Tag Archives: branding

Thumbnail

Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

Klaviyo brand building

Welcome to Part Three of my blog series covering just a few of the things I learned as an attendee at Klaviyo: BOS – a wonderful two-day summit run by one of my favorite local startups. In Part One I focused on how ecommerce companies can attract and convert website traffic to their businesses with session recaps of “Using Google To Grow Your Online Store,” “SEO for Ecommerce,” and “You Got Them To Your Site – What Now?” In Part Two I shared email design tips for nurturing and retaining website leads from these two top-notch sessions: “Email A/B Testing: Beyond the…

The post Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three appeared first on The Daily Egg.

Visit link: 

Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

Thumbnail

Capturing supermarket magic and providing the ideal customer experience

Reading Time: 6 minutes

The customer-centric focus

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.

Customer experience is king
How do your customers feel about your brand?

Companies are obsessing over CX, and for good reason(s):

  • It is 6-7x more expensive to attract a new customer than it is to retain an existing customer
  • 67% of consumers cite ‘bad experiences’ as reason for churn
  • 66% of consumers who switch brands do so because of poor service

Across sectors, satisfied customers spend more, exhibit deeper loyalty to companies, and create conditions that allow companies to have lower costs and higher levels of employee engagement.

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.

Create the perfect personalized customer experience!

Your customers are unique, and their ideal experiences are unique. Create the perfect customer experience with this 4-step guide to building the most effective personalization strategy.



By entering your email, you’ll receive bi-weekly WiderFunnel Blog updates and other resources to help you become an optimization champion.


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.

Customer experience - brick-mortar vs. ecommerce
What are supermarkets doing so right, and how can online retailers replicate it?

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:

  1. Success: Were you, the consumer, able to accomplish what you wanted to do?
  2. Effort: How easy was it for you to interact with the company?
  3. 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.

WiderFunnel Customer Experience Ratings Tempkin 2017
2017 Customer Experience ratings from Tempkin.
WiderFunnel Customer Experience Ratings Tempkin 2016
2016 Customer Experience ratings from Tempkin.

So, what does Publix do right?

Publix growth - WiderFunnel customer experience
Publix growth trends (Source).

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.”

2. The most motivated employees

Publix associates are famously “pleased-as-punch, over-the-moon, [and] ridiculously contented”.

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.

4. An emotional shopping experience

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.)

widerfunnel customer delight
Are you creating delight for the individuals who are your customers?

They are able to literally delight their customers. And, as a smart marketer, I don’t have to tell you how powerful emotion is in the buying process.

Great for Publix. What does this mean for me?

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.

customer service and customer experience
Great customer service is one component of a great customer experience.

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.

Magento_CTA_Get
The original Magento Enterprise Edition homepage featuring the “Get a free demo”.

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.

Magento_CTA
Today’s Magento Enterprise Edition homepage features a “Talk to a specialist” CTA.

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!

The post Capturing supermarket magic and providing the ideal customer experience appeared first on WiderFunnel Conversion Optimization.

Visit source: 

Capturing supermarket magic and providing the ideal customer experience

Top 7 Ways to Build Brand Loyalty

Brand Consistent

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….

The post Top 7 Ways to Build Brand Loyalty appeared first on The Daily Egg.

See original article here – 

Top 7 Ways to Build Brand Loyalty

My Favorite CRO Hacks for Ecommerce Sites by Neil Patel

Everyone knows the point of an ecommerce site is to generate sales. Sure, leads are nice to have, and if you can find ways to drive leads (and traffic, for that matter) through the ecommerce front, then you’re definitely doing something right. However, all these are for naught if your ecommerce site isn’t making any money — which is its main purpose. And this is exactly where conversion rate optimization can be of help. Among several other things, CRO addresses the most basic element of ecommerce marketing: branding. Ingredients for Effective Branding But before you delve into a branding strategy…

The post My Favorite CRO Hacks for Ecommerce Sites by Neil Patel appeared first on The Daily Egg.

Originally from:  

My Favorite CRO Hacks for Ecommerce Sites by Neil Patel

How Much Should You Spend on Conversion Rate Optimization Services and Products?

Traffic used to be the Holy Grail of digital marketing. But as time passed, many marketers—myself included—realized the focus of marketing campaigns should be on conversions. Sure, traffic is still important. But you could have hundreds of thousands of visitors to your site, but it won’t matter if none of them are making a purchase, signing up for your newsletter, registering as a member, or whatever conversion goals you have set. Why the big emphasis on conversion rate optimization? CRO is all about helping you do the following: Increasing sales Increasing your email subscribers list Boosting your popularity Branding Carving…

The post How Much Should You Spend on Conversion Rate Optimization Services and Products? appeared first on The Daily Egg.

Originally posted here:

How Much Should You Spend on Conversion Rate Optimization Services and Products?

Is Your Growth Marketing Plan Ignoring Brand Building?

The times they are a-changin’. They are for the token tech marketing employee, at least. But the more things change, the more some tried-and-true principles remain the same. And so it should be with branding in the age of growth marketing. Is your team playing by the rules? Is there even a rulebook? We’ll get to that. But here’s the short answer: there are guidelines. If you have no branding strategy, then you have no long game, and that immediately puts you at a disadvantage. How does a brand influence results such as registrations and payment conversions? That’s pretty easy…

The post Is Your Growth Marketing Plan Ignoring Brand Building? appeared first on The Daily Egg.

View the original here:

Is Your Growth Marketing Plan Ignoring Brand Building?

How to Use a Brand Evangelist to Skyrocket Your Sales

Brand evangelism isn’t a new marketing technique, but it has evolved quite a bit over the last few years. Most people who hear about “brand evangelism” probably think of someone famous like Guy Kawasaki. But is brand evangelism something that only big brands can do? What about your brand? If you’re a struggling startup, can […]

The post How to Use a Brand Evangelist to Skyrocket Your Sales appeared first on The Daily Egg.

Original link:

How to Use a Brand Evangelist to Skyrocket Your Sales

Your Visitor Has Multi-Personality Disorder: How to Talk to Each Side of the Buying Brain

When you were young, how did you imagine adult life? Pizza for breakfast, candy for lunch, and ice cream for dessert. Sounds about right, doesn’t it? This was before you could really grasp the consequences of poor decision making. Before you had responsibilities. As an adult, you probably eat more sensibly, with the odd snack […]

The post Your Visitor Has Multi-Personality Disorder: How to Talk to Each Side of the Buying Brain appeared first on The Daily Egg.

Link:  

Your Visitor Has Multi-Personality Disorder: How to Talk to Each Side of the Buying Brain

The Impact of Headlines and Tone of Voice on Conversion

Concepts like “building trust” and “presenting a consistent brand” don’t get as much attention as they should. Actually, let’s rephrase that. They get lots of attention but—while many marketers know they need to take these things into account—they’re not exactly sure how or why. It’s easy to measure the ROI of an AdWords campaign or […]

The post The Impact of Headlines and Tone of Voice on Conversion appeared first on The Daily Egg.

Original article: 

The Impact of Headlines and Tone of Voice on Conversion

Thumbnail

Make an Emotional Connection for Lifelong Customers and Rabid Fans

Wouldn’t it be nice if your customers were as passionate about your product or brand as you are?

Don’t you wish you customers would proudly display your logo and recommend you at every chance they get?

You don’t need to be a superbrand like Apple or Google to be loved. You just need to tell your story in the right way.


You don’t need to be a superbrand like Apple or Google to be loved.
Click To Tweet


People Buy Based on Emotion, Not Logic

While some degree of logic is usually involved, piles of research show that the majority of purchases are based on emotion.

There are 6 main emotions that can be used to improve your conversion rates:

  1. Fear
  2. Greed
  3. Envy
  4. Pride
  5. Shame
  6. Altruism (“Charity”)

“So what? How does that help my business?”

You can’t incorporate emotions into products, but you can incorporate them into your marketing messages.

By understanding your customers, you can identify their emotions that best align with your product, and tell stories that build trust and loyalty. Let’s look at some strategic ways brands are putting emotion in marketing.

Tell Stories That Resonate With Your Customers

Being transparent has become a requirement of modern marketing.

Telling your brand’s story is one of the best ways to make a connection with your customers. Stories can entertain, inform, and deepen relationships.

Customers Want to Hear Your Story

One common mistake in conversion optimization is trying to convert a prospect into a customer before they are ready.

For any product other than an impulse purchase, customers like to take the time to search around for reviews, testimonials, recommendations, coupon, and most importantly, who you are.

Case Study: GoPro’s Purpose

Not convinced that people actually care about where your company came from and what it’s trying to do?

Head on over to the GoPro homepage and try to find a link to their “About us” page.

The only place you will find it is in the footer, at the bottom of every page. How much traffic do you think it gets?

emotion in marketing: GoPro About Us page

The “About us” page contains the following Youtube video that features the founder talking about what GoPro is trying to accomplish:

Even though it’s an unlisted video (only those with the link can view it), it has over 165,000 views.

Let me repeat that: An unlisted video on an extremely low-visibility page has over 165,000 views.

Customers want to hear your story. Tell them; Maybe don’t make the video as hard to find as GoPro has.

If you want a near-unlimited supply of quality product and brand story examples, check out the most funded projects on KickStarter.

Be Authentic

Telling your company’s story is only one part of the equation. While customers will be content that you have an identity behind the logo, it’s also important to associate your products with feelings that your target audience shares.

Here’s a bad way to tell a story…

I challenge you to make it through this entire Samsung promotional video. It’s a great example to show that even giant brands get it wrong sometimes.

Did you make it through? If you did, let me know in a comment after the article and I’ll give you a gold sticker.

Truly awful, right?

Samsung has correctly identified how 3 personas (mother, businessman, gamer) in their target audience could use their product, but completely miss the target.

The dialogue is completely inauthentic, boring, and stresses no emotions. It’s not entertaining, it doesn’t tell any real stories, and it’s not believable — fail.

Remember that the whole point of telling a story is to make a connection, which requires you to be authentic.

Storytelling Done Right

I’ve put together 5 examples of great stories that businesses have used to build their brand, attract loyal customers, and improve conversions.

1. Show What Your Product Can Do (The Lego Movie)

While you’re probably not in the target audience, you’ve likely heard of The Lego Movie (I still loved it). Here’s the hilarious trailer if you haven’t seen it yet:

Since you’re interested in marketing, you probably saw through it, but the majority of movie viewers do not realize that the whole movie is an ad for Lego!

Even though the movie isn’t about lego as a product, I guarantee you just about every kid walking out of theatres was begging their parents for a new set.

How did they do it?

The movie didn’t focus on explaining the features or benefits of the product, they showed the possibilities that the product facilitates.

It engaged the sense of wonder and excitement in viewers, and conveyed the message that Lego enables you to build unlimited opportunities.

2. Associate Your Product With a Relevant Experience (Budweiser)

If you’re a fan of football, you’ve already seen the following commercial, which was aired during the Superbowl:

I’ve watched this several times now, and it just keeps growing on me. It’s a heartfelt story of a bond of friendship between a beautiful Clydesdale horse and a puppy. Even though they’ve been separated, they found there way back to each other and the horse was there for the puppy when he needed help the most.

Who doesn’t have an old friend like that? Someone you may not get to see or talk to often, but they’re always there when you need them…perhaps over a cold beer?

What do you think of when you think of beer?

Friends, companionship, and reunions probably come to mind.

The brilliance of the commercial is that no words were needed. The simple text “Best Buds” at the end communicated everything that you were feeling. The product doesn’t need to be shoved in your face, just subtly inserted into the end of the commercial and a glimpse of the logo. This is one of a series of similar commercials Budweiser has produced.

If you can think of a meaningful experience where your product or services can be used, pull on those heart strings and build a connection. Show that you understand your customer and can relate.

3. Say What Your Customers Are Thinking

Proctor and Gamble is a massive company that manufactures thousands of products. While you and I are constantly told that “everyone is not your audience,” that’s not the case for P&G.

During the Olympics, P&G put out this ad as a sponsor:

This ad appeals to anyone who has ever played a sport, as well as to mothers. P&G took a sentiment that isn’t said enough, “Thank you mom,” and elevated its importance.

When most people saw that commercial, they have feelings and thoughts of love, pride, and happiness. Even though P&G didn’t advertise a specific product, this commercial still helps build their brand recognition.

4. Tell Stories About Why You Exist, and Why Your Customer is Special (Dollar Shave Club)

Dollar Shave Club understands the importance of making a connection and telling stories. If you go to their homepage, this is what you see:

emotion in marketing: Dollar Shave Club Story

Boom!

The first thing you see is a short, entertaining video with the CEO of the company explaining what the purpose of Dollar Shave Club is, and the benefits of subscribing.

The one aspect that is done really well is that the CEO emphasizes why the service is needed. He outlines the common sentiment among many men by talking about the high cost of blade replacements, and the ridiculous complexity that the modern razor has become.

Crazy Pills

When a man watches it (like me), they instantly nod their head and think: “Yes! I can’t believe it’s taken this long for someone else to notice how crazy this is.” It leaves you excited, happy, and feeling like you’ve made a connection with the CEO/company.

5. Appeal to Your Customer’s Unique Emotions (Tom’s Bags)

Guilt, or shame, is rampant in first-world countries. For many consumers, it’s hard to draw the line between buying things you want, and using that money to help those less fortunate.

Toms is a fashion accessories company (think bags, sunglasses, etc.) that has a unique way of selling their products.

When you click “shop” or “browse,” the first thing you see isn’t the products you expect, but this headline and video saying that your purchase could save a life:

TOMS story video

The short video goes on to explain that for every bag that is purchased, Toms will also donate a bag of necessary birthing medical supplies to women in need in poorer countries.

This is a brilliant strategy as it alleviates the guilt of buying an expensive bag that a woman (or maybe man) feels they “don’t really need.”

When they buy a bag, they associate that feeling with the good feeling of helping someone. Over time, this is going to build an incredible amount of trust and loyalty. Once a woman buys a bag from Toms, guess where they’ll probably go back next time?

How Can You Connect With Your Customers

By now, you probably get the picture of what stories can accomplish, and your eyes might be a bit welled up (no shame in that!). But all of that is useless if you can’t apply these lessons to your business.

Luckily, there’s really only 2 broad steps that you need to connect with your customers.

Step 1: Develop Story-Market Fit

The first thing you need to achieve with a new offering is product-market fit, which is nothing new. But once you know how your product fits in, you have to figure out how your story fits in.

Ask yourself:

  • When is my product used, and what emotions surround that? (e.g. friendship)
  • How can my product be used, and what are the benefits? (e.g. possibilities of Lego)
  • What are the emotional troubles my customers face, and how can I alleviate them? (e.g. Toms charity)
  • Is my customer a minority and distressed about the status quo? (e.g. Dollar Shave Club)

I’ve given you 4 different ways that you can trigger emotions in customers while telling stories — pick one.

Step 2: Tell Your Story

Step 1 is the foundation, so don’t rush through it. Once you believe you’ve achieved story-market fit, you then have to go through the process of telling your story and presenting it to your customers.

Let’s break it down into steps:

  • Pick a format to tell your story in: could be text, email, or images
  • Decide how you will show it to customers: on the homepage, product pages, or an about page
  • Tell it authentically: If you picked your story-market fit correctly, this should be easy
  • Decide how to tell it: this is where the creatives on your team come in. Develop a script or way to present your story

That’s it: 2 steps.

Tell stories that resonate with your customers — it’s a simple concept, but rarely applied.

My challenge to you today is to determine the narrative you wish to tell to your target audience, as well as the form in which you are going to tell it. I’d love it if you left a comment with your plans in a comment below!

Read more Crazy Egg articles by Dale Cudmore.

The post Make an Emotional Connection for Lifelong Customers and Rabid Fans appeared first on The Daily Egg.

See original article: 

Make an Emotional Connection for Lifelong Customers and Rabid Fans