Improve customer centricity

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He recorded real-life feedback sessions with customers to validate the stakeholder’s requirements. Turns out Marc’s intuition was right: the proposed changes would have led to a bad experience for website visitors. If anything, Marc is a prime example of why research is the key to making informed decisions. And Marc has learned his lesson: I avoid similar fails today by conducting as much customer research as possible to. Remember to keep your customers at the heart of every marketing idea and decision so that you can determine if an idea is viable or not.

It’s frequently the difference between crash-and-burn idear BTC Number Data s and successful ones. 6. Test One Change at a Time Great marketing comes from testing, analyzing, and iterating based on results. (It’s an art and a science.) As marketers, we’re always busy pushing campaigns out the door, but we need to remind ourselves not to get in over our heads. When testing, that means taking a step back and making changes one at a time, versus all at once.

For instance, Casie Gillette, senior director of digital marketing at KoMarketing, redesigned a big website for a client that involved a ton of changes at once. Everything from updating URLs, switching CMS systems, and updating content. Her mistake? We hadn’t tested moving a site to HTTPS and changing all of the URLs and content at the same time. The modifications led to a massive loss in qualified traffic and leads all at once, plus a host of pesky technical issues.