14 nice things you can do for your customers

Ian Lurie

I make no promises. But I suspect if you do some of this stuff, your customers will thank you. Or, they won’t notice the stuff that used to make them curse you:

  1. Make every page on your site load 1 second faster. Start by taking every image on your site and compressing it. Please. It makes a difference.
  2. Accept PayPal. Just because you hate it doesn’t mean they do.
  3. Do a little basic typography: Increase line spacing, use a bigger font. Make your site easy to read.
  4. Put no more than 15 words on a line. See above.
  5. Put no more than 5 lines in a paragraph.
  6. Break up your page. Use lists, images, subheads and such. Don’t give them one big blob of images or text.
  7. If they ask you a question on Twitter or Facebook, answer it.
  8. If they compliment you on Twitter or Facebook, say thanks.
  9. Instead of giving them a discount, give them a better product.
  10. Before you pay $45000 to redesign your web site, pay $4500 to make the existing site easier to use. Then use what you learned on the new site.
  11. Don’t even imply that your customers have to log in before they can buy. Put that stuff at the very end of the checkout process, on the ‘thank you’ page.
  12. Trade ‘elegance’ or ‘personality’ for ‘clarity’ and ‘obviousness’. Watch your sales go up.
  13. Remove one feature that you wanted, but your customers didn’t, from your site.
  14. Stop reading about marketing stuff and go do it.

Other stuff

Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at www.ianlurie.com

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  1. Ian – what a great list. Lots of good points but I particularly like number 10. It’s tempting to do a site redesign, but way more pragmatic to try to improve what you have already. With all the analytics and testing tools out there, it’s a lot easier to do these days

  2. @Olga Polyakova – most difficult one, as my experience shows, is the point number 13. Actually: It’s the point people try least often of all. >_

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