Rethinking how customers start campaigns
April 3, 2013
Today’s web apps commonly overlook if a customer knows what’s going to happen when they start the service. They tell the customer why to use the service, but not what will happen once they start. And face it, even if you have the perfect product, it won’t matter if the customer can’t start somewhere.
We’ve been thinking a lot about this challenge at Printfection. And, as of a few weeks ago, we launched a new Campaign Wizard to help our customers.
First, a quick overview of the issues we wanted to address. We find that customers know what they want to do by the time they sign into our service (i.e. I need to get some T-Shirts for an event, or, I need to reward my best customers after Q1 ends). However, what’s challenging is putting their exact goal into terms that align with our campaign types. Even though we work hard to name our campaigns aptly, no one name can address a user’s true intent. What we’ve learned is that we need to solidify our campaigns around the customer’s intended action.
How do we do this? First, become action based instead of name based. Instead of telling a customer to create a Giveaway, we need to give them an action they’re thinking of. In the case of a Giveaway campaign we can say “Send swag to important customers”. Now the user knows roughly what a Giveaway helps them do.
However, we’re not finished yet. We want to be really explicit, what exactly is going to happen from a customer perspective when they create this campaign? Here we take a usability technique from our friends at SuperDuper! (an awesome little OS X backup app). We tell the customer exactly what’s going to happen:
We collect size, style, and shipping info for each recipient via your custom branded landing page. Then, we pack and drop-ship to each recipient.
Boom! Now the customer knows exactly what we’re going to help them do. From here they can either start with confidence, or choose another action from our Wizard. In one swoop we’ve taken potential confusion and given them a clear path.
These hurdles customer’s face when starting to use our product are very important to us. We couldn’t be more excited to keep solving these problems.