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How to Stand Out Online and Win New Customers.

 

 

The premise of working with your target audience to create a better business has been around for donkeys years but rarely do businesses get the opportunity to do it. Living on the frontline is the norm for most businesses but once in a while an opportunity arises to step back and look at the business from a new angle.

 

What are the two secrets to winning new customers?

 


 

 

 

1. Stand out from the competition and provide an experience that is at least 5% different

 

 

 

 

 

 

 


 

 

 

2. Find out from from your target audience what they really like, want and need.

 

 

 

 

 

Can it really be that simple?

 

Previously getting feedback from customers was incredibily expensive, and sometimes painful to hear! However with the advent of modern technology it has never been easier to get your target customers to help you build an even better business.

 

 

Do you really know your customers?

 

We all spend huge amounts of time running our businesses but its a fact that we live in a world of mediocrity and many businesses have drifted into being all things to all people.

 

Some businesses are clearly expert on the operational side but even though they have a marketing team or marketing agency they may still struggle with how to communicate with their changing audiences. While this is going on customers are hanging their flag on another company mast hoping that they will be delighted there instead.

 

The point of user testing is not really to prove or disprove a theory but to inform your business decisions. It can give you invaluable information when combined with your professional experience and judgement and can make it easier to decide the way forward.

 

 

What can you test?

 

Most businesses experience the following problems:

  • Lack of strong reasons why anyone should use their website
  • Doubts about whether your customers can really differentiate you from competitors
  • Minimal insight into what customers really like or dislike about your business in relation to the competitors
  • Absence of any really finanicial contribution by the website to the business bottom line

 

Online focus groups and user testing can ensure that your business is working well and that your target audience can experience your services without feeling hopelessly frustrated or disappointed. This is all very much commonsense but that's the beauty of this simple exercise. Sometimes the most obvious is not obvious until it is demonstrated in black and white.

 

Example Test

 

 

 1. Understand what your target audience thinks of you, what they like and dislike and areas for improvement

2. How do you compare with competitors?

3. How do users currently use your website?

4. How could the site be improved?

5. Test different website approaches (ie what would the ideal homepage be and what should be on it?)

 

 

How we run the exercise

 

The process will go along these lines:
  1. We review with you the business issues and questions that need discussing with the online focus groups
  2. Together we will propose relevant stimulus material for participants to view
  3. We recruit participants, against the required profile. We then test the participants to see if they are in fact the ideal participants
  4. Participants then access the online focus group via a one click link in an email
  5. We then conduct the online focus groups with each session lasting from 60 – 90 minutes
  6. Hard copy transcripts of the groups are available within 24hrs
  7. We then present the Client research debrief within 7 days

Remember that its better to carry out testing with one person than none at all! 

 

 

 

 

Step 1

 

Online Focus Groups

A small group of people (5 - 10) are selected and meet in an online enviroment to react to ideas and designs that are shown to them.

 

Unlike traditional focus groups people aren't persuaded by others in the group.

 

The research will determine what your audience thinks of you and your competitors and will determine what their wants, likes and needs are.

 

 

Step 2

 

User Testing

If you want a great online experience that builds your brand reputation then you have got to test it.

 

One user at a time is shown your online experience (sometimes alongside the competitors') and asked to achieve a common task that you would expect your target audience to do. Nothing beats this live audience reaction to your online experience.

 

User testing reminds us how different and the same people can be and it gives you a new outlook.

 

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Red Dust Ltd, No 1 Stoneham House, Richmond, Surrey TW10 6JW

Tel: 020 8948 6777 | Fax: 020 08701 236 267 | Email: support@reddustinteractive.co.uk | Website: www.reddustinteractive.co.uk