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3 ways to stop having one night stands with your customers

Increasing repeat sales to one-time buyers dramatically increases your profits. For e-commerce sites, it’s often the simple fix of being intentional about your customer user experience before, during, and after the purchase.

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UX design

Simple UX tweaks to keep ’em coming back

We’ve all been there before. You launch a great product, build an online store, and get people to come to your site. Your sales start off great but start to tank…along with your traffic. No one’s coming back!

Why?! Most customers treat you like takeout from that seedy little Chinese place on Lamar. You are there to fulfill an immediate need, but they don’t want to “love you long time.” Brand loyalty does not exist yet so they will not return to your site unless they get another guilty hankering for orange chicken and egg rolls.

Increasing repeat sales to one-time buyers dramatically increases your profits (how does a 95 percent increase sound?). For e-commerce sites, it’s often the simple fix of being intentional about your customer user experience before, during, and after the purchase.

Use dynamic content to increase both average order value and customer frequency

I’ve got 3 words for you: Amazon. Related. Products.

It’s why they are so successful and it is why I’m so broke. Amazon has mastered the art of not only helping you find what you came for, but also finding everything under the sun related to that product.

There are great ways you can customize the UX around what your customer is looking for: Homepages, product pages, category pages, search results, and the shopping cart page. The awesome part is you don’t have to have the massive size of Amazon to take advantage of this.

  • Dyno lets you customize your copy to fit the traffic source.
  • Unbounce helps you customize personalized landing pages while running A/B variation tests to deliver a tailored experience.
  • Boomtrain powers your dynamic feeds and helps you harvest and apply machine learning data.

Even if your customer doesn’t buy the related product on their first visit, it lets them know that you have what they need. It implants a trigger that says, “Remember that place you got X? Those folks have this other product you need as well.”

Optimize your checkout process

How is this for a juicy tidbit? 66 percent of your hard-won shoppers…who have said “YES!” to your product… are going to abandon their cart. The average customer who comes to you is extremely impatient. They want an easy experience and if they do not get it from you, they will move on to someone else *cough*Amazon-one-click-checkout*cough*.

Check out how your traffic works its way down your conversion funnel. If you find where most customers bounce then you have found where your UX sucks.

Your conversion funnel

  • Do you have products that are easy to find and select?
  • Is it easy for your customers to find variations on a product?
  • How hard is it to add products to the shopping cart?
  • Does your customer receive a notification that their product has been added to the cart?
  • Are there unneeded barriers in your checkout process?
  • Do you require customers to create an account?
  • Do you cookie customers to auto-populate their information?
  • Do you have a one-click checkout option?
  • Is it easy for your customer to checkout?
  • Are there any steps you can remove?
  • Do any of the above answers change for your mobile traffic?

Making the checkout process streamlined and easy will pay off exponentially you will both increase your first-visit customer conversion rate as well as the likelihood that the customer will return.

Maximize your invoice/receipt/shipping confirmation e-mails.

Your customer’s inbox can be a powerful and personal tool that brings back a customer. Deliver a friendly, personalized, customer-centric personality to your customers.

  • Offer discount codes with an expiration date that brings them back to the site.
  • Start or promote your referral program.
  • Show them products related to the one they purchase.
  • Help them discover completely new products.
  • Make sure that they know that your company is here to take care of them.

Avoid being spammy at all cost. However, if you play your cards right, follow-up e-mails can be a powerful method of building your company personality and driving customers back to your site. STAND OUT! Everyone sends digital receipts. Make yours provide value and engage the customer.

Improve your customer UX

It costs far less to keep a customer than to go find a new one. Improving your Customer UX is a fantastic way to increase your retention and activation rates. Create a relationship with your customer and treat them right.

#UXForConversions

Dave Novotny loves writing about cutting edge technology and business innovation. A creative by nature and a number cruncher by blood, sweat, and tears, Dave loves telling the story that the numbers and analytics write in a way that connects to people. When he's not crafting copy, he's out hiking with his wife and two rescue dogs, Jackie and Loki.

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1 Comment

1 Comment

  1. Sarah Ross

    March 30, 2016 at 8:21 pm

    Unbounce is a great tool. and so worth the price.
    There are a million and 1 (a gross hyperbole, I know) recommendation engines out there masked as simple personalization attempts.

    Can’t say I have ever heard of Boomtown, however I have heard really good things about Blueshift and even Optimizely.

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Business Entrepreneur

6 simple self-care tips to keep any busy entrepreneur sane

(ENTREPRENEUR) We don’t all have time for yoga and long baths, but self-care can keep us sane and able to keep doing what we love for work – here’s how.

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entrepreneur self-care

It’s no secret that Americans are stressed. A recent study shows 3 out of 4 Americans experienced a symptom of extreme stress in the past month. Throw entrepreneurship into the mix, and you’re primed for a breakdown, or burnout at the very least. The good news? It doesn’t have to be this way.

This is why self-care is important.

The term “self-care” is nowadays often associated with skincare routines and Netflix, but in reality, it’s much more than that: It’s valuing yourself and your health enough to graciously set boundaries and say no. That way, you bring the best version of yourself to your job and relationships day after day.

I’ve started several companies, sold two, and recently started a new gig as VP of Growth & Ops for Steadfast Media (hi, guys!) while running Honey & Vinegar, so it’s safe to say I’ve been one tired woman. There were times I was tired, frustrated, and honestly burnt out. At one point, I took a sabbatical for several months at the urging of several mentors, family members, and my career coach. Burnout is real, but I’ve learned ways to cultivate self-care in my professional life that allows me to have a somewhat balanced life.

(Side note: I understand there are situations out of one’s control that can contribute to burnout, including ailing family members, parenting, disabilities, etc. This article is not focused necessarily on these, rather preventing your professional life becoming your entire life. That way, you can focus on the truly important things.)

Here’s what I’ve learned about self-care thus far (mostly the hard way):

1. Set strict boundaries & turn off notifications.

The best advice I ever received was a one-off realization from my brother: gate it, don’t date it.

Meaning that if you have emails, Slack, or Trello on your phone, don’t make it available to where you check it at all times of day and night. Force a gate between you and the app. Put the app in another folder to where you don’t check it 24/7. Don’t let the notifications own you, or straight up disable them.

If you’re the boss, you get to set the standards. Check Slack and emails during certain times, and be as specific as possible when setting those times. If there’s a true emergency, have employees then call or text. Set those boundaries and stick to them. Encourage your employees to stick to them with one another, too.

2. Have friends and a life outside of your industry.

I can’t emphasize this enough, and this is also why I’ve only lived in cities that emphasize one industry. (DC and LA people, I don’t know how you do it! Props to you.)

This allows you to create a life beyond just your professional life.

When it seems like the sky is falling — i.e. you don’t get that round of funding, or that one client flips out, it’s important to have people around you who are a) grounded b) can give you perspective. Compatriots in your respective industry are helpful for support and sounding boards, but it’s easy to b

When an acquisition deal for a past company fell through, I felt like my world was over. I was devastated. My darling friends, one in healthcare and another in real estate, took me to Chuy’s happy hour and gave me perspective. Relationships like these are game-changers.

3. Schedule time for yourself.

Set time aside for yourself, but get real: What does this mean practically in your day to day, week to week life? For me, I purposefully make sure to keep one night a week, ideally two, to rest at home with my husband.

Also, plan that damn vacation! It doesn’t have to be a lavish European vacation, but set aside time where you are intentionally not checking your phone or emails.

When I took my first actual vacation (and not working remotely) in years, It was life-changing. Be intentional to take more than two days to think, journal, set aside goals not just professionally, but what you want you life to look like that following quarter. You, your company, and the people will be a lot better for it, I promise.

4. Cultivate healthy habits that are enjoyable.

Don’t let the hustle culture get to you. Hard work is important, but so is exercise, eating healthy, and maintaining mental health. In other words, some legit self-care.

Some good thoughts from VC Harry Stebbings.

Set routines of things you love to do that also maintain your well-being. I love going to the gym and putting my phone on Do Not Disturb for 30 minutes, but that’s not for everyone. Take your dog on a walk, put on a playlist to cook a good meal, go to that yoga class. Or just go on a walk with a friend. You do you, boo.

This could be you.

5. Train other people to do your job.

You may think you’re the only person that can do a number of things at your job. If you want your company to ever scale, you need, I repeat, need to take those tedious tasks off your list, and even some larger projects off your hands.

I know it’s so hard to relinquish control, but *gasp* there might be people that can do parts of your job better than you. So let them!

Does this mean you need to hire a virtual assistant, a COO, find another co-founder, or just hire that dang accountant? Do it.

Your business is only going to succeed if you’re performing as the best version of yourself, not a stressed-out shell of yourself. If you need to micromanage everything, your business won’t succeed or be sustainable long-term. Don’t let your stress about doing everything stunt your company or personal growth. If you needed a sign, this is it.

6. Practice self-awareness.

There is nothing more valuable than the gift of self-awareness.

Listen to your body and what it’s telling you. Does it need water? Does it need sleep? Start a habit of journaling and seeing what areas where you’re running on empty. More than that — do what your body tells you. Drink that water, my friend!

The takeaway:

All in all, life is more than work and who we are is more important than what we do. Take time for self-care, and you’ll have a healthier mind and body.

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Business Entrepreneur

Performance improvement through self-talk

(ENTREPRENEUR) Speaking to others can be scary, but speaking to yourself is normal and can actually improve your speech performance overall

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Performance mirror

Do you talk to yourself? Don’t worry, this is a no-judgment zone. I probably talk to myself more than I talk to other people – especially when considering the inner monologue.

I once read that people who talk to themselves are likely to be more intelligent. Whether or not this is factual I don’t know, but I do know that it’s important that you’re smart about the way you talk to yourself.

I’m a fairly self-deprecating person, so when I’m talking to myself about myself, it’s usually some sort of insult. About a year or so ago, I realized how often I was doing this, and made a conscious effort to be a little bit nicer. In that time, my mood has been a bit more positive.

This experience fits well into the research efforts of psychologist Ethan Kross who has examined the differences in life success based off of how people talk to themselves. “Talk to yourself with the pronoun I, for instance, and you’re likely to fluster and perform poorly in stressful circumstances,” said Kross. “Address yourself by your name and your chances of acing a host of tasks, from speech making to self-advocacy, suddenly soar.”

This can be simplified as, talk to yourself the way you would (or maybe, should) talk to someone else, and respond in the way you would want them to respond. Treat with kindness, receive kindness back – as a result, things are more cohesive, copacetic, and successful.

After working with participants in his study, Kross found a number of performance benefits to this self-talk method, including: better performance, higher well-being, and greater wisdom.

With better performance, judges were used to listen to five-minute speeches prepared by participants about why they should be hired for their dream job. Half of the participants used “I” statements, while the other half referred to themselves by their own name. The judges found that the latter half performed better, and were found to have experienced less depression and felt less shame.

With higher well-being, Jason Moser, a neuroscientist and clinical psychologist, measured electrical activity in the brain during participants’ usage of the different types of self-talk. During stressful situations, those who used their names instead of personal pronouns were found to have a significant decrease in anxiety levels, which positively correlated with a major decrease in energy use by the frontal lobe (talk about a win, win!)

With greater wisdom, the research found that people who use their names instead of pronouns are able to think things through more wisely and more rational and balanced way. “The psychologically distanced perspective allowed people to transcend their egocentric viewpoints and take the big picture into account,” Kross said of this piece of the research.

Well, Taylor is now ready to wrap up this article, and she hopes that you’ll give name-first self-talk a try, as The American Genius only wants what is best for their readers! Additionally, encourage people around you and those on your team to give this self-talk, first name idea a try – circle back after a week of trying it and share the results.

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Business Entrepreneur

How freelancers can keep the peace with difficult clients

(ENTREPRENEUR) Freelancers are in a tight spot – keeping customers happy pays the bills, even when they’re impossibly difficult. Let’s discuss how to overcome this tremendous challenge.

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designer freelancers clients

Freelancers have a myriad of benefits, but one distinct drawback is that there isn’t always a team to back you up if you find yourself working with a particularly nasty client. It’s especially important to keep clients — no matter how insufferable they may be — in good moods, so here are a few tips on keeping the peace with your most annoying customers.

It’s worth noting that you can often mitigate a large amount of potential misunderstandings — and thus, nastiness — by being clear with your intentions, terms, and rules up front and over-communicating at all times. A common issue for beginning freelancers is a tendency to settle on less-than-optimal terms for fear of losing a potential customer. A piece of advice – if they’re not willing to pay you what you’re worth now, they never will be.

It also helps to keep in mind that most obstinate clients are simply control-freaks who have found themselves outside of their comfort zones. Knowing that you aren’t dealing with inherently bad people can be the difference between snapping and having more patience.

Once you’ve established that your client is causing you substantial enough discomfort that their behavior is no longer acceptable, your first step should be to communicate to them the specifics of your problem. If possible, do this in writing – promises made via email tend to reinforce accountability better than phone calls.

Freelancers should also avoid using any additional stipulations or rewards for getting clients to cooperate. As long as they’re the one failing to hold up their end of the bargain, they should be the one to pick up the slack — don’t do their work for them (or, if you do, make sure you charge them for it).

Again, the majority of client-freelancer issues can be boiled down to miscommunication and shaky terms, so address all issues as quickly as possible to avoid similar problems in the future. And as previously stated, over-communicate at all times.

Of course, keeping the peace is only viable up to a certain point of abuse.

If your client doesn’t pay you by the agreed-upon due date, continuously disrespects you and/or your team, or keeps changing the terms of your agreement, you reserve the right to set the client straight, threaten to take them to small-claims court, or — if you haven’t initiated the work for your end of the deal — terminate the contract.

Remember, freelancers don’t owe inconsiderate customers the time of day, and for every non-paying customer with whom you waste your time, you’re missing out on a paid, legitimate opportunity.

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