Although a single digital touchpoint is unlikely to sway a buyer on its own, it can certainly dissuade them.
Marketers know that each touchpoint has potential value. Even the smallest interaction is an opportunity not to be missed. Every touchpoint customers interact with is a chance for companies to elicit joy, encourage engagement, and define their brand. Here are six examples of unexpected places where you can spark a customer's delight through digital creativity.
1. The 404 Page
Nothing shouts missed opportunity like the dreaded "Page not found." But the 404 pages of many companies' websites don't shout at all, and that's the problem: Their 404 pages are just a quiet, words-on-screen, hard-stop to the customer journey. A busted link.
"Nobody likes to be disappointed when they click on a link online," says digital marketing expert Neil Patel. "We all want the best information ASAP. That gives 404 error pages great potential to leave lasting impressions."
Rather than just using a routine error page, use your 404 page as an opportunity to further establish your brand. Provide a creative digital experience that leaves a lasting impression. It can have a practical end, such as providing additional information, site navigation, or a search bar; or a whimsical one, such as clever phrases, videos, or other visuals that further underscore your company's brand.
2. The About Page
Remember the old axiom "Show, don't tell"? The about page can describe what your company does and believes in, or the page can demonstrate what your company does and believes in.
Use interactive content to tell your company's story, build trust, and establish credibility. Timelines of notable events in the company's history can be compelling, each click bringing to life an interactive story of that event.
As another example: maps. But be creative there, too. Is your company welcoming of remote workers—a valuable perk to draw top talent? Use a map to show where your team members work from around the world, or go a step further and embed video stories from your employees saying hello from their location.
3. Landing Pages
First impressions go a long way, right? When viewing a website, visitors take less than two-tenths of a second to form a first impression, research has found. And it takes only a bit longer—2.6 seconds—for visitors' eyes to land on the area of a website that most influences their first impression.
So, when users click on a search engine result or online ad, is what they see next arresting or dull?
Make the most of the opportunity. Landing pages are used particularly as revenue-producing pages, so conversion matters. They need to be engaging, persuasive, and easy to navigate.
