Make sure calls to action are seamless. Amazon recognized early that friction in the checkout and payment process was contributing to the approximately 70-percent cart abandonment rate. It was granted a patent for its 1-Click transaction concept using stored customer credentials to immediately complete a purchase. That concept facilitates an estimated billions of dollars’ worth of annual revenue. Apple felt it was important enough to license and pay for Amazon’s patented idea, allowing its users to instantly download a song on iTunes and make purchases from its App Store. … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
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I really do think that creating useful content is something that isn’t beyond the grasp of most people. As I said, I’m not saying you shouldn’t hire a professional. I’m simply pointing out that with the right mindset, most business owners really do have the tools to put something out there that’s beneficial to their own branding and community reputation and also to their current and potential audiences. … [Read more...] about What Does It Really Look Like?
Perhaps the biggest reason behind SEM being transformed by some to exclusively mean paid search is that we often love acronyms. Search engine optimization had a clear acronym: SEO. Paid search suffered by having two unclear ones: PPC and CPC. Which were you supposed to use? And neither was actually specific to search. Pay-per-click and cost-per-click ads happen outside of search listings. Also, unlike with SEO, if you specialized in paid search, you couldn’t call yourself a “PPC” or a “CPC.” … [Read more...] about Does SEM = SEO + CPC Still Add Up?
Emilie McKittrick, Senior Creative Content Editor at Getty Images, acknowledged that although it can be hard to be a bold woman in the workplace, changes in perception are happening. She shared some recent Getty Images search statistics that were encouraging and exciting: … [Read more...] about What does it mean to be bold for change?
A publicly accessible brand policy that protects the rights and defends the dignity of both employees and consumers. Well-trained phone staff with good language skills, equipped to answer FAQs and escalate problems they can’t solve. Sufficient staff to minimize hold-times. Well-trained consumer-facing staff, well-versed in policy, products and services. Sufficient staff to be easily-accessible by customers. In-store signage (including after-hours messaging) that guides consumers towards voicing complaints in person, reducing negative reviews. In-store signage/messaging that promotes aspects of the business that are most beneficial to the community. (philanthropy, environmental stewardship, etc.) to promote loyalty and word-of-mouth. Cleanliness, orderliness and fast resolution of broken fixtures and related issues. Equal access to all facilities with an emphasis on maximum consumer comfort and convenience. Support of payment forms most popular with local customers (cash, check, … [Read more...] about What the Local Customer Service Ecosystem Looks Like in 2019