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4 Ways To Improve Your Conversion Rate OptimisationOn Wednesday and Thursday of this week the RDS in Dublin played host to over 4,200 attendees at the Dublin Web Summit. There were a whole host of amazing talks from speakers across different industries, from countries across the globe. All the talks were broadcasted via live stream during the event and you can also now view the recordings if you missed out on anything.

One of my favourite talks was by Joanna Lord from SEOmoz, an SEO software company based in Seattle. Unlike some of her fellow speakers, who fell into the trap of only pitching their own company, Joanna had some great insights into how marketers could be doing things differently, and during her short 15 minute presentation managed to give the audience 4 great takeaways for how they could improve their Conversion Rate Optimisation (CRO)…

Today’s Consumer Is Very Different

Today’s consumer is very different to the consumer of even a few years ago. Today they are more social. The purchase funnel has changed and the discovery process is different. Consumers ask for a lot more  feedback from friends than they used to.

So what kind of metrics can you, as a marketer, test for this new type of user? We used to focus solely on lead generation and website results, on words and buttons, on layouts and forms. Nowadays though, marketers don’t just want leads, they want engagement and conversation. This means offline results, as well as online results.

Marketers need to build loyalty and build communities. Marketers need to build something exceptional and get more evangelists for our brands.

So, as Joanna said, take a breath, and now rethink everything you know about CRO …

4  Things To Start Improving

#1 – Your Story

Marketers need to focus on the why? We need to start creating a better story for our companies.

Joanna referenced the Golden Circle Theory which you can learn more about by watching Simon Sinek’s TedTalk.

Most of us spend a lot of our time on the what? – the products and services. Your unique value proposition is in the how? But nothing will win you as much as if you get to the why? Look at Zappos and Threadless as great examples of ‘why companies’; they woke up and realised there was a gap in the market, and that drives them.

It’s also really important how you present your story. Etsy’s mission is to “empower people to change the way the global economy works” … it’s a great message but it’s not presented well on their website, in fact, it’s near impossible to find.

#2 – Your Relationships

Showcase others who are doing great things. Partners who you work with and trust. SEOmoz does this via their ‘pro perks‘ and it drives huge loyalty and engagement for them, as well as driving trials and demos.

Rethink your relationships and how you showcase them. Consider making it part of your ‘about us’ page and not just tucked away elsewhere. Put up great photos and videos of you with your partners.

These days people won’t buy into your brand unless they know who you’re supporting and who you are supported by.

#3 – Your Triggers

Marketers are too driven by changing words. Words do not change the success of the company. The way those words play off each other – a holistic story – does. And that involves all 3 of the brains …

  • Most of us test for the ‘new brain’ – the rational data. When we tell consumers that our company is the safest choice, the fastest etc. This marketing was working well until a few years ago.
  • The ‘middle brain’ is newer to us, it is emotion driven. This is where consumers are being retargetted in their social network without them perhaps consciously realising they are being marketed to, or when a friend tells them in person to check a brand out.
  • The ‘reptilian brain’ checks both of these out and then makes a decision.

We need to be targetting all 3 of these brains, and testing for all of them, for every homepage, landing page, email subject line etc. that we create.

Check out http://bit.ly/4n7AN3 to learn more about NeuroMarketing.

#4 – Thank You

How do you thank people once they’ve done what you wanted them to do? Marketers need to try to take from the middle funnel and drive these leads all the way in. Try to  build loyalty from early on. One way of doing this is via your thank you email once they have signed up for something.

  • Paypal is a bad example of the thank you email – they have a stockphoto of  some man, lots of text that doesn’t mean much and no personalisation.
  • Chill.com and Sephora send great emails – they make the experience personal and offer value to the consumer.

Marketers need to stop sending emails without value!

Think Bigger

Conversation Rate Optimisation is more than just testing. It’s about your story and relationships, its about value and loyalty.

Think bigger than just running the same tests that traditional marketers would run.

Watch Joanna’s full presentation here (it’s the second video on the page).

More On The Dublin Web Summit

If you want to get more of a flavour of what went on during the 2 day Dublin Web Summit check out my 2 Storify stories.

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Many bloggers and tweeters spend a lot of time knocking companies down, we’re pretty much all guilty of doing it at some stage, whether online or in person. Rarely though do we commend companies on a job well done, and so (I try) when I come across a company who ‘gets it’, to give them a shout out.

 

Last week I attended the Inbound Marketing Summit conference in San Francisco. Having only signed up a week in advance and then realising I had no business cards, I needed to get some fast. A quick Google revealed that MOO seemed very popular and the cards looked great. I picked a card and put in all my details and was told the  cards would be delivered on Monday 6th June – the day before the conference – close, but it’d get the job done. However, when I placed the ordered a few hours later (had to double check some things first) the delivered date had changed to Tuesday 7th June – the day of the conference – not good!

 

I sent an email to their customer service and got the usual boot reply “Thanks for contacting blah blah blah” and saying they’d be back to me by close of business Friday. Given the time issues I decided to give Twitter a whirl. MOO operate under the Twitter handle @overheardatmoo, which doesn’t imply customer service but I figured I’d give it a shot.

 

I sent a tweet (it was very late Wednesday night west cost time) and got a response within 10 minutes asking for my order number and saying they’d try expedite my query with Customer Service.

 

The next morning I awoke to find an email from ‘Dan M’ of MOO customer service who said he was going to see if the US Operations team could pull off ‘a small miracle’ and get the cards to me by Monday.

 

…They arrived on Saturday.

 

At every step of the way through Twitter and the email exchanges with Dan M I felt like a highly valued MOO customer, despite the fact that this was not an expensive order and I was a first time customer.

 

MOO clearly have figured out that going the extra mile for every customer is what it’s all about.

 

(Plus the cards look fab!)

 

Well done to MOO, I will definitely be back. Let’s hope some other companies out there take a leaf out of your book!

 

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Man Preventing Entry

 

Most people will say no, of course not, that they would never turn away business, never mind loyal business … but it is something we see more often than we should.

 

People who connect with your business, for one reason or another, are a powerful way to grow your business, through their positive word of mouth, and yet, time and again, we see businesses shoot that gift horse in the mouth.

 

A few blocks from where I live is a Thai Bar & Restaurant. They have large, flat screen tvs, international flags, sporting paraphenalia and $2 beer. As you can expect, this set up attracts plenty of people looking to watch sports games while having some good food and cheap beer. They were doing a roaring trade during the last few weeks of the Baseball World Series, which the San Francisco Giants eventually won. But, for some reason, instead of imbracing the hoards of people who came to watch the games and spend (lots) of money, signs were put up saying “Please don’t call us a sports bar“. This seems crazy to me. They had gained a loyal audience willing to spend money and instead of embracing them (and owning up to the fact that they had in fact created a sports bar environment) they shut down that avenue and were reprimanding people for calling them a sports bar. This when most other premises were desperately trying to attract half the kind of crowds that the Thai place had succeeded in attracting.

 

In 2006 we saw a similar situation with the champagne Cristal. Cristal had become popular among the rapper community and the champagne was frequently referenced in music videos. Instead of Cristal embracing this loyal following (and the amazing publicity they were being offered!) they turned their back on it. Frederic Rouzaud, managing director of Louis Roederer, the company behind Cristal said in an interview “what can we do? We can’t forbid people from buying it. I’m sure Dom Perignon or Krug would be delighted to have their business.” This resulted in a boycott of the brand, organised by Jay Z. It seems crazy that a brand would deliberately want to prevent people from spending money on their product. At the end of the day don’t all businesses want to sell their product?

 

So, I’ll ask again … would you turn away loyal business?

 

I hope not. But perhaps you should check who your customers are … and maybe you aren’t trying to dictate what your customers can call you, and maybe you aren’t forbidding certain customers from purchasing your products … but if you aren’t embracing your customers, and rewarding them for their loyalty, then maybe you need to think about ways you could.

 

Bottom line … without customers we’re all out of business, and in this economy who can afford that?

 

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