Customer-centric Marketing: How market research and listening to customers informs website optimization
At the heart of every test or optimization effort should be an informed hypothesis. However, best practices can lead us astray. So where can marketers find inspiration for their next experiment?
The answer often lies with our customers.
This week, our sister company MarketingSherpa has a team of reporters at the Internet Retailer Conference and Exhibition (IRCE) in Chicago, hosting the official Media Center of the ecommerce event.
Courtney Eckerle, Senior Managing Editor, MarketingSherpa, sat down with Matt Clark, Global Head of eCommerce and Digital Marketing, Newark element14, to discuss how marketers can watch and listen to their customers to discover pain points on their sites and in their purchase funnels.
Three steps to effective ecommerce sites
To start, Matt outlined three steps marketers should take to ensure their websites effectively serve customers:
- Make it easy to find.
- Make it compelling to convert.
- Make it easy to use.
Matt shared an analogy that highlights the particular importance of that last step:
“It should be like a hotel where when you walk in, you know the light switch is on your right-hand side, the remote is on the table. If it’s not like that, if it’s not that seamless to a customer, you’re going to lose some customers along the way.”