Is Your Website The Same Yet Different? Hot or Not?
The picture below represents a visitor to your website. She’s your potential customer. She is the same person, yet a different age in each picture. How does her age shape how she perceives your company? At one age she may be your customer. At another she may purchase your products or services for her children. What is her lifetime value to your company? How many people will she refer to you? How can you keep her loyal to your business for life? I suggest the place to start is making your company the same yet different for her.
How To Become the Same Yet Different
1. Define your brand promise. What is the essence of your brand? How do you define its value in words? Walmart is Low Price, Always. Disney is Happiest Place On Earth. What’s yours? This is what will always remain the same.
2. Create customer segments around consumption similarities. How do customers consume your brand? Create different segments using their needs, frustrations and preferences as a guide. For instance you can group segments by:
- Age group (What ranges?)
- Demographics (Define the dividing lines)
3. Define the Needs, Frustrations and Preferences of each segment. How does your product, service and company need to be positioned to accommodate the main customer differences that represent each segment? This is how your company becomes different for the customer.
A health club can provide the SAME cleanliness, high quality instruction and convenient hours of operation for members YET DIFFERENT results, programs and music for membership segments.
A museum can offer the SAME diversity of exhibits, effective layout and design, YET DIFFERENT audio tours, tour guide presentation approaches and length of tours based on their visitor segments.
A Plantscaper can provide the SAME streamlined service, invoicing and money back guarantee for their maintenance services YET DIFFERENT methods of client service interaction using, e-mail, phone, fax, in-person based on their customer segments.
What would happen if you applied these same yet different insights to the design and content of your website?
Distance your business from competitors. Increase qualified leads and make more profit per customer by creating a web presence designed to be the same, yet different for visitors. Contact BrightCite™ to learn how.