75% of people quit their workout regime too early. They give up their efforts and miss out on ever reaching their maximum performance. This is why data-driven fitness programs like Orange Theory Fitness have been increasingly popular; they keep people from bailing before their personal breakthroughs.
We often see this with businesses as it relates to their digital marketing efforts.
In the inspiring 80s movie Field of Dreams, an Iowan corn farmer hears a voice whispering to him in the fields: “if you build it, he will come,” symbolizing the idea that if you make an investment and build something, people will come, use it, and eventually pay for it. This is often the thought process for building a new website: build it and customers will flow right into your sales funnel. Well, friends, while this theory may have pushed our protagonist Ray to act on his vision to build a baseball field on his land, this shouldn't be the approach you take as we enter 2021. Success in 2021 means providing more than just a great website — it means providing an evolved user experience they'll want to keep coming back for.
Consumer buying patterns are evolving. Businesses that want to win online must also evolve.
Now, more than ever, consumers hold the power in the purchasing process. They have reviews, testimonials, blogs, social media and more to gain credible insight on any product or service on the market. They can educate themselves on what a company offers and why people buy from that company, without ever actually speaking to a salesperson.
Consumers know their options are simply one click away.
What does this mean for businesses looking to scale? And by scale, we mean anything growth-related as it pertains to your business, including:
- Increasing sales
- Expanding geographically
- Launching a new product
- Retaining more customers
- Shifting revenue proportions from B2B to B2C
- Other growth-related goals
It means it’s time to change the way you think about the value of your brand online.
If your plan is to cut corners, expect prospects to turn the corner. Consumers expect more; in fact, they’re demanding it and winning. Look at the top brands, like Amazon or Apple. Neither one announces they're launching a new website. Instead, they slowly and methodically make iterative improvements based on data and user experience. And they’re winning.
We know they’re winning because they remind us when we leave items in our carts. They make suggestions on products that fit our needs. They constantly improve searchability and make checkout a breeze. They know their customers and what sparks joy within them. They also take the time and data to understand what brings their users friction. And when they find out, they remove it.
These are the basic necessities of what it takes to win in 2021 and beyond.
The Hotjar heatmap shown above is a great example of how to utilize user click data to examine what's important to your prospective customer.
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Ubiquitous Wi-Fi gives users 24/7 accessibility to search for an answer to any problem they are currently experiencing, or for a product they’re interested in, or for a service that might improve their life or business. Anyone can type questions into a browser and receive millions of results to click on and find answers to.
We can ask Alexa, “which is hotter — lightning or the sun?” and get instant access to something that would not typically be common knowledge. Consumers have access to unbiased information and this means it's on the business to provide relevant information with context to their prospective customers. It’s on the business to get to know users on a deeper level to provide the right information that turns users into customers.
Your prospects don't want to work for your information; they have more options now than ever.
Good marketing speaks to human beings — the way human beings understand and take in information.
— Simon Sinek
Want one takeaway from this blog? Don't bail before the breakthrough. Oftentimes, there's a breakdown first. When that happens, push through the growing pains and know that there's something big just on the other side.
If you’d like to see the proof in how businesses are improving their sales goals online, see what we’re doing for our partners.