Employees’ stress levels continue to rise
Speak in the words your customer uses. “We wrongly assumed that our customer would understand industry jargon. They didn’t. When we switched our positioning and phrasing to the words they used, we dramatically increased comprehension, recall and conversion on our site.” New customers may value different features. “By looking at which feature page visits correlated highly with purchases, we realized which ones were most important to potential customers.” Customers want to make a human connection. “Time and time again we found that users loved watching videos of the founders, executives and sales people demonstrating our service and discussing our features. … We also found that customers like to see faces on our website, and that they were drawn to click on them.” Asking why potential customers say no can help you innovate. “We found that people would tell us why they are not going to buy. Querying about what features they would like to have seen or what issues kept them from wanting to buy has helped us decide how we are going to innovate our product and advance our company.” |

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