Performance and Your Brand

Posted by on November 26, 2014 11:11pm

Performance is Ground Zero for Users and Digital Interactions with Your Brand

Performance and your BrandYour Web site is the online face of your company, representing your brand and all that it stands for. You want your customers and distributors to interact with you via the Web — because that’s often their preference and because it’s cost-effective for you — in a way that leaves them feeling good about your company. One of the critical components of a Web site is its performance. Let’s face it — you can pull out all the stops to build out your site, put in place the most sophisticated back-end systems, and spend lots of marketing dollars driving consumers and partners to your site, but if it doesn’t perform well, what’s the point?Would You Stand for This?

  • Your customers, distributors, or employees cannot open the front door to your corporate headquarters.
  • Your sales or customer service representatives cannot be contacted.
  • The line is so long at your retail store that customers get frustrated and leave.

Any serious retailer would not stand for even one of these scenarios. Customers remember a bad shopping experience and often never return, which is why you ensure that all the systems that support your customers, distributors, and employees are in place and working effectively. Shouldn’t you do the same when it comes to your e-business?

A high-performing Website translates into customer satisfaction, which can be correlated to increased purchase conversion, customer loyalty, and increased market share. To ensure e-business success, your company’s Web site must perform well. Increasing page performance reduces the likelihood of bailout, boosts the likelihood of multiple page views and purchases, increases cross-sell conversion opportunities and leaves impressions that are worthy of return visits. On the Web, the experience is the brand, and you want to offer the best one possible.

  • 28% of Web users do not return to a company’s Web site if it does not perform sufficiently well, and a further 6% do not even go to the affiliated retail store anymore. –Boston Consulting Group
  • Repeat customers spend 67% more and are more profitable. –Bain & Company
  • When companies identify and respond to loyal customers, they reduce their customer acquisition costs by 27%. –Jupiter Research
  • On average, a highly influential Internet user relates a positive experience to 11 people, but a negative experience to 17 people, a 55% difference. –Burson-Marsteller and Roper Starch Worldwide
  • It costs 3- to 5-times more in marketing costs to acquire a new customer than it does to keep an existing one. –Davidow and Uttal
  • A 5% increase in customer retention yields an increase in profits between 25%-100%. –Bain & Company

Performance is no longer only an IT and/or technical issue, performance on the web is your brand. And as we all know responsibility for the brand starts at the top and should be instilled into every part of your organization.


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