Too big a focus on conversion metrics may lead to customer aversion. Conversion and branding goals appear to be diametrically opposed. But are they? And can we do something about it?
Imagine the perfect funnel. Story from the side of energy company.
Increase of 31,25%
A job well done.
Story from the side of the customer.
“The funnel of Procrustes”. Full of micro-aggressions
spam:
No repeat business
zero customer loyalty
A pricing war
That is the exact problem: when focusing too much on conversion rates, we move towards a “fire & forget” approach.
What’s the opposite of spam?
Connectedness. The human factor. Relationships.
And how do people form a bond with a business? Where’s the emotion? In the brand.
There’s a reason spammers don’t have brands. You’re not supposed to remember them, or form a bond.
People don’t buy… -- Simon Sinek
How do you want to be perceived? How do you want to see yourself?
People say, both are opposites. It’s an eternal discussion between spending on branding & spending on direct response, conversion. Fluffy versus measurable.
But that’s not true.
It’s like breathing.
+ touchpoint analysis. Is this us?
Next time you do A/B testing, don’t just do it from a technical perspective, but infuse it with your brand DNA.
Next time you report numbers, don’t focus on a single metric.
Next time you do research, ask customers to describe your business with human characteristics. And see if you’re doing it right.