Thanks to the folks over at Web Marketing 123 for this Infographic.
Let me give you a few real world examples that happen every day. You’re at a stop light for all of 30 seconds and you start to get antsy because the light hasn’t changed. You are going to make a right on red and there is someone in front of you who does not turn right away, and you lay on the horn. You’re in line at the store waiting to check out and it’s taking forever. Forever being about 3-4 minutes.
Why are we so impatient?
Maybe these examples will help. You’re surfing the web and a page doesn’t load quick enough so you try another website. You want to buy a product online so you do a search and you click on the first result and it doesn’t load quick enough, so you go to the second result. You load an app and it takes forever (10 minutes) and you immediately start thinking of your next computer purchase with more memory and more processor speed (whatever that means).
What’s happening here?
The web has conditioned us to want everything quicker and faster. We are become a bi-product of always on. Meaning that when we are on the web, we expect the delivery of the experience to match the level of our expectation. The result? That expectation starts to bleed into our offline universe. Our consumer experience is on hyper please
Everyone suffers. Think about it like this. The more it takes to satisfy us, the more we need- and the less it satisfies. In a sense we’re becoming junkies for a good web experience which again as I said earlier is starting to bleed into our personal offline lives. Is that a good thing? In a sense it is but it’s also unrealistic to think that waiting at a light for a whole 1-2 minutes is unacceptable. Just as it is unreasonable to think that just because it took 15 seconds for a page to load-is a bad user experience. The web experience, and I’ll include mobile in this, is now as much about the pulleys and levers as it is about the finished product. So how do people respond to a bad online customer experience? They click and go somewhere else.
Too bad for the visually appealing site that is hampered by it not possessing what the user wants- Be it access to the proper social channels, free stuff, or the right check out page, or access to a contact page that provides a direct link to customer service. If you don’t have that, you’ve crashed and burned before you’ve even taken off! Consumers indeed.
According to a recent survey published by eMarketer, four in five North American brand marketers considered brand lift to be the most important metric for evaluating the success of their online branding efforts. But is brand lift the right metric at all? Vizu which partnered with DIGIDAY on the survey defines brand lift as the following:
Brand Lift is defined as the percentage increase in the primary marketing objective of a brand advertising campaign
But does that definition correlate to digital correctly? Should it? Marketers consider it to be the one worthy metric. Given its pure definition however, brand lift would or could always be loosely defined in the digital age as a percentage increase in followers on Twitter or Likes on Facebook, if it’s part of the marketing objective. In digital we can’t construe brand lift as the number of eyeballs, the number of likes or the numbers followers without any type of sales or action or in fact, a long term measurable return on those efforts.
The problem though is that marketers might be still associating a hollow metric (one of many in digital) to brand lift.
Consider this quote from eMarketer analyst Lauren Fisher:
“Digital’s legacy of direct-response metrics has caused many to fall back on measures that drove the first wave of online advertising—clickthrough rate and pageview.”
She’s right. A pageview and a clickthrough, though they can be construed as a positive, or as “effective” digital branding, can sometimes mean absolutely nothing. Same with Twitter, Facebook, Youtube and traditional blogs. Brand lift metrics in the digital age are, in my estimation,”one off’s. ” Indeed, marketers must break old habits of using single measures of success.
The static website is dead long live the static website
According to a study from Accenture, comScore, and dunnhumbyUSA aimed at helping consumer packaged goods (CPG) marketers, visitors to CPG brand websites buy 37% more in retail stores than non-visitors to the brand site. The study also concluded, that to maximize impact, website content needs to be updated regularly and contain brand value messaging that both engages visitors while also providing compelling reasons for them to purchase the brand at retail. Without sounding too much like Captain Obvious, here’s what retailers need to remember:
- Update your content regularly
- Give the user a reason to be there
- Give the user a reason to come back
- Reward their loyalty and visits to the site
- Give them an incentive to visit the site and a physical location
The study found that visitors to CPG brand websites are valuable and frequent buyers of the brand in retail stores, completing 41% more transactions than non-visitors. So it goes without saying, incent and enrich the online experience and tie it into the store experience and sales go up and buyers return.