You have holes in your funnel to fill - here is how you can fix them
A lot of marketing attention these days is given to acquiring website traffic - organic, paid and social - and many companies and agencies have done a great job at this. But, since growing revenues and creating brand advocates are the main goals of most businesses, an equal amount of your attention should be focused on converting this traffic - convincing these visitors to take the conversion actions you want them to.
The metaphor I like best in this context is the leaky bucket. The bucket represents your sales funnel, and the holes represent visitors ‘leaking out’ before they should. The implication for your e-commerce business: you need to fill these holes, starting with the larger ones, as fast and as permanently as possible.
But how can you…
Chart of the day: customers expect more personalized experiences according to businesses and that's why they are prioritising improving CX
Customer Experience (CX) improvements are being led by customers wanting more personalized experiences according to new research. Customer expectations are essentially driving CX prioritisation.
7 in 10 businesses said they were improving CX because customers expect more personalization, whilst 6 in 10 simply said they want to improve customer loyalty, which makes sense, we all want loyal customers!
I think they are right though, customers expect far more personalization and many businesses are still not personalizing the experience for customers. It's great to see that businesses realise that customers have a desire for personalized experiences, but now they are expecting this and therefore it's important that businesses start to prioritize this and act fast.
You'll notice the least concern was competitors delivering a better experience,…
The EAST framework combines behavioural economics with other sciences and psychology to truly understand and influence behaviour change
Behavioural economics is nothing new in marketing, having been a fundamental industry discipline for the past few decades, but there's a new kid in town and it's behavioural economics, supercharged.
Behavioural Insights (BI) has long been a tool for Government departments to improve the design and implementation of public policy, with its umbrella spanning research into behavioural economics, sciences and psychology.
Its aim is to understand and influence behaviour change among citizens by:
Removing unnecessary steps
Making services more user-friendly
We think it translates perfectly into marketing too when improving and enhancing customer experience.
Nudge and learn – a winning approach
Much like in conversion rate optimisation (CRO), services are streamlined by testing subtle changes to the design, content, timings, and navigation of websites, letters, emails, forms and other methods of communication with citizens.
Something as simple as changing…
Chart of the Day: Personas, Journey mapping, AB testing, VoC or NPS, which do you use?
From our research on managing digital marketing it's clear that there is a major challenge for many marketers of creating integrated strategies and communications plans. From a customer point-of-view there is also likely to be a poor experience if their customer journeys are unclear or restricted by the inability of brands to integrate their communications and experiences.
Since improving your customer journey can be one of the most effective ways to boost online leads and sales, we asked respondents which analysis techniques their businesses were using to research and improve the effectiveness of their customer journey.
You can see that using customer personas and customer journey mapping has become a popular approach which is great to see. Improved focus on customers can only be a good thing, both for businesses and…
Mapping the customer journey more accurately using surveys
In today’s highly competitive market, where product quality is not sufficient to get ahead, customer service becomes a key part of a company’s strategy. Consequently, the organization which successfully maintains the best relationship with its customers manages the best returns in terms of income.
As a result, companies have placed a new focus on understanding their customers in order to better their service, product or image. One of the main tools they use is the customer journey map.
A customer journey map, usually represented in a graphic and visual manner, is an interpretation of the entire experience that an individual has with a company, product or brand over time.
Mapping Out the Journey
Mapping out the interactions and experiences a customer has with a certain brand or product is only half the work that a customer journey map involves. After identifying all of the stages, from the…
Customer expectations are rising fast. Meet them or die.
Today, website visitors expect more than ever before from your website as they compare your user experience against the leaders from different sectors like Amazon, Facebook, HubSpot or Uber. Yet, often there are common flaws in how websites are designed and implemented which means they don't support your communications goals and the customer journey.
While mistakes may not be fatal, if you think of every design or content mistake you make as a defect in the customer journey, that will be repeated thousands of time or more if it's not fixed, it's not going to help you compete since research shows that bad experiences mean that visitors or customers won't return.
The quality of the Customer and User Experiences that businesses deliver through their customer-facing websites is now vital in most industries. The website experience must support the whole customer lifecycle from acquiring customers…
Chart of the Day: Predictive Analytics Users Get Better Results
Predictive Analytics isn't a new marketing technique, but interest in it has increased with the hype around using Artificial Intelligence for Marketing. This typically involves using Machine Learning, a key AI technique for marketing, by analysis of historical results of campaigns to inform future targeting and creative.
In this research, analysts Aberdeen Group review the impact of Predictive analytics on different ROI metrics as presented in the chart below.
But, before we take a look at the results, what is predictive analytics? Aberdeen define predictive analytics as:
'A technology allowing firms to analyze structured and unstructured data, be it captured in the past or in real time. Such analysis reveals key trends and correlations while also predicting the likelihood of things such as customer churn'.
This is a broad definition since most marketing applications focus on analysis…
Why the marketing hare beats the tortoise
Traditional marketing has been turned on its head by increasingly disruptive technology and the connected customer. It’s not enough to plan campaigns and follow best practices anymore; as a marketer you have to be agile.
Why is that? Because the connected customer, your customer, people just like you, is ‘always on’. You don’t have a small window in their day to try to reach them anymore, as they’re switching from screen to screen, device to device, which such limited spans for attention, you have to be able to keep up.
To be a customer centric business today means that you as a marketer need to be able to think, and act, in real-time.
As a result, marketing professionals are faced with a new age of engagement - an age in which a series of targeted short-term promotions or messages are beginning to outperform more traditional long-term “integrated campaigns”.…
Over half of businesses don't have any defined responsibility for multichannel customer experience
In our recent research, in collaboration with eCommerce Expo, on Managing Online Customer Experiences, one of the main challenges we wanted to investigate, is who is responsible for managing experiences - both online and across multiple channels.
Given that we are reaching and interacting with consumers across a multitude of touchpoints, all businesses are looking for the best ways to influence and engage with our consumers, to 'maximise conversion from lead to sale and customer loyalty'. But who is responsible for this?
Over 52.6% of respondents had no defined responsibility for managing for managing the Customer Experience
Well we think this is shocking, but understandable? What are the implications? Well, they're the same with any lack of management and likely include:
No / poor KPIs for evaluating Customer Experience
No / poor process for reviewing and improving…
An interview with Nick Dutch, Head of Digital at Domino's Pizza UK
Nick Dutch is Head of Digital at Domino's Pizza Group Limited in the UK and ROI. In this interview he shares the approach used to help manage customer experiences for Domino's. He will explain their approach in more detail at the Smart Insights Digital Marketing conference.
Q. Please outline your role and how your team is structured?
My role combines all aspects of the online customer experience from media to conversion, both on the desktop site and in mobile. So, I’m responsible for all online marketing activity that drives people to the site and in determining the customer journey whether on our desktop site, mobile sites and apps or our communities on social media sites which are also part of how the Domino’s brand is presented in the digital space.
From a strategic point-of-view, I’m responsible…