Research published in the Harvard Business Review shows that the average person takes just seven seconds to judge a business.
Customers don’t always give brands a second chance so it’s critical to know how to get it right the first time. Seizing golden opportunities is essential. Here are some surefire steps to turn browsers into buyers.
How to impress customers
Studies show that over 55% of our first impressions are shaped by visual data, content and media. The things we see influence us more than anything we hear, smell or touch. For businesses, it’s beneficial to be aware of the visual impact of their brand. This covers everything from the presentation of stores, offices and commercial premises to the staff uniform, brand logo and product packaging. Analyzing every detail is important for ensuring consistency and relevancy and creating an impact. Every element of the branding campaign should be relevant to the business and the target client.
For businesses that welcome customers to stores, shops, eateries, outlets or offices, there are few things more off-putting than dirty, disheveled premises, poor hygiene and a lack of attention to basic cleanliness. According to a study by ServiceChannel, more than two-thirds of US consumers have walked out of a messy, disorganized store and 80% of shoppers said they would prefer a clean, organized, well-planned store to one that was kitted out with all the latest technology. Investing in professional cleaning services like those provided by Premium Clean can attract customers, encourage them to spend more time in-store, boost conversion rates and lower the risk of negative brand perceptions and bad reviews. A tidy, fresh shop sets the right tone, encourages customers to form positive brand associations and enhances customer experience.
Packaging design plays an integral role in influencing consumer decision-making. Products that jump out from the shelves for the right reasons are more likely to sell than those that blend in or look unattractive. Data shows that over 80% of customers have bought a new product due to eye-catching packaging while over 50% of shoppers have swapped to a different brand because they preferred the packaging. Testing designs on target buyers, freshening up product packaging and embracing new trends can help to boost sales. It’s also crucial to include essential information about the product and the brand.
Customer service is another key factor for business owners to consider when assessing brand impressions. From phone calls and face-to-face greetings to online chat, it’s important to evaluate every interaction. Poor customer service is one of the most common reasons why people leave negative reviews and it can drive customers away. Forbes research indicates that over 95% of customers would think about leaving a business after a bad customer service experience. Maintaining high standards of customer service through staff training, implementing customer support tools and using strategic customer service policies can help to create positive first impressions every time.
Customer experience has become increasingly influential in recent years. Data suggests that customers are more interested in the experience brands and businesses provide than ever. Interactions with companies, either in-person or online, shape the impressions consumers have, affecting everything from their chances of buying to the reviews they leave. People want quality and value for money, but they also want to enjoy the shopping experience, build trust in brands, find out more about brand values and take advantage of high standards of customer service and support. Customer experience covers every interaction between businesses and clients. To enhance customer experience, it’s beneficial to take a walk in the client’s shoes, analyze data and customer feedback, research trends and consumer behaviors and preferences, and monitor competitors.
Personalization is an integral component of positive customer experience. Over 45% of customers will pay more for a bespoke or personalized experience, with 53% of shoppers more likely to snap up customized deals and offers.
Why are first impressions critical?
There are many reasons why it’s critical to make a positive first impression when attempting to attract customers. One of the main reasons is to convince prospective clients to buy. Competition for customers is intense. If a business fails to impress, the customer will choose a competitor. The more opportunities a brand misses, the tougher it becomes to attract new customers and encourage brand loyalty. Another key reason to invest time and energy in making good first impressions is encouraging word of mouth. Zoom data shows that 72% of customers are likely to recommend a brand or product to at least six people if they have a good first impression of a business. Word-of-mouth marketing, both in-person and virtually, is incredibly powerful. Most people prefer to choose brands that are recommended by others. More than 90% of consumers read online reviews before making purchasing decisions.
First impressions can also impact longevity when it comes to choosing businesses, brands and products. The perceptions we have when we first encounter a business or its employees or products and services often mold the way we view brands in the longer term. Positive first impressions can help foster good relationships, which promote loyalty and help brands improve customer retention rates.
Outshining competitors is another advantage of making a good first impression. If you impress customers, you can encourage them to choose your brand over others while ensuring that your rivals lose out. If you don’t create a positive impression, your competitors will be ready to capitalize and you may never get the chance to impress them again if they choose to be loyal to the brand. Repeat customers are valuable not only because they spend up to 67% more than new clients but also because they’re more likely to recommend your business to other customers.
The average person will form a first impression of a business or brand within seven seconds. For business owners, it’s critical to understand the importance of getting off on the right foot and making a positive first impression. Focusing on how the business looks, customer experience and customer service can help brands attract attention for the right reasons, encourage browsers to become buyers, foster loyalty and enhance brand image and reputation.
