Solving for customer intent produces stronger business results. That’s what Acronym Media, a search agency that specializes in “intent-based internet marketing,” has found. In a recent interview with Think with Google, Acronym CMO Mike Grehan explains that connecting with users during their I-want-to-know moments—rather than just during the I-want-to-buy moments—helps build brand affinity and influence sales down the line. Read the post: An agency perspective: How leading with intent changes the agency conversation
Here are four more A/B testing and conversion optimization articles (plus one from the Brooks Bell blog) you might have missed this week:
Tech Crunch: The battle for the post-digital world. A post-digital world is one where digital is embedded into the “micro moments” of our daily lives. Here’s how Amazon, Apple, Facebook and Google are trying to do just that.
Harvard Business Review: Getting more-granular data on customer journeys. To effectively connect with your customers, you need to know what they’re doing before, during, and after their interactions with you.
Marking Land: Retail study: 9 out of 10 consumers say free shipping No. 1 incentive to shop online more. Among other interesting stats from the Walker Sands Future of Retail 2016 study: The number of online shoppers is up more than 41 percent over 2014, and almost a third of all shoppers buy online at least once a week.
Forbes: Building the end-to-end customer journey. In the most recent Modern Customer Podcast, Blake Morgan interviews Erin Walline, executive director of global customer programs for Dell, about building a customer journey and improving CX.
Brooks Bell: You are not your customer. It’s normal to overestimate the extent to which others share our background and beliefs, but it can be a big problem when we’re designing digital experiences.