To Meet Expectations, You Have to Know Them
Customer expectations come not just from your own competitors, but from a wide range of websites, many of which offer very different products and services. Customers have tasks in mind and have little patience with drifting around, searching for information and functionality. Usually there is an alternative available.
Expectations are influenced by navigation, content, functionality, language, and contact options. A site that offers a clear route to task completion will always be more successful.
The Customer Respect Group has been benchmarking websites for fourteen years and social media sites for over five years.
Benchmarks provide comparative data and actionable recommendations. Strengths and weaknesses are easier to identify when considered as part of an objective set of data. Benchmark data can address functionality, task completion success, language usage, social media activity, and overall site performance. Project priorities are easier given clear and objective competitive differentiation — moving away from subjective opinions to facts.
Social Media Strategy and Tactics
Social media is a burgeoning industry in its own right. There is no alternative other than to embrace it, but why? Social media is a tool, not a goal, and it is vital not to “build a Facebook page” but to build a strategy to enhance clear business objectives.
Success objectives should be determined, legal and management considerations will dictate organizational structure, fan recruitment strategies will influence campaigns, and engagement goals should determine content development. Platforms are the tools to deliver the strategy.
Comparative WebSite Reviews and Analysis
Website reviews in isolation have limited value. For any identified weakness, is that required within the industry? Who else does this well? Does the function enhance the business strategy and objectives?
Customers judge websites not on Web design standards but by their own experience. A comparative review puts the site into context with best-practice examples.