We are all very busy. When someone asks for our attention, we want a show. Not just a “dog and pony” show, but a real experience with a tight structure, strong production values, and a Big Finish that we can record for posterity. Pop Stars have it down – they know that a customer’s experience with a single song has to translate into a customer experience that reinforces the brand. The key insight is that we don’t want to have our time wasted and we want the time we invest in an experience or a product to have value that extends beyond that experience itself.
What’s the first experience customers have with your product?
Think about the encounter with your product as a show. At Disney Parks, management refers to the customers as guests and the employees as on stage talent to help everyone know that the experience is a magical (and also fragile) construct where the guests want to be entertained and the employees do their part to make sure everything seems right. This is the exchange customers make for their time: show me something of value and I will commit my time, energy, and effort into seeking and finding that value.
The first time a customer uses your product, they need an easy task that demonstrates immediate value so that they will want to come back. A common way to accomplish this is to use the customer’s own information (connect your Twitter handle, enter the name of your web domain, or even the most basic tell me the preferred name you wish to be called) because it’s more likely you will get that information right. Get the first customer interaction right, and the customer will come back. Give them garbage, and you lost the chance to be considered in the future.
How do you set the stage?
In a rock show, there are roadies and advance personnel that ensure that the stage is set “just so” and that the experience in-theater (or stadium or venue) is similar to the way the talent practiced. There are rituals (the opening act, the lights, the backing music) that help prime the audience for an experience. And there are built-in mechanisms for checking audience participation (the welcome “HELLO CLEVELAND” to indicate a special experience in your town, the encore for making sure that you know the singer appreciates you). All of these actions set the stage for a great customer experience.
Setting the stage for a product involves setting the stage, suggesting a clear and immediate benefit, and then showing the way with the minimum of gates to take customer through the sign-up funnel.
The best sign up pages have a Sell (“try my product”), a Benefit (“When you try my product you’ll get this immediate benefit”) and an Action (“Get the benefit by signing up Now”). Here’s an example of a few pages from the Pinterest mobile UI that do this well.
Not everyone has as clear of a benefit as offering beautiful pictures in a free product (and therefore has quite a low barrier to entry) but the principles for any business should be crystal clear. Show (don’t tell) the customer the benefit; Demonstrate the easy steps to get started; and Ask the customer to participate.
Add an Easy Button if You Don’t Have One
Customers – as we’ve said before – are really busy. That means your product needs to be dead simple to start, even if the insights you deliver and the value you aspire to is less than dead simple. Start by listing the reasons the customer should try your product today, and keep them simple. One, two, or three benefits are probably as many as people can handle in one go (model your pitching on the idea of short-term memory – we can hold only 5-7 items in that memory and a few of them are probably already busy right now).
Make the first win easy, and then start sharing all of the insight and benefit your product gives in an easy to use format. For many people this is still email. Email wins because it is asynchronous, can be opened in many clients, and is reasonably easy to produce. Email loses because people have too much of it and they just don’t like to read.
Remember, customers are busy. Their time matters. Provide more value in less time and create a great experience that inspires them to share and they’ll come back to see more.
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