The Importance of Customer Experience in Marketing

– Attribution does not provide insight into why someone made a purchase.
– Click-through rate, CPC, and where someone first heard about a brand are irrelevant in understanding consumer behavior.
– The only factors that matter are a person’s previous experience with similar products and what they value in a replacement.Focus on understanding the customer’s previous experience with similar products and what matters to them when looking for a replacement. This information is more important than metrics like click-through rate and cost per click.There’s a big myth that attribution tells you why someone purchased. It doesn’t. So why do we keep asking the same stupid questions? What was the click-through rate? What was the CPC? Where did they first hear about us? None of these things actually matter. The only things that matter are the person’s previous experience with products like yours and what matters to them as they are looking for a replacement. That’s it. What category are they interested in, what matters to them in the product, what their experience is with products like ours, and when they are looking to purchase. If you have these questions nailed down, you can move mountains. All this talk about post-purchase surveys for attribution does not matter. If brands and agencies spent 1/10th the time they do on tracking CTR and creative on landing pages and product pages, they would see outsized results. Prime example: We’ve been collecting data for a brand that has a super cool product. What matters most to the customer is durability. You know what’s not demonstrated anywhere in their ads, landing pages, or even talked about in length on any of their product pages? Yeah. Durability. This is your friendly reminder that I don’t share these things to be an asshole and make people look stupid. I share these things because marketing is 100% easier when you build in automated feedback loops at the point of intention. If you’re running a brand, it takes only 1 hour to set this stuff up. Every brand we’ve worked with has had to change their approach after data collection. And the cost for a year is less than what you spend on ads in a week. But here’s the deal: you have to put that marketing “I know everything” ego aside. Yeah, you know the one where you think you’re the expert because you worked for a brand with clear product-market fit and traction that you trade your case studies on or your resume on. The irony is we built a tool that does customer insights, but it also makes marketers look silly. It makes my past self look silly. Then we have to sell into marketers. The most ego-driven of an organization. Marketers aren’t incentivized to take a data-first approach because it calls into question everything they’ve done previously, reducing their perceived value to a brand. This is the harsh truth. But here’s a secret: no one needs to know that you’re not entirely sure what you’re doing. Most marketers aren’t. I wasn’t when I was thrust into the role years ago. I had ideas and theories and doubts. I still do.Today I have a product and data and understanding which provides more clarity. Not absolute clarity but more clarity. I’m here to help you. I’m building myself as a tool to help you better understand the concepts in this post. To level you up privately to think differently. Ecom with Jon because I had to relearn everything in order to get to this point. You will need to also. #ecommerce #JaaS #marketing

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top