Yesterday I wrote that creating incentive for free online products or services starts with the First Visual Experience, an experience revolving around what one sees on the page: the product name, logo, visuals, tagline or brand promise. If any of these visual cues are confusing, odd, or generate a negative vibe, the user has no incentive to stay – and will likely click away.
A good way to accomplish a positive First Visual Experience is by nailing the Is/Does. The Is/Does defines what a brand “is” and what it “does.” Offline, the "Is" is pretty straightforward but online, in this age of innovation, engineer-run companies and wacky names, it’s not always so obvious. With the Is out of the way, consumers need to know what a product does – the benefit to them. Some might call this the value proposition.
Once a consumer knows your Is/Does, the First User Experience must deliver upon it. If your First User Experience is complex or incongruous with the Is/Does, you will likely lose the user. When it comes to free, people are willing to put up with a little user drama…but not too much. Many online companies with great FVE and poor FUE have gone by the wayside. Can you name some? Peace!