Imagine you’re a photography buff and you start seeing lots of advertising everywhere for a new camera superstore opening in your area. You can’t turn on the TV, open a newspaper or drive down the road without seeing a billboard or advertisement for the new store.
On the day of the grand opening you arrive at the store, full of anticipation of getting your hands on the camera equipment you can’t find anywhere else. The store looks great and lots of people are there.
But when you finally get inside, you don’t find what you expected, the product displays don’t …Read More
One of the most effective market strategies you can choose to boost your sales and distinguish your company from competition is creating a unique brand. A solid and creative branding campaign can successfully induce an emotional connection between your company and customers, increases their loyalty to your business through your products and services, and engage them as unconditional fans of your organization.
I wish I could tell you that there is a list of simple and easy to apply steps to build a solid and strong brand for your company. It is however much more complicated and it demands an …Read More
Whenever a new medium comes along, whether it be to communicate or sell, our initial reaction is to apply the conventions of the old media to the new one and see what happens.
Many of the first television broadcasts were simply radio programs performed before a camera. And our first stabs at ecommerce were dominated by online shopping malls that imitated their suburban predecessors. While a few still exist, they are by no means the model of current ecommerce.
After 20 years, we still haven’t learned enough about ecommerce to get average conversion rates into the high single digits. The …Read More
Voice Of The Customer – How To Use Voice Of The Customer Methodology To Improve Website Conversion Rate
How is the Voice of Your Customer related to conversion rate optimization? This question recently came up with an associate of mine, just after we had completed a webinar on the creation of personas. VOC and persona creation are quite intertwined. Essentially they both help to personalize the user experience online by allowing experts to optimize the page through the lens of the costumer. One aspect to make personas especially effective is taking customer and visitor feedback through surveys, interviews, feedback etc. and feeding that information back into the personas. This way you fine-tune the personas and the website experience …Read More
Many marketing concepts and principles we utilize today are from long before the internet was ever around (although there is a debate regarding this matter). What’s important to note, if you are of the old concepts and principles camp, is that those same concepts must be redefined and then applied into our current online marketing strategies. Khalid recently wrote a post about the AIDA model, which is a 1920’s marketing concept. The post demonstrates that old marketing concepts still hold, however, its important to adapt the concepts of pre-online marketing and sales to our ever-changing online arena.Read More
How’s your digital marketing doing? Good, bad or meh, if you’re like most, for every tactic that you’re using, you have at least one more that you wish you had more time and resources to do.
Unfortunately, when it comes to prioritizing digital marketing tactics, conversion rate optimization (CRO) is more often the program that takes the hit and gets neglected.
Almost 80% of digital marketing budgets are devoted to attracting new prospects through search engine optimization (SEO) and paid digital advertising (PPC). And less than 5% is set aside to optimize the conversion of those prospects into customers. CRO …Read More
The first assumption everyone makes is to believe that increasing traffic to his or her website automatically leads to more sales; even though this is partially true, it is more likely they also suffer from lower conversion rates. You will always have the chance to work on your SEO ranking and on driving traffic to your website, but if your website is not ready and if it doesn’t satisfy the needs of your visitors, you will only contribute to an overall poor shopping experience. So how can you distinguish your company to the current visitors you have in such a …Read More
It’s always assumed that having the correct value proposition should be a no brainer. Afterall, what could be so difficult about crafting a 10-word statement that sets you apart from the rest of the competition? But it’s a challenging exercise. How many businesses stick out in your mind with the level of desire you have for the company (products or services they offer); and the exclusivity of what they have to offer?
A quick refresher: What exactly is a value proposition: Value Proposition is the promise of value you deliver by defining the problem you solve and clarifying why you are better than the alternatives. …Read More
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