4 Ways to Cause Your Website Users to Feel Special by Fairhead Creative

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What’s the difference between a website that's just “okay" and one that seems to “understand" you? One that welcomes you in, and keep you coming back for more? A few things are at play here, on the sites that manage to pull this off. They’re about understanding who your customers are as people, first of all. Then about serving them as individuals. It’s about: Reaching out and connecting with them Watch their habits Make things that are valuable to them Watching your competition’s movements 1. Reaching out and connecting with them You may or may not have an existing relationship with your website’s visitors. If you don’t, now’s the time to start. If you do already, never stop reaching out. How do you do this? Email them If they’ve given you their email addresses for something, they’re interested in what you’ve got to offer. A personal email from the site owner will get some of them excited, and some may reach back out to you with answers to your questions. If you’re serving a need, there will always be some who will show you what they think would make it better. Services like a Weber, MailChimp and Campaign Monitor do a great job of this. Surveys
Surveys may not be personal, but they’re useful for getting quick data about a particular subject. Whether you email it to your subscribers or you drop a link on your website for a while, make a survey and put it out there. At least it’ll show your visitors that what they think matters to you. Keep surveys to five questions or under. If possible, offer multiple-choice. There won’t be many people willing to sacrifice their time to complete a survey, whether they like the idea of your outreach or not. Make it easier on those who try, by making it as quick to complete as possible. I particularly like Wufoo and Google Forms for surveys. Wufoo has great integrations, and Google Forms compiles answers into spreadsheet. Ask for feedback You’ve probably seen a site or two out there that have a ‘Feedback’ sticker popping out of the side. Services like User Voice do a great job of providing quick access to things like these. These pop-out boxes can either provide a Q&A or the ability to ask site owners a question. Go with the latter, and see what questions your visitors have. User Tests Testing users using the site is a great way to see how they respond to what’s there. Specialized tools like SilverbackApp or simple Hangouts/Skype video calls work great for this. This deserves a blog post of its own, email me if you’re interested in a full breakdown of conducting user testing. Once you have all this information in hand, you can create ‘personas’ to keep track of patterns. Persona development helps your copy, designers and marketers all create complimentary work. (Be sure to read more about persona development here on the blog). The brand behind the website needs to stand for something. Something your users also stand for. If you stand for the same thing together, you’re bonded in that stance. While you reach out and learn your visitors habits, you’ll spot new things you can try. As you do, iterate based on what you learn. Each time they come back, it’ll feel more like home. You’ll gain their trust because they feel like you ‘know’ them.
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4 Ways to Cause Your Website Users to Feel Special by Fairhead Creative

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