Archive

Archive for the ‘Customer-Centric Marketing’ Category

Customer-centric Marketing: How market research and listening to customers informs website optimization

June 8th, 2016

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:

  1. Make it easy to find.
  2. Make it compelling to convert.
  3. 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.”

Read more…

Setting the Right Tone: Two key principles to build positive customer momentum

May 19th, 2016

During last week’s Web clinic, “Does Fear-based Marketing Work?,” we looked at a recent Twitter test run by MarketingExperiments’ parent company MECLABS Institute in promotion of the latest issue of the Executive Series.

Which tweet do you think achieved a higher clickthrough rate?

 

Here’s some context in case you need help choosing …

In Tweet Version A, the message is straightforward.

  • “Customers are more willing to engage with newspapers than you might think.”

In Tweet Version B, the message taps into an implicit fear that a marketer may have — that poor design is negatively impacting performance.

  • “Poor UI design and user experience may be negatively impacting the perception of your digital subscription.”

OK. Now make your choice. You can say it out loud if it will help you.

Whatever you do, don’t look directly below this line of text.

Read more…

Customer-centric Marketing: 3 landing page pitfalls to avoid

May 16th, 2016

 

During our May Web clinic, “Does Fear-Based Marketing Work? How one company saw a $45 million increase in revenue by changing their messaging tone,” we capped off the webinar as we usually do – by live optimizing a page submitted by you, the fine MarketingExperiments reader.

This month, we offered feedback on a page sent in by a reader named Chris. Chris’s page was for Walking Inside, a self-help and life coaching service offered by Emotional Intelligence Coach Anne Beaulieu.

Even though the page does a lot of things right, we were quite critical of the submission in our analysis (thanks for the thick skin, Chris!), as we felt it a classic example of company-centric marketing.

At MarketingExperiments, we have spent nearly two decades urging marketers to try to distance themselves from their own companies and biases and try to see their marketing material primarily through the eyes of the customer. It’s easy to get so wrapped up in our own companies and campaigns sometimes that it can be difficult to take an important step back to look at the page as a prospect.

With that said, let’s look at three common pitfalls to avoid that we see regularly on landing pages.

  Read more…