Conversion Rate Optimization, E-Commerce

6 Ways to Alter Perceived Value to Improve Your CRO ft. @ObjeqtEcomm

Image created by Yasmine Sedky (@yazsedky).

What is it about that blue box – the iconic Tiffany’s box.

What’s inside isn’t, typically, very exciting in purely objective terms. A relatively plain diamond engagement ring (okay, the engagement itself is exciting), a charm bracelet, heart necklace or pair of generic earrings the like of which you could easily find at Zales? Half the magic of Tiffany’s is knowing it came from Tiffany’s – the iconic mecca for diamond and Audrey Hepburn fans. There’s romance in that box that is only tangentially related to the jewelry.

There’s also social cachet.

I don’t mean to sound jaded. I wouldn’t turn a down a blue box or its contents. But I do want to point out that its value isn’t intrinsic: it’s perceptual.

Perception is a very individual thing, influenced by life experience, personality, past interactions with your brand and your competitors (and with certain classic movies). Perception is the voice that whispers “Yes, you should buy the Poinsettia Flower Pot Cake for $165 because Oprah said so,” or “Hey, maybe I’ll give AirBnB a chance – Kim looks really comfy.”

Just checked into our NYC penthouse. Thanks @airbnb for the gift of our home away from home.

A post shared by Kim Kardashian West (@kimkardashian) on

Perception is so subtle, many of us don’t pay it much attention. But marketers do. CROs do. And you should, too.

Even the words you use in your value proposition, marketing, and product pages will mean slightly different things to different people. The words quality, premium, economy, value, guarantee might mean “an intelligent purchase decision” to some buyers, or just mean “cheap” to others.

It’s because perception is so varied, and I would argue malleable, that it can be influenced to generate higher conversions – without increasing your own costs.

And you don’t need Oprah or Kim to do it.

Hey now – this isn’t entirely self-serving. Customers want to feel good about their purchases, that they’ve made the best possible decision on a product that meets their practical and emotional needs. And, when they do feel that way, they tend to be more loyal. Everybody wins.

Read More on Objeqt


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Customer Success

Top 10 Myths about Customer Success — Busted! 💥 ft. @Wootric

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Image created by Yasmine Sedky (‏@yazsedky).

We’ve seen so many myths out there about how best to do Customer Success, propagated by well-meaning CSMs and business owners who are trying to translate what worked for them into what will work for you. And we’ve also seen advice that may have worked in the past, but is obsolete for 2017. We’ve rounded up the worst offenders, with a weather eye to those that are just plain counter-intuitive.

Read More on Wootric


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Customer Experience

There is a Correlation between CX and Revenue Growth – and Here’s the Data to Back It Up ft. @Wootric

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Image created by Yasmine Sedky (@yazsedky).

“Our conclusion: superior CX drives superior revenue growth.”
Harley Manning, Forrester

“Customers who had the best past experiences spend 140% more compared to those who had the poorest past experiences”
Peter Kriss, Harvard Business Review

There is a lot of chatter happening in business circles about customer experience (CX) as a growth engine. It’s almost intuitive – you and I both understand how having a great experience affects us as customers. We all have businesses we love, products we’ll follow to the ends of the earth (in hopes they’ll finally go on sale), and websites we follow with almost religious fervor.

As CMO, VP of Success, or Head of Customer Support, you are constantly advocating for customer experience within your company. After all, from the very first moment the second blacksmith’s shop appeared in the village, creating competition for the first blacksmith’s shop, customer experience has been a deciding vote for who gets the business – just as much as price and quality. But as a business owner, or a professional marketer, you can’t afford to go with your gut. To win resources you need data to back up your argument that CX is the future (you know it is).

There is a correlation between CX and revenue growth, and we’ve compiled the research to back it up.

Read More on Wootric


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Photo Friday

2016 in Photographs, Collages, & Digital Graffiti by @NikkiElizDeMere

I captured some beautiful moments this year and was reacquainted with my creative side, so I took my art to the next level and started creating collages and digital graffiti in addition to taking photographs. 📱💜

(See also: 2015 in Photographs.)

Follow me on Instagram.

Startups

Build, Measure, Learn, + Communicate ft. @LauraKlein

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Image created by Yasmine Sedky (@yazsedky).

Build, measure, learn. They’re the fundamental building blocks of Lean Startup methodology. Critics equate this 3-part cycle with tossing half-baked products to consumers to see if they work – a mistake easily made if you don’t fill in the spaces between Build – Measure – Learn with a little common sense and a lot of communication.

But first, let’s clear up a miscommunication. This isn’t simply about building a product. It’s about a lot more than that.

The goal of Build, Measure, Learn isn’t to build a final product, or even a prototype. It’s to learn as much as possible about your target audience, their pain points, price points, and possible solutions through incremental, iterative engineering. The value of approaching product development this way, rather than the waterfall model (in which a set of requirements leads to product design, followed by implementation, verification and maintenance), is that the product develops as a result of customer feedback from the beginning, rather than developing the product before sending it to Alpha and Beta testing.

Read More on Notion


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Startups

Test Big Strategies via Small Experiments ft. @AshMaurya

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Image created by Yasmine Sedky (@yazsedky).

“The best way to test a big idea or strategy is through small, fast, additive experiments.” – Ash Maurya, Scaling Lean

Lean startup methodology is predicated on the idea of making a minimal investment (and taking minimal risk) to learn the most valuable lessons. When it comes to creating highly effective strategies, the method is the same: creating small, fast, low-risk, highly informative tests.

How do you create “small” tests?

Small tests begin by getting to the heart of your strategy – what is the biggest, perhaps riskiest, assumption your strategy makes?

Ash Maurya in Scaling Lean: Mastering The Key Metrics for Startup Growth uses a content strategy as an example.

For instance, if you wanted to test a new content marketing strategy, what would you do? Here’s a possible task list:

1. Pick a name for your blog.

2. Register a domain.

3. Design a logo.

4. Set up a WordPress site.

5. Publish your first blog post.

6. Promote the blog post.

The first four items on this list require acquisition of additional resources. While relatively inexpensive in money terms, they cost time, which is more valuable than money. More important, they don’t do much to test the riskiest assumption in this strategy, which is ‘Can you write compelling content that engages your audience?’ This is tested only in steps 5 and 6.

Do you even need your own blog to do this? You can instead leverage other people’s networks by guest blogging first. Not only does it get you to step 5 faster, it also takes care of step 6.

Read More on Notion


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Customer Experience

2017 Trends in CX: Expert Advice for Marketing, Customer Success and Customer Support ft. @Wootric

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Image created by Yasmine Sedky (@yazsedky).

As we enter 2017, what trends are shaping how companies are treating Customer Experience (CX)? What obstacles, challenges or blind spots will Marketing, Customer Success and Customer Support leaders likely run into when trying to improve CX? And, how can they do CX better?

These are the questions we asked people who live, breath and develop CX for companies around the world. We also sourced trends from places like UserIQ and Forrester, for a more holistic view of what 2017 has in store for us.

How will Customer Experience develop over the next year? Here are their answers, predictions, and suggestions.

Read More on Wootric


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Photo Friday

Photo Friday: 12/16/16

Taking Instagram photos is my hobby. In this series, I post a few photos on Friday that I recently took.


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Follow me on Instagram for more of my work.

Customer Experience, Customer Success

Don’t Underestimate the Power of Emotion to Drive Customer Loyalty ft. @Wootric

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Image created by Yasmine Sedky (@yazsedky).

Emotion is coming to the forefront of Customer Experience (CX) management, not because it’s warm and fuzzy, and not because leveraging feelings is devilishly manipulative, but because when you use emotion to drive your CX efforts, it becomes a powerful differentiator.

More companies are getting better at the functional basics of customer experience, like responding in a timely manner to questions, streamlining the purchase process, and smoothing out onboarding (not to mention creating a decent product) – which means they need something unique to offer that separates them from their competition.

What is the most unique, even unforgettable thing you can offer? The way you make your customers feel. It’s for this reason the bar for CX is inching up.

The fact that understanding and influencing emotion is a vital ingredient for business success is not surprising — it has been the heart and soul of brand efforts. It is also the foundation of the emotion-recognition techniques (measuring physiological responses) currently in pilot for some retailers and old-school ethnographic research. Forrester 2017 Predictions: Dynamics That Will Shape The Future In The Age Of The Customer

 
Emotion not only carries the ability to define your company in a sea of competitors, it can also inspire viral word of mouth marketing from people who love you and want to express that to a large audience, whether because they’re influencers with their own followers, or reviewers.

Read More on Wootric


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.