How a good first impression can make you more money and your users happier


This week I wanted to share with you a great little article about user onboarding. While it’s primarily useful for web-based companies, there’s an important lesson in there for anyone who cares about driving success.

In brief, the article demonstrates that the most effective way to increase user retention, is to focus on onboarding – that first day or week in which a user is experiencing your product for the first time. By focussing on this ‘handshake’ moment not only will you retain a higher percentage of users/customers in that first day/week, but there will be a knock-on effect from this in the subsequent days/weeks; with the result that your churn will be significantly reduced across the entire user lifecycle and your revenues will have increased accordingly and significantly. Even though you only made changes at the start of the lifecyle.

Imagine two scenarios in which you are entering a hotel…

In the first, you go through the swivel doors into a silent and dimly-lit atrium across which you can just make out a receptionist slumped behind the desk. You lug your bags over to the desk gasping audibly from the effort. The receptionist does not even look up etc…You get the picture.

In the second, you go through the swivel doors into a dazzling atrium buzzing with fellow guests cheerfully chatting away whilst relaxing in comfy chairs as handsome waiters and waitresses serve them Prosecco and canapes; and have their luggage taken up to their rooms.

Obviously the second scenario is intended to create a ‘WOW’ factor. This ‘WOW’ factor is important because it creates a perspective in the mind of the customer which will set the tone for how they perceive the whole experience. In other words, the happiness created at the start will mean that the customer is more likely to use more of the various facilities and services, tip more and return in future.

So whatever business you’re in, remember you never get a second chance at a first impression; and the first impression is most important one you can make.

Here’s the full article by the Founder of Appcues: Why User Onboarding is the Most Important Part of the Customer Journey

Festive Wisdom: Why pop-up restaurant sensation Grub Club is having Christmas with Airbnb

Experiential marketing has proven to be a cost effective, authentic and powerful way of growing your brand. For the uninitiated, “experiential marketing” is a strategy that encourages engagement from your target demographic by encouraging them to play an active part in the evolution of the brand. In other words, you give them an experience that makes them feel part of your brand. It’s a great way to create loyalty and evangelism for your business.

Co-founder of London-based restaurant startup, Grub Club, Siddarth VijayaKumar, shares how experiential marketing worked for them in this article for TechCityinsider including how Grub Club has been collaborating with Airbnb for Christmas…

Angel investment Network helped Grub Club fill their seed round and we are absolutely delighted to see them making waves alongside the big boys in the startup community like Airbnb; and winning awards like TCi’s 2015 Award for London innovator of the year.

Infographic – Customer Reviews Can be Valuable for Your Business

Online review platform provider Trustpilot teamed up with research and insight firm Econsultancy examine the voice of the customer and how businesses use reviews. According to the study, 79% of businesses think online reviews play an important role in consumer decision making, and they’re right.  62% of online consumers said they were more likely to do business with a company if they read a positive review.

Do you publish client testimonials on your site?  And do you find they have a positive impact?

Infographic – 9 Ways To Get Customers (Without Spending Any Money)

Do you ever wonder how to get more customers and grow your business without spending a lot of money? Then wonder no more!  This infographic gives 9 awesome tactics that you should be leveraging to acquire more customers.

 

Infographic – Customer Acquisition vs Retention in eCommerce

This infographic shows some really interesting information on customer acquisition vs retention costs and revenues in e-commerce.  Amazingly it costs five times as much to attract a new customer than to keep an existing one, which shows just how important it is to focus on customer retention.

Infographic – A Comprehensive Introduction to Content Marketing

 

Setting up a blog, creating a substantial amount of content, and being recognized as a credible and reliable resource for your audience is, without question, more time-consuming than traditional advertising. However, this infographic shows why the benefits of content marketing are well worth the time and effort.

How effective have you found content marketing?

Infographic – 10 Social Media Marketing Trends to Watch Out for in 2015

Here’s an overview of new trends, highlights and things to watch out for next year so you can prepare yourself and your business for what’s in store for social media in 2015.

What social media trends do you think will explode this year?

Infographic – Digital marketing trends for 2015

This infographic shows some of the marketing tools that you may want to take into consideration when you start thinking about your company’s marketing strategy for 2015.

What’s your main marketing strategy for the new year?