A/B testing involves creating different versions of a webpage and showing each version to a similarly sized audience to determine which has a higher conversion rate. The "above the fold" concept of important webpage real estate is less relevant now with mobile devices. Acquisition analytics measures how visitors are attracted to a website and converted into leads through referral traffic, social media, and paid search. Customer experience optimization aims to maximize long-term profitability by increasing customer lifetime value through balancing customer satisfaction, advocacy, and profitability.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
50 chỉ số đo lường - đánh giá hiệu quả Digital Marketing mà bạn cần nắm. Tất nhiên, theo từng nền tảng số khác nhau, trong các chỉ số này, bạn vẫn cần chọn các chỉ số phù hợp tương ứng để đánh giá.
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...John Zell
It has been a subject of intense study—and even more intense commentary— for as long as marketers have been battling for the affections of consumers. When the topic turns to “customer experience,” everyone has an opinion ...
The document provides guidance on developing an effective elevator pitch to attract new customers. It discusses common ineffective pitch styles like "the minimizer" and "the rambler" and recommends focusing a pitch on the customer benefits and outcomes rather than products/services. The guidelines suggest keeping a pitch short, simple, conversational and focused on clearly identifying the target market and problems the offering solves for them. Worksheets are included to help the reader craft their unique value proposition and compelling elevator pitch.
TRACX makes it easy to capture in-the-moment customer feedback to help companies improve their customer experience. Understanding the customer journey and obtaining real-time feedback is important for companies to create relevant experiences, increase revenues by 15% and lower customer service costs by 20%. Regularly collecting customer feedback, including testimonials, can increase sales and conversion rates significantly.
This document provides an introduction to digital strategy and media. It discusses the changing media landscape and consumer journey from awareness to advocacy. Key points covered include:
- The differences between paid, owned, and earned media and how digital media has expanded opportunities across these channels.
- How the consumer journey has evolved from a linear awareness to purchase process, to a more dynamic journey across online and offline touchpoints from awareness to advocacy.
- Case studies are presented on how brands like KLM, Old Spice, and Oreo have optimized their strategies across owned, paid and earned media to drive engagement and achieve business objectives.
- The role of agencies is discussed in bringing powerful ideas to life across different media to
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
This document discusses how to build an effective multi-channel social media strategy. It emphasizes setting SMART objectives that are specific, measurable, assignable, relevant and timed. The strategy should include assessing goals and capacity, selecting appropriate channels, and generating authentic content that tells an organization's story and impact. Regularly reviewing performance and being nimble are also important for success.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
50 chỉ số đo lường - đánh giá hiệu quả Digital Marketing mà bạn cần nắm. Tất nhiên, theo từng nền tảng số khác nhau, trong các chỉ số này, bạn vẫn cần chọn các chỉ số phù hợp tương ứng để đánh giá.
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...John Zell
It has been a subject of intense study—and even more intense commentary— for as long as marketers have been battling for the affections of consumers. When the topic turns to “customer experience,” everyone has an opinion ...
The document provides guidance on developing an effective elevator pitch to attract new customers. It discusses common ineffective pitch styles like "the minimizer" and "the rambler" and recommends focusing a pitch on the customer benefits and outcomes rather than products/services. The guidelines suggest keeping a pitch short, simple, conversational and focused on clearly identifying the target market and problems the offering solves for them. Worksheets are included to help the reader craft their unique value proposition and compelling elevator pitch.
TRACX makes it easy to capture in-the-moment customer feedback to help companies improve their customer experience. Understanding the customer journey and obtaining real-time feedback is important for companies to create relevant experiences, increase revenues by 15% and lower customer service costs by 20%. Regularly collecting customer feedback, including testimonials, can increase sales and conversion rates significantly.
This document provides an introduction to digital strategy and media. It discusses the changing media landscape and consumer journey from awareness to advocacy. Key points covered include:
- The differences between paid, owned, and earned media and how digital media has expanded opportunities across these channels.
- How the consumer journey has evolved from a linear awareness to purchase process, to a more dynamic journey across online and offline touchpoints from awareness to advocacy.
- Case studies are presented on how brands like KLM, Old Spice, and Oreo have optimized their strategies across owned, paid and earned media to drive engagement and achieve business objectives.
- The role of agencies is discussed in bringing powerful ideas to life across different media to
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
This document discusses how to build an effective multi-channel social media strategy. It emphasizes setting SMART objectives that are specific, measurable, assignable, relevant and timed. The strategy should include assessing goals and capacity, selecting appropriate channels, and generating authentic content that tells an organization's story and impact. Regularly reviewing performance and being nimble are also important for success.
E marketer integrating_search_and_display-tactics_for_more_effective_advertisingAdCMO
Search and display advertising can complement each other when integrated effectively through techniques like attribution modeling. Attribution modeling assigns credit to various marketing events like display ads and search that influence conversions. This provides marketers insight into how display and search affect the customer journey. While integrating the two formats can be challenging due to data alignment and measurement issues, it allows marketers to optimize budgets across campaigns for more efficient results.
This document discusses the importance of customer engagement and reviews for businesses. It provides several key statistics:
- 84% of consumers take action based on reviews and recommendations from trusted sources.
- 58% of consumers cite online retailer reviews as an important source in buying decisions.
- 92% of global consumers trust personal recommendations over advertising.
- A fully engaged customer is worth 23% more in premium share for a business compared to a disengaged customer.
- Customer retention can increase profits by 95% if customer retention increases by just 5%.
5 Things You Can Do To Improve B2B Lead GenerationBrian Carroll
B2B Lead generation is rapidly changing process for companies with the advent of MarTech. In this presentation learn where B2B marketers can focus and what are the “best few” things they can do to improve their b2b lead generation efforts immediately.
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
The document discusses strategies for optimizing customer interactions across online channels. It emphasizes targeting the right customers, engaging customers through various digital channels at optimal times, and providing proactive versus reactive support. Proactive support involves anticipating customer needs and volunteering assistance, which can boost conversion rates and customer satisfaction while lowering costs. The key is engaging the right customers at the right time through the right channels and with appropriately trained agents.
Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.
eTailing India Conclave Jaipur- 2013 Rajesh Rao IBM-eTailing India
Rajesh Rao discusses how businesses need to engage customers across multiple online and offline channels. Managing the customer experience across channels is complex, as customer data is spread across different entities and channels. Rao argues that businesses need to develop an integrated multi-channel strategy to optimize customer engagement and personalize the customer experience at every touchpoint. He also emphasizes the importance of understanding social media platforms, influencer relationships, and harnessing analytics to gain customer insights.
Make Your Business Work: Digital Marketing & Social Media Marketing The Pathway Group
Make Your Business Work: Digital Marketing & Social Media tells you about the use of social and digital media in a business environment.
It can help to improve your sales, notability and improve all aspects of your businesses marketing campaigns faster, with more standardisation and more effective.
If you would like to run a Social/Digital Media Apprenticeship at your business or you are looking to become a Social/Digital Media Apprentice yourself please get in contact with us at Pathway Group as soon as possible. Our number is: 0121 707 0550 or e-mail: info@pathwaygroup.co.uk
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques tailored for each channel.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses using email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements in a strategic way. The key is to move visitors through the sales funnel using these channels and creative engagement techniques, rather than just focusing on initial traffic and clicks.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Lead Nurturing Presentation - Kiwi HUG, Auckland, September 2015Concentrate Ltd
1) The document discusses effective lead nurturing strategies, including the importance of lead nurturing to build relationships over time, the three pillars of lead nurturing (buyer personas, educational content, and hyper-personalization), and the concept of contextual marketing.
2) It emphasizes personalizing the customer experience based on gathering explicit and implicit data to develop a 360-degree view of the customer.
3) Workflows in Hubspot allow automating personalized marketing by triggering messages and activities based on customer actions to smoothly guide them through the sales funnel.
Translating Customer Engagement From Strategy To ActionMarcus Tewksbury
This document discusses translating customer engagement strategies into actionable campaigns. It begins by introducing Customer Engagement Marketing (CEM) as an approach for employing strategic engagement practices and translating them into measurable campaigns. It then presents a customer engagement cycle and framework for understanding how customers progress through different stages. It discusses developing strategies to mature relationships through the different stages. Finally, it provides guidance on how to operationalize the engagement cycle by developing nurturing campaigns, including choosing an audience, theme, envisioning outcomes, and laying out a plan.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
A Guide Map To Customers’ Expectations In 2016 and BeyondSocious
This document outlines 20 expectations that customers have for companies in 2016 and beyond. It begins by stating that customers expect simplicity, measurable value, and risk reduction from companies. It then discusses that customers expect consistency, community access, recognition, education and feedback opportunities from companies. The document also states that customers expect personalization, self-service options, timely messages, access to resources, speedy answers, transparency, and agility from companies. The overall message is that keeping track of customer expectations can help with retention and acquisition.
This document discusses using digital platforms for customer relationship management. It defines key concepts like customer relationship management (CRM), one-to-one marketing, and electronic CRM (E-CRM). E-CRM uses digital technologies to maximize sales to existing customers, while social CRM manages customer-to-customer conversations to engage customers, prospects, and other stakeholders. The document also examines techniques for customer engagement, acquisition, retention, and extension using digital media and discusses how to measure customer satisfaction and loyalty online.
The document discusses how marketers can apply the marketing mix framework to digital marketing strategy. It explores opportunities for varying elements of the marketing mix - product, price, place, and promotion - in an online context. The marketing mix can also be extended to include people, processes, and physical evidence when planning digital marketing strategies.
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
This document provides an introduction to growth hacking strategies. It discusses what growth hacking is, which is a data-driven approach to growing a user base through testing and optimization. It outlines the lean marketing funnel framework of acquisition, activation, retention, referral, and revenue. It also provides recommendations for setting up analytics tools to measure experiments and optimize the user experience and funnel. Finally, it discusses tactics like A/B testing, creating landing pages, and inbound marketing that are part of the growth hacking approach.
E marketer integrating_search_and_display-tactics_for_more_effective_advertisingAdCMO
Search and display advertising can complement each other when integrated effectively through techniques like attribution modeling. Attribution modeling assigns credit to various marketing events like display ads and search that influence conversions. This provides marketers insight into how display and search affect the customer journey. While integrating the two formats can be challenging due to data alignment and measurement issues, it allows marketers to optimize budgets across campaigns for more efficient results.
This document discusses the importance of customer engagement and reviews for businesses. It provides several key statistics:
- 84% of consumers take action based on reviews and recommendations from trusted sources.
- 58% of consumers cite online retailer reviews as an important source in buying decisions.
- 92% of global consumers trust personal recommendations over advertising.
- A fully engaged customer is worth 23% more in premium share for a business compared to a disengaged customer.
- Customer retention can increase profits by 95% if customer retention increases by just 5%.
5 Things You Can Do To Improve B2B Lead GenerationBrian Carroll
B2B Lead generation is rapidly changing process for companies with the advent of MarTech. In this presentation learn where B2B marketers can focus and what are the “best few” things they can do to improve their b2b lead generation efforts immediately.
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
The document discusses strategies for optimizing customer interactions across online channels. It emphasizes targeting the right customers, engaging customers through various digital channels at optimal times, and providing proactive versus reactive support. Proactive support involves anticipating customer needs and volunteering assistance, which can boost conversion rates and customer satisfaction while lowering costs. The key is engaging the right customers at the right time through the right channels and with appropriately trained agents.
Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.
eTailing India Conclave Jaipur- 2013 Rajesh Rao IBM-eTailing India
Rajesh Rao discusses how businesses need to engage customers across multiple online and offline channels. Managing the customer experience across channels is complex, as customer data is spread across different entities and channels. Rao argues that businesses need to develop an integrated multi-channel strategy to optimize customer engagement and personalize the customer experience at every touchpoint. He also emphasizes the importance of understanding social media platforms, influencer relationships, and harnessing analytics to gain customer insights.
Make Your Business Work: Digital Marketing & Social Media Marketing The Pathway Group
Make Your Business Work: Digital Marketing & Social Media tells you about the use of social and digital media in a business environment.
It can help to improve your sales, notability and improve all aspects of your businesses marketing campaigns faster, with more standardisation and more effective.
If you would like to run a Social/Digital Media Apprenticeship at your business or you are looking to become a Social/Digital Media Apprentice yourself please get in contact with us at Pathway Group as soon as possible. Our number is: 0121 707 0550 or e-mail: info@pathwaygroup.co.uk
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques tailored for each channel.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses using email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements in a strategic way. The key is to move visitors through the sales funnel using these channels and creative engagement techniques, rather than just focusing on initial traffic and clicks.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Lead Nurturing Presentation - Kiwi HUG, Auckland, September 2015Concentrate Ltd
1) The document discusses effective lead nurturing strategies, including the importance of lead nurturing to build relationships over time, the three pillars of lead nurturing (buyer personas, educational content, and hyper-personalization), and the concept of contextual marketing.
2) It emphasizes personalizing the customer experience based on gathering explicit and implicit data to develop a 360-degree view of the customer.
3) Workflows in Hubspot allow automating personalized marketing by triggering messages and activities based on customer actions to smoothly guide them through the sales funnel.
Translating Customer Engagement From Strategy To ActionMarcus Tewksbury
This document discusses translating customer engagement strategies into actionable campaigns. It begins by introducing Customer Engagement Marketing (CEM) as an approach for employing strategic engagement practices and translating them into measurable campaigns. It then presents a customer engagement cycle and framework for understanding how customers progress through different stages. It discusses developing strategies to mature relationships through the different stages. Finally, it provides guidance on how to operationalize the engagement cycle by developing nurturing campaigns, including choosing an audience, theme, envisioning outcomes, and laying out a plan.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
Online advertising provides many benefits for companies but also raises some ethical issues. Twin Info Solutions currently uses cost-per-click advertising and contextual ads to generate leads for their complex BPO services. The report recommends Twin try cost-per-lead models and video/forum ads showcasing customer feedback to better suit their needs. Behavioral targeting and email advertising could also help reach corporate decision makers. Overall online advertising is effective if used strategically while maintaining ethical standards.
A Guide Map To Customers’ Expectations In 2016 and BeyondSocious
This document outlines 20 expectations that customers have for companies in 2016 and beyond. It begins by stating that customers expect simplicity, measurable value, and risk reduction from companies. It then discusses that customers expect consistency, community access, recognition, education and feedback opportunities from companies. The document also states that customers expect personalization, self-service options, timely messages, access to resources, speedy answers, transparency, and agility from companies. The overall message is that keeping track of customer expectations can help with retention and acquisition.
This document discusses using digital platforms for customer relationship management. It defines key concepts like customer relationship management (CRM), one-to-one marketing, and electronic CRM (E-CRM). E-CRM uses digital technologies to maximize sales to existing customers, while social CRM manages customer-to-customer conversations to engage customers, prospects, and other stakeholders. The document also examines techniques for customer engagement, acquisition, retention, and extension using digital media and discusses how to measure customer satisfaction and loyalty online.
The document discusses how marketers can apply the marketing mix framework to digital marketing strategy. It explores opportunities for varying elements of the marketing mix - product, price, place, and promotion - in an online context. The marketing mix can also be extended to include people, processes, and physical evidence when planning digital marketing strategies.
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
This document provides an introduction to growth hacking strategies. It discusses what growth hacking is, which is a data-driven approach to growing a user base through testing and optimization. It outlines the lean marketing funnel framework of acquisition, activation, retention, referral, and revenue. It also provides recommendations for setting up analytics tools to measure experiments and optimize the user experience and funnel. Finally, it discusses tactics like A/B testing, creating landing pages, and inbound marketing that are part of the growth hacking approach.
This document provides an introduction to the concept of growth hacking. It discusses growth hacking as a data-driven approach to growing a user base through rapid experimentation and optimization of digital touchpoints. The document outlines the lean marketing funnel framework and various growth hacking tactics, including setting up analytics, A/B testing, creating landing pages, inbound marketing, email marketing, paid channels/remarketing, public relations, and building viral mechanisms. It emphasizes the importance of testing, measuring, learning, and refining to find effective growth strategies in a rapidly changing market.
15 Key Metrics Every E-commerce Business Should TrackPromptCloud
Tracking key metrics is important for ecommerce companies to analyze business performance and customer behavior. Some important metrics include sales conversion rate, customer acquisition cost, revenue by traffic source, new vs returning customers, conversion by device type, cart abandonment, percentage of returning customers, average order value, customer lifetime value, customer retention rate, average order size, email engagement, Google search performance, social media conversion rate, and number of transactions. Understanding these metrics can help companies improve marketing strategies, lower costs, increase sales and optimize the customer experience.
Conversion rate optimization (CRO) involves creating website experiences that increase the percentage of visitors that become customers. Key factors in optimizing conversion rates include ensuring content is relevant, clear, creates a sense of urgency while reducing anxiety. Testing different page variants through A/B or multivariate testing can help determine which pages perform best. Establishing metrics like conversion rates, time on site, and costs helps measure optimization efforts. Increasing conversion rates through testing colors, call to action text, and building trust are effective optimization strategies.
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
This document provides an overview of web analytics for B2B marketers. It discusses how web analytics has evolved from simple metrics like page views to more sophisticated capabilities that provide insights into customer segments and online behavior. The document also covers selecting a web analytics vendor, common uses of web analytics like A/B testing and campaign tracking, and how analytics can be used to improve websites and drive business results.
White paper - Customer Experience TransformationPablo Junco
This white paper highlights the business value of customer experience as a differentiator and explores three critical enablers to guide organizations embarking on the transformation journey.
The Customer Experience: The Holly Grail of Competitive AdvantageDan Polito
Providing a great customer experience has emerged as the holy grail of competitive advantage, as traditional sources such as price or product differentiation become less sustainable. In an age of accelerated information flows, traditional sources of differentiation such as price and product differentiation erode rapidly, leaving customer service as the last sustainable source of competitive advantage. This challenges customer-facing departments to step up their game.
4 Customer Success Metrics to Inform Your Product-Led (Expansion) Growth Stra...QuekelsBaro
How do you know if your product-led expansion strategy is working? Learn how to apply product acquisition, adoption, retention, and expansion metrics in PLG.
Whether you’re creating a blog post or landing page, the ultimate aim is to convert your website visitors into customers
Now, the big question is: how do you ensure your website visitors take the actions you want them to take?
There are a lot of amazing (and some not-so-amazing) tips out there, but at the end of the day, it’s all about one thing: conversion optimization.
Whether you’re getting great results or poor results, conversion optimization is a must: testing, analyzing and optimizing will ultimately lead to better results – and there’s always room for improvement when it comes to sales and conversions.
To improve your conversions, you have to outline a strategy that will guide your tasks. Rather than throwing everything at the wall and hoping something will stick, using a strategy to guide you along the way can help you get more hits than misses.
This is true of all types of marketing strategies, but it’s especially important when performing conversion optimization tactics; that’s because conversion optimization requires a lot of testing and a lot different steps.
For example, if you want to generate more downloads for an e-book you’re offering on your site, then you’ll want to optimize your e-book landing page. With a clear strategy in place, you can make sure you’re testing and analysing all the different elements from your landing page, from its design to the shape and colour of your call to action button and to your copy.
Whether you’re creating a blog post or landing page, the ultimate aim is to convert your website visitors into customers
Now, the big question is: how do you ensure your website visitors take the actions you want them to take?
There are a lot of amazing (and some not-so-amazing) tips out there, but at the end of the day, it’s all about one thing: conversion optimization.
To improve your conversions, you have to outline a strategy that will guide your tasks. Rather than throwing everything at the wall and hoping something will stick, using a strategy to guide you along the way can help you get more hits than misses.
This is true of all types of marketing strategies, but it’s especially important when performing conversion optimization tactics; that’s because conversion optimization requires a lot of testing and a lot different steps.
For example, if you want to generate more downloads for an e-book you’re offering on your site, then you’ll want to optimize your e-book landing page. With a clear strategy in place, you can make sure you’re testing and analysing all the different elements from your landing page, from its design to the shape and colour of your call to action button and to your copy.
This document provides a step-by-step guide to effective online marketing strategies for business growth. It discusses defining the target audience through demographic and psychographic analysis. It also covers developing a comprehensive marketing strategy including brand positioning and selecting marketing channels. Additional steps include building an engaging website with good design, user experience and load times, as well as creating compelling content through various methods like visual storytelling and user generated content. The final step discussed is utilizing social media platforms to increase brand visibility and engagement to drive business growth.
Customer engagement portal an up to-date guideCRMJetty
Learn about the customer engagement portal and the tips to choose the right one. Go through the feature list and implement all the strategies for business success.
Your Roadmap to Successful E-commerce website launch.pdfWebnoxTechnologies
Craft a thriving e-commerce website development store with this comprehensive roadmap. From defining goals to post-launch optimization, learn the steps to drive business success and captivate your audience.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
To increase the website conversion rates a marketer would require a robust, simple, & scalable platform. Here, Sitecore is an excellent web content management tool and also a dynamic marketing tool for marketers.
https://www.raybiztech.com/blog/sitecore/improving-website-conversion-rate-through-sitecore
The essential people, processes and tools you need to deliver a great customer experience through your brand's website
DOWNLOAD THE COMPLETE REPORT AT NO COST HERE: http://www2.prophet.com/creating-a-customer-first-web-experience
Digital marketing channels such as email, SEO, PPC, social media, affiliate marketing and mobile can help businesses achieve certain results including greater brand recognition, increased ROI, enhanced sales funnel, increased repeat purchases, greater customer satisfaction, and top and bottom line growth. The key is to take a strategic approach to each channel, such as developing email lifecycles, optimizing landing pages for PPC, engaging customers on social media in real-time, developing key affiliate partnerships, and ensuring the business is prepared for growing mobile opportunities. Creativity and testing are important across all channels.
The Triad of Conversion Rate Optimization, Remarketing, and Email Campaigns.pdfmerlinmary285
Conversion Rate Optimization (CRO), Remarketing, and Email Campaigns are three essential components of a successful digital marketing strategy. By optimizing your website for conversions, re-engaging with past visitors through remarketing, and delivering targeted messages through email campaigns, you can drive more traffic, increase conversions, and ultimately grow your business online.
Similar to Optimization glossary 2014 isite design (20)
Orchestrating Your Global CMS; a planning frameworkBarbara Holmes
When it comes to a content management system (CMS) it’s tempting to jump into execution; to get that website or sites set up quickly. That’s how a CMS is sold, right? There’s a promise that the gnarly inter-departmental problems will melt away, that content will create itself, that with a flip of a switch your enterprise will be a global market leader.
The truth is that the magic of a CMS doesn’t happen without a lot of thinking and planning beforehand. Like a symphony orchestra, there are a lot of parts to coordinate and all must work in harmony to produce the desired results. This publication shares some of the things ISITE has learned through helping clients with CMS implementations, migrations, global rollouts, website redesigns, and content strategy.
This is an ebook that I wrote as my last thought leadership piece and content contribution to ISITE Design, December 2014.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing personalization.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing it.
3 Ways to Use Customer Journey Mapping, Portland Ad Federation, January 2014Barbara Holmes
The document provides an overview of journey mapping. It discusses three types of journey maps: ethnographic maps to capture customer stories, "as-is" maps to visualize the current customer experience, and future state maps to envision goals. The presentation covers why journey maps are useful, how they are made, and examples of elements included in different types of maps like touchpoints and phases. It emphasizes that maps help align teams around customers and identify opportunities to improve experiences across channels over time.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
The document discusses how training can learn from user experience (UX) design. It outlines similarities between the two fields such as their focus on the end user and established development models. Key UX tools that could benefit training are discussed, including customer journeys to understand user needs, personas and scenarios to represent different user types, and prototyping and usability testing to improve design. The document encourages training to adopt a more user-centered approach focused on interface design and the overall user experience.
Presentation to the Portland American Society for Training & Development Learning Leaders SIG. Research and analysis techniques that trainers can borrow from the user-centered design to help solve performance problems. Presented 12/1/2011.
This document provides an overview of customer journey mapping. It discusses mapping the customer's goals, emotions, and touchpoints with the business over time. The key steps are visualized as: 1) data visualization to map intersection points, 2) data collection and storytelling by capturing the customer's words and emotions, and 3) determining what happened and how by asking open-ended questions. Customer journeys can help businesses identify opportunities to deliver more value. References for further reading are also included.
Mapping the customer journey, ISITE Design 2011Barbara Holmes
The document discusses mapping customer journeys. It provides resources on data visualization, personas, website flows, platforms, and multi-channel marketing to understand customer intersection points. It also discusses data collection methods like capturing emotions, decisions, sources and priorities. Customer journeys can help identify where to deliver value. Visualizing journeys through sketching and asking open-ended questions is recommended to collect data on customer experiences. References for further information are also provided.
The document discusses mapping customer journeys. It provides resources on data visualization, personas, website flows, platforms, and multi-channel marketing to understand customer intersection points. It also discusses data collection methods like capturing emotions, decisions, sources and priorities. Customer journeys can help identify where to deliver value. Visualizing journeys through sketching and asking open-ended questions can provide insights. References for further information are also included.
The document summarizes results from a 2010 website visitor survey of 525 people. It shows that over 60% of respondents were between ages 50-69, over 63% were female, and around 35% identified themselves as being very loyal to certain brands. The survey also found that about 13.5% had Synvisc-One recommended by their doctor, 6.3% had an upcoming appointment for Synvisc-One treatment, and 5.9% were researching it on behalf of someone else.
The document discusses principles of cognitive load theory for designing effective e-learning experiences. It addresses how human memory processes information through limited auditory and visual channels, and provides guidance on integrating text, graphics and audio narration. Specific recommendations include placing corresponding words and graphics near each other, avoiding extra sounds or words that don't add value, and using a conversational style for narration. The goal is to effectively convey essential information without overloading the learner's working memory.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
2. A/B testing is one of the most effective ways to make measurable (and scientific) improvements to your website. This practice creates two (or more) versions of a page, and shows each version to a different, yet similarly-sized audience to discover which has a higher rate of conversion. A/B/n testing is a great way to collect statistically-significant data to show your clients that one design approach is more effective than another in persuading website visitors to take the desired action to show interest in a product or service.
3. This website design term is a legacy from printed newspaper days. “Above the fold” describes the part of a web page that the visitor can see without scrolling, and is usually considered the most important real estate on your page. These days, mobile phones have taken a hatchet to the concept of above and below the fold. It doesn’t matter anymore since you cannot control who is viewing your content on which kind of device. Generally, it’s far more important to understand your content sequence and hierarchy and the story that you’re telling your customer.
4. Acquisition, from an analytics perspective, is all about how you get traffic to your website, how you attract and interest prospective customers, and how you transform the curious visitors into qualified leads. Acquisition analytics measures things like referral traffic from other websites, effectiveness of communications channels such as a Facebook page, and paid search traffic, to name a few.
5. When your customers become your advocates, they publicly evangelize your brand and products/services.
6. The bounce rate of a page is the percentage of visitors who left your website after viewing that page. A page with a high bounce rate is performing poorly.
7. A call-to-action is a text link, button, image, or some other type of web link that encourages a visitor to take an action on that website, such as downloading a piece of content or registering for an event.
8. From an analytics and digital marketing perspective, channels refer to the different ways that visitors find your site. Channels are defined differently for each business, but typical channels include: search, paid ads, email, social, blogs, referral sites and direct. From an experience design perspective, channels refer to the communication mechanisms used by your prospects and customers to interact with your brand and products and services. Channels include voice, email, chat, sms, video, web forms, fax, in-store, call centers, and so on.
9. A conversion happens when your visitor completes a goal of your website, such as making a purchase or filling out a lead form. Business and strategic goals help inform desired customer behaviors and the related actions that will then qualify as a conversion.
10. The conversion path is the step-by-step series of clicks that a visitor goes through on your website, from their first interaction with you to whatever goal you’re trying to accomplish on your site.
Here's one example of a conversion path from our client Knowledge Universe, though your site conversion path could branch in a variety of ways depending on your business model (e.g. you might add a shopping cart and thank you page).
11. The subjective and emotional response your customer has to the interaction with your brand and business. A customer experience is comprised of individual customer touchpoints. Customer Experience programs are often focused on product and service improvements to create customer delight and advocacy, and customer experience is one of the most important drivers of brand value.
12. Customer experience optimization is a business strategy that maximizes long- term profitability through increasing the “lifetime value” of its customers. The goal is not to maximize customer satisfaction or customer loyalty, but rather to optimize customer satisfaction and customer loyalty. It is a process by which a company achieves a balance of customer satisfaction, advocacy, and profitability so that all parties achieve a win-win.
13. The sum of all the experiences a customer has with a company over the lifecycle of their relationship is called a customer journey. A customer journey consists of multiple touchpoints and key interactions, including messaging, employees, processes, products or services. Single or multiple interactions can be considered a customer journey and are part of a holistic customer experience lifecycle. Experience management is concerned with optimizing the journey to create delight and deliver success
14. Delight is a feeling of great pleasure. From a customer experience perspective, delight happens after an (oftentimes) unexpected and pleasurable interaction with a business. The creation of delight is a functional objective of customer experience programs, and is achieved by anticipating and meeting high-value customer wants and needs.
15. Dynamic content has two meanings in the marketing and design world. The first is from the perspective of the developer and the content management system. In this case, dynamic content means that the CMS pulls the content automatically onto the page. The editor/author doesn’t need to do anything else. A common example of this type of dynamic content is a news feed, calendar of events, or a blog roll. The second definition relates to content personalization. In this situation, dynamic content (also called as "smart content" or "adaptive content") describes the components of a website, ad, or email body that change based on the behavior of the visitor. It creates an experience that's customized specifically for the visitor or reader at that moment. An example of this kind of dynamic content is Amazon's recommendation engine.
16. Engagement is both a goal and a metric. Brands want to establish an ongoing relationship with their customers for the purpose of mutual success. Customers love the product and the business reaps the revenue and increased brand equity. The stronger the engagement, the better the health of the relationship (in general). Also, t it’s an indication of the importance and value of the customer relationship to the business.
As a metric, engagement is synonymous with interaction. This metric is used to find which visitors to a site are interested in the product or service being offered, but have not converted yet.
17. Friction is any element of your website or application that is confusing, distracting, or strenuous for visitors, causing them to leave your page or abandon your app. Examples of friction-causing elements include dissonant colors, excessive text, distracting navigation menus, or landing page forms with too many fields.
18. Iterative testing is a process for testing your marketing campaigns or your designs where each lesson builds on previous ones to provide more insight into your customer base. While conducting one-off tests on different marketing components is possible (e.g. a single product page or new CTA button), it is far more effective to map out this kind of formal, long-term testing strategy.
19. A landing page is literally the page where your visitors “land” on your website. Any page of your website can be a landing page. Search engines typically bypass the Home Page and jump your visitors deep into your website. That first experience is a landing page experience.
20. Landing Page Optimization is the process by which companies work to improve the performance and conversion of their landing pages using design techniques, key optimization principles, and testing. This is an important aspect of conversion rate optimization.
21. A latent conversion is a type of conversion that takes place after your visitor’s initial visit. For example, someone may look for a price matrix, leave your page to think about it, come back to your website two days later, and then make a purchase.
22. A lead is a person who has in some way, shape, or form indicated interest in your company's product or service.
23. Lifecycle stage refers to your leads' current point in their buyer decision-making process. Is this their first visit? Are they ready to buy? Are they still evaluating options? Depending on the business, there may be multiple phases and the names may be unique to the industry segment. A common set of phases are awareness, consideration, selection, purchase, and support.
24. Lifetime value refers to a customer’s predicted total financial contribution to the business throughout their relationship lifecycle. The term leverages the concept of “the future profitability of a customer.” In this Age of the Customer, lifetime value has moved from a simple average used for revenue prediction and company valuation to a more complex operational metric. Lifetime value can vary substantially by segment based on a customer’s lifecycle stage, engagement, and advocacy.
25. A moment of truth is any key touchpoint within the customer journey where a business has the opportunity to create or modify a customer’s opinion of the brand. Each and every time a prospect or customer makes contact with an organization or its representatives there is a moment of truth.
26. This type of optimization test creates new versions of a page by varying multiple on-page elements independently of each other. Like an A/B/n test, this can show which versions of the page are most effective. The advantage of multivariate testing over an A/B/n test is that it will also show which element on the page has the largest impact on customer behavior.
27. This type of optimization test creates new versions of a page by varying multiple on-page elements independently of each other. Like an A/B/n test, this can show which versions of the page are most effective. The advantage of multivariate testing over an A/B/n test is that it will also show which element on the page has the largest impact on customer behavior.
28. Optimization testing is the practice of using actual visitor behavior to uphold or disprove beliefs about them. A/B/n testing is the simplest form of optimization testing.
29. Personalization is a way of tailoring content to your visitors so that each web page or email message appears to have been created specifically for a single person. There are two broad categories of personalization: implicit and explicit. Implicit is implied, and is denoted by current behaviors on a website and some analytics techniques such as reverse IP lookup (a software tool looks to see your computer’s unique IP address and determines the business you work for) or geolocation based on IP address. Explicit personalization techniques include all those that are dependent on knowing explicitly who the visitor is. Examples of explicit personalization include adding a name to an email subject line, showing products based on the visitor’s past purchase history, or showing an order/account history.
30. Relationship marketing is a long-term approach to customer experience that seeks to maximize the lifetime value of a customer rather than an incremental- revenue or transaction-focused approach. The idea behind relationship marketing is that by investing in relationships, businesses and customers can and will ignore some of the commoditization and competition forces in the general marketplace in favor of trust, accountability and expectation fulfillment.
31. Responsive web design is an approach to designing and building websites in which the site recognizes the device that your visitor is using and automatically generates a page that is responsive to the device the content is being viewed on, making websites always appear optimized for screens of any dimension. There are two broad variants of responsive design; full responsive, which means that 100% of your content is available no matter what device your customer uses. The second is adaptive responsive. Adaptive responsive means that while 100% of your content is available, you’ve tailored it somewhat to optimize it for the device. For example, a headline might exist in two forms, long and short in an adaptive responsive website. The short headline is used for phone and tablet devices, and the long headline for desktop.
32. A touchpoint is any interaction between a customer and a business. Touchpoints can be digital and include websites, forms, emails, banner ads, and so on. Touchpoints can also be analog, such as brochures, letters, cup holders, etc. Touchpoints are also other people, as when a sales associate greets you in a store, or when the phone is answered at the doctor’s office. The accumulated experience with a company’s touchpoints build the customer experience.
33. Voice of the customer research seeks to identify and, where possible, quantify customer wants, needs, and expectations, often expressed relative to their experience with a brand’s products or services. The substance of VOC may be found in many places, such as on social networks, in phone call transcripts, within support tickets, on survey forms, in ratings and reviews, and so on. The data is collected and analyzed for the purpose of improving the customer experience or improving a product or functionality.
34. Wow factor is related to delight. It is the presence of an element in a customer experience responsible for driving exceptional satisfaction.