Buying Stage Mismatch In Your Customer Experience

Every visitor comes to your site in their own “stage” of their individual buying process. The buying stages are actually a wide spectrum, but I generally break them into Early, Middle, and Late buying stages:

  • Early stage means that the visitor has a problem, and is looking for a solution. They may not know who you are, or that your product/service solves their problem.
  • Middle means that they have an intention to buy a product or service that solves their problem, but not necessarily from you.
  • Late means that they’re persuaded to buy from you, and intend to “close the deal.”

Sometimes, websites seem to be doing everything right, but the Key Performance Indicators (KPIs) just aren’t as high as everyone expects. Their sites are functional, accessible, usable, and intuitive. Their look and feel is credible, and their content is high quality. So why do their visitors not behave as we expect? Why do well-planned and well-executed scenarios (e.g. PPC ad → landing page → lead generating form → thank you page) not always convert?

You guessed it: Buying Stage mismatch.

Buying Stage mismatch is when your selling process doesn’t jive with the visitor’s buying process. It’s when your conversion funnel is designed for a buying stage that the visitor isn’t in. Take a look at your site’s conversion funnel…it’s most likely designed for Late Stage buyers, right? Take a look at one of your PPC campaigns…are you showing Early Stage searchers a Middle Stage ad that sends the visitor down a Late Stage funnel? Poor visitor 🙁

The key point is to be aware that multiple buying stages are traversing your designed scenarios. It’s fine if your funnel is fine-tuned to Late Stage buyers, but do you have easy navigation paths to let an Early or Middle stage visitor branch out and get more information? It’s fine if your PPC landing pages are perfect for a Middle Stage searcher, but can an impatient Late Stage searcher “Buy Now”?

How do you identify buying stages to improve your scenarios?

A few ways, using basic analytics tools and skills, are:

  • Look at your keyword lists (in-site search, organic keywords, and paid keywords) and start segmenting by buying stage. Guessing is OK.
  • Look at click paths and navigation (which pages would be attractive/informative to the various stages?)
  • Look for those who bail out of conversion funnels (it could be that they’re not ready to buy)
  • Look at entrance sources (organic vs. PPC vs. referrals vs. direct visits)

[Originally published February 18th, 2009 on GrokDotCom.com, an award-winning, but now defunct, Marketing Optimization blog.]

 

Don’t Dismiss the Base Hits

[Originally published September 3rd, 2008 on GrokDotCom.com, an award-winning, but now defunct, Marketing Optimization blog.]

Readers of my blog, and especially those involved in testing, know that conversion rate optimization is the goal we’re after. It’s a great feeling to know that a test you worked on increased conversion or some other KPI, especially when it’s a “Home Run.” I define Home Runs as triple-digit increases in conversion rate.

But one of the dangers of early testing efforts is the problem that some baseball players have: “swinging for the fences.” (Apologies for the baseball references, but it’s getting to be that time of year.) What if your test, or series of tests, doesn’t appear to raise conversion rate? Do you dismiss the tests as failures because they’re not home runs?

Of course not!

Worst case scenario is that you’ve learned something about executing meaningful tests, and about what does or doesn’t resonate with your customers. But more often than not, you are affecting your website in more subtle ways. Remember that conversion rate is often a blended, averaged, blunt instrument. Especially when it’s averaged across large volumes of organic search traffic, SEM traffic, email house list traffic, different product lines, etc.

Here are some things you can monitor when your tests aren’t having huge impacts on your overall conversion rate:

  1. Micro-conversion rates – If you’re testing product detail page layouts and “Add to Cart” buttons, check if those test variables are having an effect on the micro-conversion rate of adding products to the cart.
  2. Funnel conversion rates – If you’re testing lots of minor copy changes to your shopping cart, check for changes in your funnel conversion rate.
  3. Bounce rates – If you’re testing images, copy, or other changes designed to build up the credibility of your site, watch for changes in bounce rates.
  4. Conversion rate by segment – If a key traffic source’s conversion rate goes up in a test, but is “averaged down” by other less important traffic sources, that may in fact be a successful test.

These types of incremental improvements are test results to get excited about! If your micro-conversion rate increases, and your funnel conversion rate stays the same, that’s still more money in your bank account. If you reduce the bounce rate, you’ve gained the chance to convert that customer later, instead of your competitor.

So don’t dismiss the base hits because you’re disappointed about not hitting a home run (this time.) Take it from a patient analyst who’s favorite baseball player was famous for lots of base hits and not all that many home runs 🙂

Information Overload: Why Less is the New More

[Originally published June 24th, 2008 on GrokDotCom.com, an award-winning, but now defunct, Marketing Optimization blog.]

A new report entitled Information Overload: We Have Met the Enemy and He Is Us was written up recently in the Wall Street Journal and the New York Times. Commissioned by Basex, it details how information overload, particularly task interruptions, costs the Enterprise $650 billion a year in lost productivity.

That’s a very large price to pay for having everything at our fingertips, all the time, in any format.

Our decision-making processes can’t always keep up with our choices. The same challenge applies to website design and content. The Web is a fantastic place to shop, research, and be entertained, but sometimes when I’m online, I notice physical fatigue when I’m trying to figure out where to go next!

When I’m evaluating a vendor’s Services page, should I:

  • Sign up for their newsletter?
  • Read about the awards they’ve won?
  • Look at a list of clients?
  • Read the CEO’s blog?

When I’m shopping for a health supplement, should I:

  • Read about related products?
  • Read about their latest “green” program?
  • View my empty shopping cart?
  • Become an affiliate?

Even though we come to a website with the best intentions, we’re by nature drawn to the shiny distractions that marketers and designers put along our path. We go down rabbit holes in websites and sometimes by the time we find our way back to the trail, we’ve lost our momentum . . . or maybe we’ve been interrupted and have to go back to work 😉

So I’m wondering: How much money is lost each year because we overload our potential customers with information on our web pages? How many visitors are driven away by cluttered designs, too many messages, too many offers, and too many choices?

Here’s the problem: Marketers naturally want to use messaging, offers, promotions and more to persuade web visitors. But in their efforts, they often contribute to information overload, which is proven to hamper the decision-making process. Also, companies tend to add more content to their websites over time and rarely retire content that’s outdated or irrelevant.

The solution: Most web pages should have only one primary goal. If there are alternate options, offers, or next steps, that’s fine. But don’t interrupt the task at hand, and don’t overload your visitors with distractions.

The one exception I can think of is the homepage, which should, at a minimum, a) communicate Unique Value Proposition, and b) route visitors.

Should you remove these secondary goals and choices? Maybe, but sometimes making them less prominent is enough to move the needle. It comes down to a business decision whether your “Sizzlin’ Hot Summer Giveaway” promotion is worth distracting a certain percentage of visitors from their primary goal.

What if you don’t know the goal of all of your site’s pages? You could start with rediscovering who your customers really are, or some analysis of your website’s “data dump,” or you could hypothesize and run some tests. Sometimes the purpose of a page is simply to present options. That’s fine, but don’t distract visitors from understanding their options and making a decision.

So let’s get practical here:

  • Category page primary goal = route visitors to sub-category or product page
  • Product page primary goal = persuade visitors to purchase
  • In the News page primary goal = build brand credibility
  • Shopping cart page primary goal = get the cash!
  • General content page primary goal = build persuasive momentum

Although it seems hard at first, it’s actually pretty easy to find a single, primary goal for most pages on your site. Then you have the harder task of deciding how to do away with unnecessary distractions, get rid of design clutter, and allow visitors freedom without information overload.

Sometimes having a new pair of eyes look at your site can really speed this process up.

If you’re overloading customers with info, you’re not alone. Many world-class, million-dollar sites are guilty of information overload, and even the best online marketers need to work on it constantly.

Best of luck. To avoid information overload, let’s focus on answering three essential questions of site Optimization:

  • Who is your visitor?
  • What action do you want them to take?
  • What will persuade them to take that action?

9 Reasons Your Conversion Rate Fluctuates

conversion rate trend lineAs a practitioner of Web Analytics and Optimization, I’ve spent a fair amount of the last seven years of my career focused on tracking and improving Conversion Rates.This is a noble pursuit for any business, but intense focus on the conversion rate metric can have negative implications – people in your organization (or your clients) may obsess about changes in conversion rate, pester you about them, and even blame you for them!

To avoid this risk and/or annoyance, it helps to have simple, educational “sound bites” for stakeholders explaining why they are maybe/possibly freaking out for no good reason. This is NOT to say that you shouldn’t diligently investigate what you believe to be causes for concern to your business or client, however. Strike a balance, as in all things.

Let’s say someone in your company comes to you with some data about a change in conversion rate. That is a good thing (coming to you with data), right? So, first off, don’t brush them off. Encourage data-driven behavior, even when it might be off-base!

They’re concerned because in a week-over-week report, conversion rate has dropped by 25%. That’s usually a bad thing, so it’s worth some respectful, diligent investigation. Assuming you’ve looked at various data points, and are of the opinion that it’s not a cause for immediate concern, here’s how you might frame the conversation as it continues.

Hi, [Stakeholder], thanks for bringing this to my attention. I’ve dug into the data, looking at YoY behavior, key segments, etc. and I recommend we take a “wait and see” approach. I’m attaching a trended report, so you can see beyond the week-over-week view.

The Stakeholder will almost inevitably ask some follow-up questions about why conversion rate is down. While you will likely have some data points and explanation of your own, here are 9 of my favorite reminders of why your conversion rate may fluctuate from time to time, instead of the constant “up and to the right” trend that we all strive for: Continue reading

The Very, Very Inspiring “DIKW” Hierarchy

D I K W hierarchy

Image credit: Sean Wood

I want to discuss a framework that’s new to me, but not that new: It’s called the Data > Information > Knowledge > Wisdom Hierarchy, or the “DIKW Pyramid.”

I was turned on to it very recently, but it’s been around since at least 1982. It, or variants of it, have been used in fields as diverse as Information Science, Engineering, and Geography.

Different academics in different fields of study seem to disagree about how useful or smart the framework is, but I’ve been thinking about DIKW in terms of Web Analytics and Optimization (natch). And, it’s working just fine for me! 🙂

This framework helps explain the kinds of work I’ve been focused on for the last 10 years or so in Digital Marketing. Kindly allow me to explain…

Continue reading

Video Podcast on Optimization Testing Hypotheses

marketing optimization podcast series logoHi Readers! I’ve not been posting lately, which is sad. I’ll try to get back on the horse in 2014 😉

What I have been up to is a fun video interview and podcast with Alex Harris of the Marketing Optimization podcast series. In it, we discuss my framework of the 5 ingredients of a world-class testing hypothesis. Better yet, we do live optimization on landing page designs, showing you how to use the framework on your site pages!

Check out the session here »

 

And, if you’re the podcast-listening sort, make sure to subscribe to the Marketing Optimization podcast on iTunes, which features a new podcast with a digital marketing expert every week!

Email Marketing Optimization Using the AIDA Framework

A lot has been written about how to pursue Email Marketing Optimization, often with emphasis on tactics like subject line testing, email creative testing, and landing page optimization for email campaigns.

All great topics, but what I haven’t read about is an overarching framework to use while doing email optimization that will guide you through the process in a strategic way. In my day-to-day world of Conversion Optimization, there are many frameworks that one can follow. For example, the Persuasion Architecture™ developed in the early days at FutureNow, or the LIFT Model™ used by WiderFunnel up in British Columbia.

These frameworks give you guideposts to follow, things to think about, and ways to prioritize work in the field of Conversion Optimization. Maybe some experts have developed similar frameworks for Email Marketing that I don’t know about?

No matter: I’ve got one that I think will work! But I didn’t invent the framework “AIDA,” I’m just going to map it to Email Marketing optimization. Continue reading