In Judy’s flower shop there is a poster over the counter with first sentence from Virginia Woolf’s novel: „Mrs. Dalloway said she would buy the flowers herself”. When you enter, the text immediately catches your eye. If you can recognize the quote, you’re reminded of melancholic mood of the book and frames from Stephen Daldry’s „Hours”. You look knowingly at the shop girl. Even if you came here in a hurry for a conventional bouquet for your mother in law, you start to contemplate flowers carefully. A story has been just told to you.
Brand needs its story, its personality, which distinguish it among others. Its special character should express itself everywhere: from customer service practices, to PR and social media, to visual identity, to brand hero, to content of the website. That’s why it’s so challenging to preserve cohesion in all channels. But the devil is in the detail: there are many elements of your website which could – apart from serving other purposes – deliver not only information, but also aura, atmosphere, values.
We made for you a list of such elements. They can be improved at low cost and enhance customer’s experience dramatically.
Contact
Bare information? Box for a message? That’s standard. Look at the website of My own bike, German design bicycle producer. Information has been placed in a text: „Have any questions? Come over to our store (address, opening hours). If that’s not possible, call us (phone number) or write (mail, social media accounts). We’ll be back to you in 24 hours!”. Unofficial style and all the needed data. You can feel that they want to answer your questions!
Customer reviews
If you post customer reviews at the page, think about displaying them in creative way. Amazon puts some of them in clouds on the top of the reviews section. It evokes conversation, actual exchange of thoughts, and suggests that users’ comments really matters and build a community.
Pop-up with invitation to chat with consultant
You can put a standard text there and add stock photo with smiling, competent customer service representative. But you can also – like Email Monks – personalize your avatar and place brief info about what you can do for your client. It makes an impression of more authentic relationship and brand uniqueness.
Glocal treat
You sell your product or service worldwide? We all speak English, but when somebody notices our nationality, we feel like home. StartUp Vitamins, producing motivational gadgets for business, put on their front page a strip with an information about shipping. It includes a greeting in the language of user (based on his location). „Cześć! We ship to Poland” immediately builds a relationship with user.
Search box
You can leave its inside just empty or put „search” in it or … choose a text which will engage your customer. Patagonia, online store with outdoor and sportswear, has „What are you looking for?” in their search box. It corresponds with idea of wandering and exploring. And catches eye!
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