Many websites provide free content, and they profit from number of views on advertisements. This kind of business model is reasonable. But today, I came across a website that shows top ten (topic) website, basically, it provides top ten or top twenty of any various topic, and provides pictures of it. The layout of website is very hard to use. I am not sure what this layout is called, but I call it “Multiple-page slideshow website”. It means that there is only one picture per page. To see the next picture, you will need to click “NEXT” which takes you to another webpage. In other words, you need to go to 20 different webpage to see all 20 images of that topic. www.pixte.com is a perfect example.

It makes the website really difficult to browse, because your browser need to reload a new webpage every time you click “NEXT”. Why do these website do this? Why don’t them put all the content on one single page, instead of multiple pages? Upon a quick research online, the answer is simple, to gain more hit-rates and/or advertisement views. In theory, it can increase the hit rate or view rate of an website by ten times if it splits the content into 10 webpages. For instance, if an one webpage content had 500 views, it will become 5000 views by splitting into ten pages. This will also increase it’s advertisement views by 10 times.

But is it really worth it for owner of the website? In short-run, yes it is worth it. It increase your view rate or click rates by as many times as you divide the content. But, in the long-run, it is your number of unique customers that counts. The reloading of a new page may be painful for your users, and they might end up going somewhere else.

Recently, I bought a portable charger from Amazon for my Note 5. The portable battery was made by Power Theory, and there was no review on Amazon.  After I have placed the order, I received an email from Matt Dreier, Co-Founder of Power Theory. The email contained a PDF version of the manual just in case I have difficulty reading the tiny manual that comes with the portable chareger, and some suggestion on using the portable charger. I thought, “what a nice customer service there.“ I quickly glanced through the email, and did not bother with it.

Another few days has passed, Matt Dreier sent me another email. He wants to see if I have any feedback on the portable charger.

Hi,
How are you Leo? I hope you are having a lovely week.

I just wanted to follow up to see if you have received the PowerJet portable charger from Amazon.

I would really love to hear your feedback and find out what you thought of it. Please reply to this email and let me know. Every email comes straight to my inbox and is read personally by me.

Your feedback will help us understand your needs even better and also reach more people. If you haven’t received it yet, please let me know so I can take a look at your order and I will track it down from here!

Regards,
Matt Dreier Co-Founder, Power Theory

P.S. We are a small business and your order means a lot to us. I just wanted to say: Thank you!!“

After glancing through this email, I was somewhat motivated to provide them some feedback. The words they use and how they use it makes a huge difference on how I perceive this company.
1. “How are you Leo? “He mentioned my name, it makes me feel that it is not some computer generated email.
2. “Every email comes straight to my inbox and is read personally by me.” Since the Co-Founder approached me and wants to start a conversation with me, It makes me feel that I am a valued customer. They really do care about me.
3. “We are a small business and your order means a lot to us.” Since they are a small company, maybe a start-up, I feel empathy for them, and want to help them out. This gives me a reason to help them.

After reading his email, it made me become their brand advocate. Maybe not everyone will feel the same way, but at least I did feel attached to this brand. If I can feel this way, then someone else might also. And that makes a difference.

I will be replying him, and update the conversations in this blog. So keep an eye on my blog. Have a great long weekend 🙂

Here is the first email

Social media has a strong impact on consumer shopping behaviour especially for on-line shopping. Other consumer’s review is something other consumers will look at before they enter in their credit card and make the purchase. I was very fortunate to find a review that revealed the dark secrete that can potentially exist on reviews of other products.

On Amazon.com, there is a $300 USD light therapy eye glass called “re-timer”. It is used to improve sleeping related disorders. Its average customer review is 4 out of 5 star, which is a pretty high rating. Upon reading the reviews, I discovered that a customer gave it a 2 star with an eye-catching title, “Re-Timer offered me $50 to change my 3 star review“. The review said that originally, this customer gave this product a 3 star review because it was not comfortable to wear and use, and it is way more expensive compare to the alternatives. Afterwards, Marketing Manager at Re-Timer offered him $50 rebate to change the 3 star review. The customer updated this conversation into the review, and demands Re-Timer to honour the $50 rebate otherwise he will drop the review to 2 stars. In the end, the review is 2 stars.

Looking at this review, I am quiet confused regarding the intention of Re-Timer. Was this $50 offer meant to improved customer sanctification? Clearly, he was complaining that the alternative are “way cheaper”. Or was this rebate meant to bribe this review, so this review can be a 4 or 5 stars instead of 3 stars? Either way, it is detrimental to the function of customer reviews. If a company can offer rebate in exchange for higher rating review to a customer, what is it to prevent this happening to another review on another product? Can we still trust the review that we are looking at?  

Re-Timer on Amazon