Solving executive team apathy with customer empathy
Solving executive team apathy with customer empathy
Why pretty websites aren’t always converting websites.
Demonstrate meaningful results with early wins, and earn leadership support for future initiatives.
Your customers are telling you what content they want, here’s how to give it to them
The conundrum of increasing traffic or increasing conversion rate is one all brands face. The answer is simple.
If your e-commerce website is managed under your marketing budget, you’re doing it wrong.
History has ruined lead gen website effectiveness. Let’s move forward.
Approaching the design and layout of a new e-commerce website is a difficult task that can quickly unravel by ignoring the most important stakeholder: the customer.
A FAQ page is a true reflection of your customer service. If you’re going to have a FAQ, at least do it right.
Best practices are ruining the Internet and your sales. Time to put on your big kid pants and start making decisions based on data rather than a Google search.
Most agencies have it all wrong. They focus on traffic, not revenue. Improving your site’s economics is all that matters.
Brands and marketers can do better by shifting their focus away from conversion rates and toward constant improvement of their brand’s customer experience.
Providing your customers with a poor user experience is like planning to go on a bad date.
Learning begins with testing, and testing never ends.
Digital is the easiest area for a brand to make mistakes, especially if the e-commerce experience falls under the marketing team’s responsibility.
Despite the rumors of its demise, content marketing is not dead.
The old way of capturing visitor attention online is over. Pay attention to your customer instead and make a profit in the process.
Like Don Quixote tilting windmills, brands seek the illusive 2% or better e-commerce conversion rate.
The behind the scenes machinery of your brand’s website may be causing it to lose revenue.
What does a line for a crowded restaurant in Portland, Oregon have to do with the effect of social proof on online sales?
There are 3 components to growing online revenues, and they work in reverse order.
Here’s an important question that comes up way less frequently than it should.
4 areas where brands can look to unlock their online revenue.
Being useful isn’t about being boring, it’s about providing an experience for your customers that is helpful and easy.
Brands set revenue targets but don’t hold the inventory to hit them.
E-commerce revenue is stuck behind the 98% failure rate that almost every site accepts as normal. It’s not.
There is an easy way to make your e-commerce site mobile friendly without a complete overhaul—make it responsive
Landing pages are too often the last picked member of the digital marketing team. But, by focusing on one thing, landing pages can become the digital marketing star.
Those users and visits in your analytics are actually people trying to buy things on your site. Here’s how to turn those numbers into customers.
A doctor would not prescribe without a proper exam and diagnosis, don’t you want your e-com partner to do the same?
Focusing on the Wrong E-Com Goals Removes Opportunity
How taking a proactive approach to UX and design can save your site and increase your sales.
The Pixel that Broke the Website’s Back
Saying your brand doesn’t sell online is just an excuse for ignoring your best lead generation source: your brand’s website
Don’t let a holiday code freeze cool your sales. Use the opportunity to research and optimize content on your e-com site.
Brands may see a boost in sales after updating their e-commerce platform, but is the technology upgrade really responsible for the increase?
Writing an RFP for a digital project is like training for a marathon. Both should start with the end goals in mind and plan backwards.
Often, when brands try to avoid channel conflict they sacrifice sales on their own e-commerce site. It does not have to be this way. Here are 3 ways to avoid channel conflict.
Snow Peak’s e-commerce site is proof positive that by crafting an authentic brand story, customers will respond by opening their wallets. These simple steps will increase any e-commerce site’s sales.
To increase e-commerce sales, the goals of the website must be focused on achieving the goals of the customer. Get a return by building a site your customers care about.
Tell your brand story in the context of what customers care about instead of insisting customers care about you.
When the boss is reluctant to approve your digital initiatives, adding an authoritative voice from an outside expert can help you make your case.
E-commerce is only just getting warmed up. With $1 Trillion in retail sales linked to digital, the time to act is now.
Stop using your site to show commercials for your brand, instead show customers how your brand can become part of their life story.
SEO is finally becoming a friend to human readers. Old practices that rewarded irrelevant (inhuman), keyword stuffed content, must be replaced by helpful, human-friendly content. Is your brand ready to ride the new SEO wave?
Hiring a digital agency is no small task. To help, here is a list of questions to consider and ask a prospective agency before beginning any complex digital engagement.
Having a fast e-commerce site is the difference between conversion and abandonment. Get on the fast track and give customers what they want, now.
The right content is key to driving online sales but will your brand approve of it?
By limiting your team’s content audit, creation, and revision to top tasks, products, and content you can save yourself a ton of grief while boosting your bottom line. Less work! More Money! Yes, Please!
When is the best time to communicate “Out of Stock” to online customers? It’s definitely not after they’ve picked out a product and are ready to purchase. Watch this 15 second Instagram video to see why.
Google’s new Universal Analytics contains myriad upgrades you can use to gain competitive advantage. Upgrade now. (We even show you how.)
Short timelines and tight budgets continue to present a challenge to marketing teams. For best results, brands need to focus on these five areas.
Rotating carousels on the homepage waste precious real estate. Here are four reasons why they don’t work and four ways brands can better use that space.
Site obesity is an epidemic among active lifestyle brand sites and costing brands revenue. Whip your brand site into shape and turn it into a revenue earning machine with The Good’s Brand Site Fitness Plan.
What would it be like if you brought homepage carousels into your retail stores? Watch this 15 second Instagram video.
Most websites are content heavy in a way that’s unhelpful to customers. To avoid being unhelpful, brands need to create content focused on customer goals.
For a larger return, make a small investment focused on converting traffic already visiting your website before spending recklessly on obtaining more traffic.
The complexity of Google Analytics often prevents people from using it to its full potential. Dashboards for Google Analytics provides brand leaders with an easy way to begin to more fully leverage this valuable tool.
To increase email signups, many brands have resorted to disruptive and ill-timed email collection tactics (i.e., email pop-ups). There’s a better way.
Outdoor, athletic and active lifestyle brands need to cultivate relationships with the active lifestyle consumer; to do that, they first have to stop talking about themselves.
What would it be like if you brought email pop-ups into your retail stores? Watch this 15 sec. Instagram video.
The Internet allows customers to tell brands what they are looking for; brands that listen will know how and when to show up at the exact right time.
Google Analytics is a powerful tool for brands to understand how their customers are using their site. But too often these insights get lost in all the numbers. With these five reports, brands leaders can unearth the data that will help their site better serve its customers.
To better understand how customers are really using your website so you can improve their (buying) experience, track your site’s micro-conversions.
When a brand’s website marketing isn’t aligned with the customer’s reason to visit the site, then the marketing is doing more harm than good. To sell more online, provide customers with content that will help them get what they came for.
Brands need to stop making active lifestyle consumers work so hard at getting what they need and start making it easy to find information and buy.
Shopping rituals enable customers to overcome their fear of buying the wrong product and allow brands to become both integral and a main focus of a customer’s shopping experience.
Including a high volume of quality and credible athletic and outdoor product review content on your brand site will help customers find the best products and stay on your brand site to purchase them.
The active lifestyle consumer increasingly expects customized and personalized products; to remain relevant, brands serving this segment will need to make a strong commitment to digital in retail — now.
Understanding and optimizing each of the smaller steps — the micro-conversions that lead up to conversion improves the customer experience and enables them to complete more purchases.
An in-house community manager will ensure active lifestyle consumers experience authentic, informed interactions with your brand on social media and can help you turn those channels into business growth drivers.
Understanding the process required to arrive at sound digital budget decisions can help ensure the maximum return on digital investments for brands serving active lifestyle consumers.
Four things active lifestyle brands do that come across as inauthentic to consumers when featuring sponsored athletes – and what you can do to fix them.
Active lifestyle brands rely on their retail partners for the bulk of their annual revenue, learn how to avoid upsetting those relationships by selling direct to consumer through a brand site.
To maximize the impact of marketing co-op budgets, brands need to finesse relationships with retailers and push for access to customer-related data and the incorporation of branded experiences.
Don’t look to your competitors for e-commerce best practices, focus on building features and creating great experiences that will help customers buy from you.
To successfully serve multiple consumer types through a single web site in a way that will convert for all audiences, website content must be organized either by consumer type first or consumer goal first.
Increasing marketing effectiveness, gaining competitive advantage, and maximizing impact of marketing spend are just three of many reasons for active lifestyle brands to invest in Calibration.
A website can be simultaneously beautiful and totally ineffective; focusing on performance ensures that its beauty is more than skin deep.
Your brand could be sitting on a pile of data that would enable you to tailor your ecommerce website to the needs of customers — if you only knew how.
Focus on creating content that helps customers understand the unique value of your product and why they would be smart to purchase it.
To improve e-commerce sales, marketers need to shift focus off the ‘vanity metrics’ and onto the conversions that are actually driving to sales.
Understand the jobs your website needs to do and give it the content and features it needs to become a star.
Improve engagement and purchase conversions by making your site easy to use on any device and in almost any situation.
Work with your customer service department to surface and correct persistent negative brand experiences that are destroying customer loyalty.
Shifting focus from making sales in-store to store as touchpoint and opportunity for customer service resulting in online purchase or engagement is ultimate mutually beneficial strategy.
To maximize the positive impact of a sponsored athlete on your brand focus on helping them create meaningful connections with your fans.
A simple mathematical law can help you design intelligently and spend effectively.
Increase social sharing by creating content worth reposting — and removing social sharing buttons from your brand’s website.
Apply the Scientific Method to your digital projects to improve results and effectiveness of digital marketing dollars spent.
User testing can uncover hidden revenue opportunities, just ask Amazon, whose testing led to optimization of promo code placement delivering a 90% increase in revenue.
Outstanding service and saving customers time by enabling them to quickly find what they need online is key to retaining customers long term.
Think of “Frequently Asked Questions” as “Questions your site frequently fails to answer” then adjust your site content to help your customers find what they’re looking for.
Product reviews with spelling mistakes are less trusted by consumers and the result is fewer sales.
Before you build another site, walk a mile (or twenty) in your visitors shoes, then design an experience you and they will find outstanding.
Innovation is easier when brands iterate, and understanding the benefits of a lean process over a waterfall process is necessary to succeed with digital.
To increase the effectiveness of digital brand experience, stop guessing and start listening to consumers.
If digital marketing teams want to get more from the web, they need to start thinking about the online tasks their customers are looking to complete.
Features kill sales because they almost never advance a customer’s goals. Better: Find out what goals create digital experiences that help customers win.