Seeing your website through the eyes of a customer (Part One)

By | January 23rd, 2018|Insights, Web design|

A fresh perspective can help you get the most out of your website, especially when approaching the experience from the point of view of your customers. The first of this two-part series examines the importance of readability and performance, and what you need to look for when improving your website.

Your website is your most powerful online presence, and, as such, it’s an effective tool for showcasing who you are and what you do. But it’s also important to remember that your website is not just about You.

Read more about bringing your brand to life through your website here

Sure, brand identity and personality are integral aspects, but it’s easy to become overly precious about these things, or slightly complacent as time goes on, and forget that a successful website is as much about serving your customers as it is a representation of yourself.

Because we now live in a primarily digital world, your website has as much of an impact on your customer service as any physical interaction — arguably more so. With that in mind, you should always be asking yourself: “What will a prospective customer experience when they visit my website?”

Seeing your website through the eyes of a customer, rather than looking at things purely from your own perspective, can help identify areas that could be improved upon and maximise its effectiveness as a marketing tool. With that in mind, let’s take a look at two very important aspects:

Readability — It’s not what you say…

At its most basic premise, your website is a directory for the purpose of serving your customers with important information; who you are; what you do; how you do it — everything a prospective client would want to know about your business. This means using the right words in all the right ways.

Inspiring text on your website can go a long way toward engaging readers and encourage them to buy into your brand. But often we forget about one of the main pillars of successful text — readability. If your content isn’t reader-friendly, there’s no amount of clever wordplay that will get your message across.

Website visitors only read about 20% of the words on a web page before deciding on its usefulness. Clarity and conciseness is key.

It’s fair to say that people don’t read a web page the same way they would a book or newspaper. Most of us tend to scan the copy, jumping from one point of interest to the next, always on the lookout for relevant pieces of information. In fact, a study by the Norman Nielsen Group revealed that, on average, we only read about 20% of the words on a web page before deciding on its usefulness — which is typically determined within about 59 seconds. If they can’t find what they’re looking for in that short amount of time, or can’t discern any semblance or relevance in who you are and what you do, they will most likely search elsewhere.

MSG Tours: A flying success — Marketing case study

By | January 23rd, 2018|Case studies, Marketing|

“The support from Koobr means our social channels are gaining extra traction, positivity, and engagement, whilst our website is now our strongest lead-generation tool.”

– Mark Gardner, Founder MSG Tours

At the end of last year, Koobr set off on an exciting new journey with MSG Tours, refining and refreshing the company’s marketing and brand communication activities. The specialist travel operator, based in Derby, has now seen a wealth of positive engagement across various channels, and has since enjoyed a continual increase in new business in 2018.

Marketing that’s on brand, on point, and on course for success

After establishing a new base of operations in Europe and expanding into new markets, MSG Tours required a fresh approach to its marketing activities (including changes to its existing website) that would be tonally consistent in communicating the company’s brand, ethos, services and products.

Changes were first implemented across MSG’s existing website in order to establish a stronger central touchpoint and maximise all subsequent ongoing marketing activities.

This wasn’t a complete rebuild — a review was conducted to determine which areas of the website needed improvements to the presentation, messaging, SEO, and user journey. This resulted in a website that was more consistent in overall brand communication, whilst serving as a more effective tool for successfully generating leads and conversions specific to the client’s commercial objectives.

Graphics and icons used to promote specific campaigns were also created (above: icons created to promote MSG’s upcoming Rugby tour to Japan) and displayed on the website as well as for use in any related promotional activities across web and print to ensure total brand consistency.

Speaking of print…

MSG Tours also required a new brochure as part of a targeted campaign promoting to schools and colleges across the UK. The objectives behind the campaign were identified in collaborations with the team to create a successful marketing asset, particularly when it came to demonstrating the company’s ethos and core offerings to audiences unfamiliar with the brand.

Working in close collaboration with the sales and operations team at MSG, an overall structure for the brochure was established, taking into consideration the most effective and engaging ways to display content across the 32-page format. It was extremely important to create a brochure that not only reflected the brand, but also successfully communicated the right messaging and information in all the right ways to relevant audiences.

“The graphic design support has delivered a 32-page brochure of high-spec imagery and brand messaging that makes us proud to deliver. Most important of all, our customers are noticing our facelift and continued interaction with them, which is the highest compliment we can pay to the decision to work with Koobr.”

– Mark Gardner, Founder MSG Tours

Whilst it was important to maintain much of MSG’s existing brand style and tone, a refresh was applied across all creative assets to help increase the impact of all subsequent marketing activities. This was not a rebrand — but rather an evolution that would