Welcome to The Watercooler, issue 44.
LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.
Something else you’d like to see? Let us know at firstname.lastname@example.org.
According to recent article in Entrepreneur, there are four important steps to increasing the click-through rate on your call to action buttons:
A lot of this is simple psychology (humans are apparently programmed to avoid pointy things, so make your buttons round; certain colour are more appealing to the eye than others). Some of it is simple design (if you want to catch a user’s attention, placement is everything). And some of it is just good practice (keep your copy snappy, exciting, active).
But why do we click? We don’t feel the urge to prod everything coloured yellow in our lives. Prominently displaying an item in a store can’t persuade us to buy it. Like everything, it’s context that’s key.
We have to want to buy something. Not necessarily this car, or that holiday, or that electric can opener, but something. At this stage, there’s very little brands can effect; it’s a state of mind for the customer. No one who doesn’t really want to buy something is going to click through to your site do so (minus the occasional ‘cat on the keyboard’ moment), so you have to assume they’re already open to it, and tailor your approach accordingly. That is, you’re not trying to persuade them to buy something, you’re trying to persuade them to buy your thing.
If being open to a purchase is the top of the funnel, then copy is in the middle. They’re looking, they’ve seen your post — now reel them in. Create the kind of FOMO that makes it impossible for them to go about their business without learning more about your product.
Ultimately, that’s why we click (and why a percentage of those that click don’t go on to buy). We’re frightened of missing out. Customers see a product that looks great, sounds great and — potentially of lesser importance — could serve a purpose. Now all they need is that little push to buy.
Will you be able to persuade them?
In theory, social provides the opportunity to efficiently respond to — and resolve — customer queries and complaints. Used correctly, to communicate with customers clearly in an open, helpful way, is a good way for brands to build a stronger, more engaged following and good online reputation. (Use it incorrectly, and things like this happen).
Just as in the realm of online shopping, those customers looking for help on social have high expectations. And it seems as though their experience isn’t all they hope for.
According to a The State of Customer Service 2015 from The Northridge Group, one of the main problems with social media service is time spent waiting to resolve an issue. Social is an immediate medium; customers don’t think it’s not unrealistic to expect an immediate response. When one isn’t forthcoming, it’s easy for them (or others) to turn it into an issue that can soon see your brand featured in an unflattering Buzzfeed listicle.
The report says 63% of customers have to contact a brand at least twice to resolve a problem (10% have to contact them four or more times). As bad as this sounds, it’s not necessarily down to negligence or bureaucracy: some problems are legitimately difficult to untangle or solve. But the only way customers will know that is if someone tells them.
The key to improving social customer service isn’t to speed to up. It’s to keep customers up to speed. If they know what you’re doing to help at every stage — and that you are trying your best to help — they won’t mind waiting a little longer.
This recently-launched app tracks users daily steps and rewards them for their activity — they’ve partnered with some pretty awesome brands, so if living a healthier and more active and enriching lifestyle isn’t enough to get you exercising, then maybe a free Stand Up Paddle board lesson at the Surf House or a weekend getaway at Al Qasr Resort will see you skipping the snooze button.
Not dissimilar to the addiction of seeing your name at the top of the FlyWheel board, Styck capitalises on our competitive nature with an interface that ranks your steps with other Styck users – nothing like a little motivation to take the stairs!
Styck is available on Android & iPhone, and if you are a brand looking to up your brownie points with an active audience, we recommend becoming a partner today.