According to Lynsey…
When we discuss goal-setting and measurement for Internet marketing and Ecommerce, it's all too easy to start reviewing nitty-gritty measures from analytics like bounce rates, conversion rates and average order-value.
But if you do this, you fail to capture the big picture and create a long-term vision of how the Internet and other digital channels can really contribute to your business as a whole.
Using BHAG thinking can help you think out-of-the-box and think BIG.
BHAG stands for "Big Hairy Audacious Goal" and was popularised in a 1996 Harvard Business Review article by James Collins and Jerry Porras on Building Your Company's Vision.
Here are two examples of how companies define their long-term vision with BHAG.
Pureplay fashion retailer Asos has been very successful in taking on the established providers…
The recent announcement that Sir Dave Brailsford has stepped down as British Cycling performance director to concentrate on Sky team management reminded me of his famous philosophy for improving performance from his team and how it can be applied to digital marketing.
British Cycling describe his marginal gains philosophy as perhaps his greatest British Cycling legacy. The technique is encapsulated by this quote:
“If you broke down everything you could think of that goes into riding a bike, and then improved it by one percent, you will get a significant increase when you put them all together,”
Implementing his marginal gains approach initially led to success in Chris Hoy’s gold in the kilometre time-trial and Bradley Wiggins’ gold in the individual pursuit in Athens. More recently, multiple Olympic gold medals and…
You can embed video in emails. But just because you can, does it mean you should?
For a long time the possibility of playing video directly within an email had such limited support it wasn’t an option worth considering. The classic approach has become to include a still image of the video and a play button, which when clicked takes you to a landing page. The video doesn’t play inside the email.
Smartphones and in particular iOS supports video within the native email client using standard HTML5. This plus the fact that 50% of all emails are read on mobile devices means the question of whether to use embedded video or just link to video from the email is once again relevant to…
The ultimate goal of marketing, of course, is to get people to buy. That means, that in an online context, actions that marketers can take to influence the pressing of a “buy now” button are desirable.
But how often do we focus on what seem like trivial things, such as the size of the type used to show the price? Psychological research shows some interesting factors about the way prices are displayed. Get the display of prices right on a web page and you can affect the chances of that “buy now” button being pressed.
There are several factors which I shall cover in this article:
Should prices end in an odd numbered digit?It is not the last…This article summarises our review of the clothing retail websites for Marks & Spencer, Hobbs, Karen Millen, French Connection, Boden, Oasis and Fat Face. Reviews were performed in the week of 10 March 2014. The aim is to highlight best practices and areas for improvement that can be applied by retailers. You will see from the Radar charts for the retailers that there are substantial differences in experience of each of the customer journey and overall.
Understanding, measuring and improving the customer experience is a pretty fundamental part of everything we do at SimpleUsability.
Whether we’re working on competitor or comparator testing at the start of a project, multi-platform testing across a number of devices, or an expert review, our research and the resulting recommendations help our clients to improve their customer experience and benefit from the associated commercial gains around…
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