I've been writing this column for 11 years. Its name has changed over the years but my focus has not. It's never been primarily about ROI or even about conversion rate optimization; instead it's always been about customer-centricity. The bottom line has always been what I wrote in one of my first columns in 2001: to achieve your goals, customers must first achieve their goals.
Over the years, my brother and business partner Jeffrey and I have tried to explain fairly complex ideas and tools like personas, web analytics, social commerce, and persuasive design in this column. It's had an impact and we're proud to say that so much has become part of the mainstream.
So why all the preamble? Perhaps because I'm about to sound like Andy Rooney and Miss Manners all at once.
Why are so many online marketers unconsciously discourteous to their visitors and customers? I know the answer to that. Very few marketers design measurable scenarios that plan every click and every interaction as part of an experience they want to create. However, I promised to keep it simple.
What follows, in no particular order, are just a few examples of discourtesy that come from industry-leading websites. I'm not naming names, to protect the not-so-innocent. If you recognize yourself in these mini-rants, don't talk about it. It's not therapeutic, just stop it!
This list was not meant to be exhaustive so please let your fellow online marketers know what else they can do. We should all look forward to the collective feedback.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
June 5, 2013
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