What is the Best Homepage to Have (3 Real Examples)

Remind me: How many chances do you get to make a good impression? Oh, that’s right. One. Just one. If you don’t have the best homepage possible, that first impression becomes negative for website visitors. You lose that first impression forever. Will t…

best-homepage

Remind me: How many chances do you get to make a good impression? Oh, that’s right. One. Just one. If you don’t have the best homepage possible, that first impression becomes negative for website visitors. You lose that first impression forever. Will the visitor come back? Maybe. But you’re playing with fire. There aren’t any new statistics on web design aesthetics and first impressions, but an older study demonstrated that 94 percent of people’s first impressions of a business were related to web design. That’s pretty illustrative. If you have a beautiful, functional, easily navigable homepage, you’re more likely to...

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9 Things You Can Do Now to Ensure Your Experimentation Program Survives a Reorganization

It often begins with rumors and murmurs. Then, perhaps, a shift in executive leadership. At first, changes seem minor or isolated. But eventually, the inevitable becomes reality—a reorg is underway. Because testing programs typically work with and across several divisions in a business and don’t fulfill a traditional business function, they are particularly vulnerable during […]

The post 9 Things You Can Do Now to Ensure Your Experimentation Program Survives a Reorganization appeared first on Brooks Bell.

It often begins with rumors and murmurs. Then, perhaps, a shift in executive leadership. At first, changes seem minor or isolated. But eventually, the inevitable becomes realitya reorg is underway.

Because testing programs typically work with and across several divisions in a business and don’t fulfill a traditional business function, they are particularly vulnerable during the organizational upheaval.

However, to paraphrase Benjamin Franklin, with an ounce of prevention, it’s possible to avoid a pound of problems. Here are nine practices for surviving a reorg that you can start doing nowbefore you ever have to deal with one.

1. Calculate Impact

The first thing any new leadership will want to see is the value the testing program provides to the business. Of course, “value” is a multidimensional concept. It includes the contribution to business goals and priorities, insight into customer preferences and behavior, development of new innovations, and minimizing certain opportunity costs.

While it’s true all of these things will help communicate the importance and value of testing, nothing will be as compelling as a big annualized impact number. This number can be complex and time-consuming to calculate, but even if it isn’t an important metric for your program today, it’s worth having an analyst crunch, record and update just in case.

2. Write an Elevator Pitch

If you had five minutes or less with the CEO of your company, could you clearly communicate the mission, focus, and value of the testing program in a memorable way? If the answer to that question is “no,” or even “maybe” it’s worth spending some time crafting an elevator pitch for your testing program.

Open your pitch with a short anecdote about a problem that was solved with testing. Next, add a sentence or two about the essential mission of the program. Follow this with a sentence about the methods used. Close with a statement about the contribution the testing program has made to the business as a whole.

Once you’ve written this pitch, practice delivering it to your friends, family, team and other stakeholders. After a lot of practice—and incorporating the feedback you will inevitably receive—you’ll be ready to introduce testing to any new leader or team you may encounter.

3. Archive Results

Surviving a reorg isn’t all about making a case for testing. It’s also about maintaining a consistent pipeline after teams have been shuffled around.

The first step to protecting the testing pipeline is to create a complete, detailed, navigable archive of past test results. This is critical for developing new ideas, training new team members, orienting new teams and stakeholders, and simply making the case for what works and what hasn’t.

Recently, we launched Illuminate, our new software for enterprise-level testing teams. Illuminate offers an executive-friendly repository of your tests and any insights you’ve learned about your customers along the way. It’s direct integration with Optimizely, easy-to-use reporting tools, and custom case study generator significantly simplify the task of archiving and reporting your test results.

4. Outline the Process

Testing is complex and when teams get rearranged, processes that once flowed smoothly can become intractably clogged. To prevent this, document the process as it exists and identify areas of parallelization, possible redundancies, problematic bottlenecks and opportunities for redirection.

If you have access to a project manager, ask her to run a few what-if analyses to estimate potential problems if your processes were to be disrupted. Then, work together to develop possible solutions or workarounds to the most likely scenarios.

5. Clearly Define Roles and Responsibilities

Having a fast and nimble all hands on deck approach to managing the testing process is great until a critical person leaves the company or is assigned to a different team.

To avoid this, define the roles and responsibilities of each team member at each stage of the process. Doing this is critical for mapping the resource requirements of the testing process and quickly identifying gaps if the team is restructured.

It’s also important, however, to track ongoing responsibilities and duties in a more specific way. Having a project management platform or system that identifies what stage of the process each test is in, and which team member is responsible for that task is essential for avoiding disruptions.

6. Develop Training Programs

Looking on the bright side, a reorg could mean your testing team is greatly expanded. It might also mean fewer people are doing more, including jobs they have little experience with. In either case, having a developed and ready-to-execute training program is helpful.

Like all of these tips, the best time to develop a training plan is not the first day your new team member walks into the office. Instead, start training and cross-training your existing team right away. This gives you an opportunity to develop extensive content, deliver it, get a sense of what works, and make adjustments before a reorg renders training critical to the continuation—and not just the improvement—of the program.

7. Centralize Documentation

Having lots of documentation is useless if no one can find it. Moreover, it doesn’t help if it isn’t standardized in some way.
The archive of results, process documents, test plans, training materials, and everything else should be stored in a public or shareable archive, in a format that is easily accessible and navigable.

Using filename conventions, consistent directory structures, and standard documentation practices across the team may be mundane, but it’s just as important to the robustness of the testing program as tracking each person’s ongoing responsibilities.

8. Get essential access

One often overlooked consideration is whether the testing team has access to the essential technologies on which it relies.

Even if most development is done by an outside group, it’s important to have access to tools that enable you to upload and modify your code. Additionally, if reports are pulled by a sovereign analytics team, it’s equally important for someone from the testing program to have the access and ability to do so in a pinch.


Some solutions—like tag management systems—address this challenge. Training, cross-training, and collaboration is another helpful way to build the necessary competencies to get access to and make basic use of all your testing tools.

9. Keep it all up to date

Building the previous eight resources can take a lot of time and effort. Many teams will make any one of them a goal for the quarter, work hard to get it done, drop it in an archive, then forget it.

Months, maybe years, pass without giving the resource a second thought. Then, a sweeping reorg happens and the five-year-old process document is unearthed, dusted off, and found to be frustratingly obsolete. That’s why you must take care to not only produce these resources but maintain them as well.

A reorg can be a scary thing for a lot of reasons. However, by following these nine tips today, even the biggest organizational shakeup doesn’t have to disrupt the flow and productivity of the testing program.

The post 9 Things You Can Do Now to Ensure Your Experimentation Program Survives a Reorganization appeared first on Brooks Bell.

How Does Behavioral Marketing Work?

If you’re not using behavioral marketing, you’re doing it wrong. Unlike other marketing approaches, behavioral marketing gives you the full picture of your… > Read More
The post How Does Behavioral Marketing Work? appeared first on Retail Performance…

If you’re not using behavioral marketing, you’re doing it wrong. Unlike other marketing approaches, behavioral marketing gives you the full picture of your... > Read More

The post How Does Behavioral Marketing Work? appeared first on Retail Performance Marketing Blog - CPC Strategy.

Why the Single Customer View is The Essential Core of Retail Loyalty

Across every category, retailers are awash in customer data. Transactional data, data from loyalty programs, CRM data, customer service data, third-party data, data from partners and suppliers.

This data comes through tablets, mobile phones, PC, point…

Across every category, retailers are awash in customer data. Transactional data, data from loyalty programs, CRM data, customer service data, third-party data, data from partners and suppliers.

This data comes through tablets, mobile phones, PC, point-of-sale systems, customer service logs, social media channels, and other direct channels. It gets stored in a database, or multiple databases across multiple brands or stores, or within disparate and siloed operational systems. Or maybe it isn’t stored at all.

Yet however daunting or intensive the data collection and alignment process may seem, it ultimately yields one of the most important assets a brand or retailer can have: the single customer view.

Put simply, the single customer view (SCV) is a single source of truth. It is an aggregated, consistent and holistic representation of everything a brand or retailer knows about its customers.  By providing a unified picture of all customer activity paired with unique identifying information, the SCV allows brands and retailers to tailor their interactions to maximize engagement and create personalized experiences. The SCV serves as a trustworthy and accurate base for targeting, segmentation, and communications — not to mention customer service — and underpins the most effective marketing and loyalty strategies.

The importance of the single customer view corresponds with the rise of the multi-channel consumer, who interacts with the brand in a variety of ways. To appreciate the centrality of the single customer view in today’s retail operations, it’s important to understand the new consumer.

The Multi-Channel Consumer

With so many ways to engage with a brand —including multiple ways to shop and purchase — every customer must be considered a multi-channel consumer. Customers interact with a brand’s website, mobile app or in-store POS system to transact. They may engage in two-way channels for customer service, including email, Twitter, live chat, telephone, and online forms. They share their experiences with a brand on social media.  And they participate in the brand’s loyalty program through a dedicated app or website, or via a loyalty card or identifying number.

In this multi-channel environment, opportunities for frustration lurk at every turn. Consider the all-too-common experience of buying something online and then being told that purchase is ineligible for an in-store return.  Or having to rehash an entire conversation with several customer service agents in a call center queue when an online form already captured the nature of the issue and the customer’s identifying information. These frustrations are born from a lack of dialogue between channels.

This is due in part to the fact that within the same company, all these different channels may be run by different teams with different agendas and different priorities. In that scenario, it’s possible for a customer to have a wildly different experience within each brand channel he or she interacts with. But as far as customers are concerned, they are dealing with a single company, whether online, in a shop or via social, and they rightfully expect consistency.

A singular view cuts through confusion

Having a single customer view is the antidote to this disjointedness. With the ability to track customers and their communications across every channel, brands and retailers will experience improved customer service levels, better customer retention, higher conversion rates and increased overall customer lifetime value. It also leads to better communication between traditionally separate teams and a more cooperative approach to customer service.

More specifically, there are several benefits to being able to see every customer’s activity at each touchpoint:

How is a single customer view achieved?

To reap these benefits, there are several steps brands and retailers must take to create a single customer view. Because data quality and reliability are critical, the first step is assessing what data is being collected and from where, and gaining an understanding of key capture points. Retail brands then need to secure the right technology to connect their data, the talent and expertise to implement that technology, and formulate a strategy for leveraging their single customer view once it’s established.

Assess current data structure

A thorough audit of all data assets must also be undertaken, including identifying which data sources need to be pulled into the SCV.  Accuracy and integrity of the data should also be assessed; incorrect, invalid or muddled data is as detrimental to creating a single customer view as no data at all.

Establish the right technology to connect data

Technology not only ensures that data is captured and connected in an automated manner, but ensures the accuracy of the information captured.

Create a single source of truth

To truly understand the customer and analyze their behavior, habits and preferences, a single customer view must be able to tie every interaction back to a single unique identifier. 

Identify expert partners to assist

A third-party partner with the relevant experience and technological expertise can pay dividends.

Put the right strategies in place

Centralized data requires more than just combining various pipelines into a single database.  It requires an organization-wide commitment to maintaining customer data standards, and a dedication to the concept and importance of gaining a single customer view. 

The single customer view is the cornerstone of a successful marketing and loyalty strategy. In other words, the it is the platform on which brands and retailers can develop their marketing and loyalty infrastructure — a solid base on which to build. The single customer view is not an end to itself, however. It is not a marketing strategy in its own right. Rather, it is a tool to gain the actionable insight needed to engage customers with the right message at the right time on the right device, and a basis for ongoing analysis, technological innovation and evolving strategies. Brands that invest in this foundation will find themselves on solid footing for years to come.

The First Gartner Magic Quadrant for Personalization Engines

It’s a big day when your market segment is recognized by the industry analysts. This year, Gartner released the inaugural Magic Quadrant for Personalization Engines that analyzed and evaluated 18 Personalization Engine vendors. The…

It’s a big day when your market segment is recognized by the industry analysts. This year, Gartner released the inaugural Magic Quadrant for Personalization Engines that analyzed and evaluated 18 Personalization Engine vendors. The Magic Quadrant (MQ) report helps...

46 Conversion Rate Optimization Hacks

Conversion is the ultimate goal of a business’s online efforts. If your website has a glorious design and drives huge traffic but you’re still not getting enough leads, you need to get serious about conversion rate optimization and these 46 conversion …

Conversion is the ultimate goal of a business’s online efforts. If your website has a glorious design and drives huge traffic but you’re still not getting enough leads, you need to get serious about conversion rate optimization and these 46 conversion rate optimization hacks will help you get there. Conversion rate optimization is a systematic process...

The post 46 Conversion Rate Optimization Hacks appeared first on Conversion Sciences.

The Top 7 Popup Forms to Skyrocket Your Conversions

The ultimate end goal for every single visitor to your website is to turn them into a customer or a recurring visitor. The problem is that turning visitors into regulars can be tricky. Really tricky. There is, however, an easier way to convert visitors…

popup-forms

The ultimate end goal for every single visitor to your website is to turn them into a customer or a recurring visitor. The problem is that turning visitors into regulars can be tricky. Really tricky. There is, however, an easier way to convert visitors without wasting your time or theirs—and it comes in an unexpected form. Pop-up form, to be exact. Simply by using well placed popup forms, you can boost your email subscription rate by 317% or more. With this in mind, we’re going to take a look at our top seven pop-up recommendations and discover how they’ll help...

The post The Top 7 Popup Forms to Skyrocket Your Conversions appeared first on The Daily Egg.

Talking Personalization, Part 3

Our third superhero discussion in this series is with Alex Yoder, EVP, Analytics at Merkle, focusing on the critical role that data plays in the ability to deliver personalization.

Our third superhero discussion in this series is with Alex Yoder, EVP, Analytics at Merkle, focusing on the critical role that data plays in the ability to deliver personalization.

How to Get Started with Micro-Segmentation

Micro-segmentation is a marketing strategy that uses data to identify the interests of specific individuals and influence their thoughts or actions. In an ideal world, we have all the data needed to answer our client’s questions. However, the ideal is …

Micro-segmentation is a marketing strategy that uses data to identify the interests of specific individuals and influence their thoughts or actions. In an ideal world, we have all the data needed to answer our client’s questions. However, the ideal is not always our reality, so we need to determine new strategies for addressing client needs. Micro-segmentation allows for the grouping of consumers into more specific, focused audiences within the client’s segmentation and market — further placing relevance at the forefront and, in spite of limited client data, a micro-segmentation marketing strategy can be developed.

Here are four tips to get started with a micro-segmentation marketing strategy:



 A micro-segmentation marketing strategy can allow for the layering of numerous data points — identifying a robust mosaic of hundreds or even thousands of micro-segments for more focused, relevant targeting. This kind of relevancy is key to people-based marketing, as it is centered on targeting your customers with more focused messaging. Micro-segmentation is one of the important ways that you can bring that relevancy to the forefront of your marketing strategy and, as shown, you can develop your micro-segmentation strategy regardless of client and data limitations.

Why Product Recommendations are in Need of a Personalization Makeover

The Right Ecommerce Product Recommendations Ecommerce product recommendations have been a core part of every digital marketer’s strategy for years. And it’s no wonder why: it’s an uncontested belief that recommendations deliver rel…

The Right Ecommerce Product Recommendations Ecommerce product recommendations have been a core part of every digital marketer’s strategy for years. And it’s no wonder why: it’s an uncontested belief that recommendations deliver reliable ROI for brands by helping with...