The Ultimate Start-Up Guide by Tom Hogan & Carol Broadbent

Author:Tom Hogan & Carol Broadbent [Hogan, Tom]
Language: eng
Format: azw3, epub
Publisher: Career Press
Published: 2017-01-22T16:00:00+00:00

Customer Acquisition and Engagement

Ironically, in this age of big data, where everything can be measured, startup founders, when initiating work on their own websites, often turn into frustrated artists, focusing on such subjective and qualitative details as color, fonts, layout, and taglines. When asked for their favorite sites, they’ll almost always cite the artistic factors (colors, use of type, lots of white space, and so on) rather than the most effective sites out there—the ones based on quantitative and substantive components, such as access to information, ease of navigation, compelling offers, and simple signups. So, although design considerations are important, especially in making that first impression, our advice to start-up founders is to begin designing your website by defining, then working toward, quantitative business goals. Let the structure and customer acquisition goals lead your decision-making and let the subjective choices follow.

Let’s return to the online dating analogy and consider your customer, the person you’re trying to attract and impress. Just like in today’s “swipeleft” world, your customer has so many choices and a variety of tools to independently research and evaluate their product and brand choices. So in designing your website, it’s important to define what you want the “customer journey” to be before you begin. That means understanding who your customer is, how they make decisions, and how many steps that decision-making process takes. (A $20 impulse buy can be a single 30-second visit; a run-your-business software decision could take six months and 7–10 interactions with your brand across multiple channels, from your mobile phone to a webinar to a free trial to an in-person demo—you get the idea.) The bottom line is that to attract a prospect to your website and engage them there, you need to first determine where you want them to go on your site and what actions you want them to take. Only then do you start work on the design and structure of your website.

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