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.
Someone once said, “if you build it, they will come.” Build a new website and customers will flow right into your sales funnel. Well friends, while Field of Dreams was an aspiring 80s movie, in 2019 this approach couldn’t be further from the truth.
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, that could be:
- Increase sales
- Expand geographically
- Launch a new product
- Retain more customers
- Shift 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 announces they are launching a new website. Instead they slowly, methodically make iterative improvements based on data and user experience. And they’re winning.
I know they’re winning because they remind me when I leave items in my cart. They make suggestions on products that fit my needs. They constantly improve searchability and make check out 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 2020.
The Hotjar heatmap shown above is a great example of using user click data to examine what's important to your prospective customer.
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Ubiquitous WiFi 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 choices to learn about.
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.
Dream big. Start small. But most of all, start.
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.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.