We’ve now featured over fifty tech brands on Rewind & Capture and an interesting trend we’ve seen is that a high percentage of these companies recognized a bigger problem while trying to solve for a different one. The emergence of Wix is no different.
Wix is a simple drag-and-drop website builder that helps anyone with an idea build a stunning design around it. From the very first line of code, their center of attention wasn’t on the developer. Instead, they focused on much larger audience of people: creators that wanted to share their passions, talents, or ideas without the pain of hard coding a website or journeying down a complicated signup process. The company was founded in 2006 by Avishai Abrahami, Nadav Abrahami (CEO) and Giora Kaplan and is headquartered in Tel Aviv, with offices in San Francisco, Miami, New York, Dnipropetrovsk and Vilnius.
With their commitment on DIY design techniques, Wix built a repository of pre-designed templates for several professional categories. For example, if you’re a musician, you could select “solo artist,” “band,” “DJ” or “music industry” and Wix would display a portfolio of templates relevant to you. From here, you can edit background images, add new pages, edit text, upload videos and preview all of your changes on different screen resolutions before making it public. You can also take advantage of third party applications like marketing tools, social plugins and ecommerce apps in their App Market, furthering the flexibility, empowerment and value of their product.
To encourage adoption, Wix fights hesitation by giving the product away for free, with the hope that users will upgrade to one of their premium plans in the future. This is not an unusual strategy, in fact, it’s starting to become the norm with SaaS (software as a service) companies and some may argue this is what consumers have become accustom to. Companies like Buffer, Mailchimp, SurveyMonkey, Wistia, Optimizely, Evernote and Box have all incorporated their own versions of the freemium model to eliminate the risk.
There are several advantages of giving Wix your credit card, including: removing Wix ads from your site, increased storage and connecting your own domain so it doesn’t look like wix.brandname.com. Additionally, you can set up hosting and purchase your domain via Wix, which is equivalent to the majority of popular website builders out there today. The try-it-before-you-buy-it technique seems to be working. According to the Website Builder Expert, Wix surpassed 1.6 million paying customers and 73 million total users in October 2015 with no mark of slowing down.
Why is it called Wix?
Here’s the scoop after talking to Wix’s Marketing Communication Manager, Vivian Hernandez.
Wix.com is about helping everyone easily create and manage a stunning online presence for their business or brand. Wix’s founders, Avishai Abrahami, Nadav Abrahami, and Giora Kaplan came up with both the company idea and its name while at a brainstorming session at the beach. The three founders were originally working on a separate startup, but pivoted to launch Wix when they struggled to develop a website for it. That’s when they had a light bulb moment: build a platform that empowers people to create their own stunning website, code and design…at no cost. From there the company was born, and soon came the name.
Back at the beach, the three brainstormed what to name their new company. Staying true to their idea, they had two requirements for the name: they wanted a three letter word that started with a “W” and something that was easy to remember.
SEE ALSO: Why is Godaddy Called Godaddy?
How to build an aspiring brand like Wix
According to marketing influencer, Seth Godin “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” To influence this behavior, Wix delivers an emotional experience that appeals to individuals with contrasting needs, beliefs and values. Below are just a few of the ways Wix is connecting with their users and building loyalty.
Tips: Understand simple problems and become experts. And repeat.
Inspire: Stimulate the mind. Consistently deliver “Wow” moments.
Creativity: Show off internal creativity and talent. Trigger the question, “How did they do that?”
Trust: If your customers are truly satisfied, it shouldn’t be hard to get them to speak on your behalf. You’re never finished building credibility!
Kindness: Going above and beyond for those that deserve it most.
Loyalty doesn’t happen over night. Take little steps, continue to exceed expectations in more areas than one and before you know it, you’ll be looking at vast audience. Thanks for reading Why is Wix Called Wix! #WhyisitcalledWix
Adam Lang is the founder and editor of Rewind & Capture. He is passionate about creative marketing, design and brand etymology.