I’m a transplant to the Northwest and as a “newbie” to the Northwest woods there was one particular thing I noticed this time of year – spider webs. From hard-to-find ground funnels to random strands floating in the light breeze – they are everywhere and there’s no avoiding them. It’s a brisk autumn morning; the furnace is running so I know it’s a little chilly outside. I grab my cup of coffee, head towards the car to start that morning commute and BLAH – spider web in the face and coffee on the shirt. These spider web interactions are a nuisance. But then, out of the corner of my eye, I catch a beautifully symmetrical web shimmering in the dewy morning light – these are truly impressive and engaging. For a moment, I change my focus from whatever I was thinking about – to that well-designed web.
Engaging with customers on the world-wide web is a little like spider webs in the Northwest. Some websites are subtle and hope that the customer will spy that hard-to-find incentive or content buried in dark depths of the site’s pages. Other sites are like the spider web I ran into – smacking me in the face and spilling coffee on my shirt.
The web gem, from my view, is like the spider-web that catches your eye with a light shimmer and brilliant design. It causes one to pause and take notice – it engages. It actively pulls you from your normal “browsing” to take notice of what the site owner believes is compelling and important on the site without “smacking you in the face”.
Engaging with customers is active without being intrusive. It’s about providing insights into products and services without the hard sell. Engagement interacts with customers rather than leaving the customer to blindly wander around the site or possibly, wander off before converting, buying, donating or signing up for your service.
Just a thought I’d throw out there for you to think about.
Am I catching peoples’ attention or am I interrupting their routine??
There’s difference and it’s important.