“When you play the game of thrones, you win or you die.” Luckily, the opposite is true when you’re vying for the crown of brand optimization and superb customer experience.
But with 10 years under my belt as a UX designer and 3 years working directly with clients as a Conversion Rate Optimizer at SiteSpect — the first full stack testing solution — I’ve learned a thing or two (actually, five) about taking risks. And there is a straightforward, guaranteed way to market fearlessly without putting your bottom line at risk. What do you get in return? Higher conversion rates, more user engagement, and a lift in revenue. Here are five ways to introduce fearlessness into your marketing program.
Remember when you filled out your March Madness bracket? Don’t you wish you could have had some kind of guarantee?
This week we're diving into the next stage of content marketing: context marketing. Now, with access to so much user data and the ability to control where content goes and when, marketers have to think not just about the content their provided but when it shows up. Marketing now has become one-on-one.
Even people who have never read or watched Game of Thrones have heard of the Red Wedding. If you haven’t, take a second to do a quick search — you’ll get the idea pretty quick. Anyways, in the epic power struggle between the Starks and the Lannisters, the Starks get taken out in one fell swoop by the repellant Walder Frey and Roose Bolton. In one episode, as Sean T. Collins writes, the show changes what it’s about.
Google SEO rankings depend on website and mobile speed now as much as they do content and relevance. That’s a big deal. Marketing now hinges on the technical viability of your digital channels just as it does on creativity and audience development.
It’s finally Spring Break. You’re relaxing on the beach in Hawaii, drinking Mai Tais and reading magazines in the warmth of the equatorial sun. All of a sudden, you’re hit with a fright. You sit up straight in your chaise lounge and sprint for your phone. You’re still running optimization tests for your brand’s website, but you’ve forgotten to log in to the testing platform to analyze you’re A/B testing results. Are you losing revenue? Disappointing customers? Or seeing huge success that you’re losing out on implementing site-wide? If you’re with SiteSpect, you don’t have to worry about any of that.
A/B testing — where a brand tests two versions of a web or mobile page against each other with one variation — has long been a reliable method for increasing conversions. It lets the facts of consumer behavior drive decisions rather than the individual taste of the marketing or design team. But, lately there has been some discussion over the efficacy of A/B testing. Why would we, a testing solution, dig in to these articles?
In the first season of Game of Thrones, Syrio Forel tells Arya Stark, “The man who fears losing has already lost. Fear cuts deeper than swords.” Syrio is the first sword of Braavos, and Arya’s “Dancing Master” (read: sword fight instructor). But, we might also think of him as a keen business strategist. His mastery of sword fighting parallels your mastery of your business: to beat competing brands you must move quicker, with more agility, and without fear.
Artificial Intelligence is everywhere these days, and it clearly offers a lot when it comes to improving the customer experience. Alexa, Google Home, Siri — these computer compatriots have become household staples. But, as we covered in our SiteSpect Synopsis, benefiting from AI isn’t as simple as choosing a service and letting it run. AI is a valuable but fickle friend.