Optimize for Experience, Generate Customer Love
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The document discusses the importance of optimizing customer experience to foster loyalty and brand love, emphasizing that a seamless and friction-free interaction is key to customer satisfaction. It highlights philosophical and practical constraints brands face in providing engaging content, as well as practical strategies to enhance user experience, especially online. The document concludes with a series of experiments aimed at better serving audiences and increasing qualified traffic to a brand's website.
Optimize for Experience, Generate Customer Love
- 1. ronell@ronellsmith.com Optimize for Experience Generate Customer Love @ronellsmith @searchstars
- 4. Not my favorite coffee brand!
- 7. …easy to learn, shop & buy
- 8. I’m here for you Don’t creep me out.
- 9. What earned that customer love? Seamless interaction
- 10. What earned that customer love? Seamless interaction Friction-free experience
- 11. What earned that customer love? Seamless interaction Friction-free experience Creates positive sentiment
- 12. Eureka Moment!!!
- 13. Favorite brands create an experience, earned my loyalty, love
- 15. Free shipping, selection & price
- 16. Selection, price & customer-first
- 17. Excellent coffee, in-store, online & PR experience
- 18. Price, selection & quality
- 19. In-store & online experience, thoroughness of information
- 21. Customer needs > Brand needs (…if profits & loyalty are goals)
- 22. “We’re not competitor obsessed; we’re customer obsessed. We start with what the customer needs and we work backwards.” —Amazon founder & CEO Jeff Bezos
- 23. “Customer experience pervades every single thing a company does. It has to be a part of the DNA of the company.” —Avinash Kaushik, Google
- 24. Benefits?
- 25. Customer Love Yep. A tattoo.
- 26. Rank & authority for competitive queries
- 27. Links from top sites
- 28. …more profits
- 30. #1 Philosophical Constraint – Content is EVERYTHING (and anything)
- 31. New definition for ‘content’ Any element created by, for and/or about your brand that has the ability to impact the way employees, prospects, customers and the competition view your product, service, your brand or anything associated with it.
- 32. New definition for ‘content’ Blog posts, social media posts, podcasts, videos, etc.
- 33. New definition for ‘content’ Blog posts, social media posts, podcasts, videos, etc. User-generated & sponsored posts
- 34. New definition for ‘content’ Blog posts, social media posts, podcasts, videos, etc. User-generated & sponsored posts Logos, brand/product name, employees
- 35. New definition for ‘content’ Blog posts, social media posts, podcasts, videos, etc. User-generated & sponsored posts Reviews, negative press, screenshots Logos, brand/product name, employees
- 36. Social media posts United Airlines debacle
- 37. People… Plus, product (and news of product)
- 38. News…
- 40. #2 Philosophical Constraint – Think ‘first chosen’ not first found
- 41. Oops… Even Moz gets this wrong
- 42. Web Searcher
- 43. Best personal experience … 4th result
- 44. Opportunities beyond the top 10 YouMoz
- 45. Brand bias is beneficial
- 46. Requires continuous effort Are we as a brand doing everything we can to generate the types of positive online and offline experiences that would lead to people thinking favorably of the brand and being more willing to do business with us?
- 48. #1 – Think ZMOT, not simply your website
- 49. Online retail is only increasing
- 50. 18yo – 44yo is the sweet spot for online shopping in U.S.
- 51. How we think of shopping behavior
- 52. How Google explains ZMOT
- 53. ZMOT in reality
- 54. …what we have to wrap our heads around
- 55. Positive Ubiquity Optimize onsite & offsite interaction
- 56. Positive Ubiquity Optimize onsite & offsite interaction
- 57. Key takeaway
- 58. #2 - Lose the Vending Machine Mentality
- 59. Really, Amazon?
- 60. Really, Amazon?
- 61. Really, Amazon?
- 62. Really, Amazon?
- 63. Finally!
- 64. A better way: Beard Brand
- 65. Show me more of what I’m looking for
- 66. Social proof & purchase option
- 68. “The single most important thing is to observe real customers try and complete real tasks on your website. Watch people try and use your website.” —Gerry McGovern Key takeaway – remove obstacles
- 69. #3 – Optimize for mobile & beyond
- 70. Facebook visit opened my eyes
- 71. Anticipate questions, goals, needs
- 73. Videos for learning & inspiration
- 74. Surprising stats… Guides: 3,000 – 5,000 words✔
- 75. Surprising stats… Guides: 3,000 – 5,000 words Desktop time on page: 5 minutes ✔ ✔
- 76. Surprising stats… Guides: 3,000 – 5,000 words Desktop time on page: 5 minutes ✔ ✔ ✔ Videos: 5 minutes – 20 minutes
- 77. Surprising stats… Guides: 3,000 – 5,000 words Desktop time on page: 5 minutes ✔ ✔ ✔ Videos: 5 minutes – 20 minutes Mobile time on page: 5 1/2 minutes✔ …not a typo
- 78. Three ideas to easily execute
- 79. No. 1 - Interactive guides Great value add & helps prevent analysis paralysis
- 80. No. 2 - How- to Charts Shows empathy for your customers
- 81. 2 years, 200,00 subscribers, 700% increase in sales No. 3 - Videos
- 82. #3 Cont. … Optimize for mobile & beyond
- 83. Traffic from mobile Stone Temple Consulting
- 84. TOS tells a different story Stone Temple Consulting
- 85. That bounce rate, tho… Stone Temple Consulting
- 86. Page views, anyone? Stone Temple Consulting
- 87. Where’s the proof? (how do we know this customer experience stuff really works?)
- 88. Putting the Theory to the Ultimate Test
- 89. Putting the Theory to the Ultimate Test
- 90. Three important questions for the brand
- 91. The Questions: How can we better serve our audience & grow customer base?
- 92. The Questions: How can we better serve our audience & grow customer base? How can we grow qualified traffic to the website?
- 93. The Questions: How can we better serve our audience & grow customer base? How can we grow qualified traffic to the website? How do we create more content for our core audience?
- 95. #1 - How can we better serve our audience?
- 96. Effort Measurement Goal(s) Better Serve theAudience & Grow Customer Base Rewrite Learn Center Content No. of pages rewritten Visits, shares, traffic, etc.
- 97. Refocused Content on Single Topic
- 98. New images, better H1s & H2s and Next Steps
- 99. Added Links to similar Learn Center or on site
- 100. Optimizing CMS to Select More Relevant Post
- 101. Rewrote intros to be Featured Snippets-worthy
- 102. Learn Center Content is on Fiya! (er, Fire)
- 103. Suggested Pages: Small Change. Huge Impact
- 104. Pages Per Session: Up 4.79% Vs. Previous Period
- 105. #2 - How can we grow qualified traffic to the website?
- 106. Effort Measurement Goal(s) Grow Qualified Traffic to Moz.com Rewrite or remove thin pages Addition (or subtraction) of content, keywords Featured Snippets, traffic, sessions, keyword visibility
- 107. Grow Qualified Traffic to Moz.com Stone Temple Consulting
- 108. Grow Qualified Traffic to Moz.com
- 109. Grow Qualified Traffic to Moz.com
- 110. Grow Qualified Traffic to Moz.com
- 113. Grow Qualified Traffic to Moz.com Pages Indexed: ~200,000 → ~100,000 Organic Mo. Visits: +100,000 DA: 89 → 92
- 114. Grow Qualified Traffic to Moz.com
- 115. Grow Qualified Traffic to Moz.com
- 116. #3 - How can we create more content for our core audience?
- 117. Effort Measurement Goal(s) Create More Content For CoreAudience Redesign Website Steps to goal completion Seamless user journey
- 118. Create More Content For CoreAudience
- 119. Yawn.. Create More Content For CoreAudience
- 120. Create More Content For CoreAudience
- 121. Create More Content For CoreAudience
- 122. How to measure what you cannot see? 2017 Physics Nobel Laureates
- 123. Interaction should bring customer & brand closer together
- 124. Ronell SmithRonell Smith ronell@ronellsmith.com | @ronellsmith THANK YOU