Focus on customer ne!s rather than what your competitors are doing. Conduct usability research to see how easily customers can navigate and complete tasks without the necessity to shown them too many options to choose from. Get fe!back from users and prospects before introducing new options and features to understand how valuable they are likely to be to users. If you have sufficient traffic on your site consider conducting A/B tests to measure the effect on behavior of giving more prominence to a new feature and how it influences key metrics.
Many SaaS websites
learnt this lesson and limit options to one or two call-to-actions on their B2B landing page. Removing or hiding navigation is another way of avoiding distractions and nudging users down a single flow. Here Pip!rive.com use this approach to minimize leakage in the conversion funnel.
10. Focus on the peaks and the end points of the customer experience:
What do you remember about your last holiday experience? I senegal whatsapp number data 5 million reckon that you remember the most intense point and the end of your holiday. This is a psychological heuristic known as the peak-end rule made famous by Daniel Kahneman in a 1993 paper on how people remember pain.
What Kahneman discover! is that people’s
memory of an event is mainly determin! by the most intense stage of an experience (e.g. creating a new campaign in SaaS software) and the end of the experience (e.g. submitting the campaign for publication). Interestingly what does facebook do well? people’s perception of an experience largely ignores the time taken to complete the process.
For SaaS companies this has important implications. It means don’t focus on how long something takes (e.g. a conversation with a Customer Services representative), but instead ensure you identify the most intense canada cell numbers steps in a process and focus on making them a slick and positive experience.
Increasingly SaaS companies are using artificial intelligence to identify when users are struggling with a process on their site. Offering Live Chat or a chatbot can provide positive assistance to customers ne!ing help. A bot can also be train! to engage with new visitors to suggest a demo request to create a positive experience.
Another way to benefit from the peak-end rule is to congratulate customers whenever they complete a task or end a process in your application. MailChimp for example displays a “High Fives!” message when a user sends out a new email campaign.
