Tag Archives: customer

4 Ways Your eCommerce Store Can Leverage Video (and Why It’s So Crazy Effective)

video for ecommerce

We’ve gone beyond the point of video being an up-and-coming trend. It’s here, and marketers should be using it to attract audiences and keep them engaged. That goes for eCommerce as much as any other industry. Data shows that video isn’t just effective when it comes to marketing. There’s also a continuously growing demand for content in video form. And while some 43% of consumers want to see brands produce more video, it’s not just the consumers who want more visual media. More than half of marketers worldwide say video delivers the best ROI. Additional data from HubSpot’s State of…

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4 Ways Your eCommerce Store Can Leverage Video (and Why It’s So Crazy Effective)

How to Create a Customer Journey Completely From Scratch

How many times have you lost interest in a product? Let’s say it was a shiny new SaaS that caught your attention and you tried it out. Then, after a few minutes or a handful of efforts at it, you left. Never to return. It’s probably happened more times than you can count. Think back to times when that’s happened to you. Why did you lose interest? It’s likely that you lost interest because something went wrong along the way. Maybe you found a competitor’s product that was better, or maybe you weren’t convinced enough to buy anything. In other…

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How to Create a Customer Journey Completely From Scratch

Designing The Perfect Feature Comparison Table

Not all products are created equal. While we repeatedly buy some products almost mindlessly, for others, we take a lot of time to make a purchasing decision. For a price tag that meets a certain threshold or if we are particularly invested in the quality of a product, we want to be absolutely certain that we are making the right choice and are getting a good product for a good price.

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Designing The Perfect Feature Comparison Table

Lean UX Design for Startups – A Walkthrough

lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

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Lean UX Design for Startups – A Walkthrough

How Lean UX Can Save Your Start-Up

lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

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How Lean UX Can Save Your Start-Up

The SaaS Trial Email That Could be Costing You 30% of Customer Lifetime Value

the email that could cost you CLTV

Ron Johnson’s plan should have worked. The veteran retail strategist knew how to turn brick and mortar stores into customer magnets because he’d done it before–twice–even as retailers across the country watched foot traffic evaporate and sales plummet. But when he joined JCPenney, he went after one of the American retailer’s most popular programs: coupons. This was the pitch: Customers would no longer have to spend their time looking for deals. Instead, prices would always be low. Go to minute 1:26 on this audio to hear what JCPenney customers had to say about this idea. Why such a visceral reaction…

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The SaaS Trial Email That Could be Costing You 30% of Customer Lifetime Value

9 Customer Re-Engagement Emails You Need to Steal

emails you should steal

If you had one shot at a 100% guarantee that your customers will open every email you send, how would you do it? Will you tempt them with massive discounts on your products and services? Will you extend their free trial period? Will you add a free upgrade to their account? Whatever method you choose; one thing remains true: Forever does not exist. Your customers will get tired of you eventually. Acceptance Is Key Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career,…

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9 Customer Re-Engagement Emails You Need to Steal

Capturing supermarket magic and providing the ideal customer experience

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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.



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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.

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!

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Capturing supermarket magic and providing the ideal customer experience

7 Advanced Google Shopping Strategies

Google Shopping

I definitely don’t envy anyone that has to compete on Google Shopping. To be successful, it requires quite a bit of spreadsheet chops, constant adjusting and a deep understanding of your customer lifetime value. It’s possible that lowering your prices to just the right point will significantly build your customer base in the long run. Although it may seem like you’re losing money on first-time customers that come from Google Shopping, you’re ultimately profiting on their future business. In a sense, you’re turning that first-time monetary loss into marketing spend. It’s definitely tricky. And yes, it is a science project….

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7 Advanced Google Shopping Strategies

Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017

If you could get in a room with digital marketing experts from Google, AdRoll and LinkedIn, what would you ask them? Better yet, what if you could rub shoulders with them without having to leave your desk?

We’re not trying to torture you with hypotheticals. For the second year in a row, Unbounce and HubSpot have teamed up to cregisurate Digital Agency Day: a full day of virtual and in-person events dedicated to the digital agency professional.

And it’s happening very soon: on March 16th, 2017. Completely free.

Register for Digital Agency Day here.

Join expert speakers from the world’s top agencies and agency partners as they share actionable, agency-tailored advice on analytics, reporting, growing retainers, new business strategy, content marketing, conversion rate optimization and much more.

Here’s just a taste of some of the presentations you can expect:

  • Rethinking Retainers & Other Pricing Issues
  • What Your Agency Needs to Execute Content Marketing the Right Way
  • Grow Your Agency With LinkedIn Sponsored Content
  • Extreme Growth with Google AdWords: For Agencies
  • Unifying your Customer Journey: Unlocking the Power of Cross-Device Marketing

Here’s what some of our attendees from last year had to say:

See you then? Click here to register.

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Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017