Growth through Empathy: Learn from example to level up your marketing and conversion optimization strategy, ft. DIG Labs and DesigNooks
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The document outlines the 'Growth Through Empathy Marketing Webinar Series', which focuses on using empathy in marketing and customer experience strategies by featuring socially conscious brands. It includes insights from marketing experts on building brand awareness, optimizing customer experiences, and fostering partnerships for growth. Additionally, it presents case studies from brands like Dig Labs and Designooks, offering practical recommendations for improving sales and customer engagement.
Growth through Empathy: Learn from example to level up your marketing and conversion optimization strategy, ft. DIG Labs and DesigNooks
- 1. Growth through Empathy Marketing Webinar Series This month featuring:
- 2. What is... Growth through Empathy? A monthly marketing webinar using empathy to level-up your marketing & experience optimization strategy, featuring socially conscious brands. Find us at GrowthThroughEmpathy.com.
- 3. Agenda What we’ll cover Through discussion with DesigNooks and Dig Labs, you’ll learn: ▪ Why own your purpose? ▪ How can you build brand awareness by levering your “Why”? ▪ How can you use empathy to communicate on your website? ▪ What impact can empathy have to on revenue when used in conversion rate optimization?
- 4. Intro to hosts Jennifer & AJ Expertise: - Identifying small and large changes that improve conversion rates - Finding user experience issues & solving them - Growing revenue using experimentation Reach me at aj@experimentzone.com. AJ Davis, Founder of Experiment Zone Helps companies grow their revenue by improving their customer experiences. Jennifer Yassen, Founder of The Freed Agency Uses her knowledge in marketing, partnerships, & product development in her mission to save this planet. Expertise: - Holistic Business Consulting - Strategic Branding & Marketing - Partnerships - Product Development Reach me at info@thefreedagency.com
- 5. Why own Your purpose? ▪ Own your Unique Selling Perspective (USP) ▫ No one can tell your story like you ▫ Create connection and loyalty with your consumers ▪ Become part of a larger conversation ▪ Build your tribe and attract the right audience
- 6. Mission: Own what you want to be know for ▪ What differentiates you? ▫ How should your customer feel when engaging with your product? ▫ How do you want your customers to promote you? How to effectively build Brand Awareness
- 7. ▪ Who are your ideal customers? ▫ Where do they spend their time? ▫ What do they do? ▫ Where do they shop? ▪ Look in your own backyard - to whom is your brand connected? How to effectively build Brand Awareness Fish where the fish are - don’t reinvent the wheel!
- 8. Built with Empathy Customer Experiences What are the benefits of empathy in customer experiences? ▪ Understand what your customers *need* ▪ Find points of confusion or friction as they browse your site ▪ Customers are unique; what works for your competitors may not work for you ▪ By employing empathy, you can improve your conversion rates and grow your revenue.
- 9. Empathy Experience optimization Cart & Checkout Purchasing Collection & Product Pages Browsing Landing & Collection Pages Education Pre-Website & Landing Pages Discovery
- 11. DIG Labs Intro The best way to reciprocate your pet’s unconditional love is by proactively caring for their health and wellness, especially because they can't tell us what's wrong. Dig Labs is the makers of Pup Sup - a custom pet nutrition supplement to boost overall health. Find them at getdiglabs.com
- 12. DIG Labs Mission + Why Dig Labs mission is to deliver insights and solutions that are convenient, accessible, and continuously advancing by unleashing the power of technology and science. With over 35 years of collective consumer and healthcare expertise, plus lifetimes of pet parenting and fostering wisdom, co founders Jess and Tara want to close the gaps observed between human and pet healthcare. Their vision (and the problem they ultimately want to solve) is to give pets a voice and create a two-way dialogue of insights with actionable steps pet owners can take so they can live healthy, beautiful lives.
- 13. #WellnessWednesdays - Monthly Instagram Live Series Brand Awareness Becoming a leader and go to resource on the importance of preventative healthcare for pet owners is a strong point of difference for your business, Empowering pet owners with the necessary knowledge on how to better understand and care for their pets is critical. In light of this I recommend creating a monthly IGlive series to coincide with #WellnessWednesdays in which you partner with notable pet nutritionists like Kelsey from Karmavore Nutrition and behaviorist discussing the various health issues that dog owners face today including allergies, dry skin, digestive issues, etc. Components of the series: ▪ Root cause of these issues ▪ How to best prevent and treat these issues including diet and exercise – this is a great opportunity to directly address the importance of Pup Sup and your preventative healthcare platform ▪ Live QA in which pet owners can ask questions and engage with you and your guests
- 14. #FollowupFridays Brand Awareness Create a weekly feature on social as well as on your blog. As a play on vet check ups, create a before and after series in which you showcase testimonials from your customers. This is a great opportunity to: ▪ Build and strengthen your community (who doesn’t like showcasing their pup) ▪ Secure user generated content ▪ Increase and strengthen your SEO ▪ Most importantly testimonials strengthen the validity of your brand. According to one study regular use of customer testimonials can help generate roughly 62% more revenue, in addition 92% percent of people said that they read testimonials when considering a purchase. To kickstart the series I recommend working with pup influencers such as @thedapple_ Where in exchange for product you secure a testimonial. This will amplify your reach and as well as secure a steady stream of testimonials while you secure from customers Insert image
- 15. Chippin Strategic Partnership Collaborating and partnering with relatable brands in your space is a great way to leverage reach and build awareness, while further solidifying your brand in the pet space. I recommend creating partnerships with natural pet food and snack brands since pet nutrition is at the core of preventative healthcare. Chippin is a sustainable, natural pet food and snack brand, it’s women owned, and made in the USA. All about Pawsitive change, they only use natural and real ingredients, they’re sustainable and customers also earn $5 with every order to donate to a cause they support. Partnership ideas: Joint social giveaway in which both parties can promote giving away a products, entrants must follow both accounts, tag friends, etc. ▪ Benefits – social growth & brand awareness for both brands. ▪ Promotion- Chippin can include a free month or discount subscription offer
- 16. DIG Labs Conversion Fixes & Test Ideas Observation: The site clearly points to the Quiz in the nav and hero to get started. It’s unclear that you need to take the assessment to purchase the product. Why? May confuse visitors on how they can order the supplement. Recommendations: A. Consider adding a “Shop” option in the navigation to help direct visitors to purchase. B. Consider building a product page which shows the relationship between the quiz questions, product features and price. A
- 17. DIG Labs Conversion Fixes & Test Ideas A B Observation: The quiz asks “What are you and your dog most interested in?” Visitors may not know how to decide between these options - or may assume they should have them all. Why? Visitors might abandon the quiz (and not end up ordering) if they are unsure of what they want to choose. Recommendations: A. Start with the easy questions. B. Provide guiding information for what the options mean. C. Show the Recommended or Most Popular options.
- 18. DIG Labs Conversion Fixes & Test Ideas Observation: The custom product page shares detailed information about ingredients, which may be overwhelming for visitors. Why? Visitors may get overwhelmed or distracted in the researching the ingredients. Recommendations: A. Consider a simpler presentation as a list of ingredients & quantities with expandable descriptions (similar to mobile) B. Consider showing “why” this is the recommended product based on the quiz answers. A
- 19. DIG Labs Conversion Fixes & Test Ideas A B Observation: It’s not clear how to edit your formula (or create a second formula) once you reach the product page. Why? Visitors should be able to make edits to their prior selections and easily add more products to cart. Recommendations: A. Add an “Edit formula” link to the product page for the existing formula. B. Include a “Complete assessment for another dog” link on the product page.
- 20. DIG Labs Takeaways for other brands Here are your takeaways: ▪ Education is key! ▪ Weave it at every step from brand awareness, partnerships and your website. ▪ Understand what your target audience really needs to understand your offering. ▪ Clarity is Kind ▪ Show direct flow for purchasing. Make it clear and easy.
- 22. DesigNooks Intro DesiNooks is helping parents decorate their nursery easily. For those busy moms on the go or those that want a well designed room but lack the necessary design skills. Decorative Nursery Design in a box Future Goals: Expanded room design offerings Find them at designooks.com
- 23. DesigNook Mission + Why Your home is your haven. You want it to reflect your personality, how you feel. You want to bring it to life. DesigNook was founded by working mommy designers in San Francisco. Shani and Maya understand that a busy lifestyle creates little time to search and design the perfect nursery. Faced with this issue, they created an easy effortless solution to decorate and complete nurseries everywhere by offering pre-designed options. All designs are original and are easy to put together. Perfect for busy moms everywhere or those that simply want a well designed room but lack the necessary design skills Interior designer no longer required
- 24. DesigNooks Brand Awareness Creative Campaign Concept: ▪ Partner with a notable children’s author/illustrator to create a capsule Nook collection. Example Bear Came Along Author Richard T Morris, illustrated by Leuyen Pham Goals: Brand awareness, Brand Connection and Sales Benefits ▪ Expanded network reach and exposure through author/illustrator network and fanbase; ▪ Unique designs that are available for a limited period of time resulting in exclusivity and driving demand ▪ This creates a lifestyle element that a mother would naturally be doing in her nursery, reading to her baby to further cement the need for completing her nursery environment. Partnership can be expanded through added value offers: ▪ Joint social giveaway in which both parties can promote giving away a Nook + Book, entrants must follow both accounts, tag friends, etc. ▪ Benefits – social growth & brand awareness for both brands. ▪ Promotion- Nook can include free books with purchases for a limited period of time to drive demand and sales for capsule.
- 25. DesigNooks Strategic Partnership BABYLIST, BUY BUY BABY ▪ Gifting a Nook is a great opportunity for close friends and family to offer a unique baby shower gift. ▪ By partnering with a notable baby registry it will expand Nook’s reach and sales opportunities ▪ Beneficial for registries creating additional unique design offerings ▪ Leverage network and social reach ▪ Create additional opportunities to showcase application of designs.
- 26. Baby announcements such as baby shower and birth announcements. Partners can include: Minted, TinyPrints, Shutterfly, Paperculture, etc.. ▪ Product Bundles - limited period of time unique opportunity for both parties to offer added value by providing a promotional offer ▪ Joint social giveaway in which both parties can promote giving away Nook + free custom baby announcements. ▪ Benefits - social growth and brand awareness for both brands. ▪ By partnering with a notable baby announcements it will expand DesigNook’s reach and sales opportunities DesigNooks Strategic Partnership
- 27. DesigNooks Conversion Fixes & Test Ideas A Observation: The homepage has a clear description and call to action, but the CTA gets lost on the mobile page. Why? The “Shop Now” text doesn’t visually draw your eye based on the placement and color contrast. Recommendations: A. Consider making “Shop Now” a button underneath the “Well now you can…” B. Use the “squint test” to make sure that visitors will be drawn to the most important elements on the page.
- 28. DesigNooks Conversion Fixes & Test Ideas Observation: Visitors can shop any product in this collection together, but it may not be immediately obvious on the page. Why? Visitors use collection pages to compare the options on the site and need shortcuts to understand what’s available on the page. Recommendations: A. Consider adding a collection photo which captures the overall Nook. A
- 29. DesigNooks Conversion Fixes & Test Ideas A Observation: The collections are designed to work seamlessly together, but it’s difficult to match products without buying a bundle. Why? Visitors purchase from DesigNooks because of the ease of pairing decor items. Recommendations: A. Consider showing related products after she adds to cart using an upsell. This could be in the mini cart or using an upsell interstitial app (such as Candy Rack)
- 30. DesigNooks Conversion Fixes & Test Ideas Observation: People who are expecting children may need a nudge to include DesigNooks to their baby registry. Why? Consider adding cues on the homepage and product pages to add the product to their registry. Recommendations: A. Consider adding cues on the homepage and product pages on specific registries to add products to existing registries. B. Consider adding a Shopify plug-in to create a registry on DesigNooks. A
- 31. DesigNooks Takeaways for other brands Here are your takeaways: ▪ Remember the overall context of your target audience. ▫ Why do they need this product now? ▫ When do they need this product?
- 33. Next Steps Bonus Materials Find us at GrowthThroughEmpathy.com ● Get 15% off at Design Nooks: Code Nooks15 ● Get 30% off at DIG Labs: Code PUPSUP30 ● Experiment Zone: ○ Book a 1-1 free conversion consult with AJ at experimentzone.com/consult ○ Get 4 customized conversion tips with a free conversion tear down ● The Freed Agency: ○ Get a 30 minute marketing strategy consult with Jen
- 34. Growth through Empathy Takeaways Here are your three takeaways: ▪ Think about your audience & their context. ▫ Why would they be using your product? How would they be getting to your product? What events trigger them needing or wanting your product? ▪ Think about complementary brands and services in your space. ▫ Think outside the box for creative partnerships. ▪ Clarity is Kind. ▫ Teach them what they really need to know, not what *think* they need to know.