Your customers are bombarded with messages everyday. How much of this messaging do you think they remember? All? Some? None? While they might passively remember these messages from constant exposure, they won’t actively remember most of them. So how can you make sure your messages don’t blend into the white noise made by all the others? Here are a few helpful tips for improving your messaging to make it more useful, to be unobtrusive, and most importantly, memorable.
1. Make sure your message is going to the right person.
Have you ever gotten excited about getting a package in the mail, only to discover it’s for someone else in your family? Sure, you got to open it vicariously, but you’re still disappointed for not getting something special. This is similar to how it would feel if your web-app announcement or guided tour wasn’t relevant to your customer. Engagement software can hold many different customer properties and an incredible number of ways you can target your users. This is useful because you might want to create a unique message for a particular customer segment. For example, only customers who have the email domain of “@acme.com,” have logged into your site 7 times, and use the Safari browser. Developing highly-targeted segments like this one help make sure the right message is delivered to the right person.
2. Make sure your message is showing up at the right place.
Now, this time, imagine instead of another familymember getting the package, this package was for your neighbor. So, like the law abiding citizen you are, you walk it over and leave it on their porch. But, like before, you’re still disappointed. As you’re setting up targeted messages inside your webapp, be it an announcement, a survey, or a guided tour, verify that the message is going to display on a logical page of your webapp. An announcement about training doesn’t belong on the payment page, and a survey about customer support doesn’t belong on the company blog. Ensure consistency with the message you are trying to send and its context.
3. Point to the right step.
This only applies to guided tours and messages that point to specific elements on a page. Pointing to the wrong element in your webapp is basically like getting a digit on your zipcode or your address wrong. Sure, our postal service is good enough where you can put a name and a zip code and chances are the correct recipient will get it, but think about how much time that will take.
Just like typos in mailing addresses, a guided tour that points to the wrong element will create a frustrating customer experience. To ameliorate this, when constructing these types of messages, verify that it’s pointing to the right, most logical clickable element. Is it the text, or the button behind it? Is it both? This might not seem like a big deal, but it can be easy to disrupt an effective guided tour if the clickable element isn’t really clickable.
4. Make sure you’re sending a relevant message
Make sure you are sending a message that will be relevant to the customer. This goes narrower than previous tips, focusing on making sure your message holds some value to the customer. Even if the right person is being targeted by this message, would they care about what you’re trying to say? For example, you can see in this image that it’s meant for power users. You wouldn’t want to send this message about advanced courses to a user who hasn’t made it through previous courses. This is where deep user intelligence and highly-targeted customer segments will come in handy; they’ll help you nail down who needs which message when.
5. Use colors and design to your advantage
Does your message look like it’s a part of your website? It should! Make your engagements look genuine and real, using themes to ensure they match your product branding. One of our customers at UserIQ uses colors to indicate the type and importance of each message. So while a system maintenance announcement might be yellow, a survey might be green, and release notes might be purple. If you choose to use this method, make sure you’re consistent so users don’t get confused.
Remember these tips for maximizing the effectiveness of your webapp messages as you begin developing campaigns inside your app. These relevant and useful messages will drastically improve your customers’ experiences with your webapp and will help both you and your customers to achieve your Desired Outcome which leads to happier customers who stay longer, spend more, and tell their friends.
Want to learn more? Check out our blog post on How to Tailor Success to Your Customer’s Needs to see why relevant experiences are critical to creating successful customers.