#Website

Keep your homepage simple

When a consumer lands on Apple's website, they should be able to find what they need within thirty seconds and within three clicks. To help with this, Apple keeps its homepage simple and unobtrusive by removing unnecessary distractions like rotating banners and keeping the word count under 50 words.

In fact, when the iPad went on sale, Apple's homepage didn't show any competing messages. It was just a large picture of the iPad with three simple words: iPad is here. That's it.

Turn your employees into product models

Zappos tried professional models but user experience tests showed customers didn't respond well to them. So instead, Zapponians started filming short videos of themselves showcasing and modeling the products, while adding in their own insights and musings. As Jason Lee Menard, video production manager, describes: "In a minute or less, we want to show the product, make a connection with our staff's personality, and share our culture."

To make the cut, videos need to be well produced but not overly polished, engaging, relevant, and consistent with the overall brand.

Always have a customer survey available on your website

Zappos is constantly looking to hear feedback from customers regarding their shopping experience. The Zappos online survey located in the footer of their website asks visitors to offer suggestions or ideas on how to improve the site. Answers are scaled on either a 1 to 7 or 0 to 10 scale and the questions include:

• How likely are you to recommend Zappos.com to a friend or colleague? (0 to 10)
• How can we improve Zappos.com? (free-form)
• I feel that the Zappos website is personalized (tailored) to me. (0 to 10)
• Please rate your overall experience with Zappos.com. (0 to 10)
• Overall, the Zappos website is easy to use. (1 to 7)
• Finding products is easy. (1 to 7)
• Zappos always has my best interest as a customer in mind. (0 to 10)
• Which of the following best describes you? (Multiple choice)
• Which of the following options best represents your age?
• Would you like to be contacted by a Zappos customer service representative regarding this matter? (Yes/No)

Don't hide your contact details

If you're all about service, make it easy for your customers to contact you. Zappos customer service is not only available 24/7 but also prominently places their phone number on every webpage.

As Zappos co-founder Tony Hsieh puts it: "The telephone is one of the best branding devices out there. You have the customer's undivided attention for 5 to 10 minutes, and if you get the interaction right, what we've found is that the customer remembers the experience for a very long time and tells his or her friends about it."