A Flawless Journey
Most of us research products and services online, even if we plan to buy in a store. We might tap a query into our phones, then explore some videos on the iPad. When we’re ready to buy, we might shift over to the laptop.
This process varies for everyone; some people buy on their phones, while some research during their lunch break on a work PC. Every touchpoint for every user needs to be examined, and we need to deliver consistent and accessible messages.
In an Econsultancy survey, one-third of respondents said that optimising experience is the most exciting opportunity in 2016. Econsultancy identified 7 areas ripe for improvement:
- Optimising the journey across multiple touchpoints; making sure that content is honed for efficiency on every platform
- Ensuring consistency of message across channels; looking at social media, your web presence, PPC, SEO and more
- Understanding how mobile users behave; recognising that smartphones are readily available for instant research or purchase
- Understanding when and where devices are used; measuring how the journey aligns to the device type
- Using online data to optimise the offline experience; mixing media to amplify effectiveness
- Training people; making sure everyone’s fully tooled up and aware of developments
- Using offline data to optimise the online experience; the reverse of point 5, above.
We’ve laid out this list in the order that the respondents chose, with optimisation being the most important factor. Perhaps this is because consumers now hold the key to our success. The day of one-way messaging is well and truly over, and consumers are much more demanding in the experience they expect us to deliver.
The final take-away is perhaps the most important: failure is OK.
For the first time, marketers are meshing with data scientists. They’re making real time decisions and adjusting their campaigns in real time. This is all new, and it’s OK to try new things.
Optimising the user’s experience is a creative and experimental journey, filled with hairpin bends and U-turns. We need to allow it to be so, because we can change course if we need to. And to deliver excellence to customers, we need to be agile enough to follow their lead.