. Is it clear to the customer what they should do when they get to your site? There’s a difference between a landing page and a website. If a user has clicked your ad, they should end up on a landing page that makes sense based on the ad copy they just read. There should be a clear call to action so that the customer knows what you expect them to do.

It’s the same idea on your website. You’ve generated the visitor, now make sure they know what to do by visually giving them clues that lead them to: ‘Click here for product information,’ ‘look at this burst for our latest offer,’ ‘focus on our carousel for the latest and greatest products/information/offers.’ Quick note on carousels: I have read consumer studies showing that users don’t like them. Carousels move too quickly to read the offer and are too hard to get to the right screen if something was of interest. If you have one on your site, be thoughtful about how you use it.

3. Is it easy for users coming to your site to quickly figure out where to click if they want:

  • More information
  • To purchase your product
  • To contact you

4. Do your web pages load quickly? The Nielson Norman Group did a study that revealed that users stay less than a minute. Granted, their sample was mostly related to blogs and news stories, but it still should give you pause. More interesting, according to KISSmetrics, almost half of all website visitors expect pages to load in a couple of seconds or less, and 40% will leave if loading takes longer than 3 seconds. 3 SECONDS! Tweet that! That means you need your pages to load quickly, and immediately engage the reader.

5. Are you taking mobile into account? Everyone’s been talking about Google’s mobile search algorithm change scheduled for this Tuesday, April 21st, 2015. It seems as if that change will only impact the top 10 mobile organic search results. If you don’t have a mobile site, your results are not likely to organically show up when someone does a mobile search. But more importantly, if you do have a mobile site and it loads too slowly, the user will bail before you have a chance to engage. And if you don’t have a mobile site, your mobile user will bounce as soon as that becomes clear.

6. Is your site easy to read? This one is so obvious, but I continually see web pages that use reversed-out white type in their body copy. REVERSED OUT WHITE TYPE IS HARD TO READ! This is one of those changes that you should make to your site now…without testing! It’s been tested for you…lots of times. It’s fine to use it in titles, headlines and subheads, but a paragraph or more is too difficult to read.

7. Have you considered basic SEO practices in your site design? I’m referring to easy things like using your keywords in your content, especially on your home page, adding meta titles and page descriptions to your pages, including a site map at the footer of every page. You can read more about basic Google tips here.

8. Have you made it easy for your customers to buy from you? Make sure it’s easy to add products to the shopping cart. And then make it easy for them to check-out. Don’t force a registration or ask for information that you won’t use or don’t need to make the sale.

If you are looking to tweak your website, check out this article. It details a methodology that uses continual tesing and improvements to maximize the effectiveness of your website.

Remember to think like your customer. It will make your website a better place.

What’s all the Buzz about the Buzz Word: Innovation

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By Sue Brady

Brain Lately, every other article I read is about this ‘new’ concept of innovation. And of course it’s an important topic. Companies that don’t innovate grow stale and ultimately go out of business. Innovation is not a new concept. Light BulbGreat innovators are a part of the history of the world: Eli Whitney, Henry Ford, Hedy Lamarr, Charles Goodyear, Madam Curie, Steve Jobs. There’s no reason that the next big idea can’t come from you or from someone at your company.

How can companies get better at it? It takes the right environment. I’ve written about improv in the work place before (here). In improv, the actors are making up funny skits on the fly. The key to good, funny, successful improv is teamwork. It’s where the expression ‘yes and’ comes from. It means you always support your fellow actors. You build on their thoughts and ideas with a ‘yes and’ attitude. For instance, if a fellow actor points to the ground and says my feet are getting wet, his teammates don’t say ‘that’s impossible’ or ‘no they’re not.’ They say something like ‘yeah, it’s sinking faster than I thought it would.’

How does this relate to corporate life? Fairly easily. If you want to promote creativity, you need an environment where that kind of thinking is encouraged. And you do that by educating employees on what it means to act as a team, support the ideas of others, and expand on the ideas of others (yes, and…). No judgements allowed.

It sounds easy but in order to make it work, employees need to feel safe and free from ridicule. You need everyone to speak up. The next big idea might start as a seed from something someone says or suggests.

Here’s an example from AOL. Remember those annoying pop-ups? Why did AOL keep those? Bottom line is, they were profitable. Sometimes, as a user, you saw something you were really interested in buying. Not all of the time, but sometimes. And AOL figured out not just that an online store was a good idea, but that it could be better if it was ‘pushed’ out to users, rather than waiting for them to come to find it themselves. What an innovation! Did some people hate it? Yes, and that created an environment where innovators came up with ad free services, pop-up blockers, better targeting to ensure you did see ads you were interested in, and remarketing based on where you’d been searching online. See how that works?

Try it at work. Set up a brainstorming meeting to innovate the next thing to offer your customers. Keep the room free of judgment. Try some exercises where you teach the room how to be a ‘yes and’ participant. This link will open as a word doc and this article has some improv exercises as well. Embrace free thinking and don’t judge. You can evaluate the ideas later.

Learning how to use improv in a work setting will have long-term benefits that will show up as creative business innovations. Give it a try!

What Shake Shack Can Teach us About Marketing

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By Sue Brady 
Shake Shack

Shake Shack came from humble beginnings, just like so many successful businesses. Starting out as a hotdog cart in 2001, it took 5 years for the owners to open up their second cart. Last week on January 30th, 2015, Shake Shack launched a successful IPO and raised $90 million with a company valuation of $1.63 billion. There are now 63 shacks in 9 countries, and they plan to open 10 stores a year.

Their food is high fat and high calorie in a time when consumers are demanding healthier choices. Yet they are unquestionably successful. Did they use marketing to hype up the brand? Did they buy space ads and DRTV spots to let the world know they were coming? Did they buy a TV ad to run during tonight’s Super Bowl? The answer is pretty much a solid no.

So what’s driven their success? It seems to be almost 100% grassroots marketing. They value neighborhoods and community, and mostly, they seem to have figured out what their customers want (customer obsessed!). They integrate with the neighborhood when they open a store front, using neighborhood businesses as suppliers (including items from the local bakery in their frozen custard for instance). They use reclaimed materials to make their tables.

Word of mouth and social media has been and will continue to be Shake Shack’s friend. Per an email from their Marketing Director sent to Ad Age:

“We began at the time when social media really took off. We focus on fun and engaging social media, in-Shack messaging, PR and selective advertising.”

If you scan their Twitter feed (a modest 36,000 followers – compare that to McDonald’s almost 3 million followers), a large number of their tweets are in answer to questions about the possibility of opening a Shake Shack in an area where they don’t currently do business. They use Facebook as well and have over 130,000 ‘likes.’ They have giveaways and live tweet where their carts are in Manhattan.

Shake Shack launched with no plan. They opened their first cart to support a local art project in Madison Square Park, with no idea of a future. Long lines lead to more carts (the 2nd one opened 5 years later) and eventually to brick and mortar locations.

One of their key differentiators from other fast food joints is that their meats are organic and antibiotic free. They use 100% Angus beef in their burgers. They don’t precook their food to make the lines move faster. And that seems to be why customers will wait an hour, or longer, to order and consume a burger.  (They have a webcam so that fans can view the line in Madison Square Gardens before heading out -though it’s not up at the moment.)

Another differentiator from say a McDonald’s is that they don’t franchise. Their strategy is to be the anti-chain. The New York Times called Shake Shack the “anti-chain chain,” in Dec. 2009.

The CEO has acknowledged that they are likely to spend more on marketing in the coming years as they expand into new markets. They currently use in-house designers for their creative, though I expect that’s likely to change as they get bigger.

Generous employee benefits certainly are helping with the buzz. They pay better than minimum wage, with starting salaries in NYC of $10/hr (and at least $9.50 elsewhere). They offer health care benefits (health, dental, vision, disability and 401k ) for employees who work over 25 hour/week. They pay Shack Bucks each month to give employees a share of the company’s topline sales for that month (up to 1% of total revenue). These strategies breed loyalty. The managers all received options in the IPO and could all purchase stock at the IPO price.

And let’s not forget. Their customers love their food. From the fresh meats, the secret menu items, the vegetarian option or two, to the beer and wine they also sell, their formula is working. They even sell Shake Shack doggie treats. Plus, it doesn’t hurt that in the US last year, almost 9 billion burgers were ordered by hungry burger fans.

One of the CEO‘s mottos is:

The bigger we get, the smaller we need to act.

And that for certain is a part of the charm of this unlikely success story.

Social Leadership – Are you Stepping up?

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By Sue BradySONY DSC

 

Social Leadership has been defined in different ways over the years. I’m thinking about Social Leadership in modern terms related to social media, and not so much using social skills to effectively lead your team, company etc. Both are equally important, and in this post I’m focusing on Social Leadership as related to social media. Interestingly, what makes a successful social leader in the classical sense also makes a successful social leader in the social media sense.

I really like this observation provided by Julian Stodd, the founder of his own agency called Sea Salt, an agency that focuses on social engagements. Julian says:

“Social Leadership isn’t an optional extra: it’s a method and mindset for engaging in communities and deploying the power of your organisation that liberates INNOVATION and creativity. Organisations that lack this power will feel increasingly less relevant in the Social Age.”

Companies today need to be social leaders and it starts with the C-suite. The CEO is key to putting a company into a social leadership position. Social leadership is both external and internal. It’s how you create internal brand advocates and how you generate engagement with your external audience.

So what can you do? First, if you are the CEO, embrace the age of online social communication, and use it to your benefit. Make sure your employees (your internal community) feel free to use online tools to collaborate with one another. And encourage them to do so. Employees aren’t always physically in the same location. To ensure idea generation and keep employees engaged with one another, they need to communicate.

You yourself can engage with your employees more easily than ever before by using these tools. Help everyone feel like they are a part of your company’s journey. If they feel a part of the ‘big’ team and feel like their ideas matter, it will spill-over into their external social media. And then they’ll become employee advocates, helping you achieve success with their peers.

And that’s the second big thing you should do. Make sure your company is using social media to its fullest potential. You should have webcasts talking about things that are important to your customers and you should invite conversation. Be open to what your customers are saying in social media and explore the opportunities and issues that are being uncovered. This will help your company in so many ways, especially as you transform your customers into brand advocates.

Related posts:

A Peak Inside the Coffee Cup

How I’m Obsessed with Making my Company Customer Obsessed

The Customer is Always Right