SiteSpect Synopsis: Know Thy Customer

By Bill Cunningham

May 8, 2018


This week I have three pieces that explore how users interact with different digital media, and how that should inform your marketing strategy.

The season is finally changing here in Boston, and while I wouldn’t go calling it summer yet, it does seem time to look ahead and think about how to reach our audiences in the coming months. This week I have three pieces that explore how users interact with different digital media, and how that should inform your marketing strategy.

Top 20 A/B Ecommerce Test Ideas, ConversionXL

CXL founder Peep Laja taps into his CRO experience to highlight 20 A/B tests that almost always yield positive results. While A/B tests often deliver unexpected outcomes, there are some general rules to follow that almost always increase conversions. These include: Static images outperform carousel or moving images, more prominent search bars do better than smaller ones, product videos beat product images. While these ideas typically improve conversions and customer satisfaction, Laja still warns against following these rules blindly. Instead, take these as starting points and A/B test from there.

The Takeaway: While CRO is highly specific and contextual to individual websites and use cases, there are trends in what works and what doesn’t. Learn these and use them as starting points for your CRO program.

People Believe Ads Are Becoming More Intrusive, EMarketer

Author Ross Benes cites research from Kantar Millward Brown recording that “71% of respondents say that ads are more intrusive now than they were three years ago.” Media consumers feel both that individual ads are more intrusive and that they see more ads overall. Benes notes that the feeling may be due to an overall jump in how much we consume media. American adults spend about 12 hours a day consuming media, and increasingly use second screens (watching TV on your laptop while looking at Instagram on your phone). The feeling that ads are intrusive may be due to the simple fact that we see more since we consume more media.

The Takeaway: Whether it’s ad content, user behavior, or a combination of the two that causes this feeling, most people feel ads are too intrusive.

Everything You Need to Know About Marketing during the World Cup, DMN

The World Cup starts June 14, and it’s one of the largest global sporting events in the world. DMN writers Keith O’Brien and Amy Onorato walk through customer behavior during the World Cup and how to use the event to reach your base. They stress releasing content that is relevant and helpful to your audience, not using official FIFA logos or hashtags (ie #WorldCup is not great, but individual game hashtags are), and taking advantage of imaging that ties into the event. Understand how your audience consumes the World Cup and use that to provide value to your customer base.

The Takeaway: The key to marketing during the World Cup is to understand how your audience consumes it, and then use real customer behavior to define your marketing approach.

A Little Point of View

This week’s reads are all about really knowing your audience and how each visitor interacts with your digital touchpoints. While there are some “tricks” to engaging customers — certain UX strategies, ad mistakes to avoid, or leveraging popular events — even these depend on your ability to tap into what your specific customer wants. These articles all give great practical advice for marketing across media this summer, but they also share a philosophy. Understand how your customers interact with your digital channels, and then provide them with valuable material.


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Bill Cunningham

Bill Cunningham

Bill Cunningham is the Chief Revenue Officer at SiteSpect, leading a national team and overseeing marketing messaging, programs, and communication. He has over 25 years of VP experience and is based in Boston.

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