Paid Ads > Webinar > Email Nurture > Push for the Sale Traffic Generation > Lead Magnet > Nurture > Grab the Sale Exit Intent > Lead Capture > Reengagement Series > SELL Funnels. Everywhere I turn in the world of internet marketing all I see is advice on how to create the most basic yet aggressive sales funnel. We’re told to push users toward the end goal. An end goal which is collecting their email address or increasing sales. And often, there’s little or no talk about how to progress from the funnel’s end goal. And that presents a…
Over the past few years, one message has been gaining momentum within the marketing world: customer experience is king.
“Customer experience” (CX) refers to your customer’s perception of her relationship with your brand—both conscious and subconscious—based on every interaction she has with your brand during her customer life cycle.
As conversion optimization specialists, we test in pursuit of the perfect customer experience, from that first email subject line, to the post-purchase conversation with a customer service agent.
We test because it is the best way to listen, and create ideal experiences that will motivate consumers to choose us over our competitors in the saturated internet marketplace.
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Which leads me to the main question of this post: Which companies are currently providing the best customer experiences, and how can you apply their strategies in your business context?
Each year, the Tempkin Group releases a list of the best and worst US companies, by customer experience rating. The list is based on survey responses from 10,000 U.S. consumers, regarding their recent experiences with companies.
And over the past few years, supermarkets have topped that list: old school, brick-and-mortar, this-model-has-been-around-forever establishments.
In the digital world, we often focus on convenience, usability, efficiency, and accessibility…but are there elements at the core of a great customer experience that we may be missing?
A quick look at the research
First things first: Let’s look at how the Tempkin Group determines their experience ratings.
Tempkin surveys 10,000 U.S. consumers, asking them to rate their recent (past 60 days) interactions with 331 companies across 20 industries. The survey questions cover Tempkin’s three components of experience:
Success: Were you, the consumer, able to accomplish what you wanted to do?
Effort: How easy was it for you to interact with the company?
Emotion: How did you feel about those interactions?
Respondents answer questions on a scale of 1 (worst) to 7 (best), and researchers score each company accordingly. For more details on how the research was conducted, you can download the full report, here.
In this post, I am going to focus on one supermarket that has topped the list for the past three years: Publix. Not only does Publix top the Tempkin ratings, it also often tops the supermarket rankings compiled by the American Customer Satisfaction Index.
Long story short: Publix is winning the customer experience battle.
So, what does Publix do right?
If you don’t know it, Publix Super Markets, Inc. is an American supermarket chain headquartered in Florida. Founded in 1930, Publix is a private corporation that is wholly owned by present and past employees; it is considered the largest employee-owned company in the world.
In an industry that has seen recent struggles, Publix has seen steady growth over the past 10 years. So, what is this particular company doing so very right?
1. World-class customer service
Publix takes great care to provide the best possible customer service.
From employee presentation (no piercings, no unnatural hair color, no facial hair), to the emphasis on “engaging the customer”, to the bread baked fresh on-site every day, the company’s goal is to create the most pleasurable shopping experience for each and every customer.
When you ask “Where is the peanut butter?” at another supermarket, an employee might say, “Aisle 4.” But at Publix, you will be led to the peanut butter by a friendly helper.
The store’s slogan: “Make every customer’s day a little bit better because they met you.”
Note the term “associates”: Because Publix is employee-owned, employees are not referred to as employees, but associates. As owners, associates share in the store’s success: If the company does well, so do they.
“Our culture is such that we believe if we take care of our associates, they in turn will take care of our customers. Associate ownership is our secret sauce,” said Publix spokeswoman, Maria Brous. “Our associates understand that their success is tied to the success of our company and therefore, we must excel at providing legendary service to our customers.”
3. Quality over quantity
While Publix is one of the largest food retailers in the country by revenue, they operate a relatively small number of stores: 1,110 stores across six states in the southeastern U.S. (For context, Wal-Mart operates more than 4,000 stores).
Each of Publix’s store locations must meet a set of standards. From the quality of the icing on a cake in the bakery, to the “Thanks for shopping at Publix. Come back and see us again soon!” customer farewell, customers should have a delightful experience at every Publix store.
In the Tempkin Experience Ratings, emotion was the weakest component for the 331 companies evaluated. But, Publix was among the few organizations to receive an “excellent” emotion rating. (In fact, they are ranked top 3 in this category.)
As marketers, we should be changing the mantra from ‘always be closing’ to ‘always be helping’.
– Jonathan Lister, LinkedIn
In the digital marketing world, it is easy to get lost in acronyms: UX, UI, SEO, CRO, PPC…and forget about the actual customer experience. The experience that each individual shopper has with your brand.
Beyond usability, beyond motivation tactics, beyond button colors and push notifications, are you creating delight?
To create delight, you need to understand your customer’s reality. It may be time to think about how much you spend on website traffic, maintenance, analytics, and tools vs. how much you spend to understand your customers…and flip the ratio.
It’s important to understand the complexity of how your users interact with your website. We say, ‘I want to find problems with my website by looking at the site itself, or at my web traffic’. But that doesn’t lead to results. You have to understand your user’s reality.
– André Morys, Founder & CEO, WebArts
Publix is winning with their customer-centric approach because they are fully committed to it. While the tactics may be different with a brick-and-mortar store and an e-commerce website, the goals overlap:
1. Keep your customer at the core of every touch point
From your Facebook ad, to your product landing page, to your product category page, checkout page, confirmation email, and product tracking emails, you have an opportunity to create the best experience for your customers at each step.
2. Make your customers feel something.
Humans don’t buy things. We buy feelings. What are you doing to make your shoppers feel? How are you highlighting the intangible benefits of your value proposition?
3. Keep your employees motivated.
Happy, satisfied employees, deliver happy, satisfying customer experiences, whether they’re creating customer-facing content for your website, or speaking to customers on the phone. For more on building a motivated, high performance marketing team, read this post!
Testing to improve your customer experience
Of course, this wouldn’t be a WiderFunnel blog post if I didn’t recommend testing your customer experience improvements.
If you have an idea for how to inject emotion into the shopping experience, test it. If you believe a particular tweak will make the shopping experience easier and your shoppers more successful, test it.
Your customers will show you what an ideal customer experience looks like with their actions, if you give them the opportunity.
Here’s an example.
During our partnership with e-commerce platform provider, Magento, we ran a test on the product page for the company’s Enterprise Edition software, meant to improve the customer experience.
The main call-to-action on this page was “Get a free demo”—a universal SaaS offering. The assumption was that potential customers would want to experience and explore the platform on their own (convenient, right?), before purchasing the platform.
Looking at click map data, however, our Strategists noticed that visitors to this page were engaging with informational tabs lower on the page. It seemed that potential customers needed more information to successfully accomplish their goals on the page.
Unfortunately, once visitors had finished browsing tabs, they had no option other than trying the demo, whether they were ready or not.
So, our Strategists tested adding a secondary “Talk to a specialist” call-to-action. Potential customers could connect directly with a Magento sales representative, and get answers to all of their questions.
This call-to-action hadn’t existed prior to this test, so the literal infinite conversion rate lift Magento saw in qualified sales calls was not surprising.
What was surprising was the phone call we received six months later: Turns out the “Talk to a specialist” leads were 8x more valuable than the “Get a free demo” leads.
After several subsequent test rounds, “Talk to a specialist” became the main call-to-action on that product page. Magento’s most valuable prospects had demonstrated that the ideal customer experience included the opportunity to get more information from a specialist.
While Publix’s success reminds us of the core components of a great customer experience, actually creating a great customer experience can be tricky.
You might be wondering:
What is most important to my customers: Success, Effort, or Emotion?
What improvements should I make first?
How will I know these improvements are actually working?
A test-and-learn strategy will help you answer these questions, and begin working toward a truly great customer experience.
Don’t get lost in the guesswork of tweaks, fixes, and best practices. Get obsessed with understanding your customer, instead.
How do you create the ideal customer experience?
Please share your thoughts in the comments section below!
I’ve been a long time Photoshop and Illustrator user. Both programs are really useful and powerful, and they’ll remain a key part of any digital artist’s or designer’s toolset, including mine. However, for all user interface, web and icon design workflows, I recently converted to Sketch. Here is why.
While Photoshop is awesome at what it does, defining what it is might not be so easy anymore. I remember watching a storyboarding tutorial by Massive Black’s El Coro (unfortunately, it doesn’t seem to be available for sale anymore). In it, he says that 17 or so years ago, Adobe had no idea that digital artists were using Photoshop to digitally paint pictures! So, it had to catch up with its own user base by adding more — you guessed it — painting features.
We tend to make a big deal about leads in the marketing space, and not without good reason. Everything starts with leads. However, for software companies, the real goal is product adoption. We need people actively and consistently using our product. Regardless of our business model, success occurs when users experience that “aha” moment that takes our product from an experiment to a core part of their day-to-day work. So how do we move people from lead to product adopter? How to we give them that “aha” moment? Two words: Strategic Repetition Repetition is a POWERFUL psychological force. Studies have…
Link juice is a non-technical SEO term used to reference the SEO value of a hyperlink to a particular website or webpage. According to Google, a multitude of quality hyperlinks (or just “links”) are one of the most important factors for gaining top rankings in the Google search engine. The term “link juice” is SEO industry jargon. It’s often talked about in relation to link building efforts such as guest posting, blogger outreach, linkbait and broken link building. How Does Link Juice Work? Link juice, link authority, and backlink authority are all different words that mean essentially the same thing….
What separates a Hermès Birkin bag from a high-quality leather handbag you could buy anywhere? A label, a fancy charm, and about $22,000. But unlike the tangible qualities of a purchase, like the grade of leather used or the fact that the utterly useless bag charm is 14 karat gold, the perception of value is what really separates one bag from the other. One bag contains social cachet and the ability to draw envy from other women – intangible benefits so valuable; it justifies the raised price. The nameless bag, however, has its own set of benefits for a different…
Modern customers scour websites and research products they’re thinking of buying before making their actual purchase. When customers are 60% to 80% of the way down the funnel before they talk to anyone at your business, you can’t rely on traditional methods to generate loyalty. At the same time, fewer and fewer clients remain loyal to one specific brand. Loyal customers are profitable customers: repeat customers are cheaper to market to, spend more, and make more frequent purchases. Yet, only 27% of initial sales go on to become repeat customers. Companies need to invest in building loyalty among their customers….
Most people use Facebook ads to pump up their visitor numbers. Wait, what? Let me be clear. They don’t wake up with that goal in mind, but it’s usually what ends up happening. I see this all the time with clients I work with. The problem isn’t that they can’t set up the Facebook ad campaigns or get visitors to their websites. It’s the next step where things go haywire. The visitors they’re paying for don’t download ebooks, sign up for accounts or buy products. The reason for this simply is that the thing they offer doesn’t appeal to those…
Hotjar’s content experiment with overlays is turning website visitors into new customers. Here’s how.
If you Google “Content is king,” here’s what you’ll find: More than 37 million Google results that justify how important content is online.
It’s a tired phrase, but it’s true. At Unbounce, for instance, our blog has been invaluable in growing our digital footprint and our business.
Every once in a while, you hear a story about someone who uses content to earn new customers and new revenue. And, they make it seem pretty easy (like “Why didn’t I think of that?”).
Well, Nick Heim, the Director of Inbound Marketing at Hotjar, has done just that. He offered website visitors an ebook at just the right time and in just the right way by using an overlay.
Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.
Overlays, a type of Unbounce Convertables, allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.
By implementing a Convertable into his campaign, Nick isn’t just bringing in new leads, he’s actually turning website visitors into paying Hotjar users. So how’s he doing it?
Let’s start from the beginning
The TL;DR? Hotjar implemented a new Convertable on their pricing page, which resulted in new signups. The overlay offered visitors an ebook, The Hotjar Action Plan, in exchange for their first name and email address.
The overlay converted 408 visitors in the first three weeks, 75% of which were not existing Hotjar customers.
Once a visitor converted on the overlay they received an email from Hotjar right away. Non-customers received an email with the ebook as a PDF, along with an offer to try out Hotjar for an extended period of time.
For non-users, we sent them a quick instant thank you email followup that contained the asset and offered a 30 day trial of the Hotjar Business Plan. This is double the trial length a new user would usually receive by signing up through our site.
Here’s what the actual email looks like:
Hotjar makes good use of the email they sent to preexisting customers, too. That variation contains the ebook as well as a simple question about what type of content they’d like to see — allowing Hotjar to continue delivering value to their customers. #winwin
The overlay strategy
The overlay Nick built was set to appear only to first-time visitors who are exiting the Hotjar pricing page.
According to Nick,
This was more of a visitor experience decision than anything. We didn’t want to come off as badgering visitors in the research phase [of the buying process].
Setting trigger rules in the Unbounce builder.
So, did it work?
“Absolutely, we’re getting 60-70 new users per month as a result of the Convertable,” said Nick.
From the overlay, about 3% of page visitors convert on the page.
Of those that converted on the overlay, 75% were not current Hotjar customers and about 19% of the non-users who received their follow-up email with the PDF have become new Hotjar customers.
Already an Unbounce customer? Log into Unbounce and start using Convertables today at no extra cost.
Experimenting the Hotjar Way
Nick explained that his team at Hotjar hadn’t implemented overlays into their lead gen strategy before using the Unbounce Convertable; “this was a total experiment. We wanted to be able to nurture the new leads coming from different channels and bring them back.”
Nick pointed out that, “these things [overlays] can be used really wrong. You need to be careful and consider the human on the other end. Think about the entire process.”
For their experiment, Nick said, “[we didn’t have] hard goals, but we wanted to prove whether there was a case for using overlays.” Nick pointed out that it can be difficult to measure the negative effects of user experience — especially without a baseline to measure your results against.
“We wanted to see if the risk was worth the reward. We did get the quantitative results — which for us, measure better than industry standards.”
Hotjar’s Golden Rules for Using Overlays
Through this trial experience, Nick and his team at Hotjar established some general guidelines for using overlays. Nick shared his golden rule for delighting visitors with overlays (opposed to pestering them).
Start by asking yourself these questions:
First, is it appropriate to use an overlay in this part of the user journey?
If the answer is yes, ask yourself “What’s the least annoying way to accomplish that?” If the answer is no, don’t use it.
Second, “Does it solve the problem [website visitors] are looking to solve?” Nick emphasized that the offer on the overlay needs to align to the problem that people are trying to solve.
Finally, how do you know if you’re offering the right thing? Nick says, “Ask people! This is an awesome way to improve your content.”
Should you use Convertables?
Overlays give us marketers an opportunity to present the right people with the right offer at the right time. Of course, they can also be used to do the opposite, and, as Nick says, “you don’t want to leave someone with a bad taste in their mouth,”
Like any good data-driven marketer, you’re going to want to take it for a test drive. Like Hotjar, try experimenting with overlays to decide they’re a good fit. At the end of the day, it’s your customers and your brand that will decide if overlays work in your marketing strategy.
Elegant Steps offers a large selection of wedding shoes in the UK, both online and in store. More than 50% of its users are new, female users discovering the website organically through mobile. The bulk of them are brides-to-be who are looking for wedding shoes.
After looking at Elegant Steps’ Google Analytics (GA) data, it was found that while its desktop website was converting at 2%, the mobile version was converting at a much lower 0.6%.
Hit Search, a digital marketing agency, used VWO to help Elegant Steps dig deep into the problem. They used GA, heuristic analysis, and VWO’s scrollmaps and heatmaps capabilities to find that:
Hardly any visitors were scrolling enough to reach the Shop by Brand section on the home page.
Elegant Steps’ 3 main USPs, including free shipping, weren’t appearing above the fold on mobile.
The text on the home page image was hard to read because it was the same color as the background.
This is how the home page looked on mobile:
Armed with these observations, Niall Brooke from Hit Search set about optimizing the mobile home page to fix the problems. It was decided to:
Many studies have found that unexpected shipping cost is the biggest reason for cart abandonment. It was hypothesized that displaying “Free Shipping” above the fold will help reduce bounce and encourage users to continue down the conversion funnel.
Change the CTA copy from the generic “Shop Wedding Shoes” to the possessive, “Find my new wedding shoes.”
Change the text color on the image for the text to be readable.
This is how the variation looked:
Hit Search ran the new version of the home page against the original only for mobile visitors, using VWO’s targeting capability. Niall set VWO’s Bayesian-powered statistics engine to “High-Certainty” mode, and the results kicked in within a month.
“The results were positive with almost a threefold increase in conversions and almost a 50% drop in bounce rate,” said Niall.
In his closing thoughts, Niall had this to say, “VWO is a brilliant all-round conversion optimization platform which we use on a daily basis to perform user analysis, A/B and split tests,” he added.
Mobile an afterthought?
According to a 2015 report, the average conversion rate for mobile websites in the US was 1.32%, significantly lower than its desktop counterpart (3.82%). Though studies have suggested that visitors mostly use mobile for research purposes and make the actual purchase through desktop website, there’s no denying that online retailers are still leaving money on the table. We would love to your thoughts about optimizing mobile websites. When does it become important for you to start looking at mobile optimization? Just hit us the comment section below.