Ten bad practices to avoid on your website.
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.
Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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December 2, 2015
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