Comments on: Lab Store: Managing Customer Experience http://blog.jimnovo.com/2007/01/25/lab-store-managing-customer-experience/ Moving from a Low Accountability to a High Accountability Business Model Sun, 20 Jul 2008 19:03:06 +0000 http://wordpress.org/?v=2.5.1 By: Jim Novo http://blog.jimnovo.com/2007/01/25/lab-store-managing-customer-experience/#comment-15926 Jim Novo Wed, 09 Jan 2008 15:09:52 +0000 http://blog.jimnovo.com/2007/01/25/lab-store-managing-customer-experience/#comment-15926 Agreed. The interesting thing we see in web analytics all the time is the physical manisfestation and resolution of the "context problem". For example, let's say 10% of people who add a product to the shopping cart end up checking out. We see the highest percentage drop out on the "choose shipping method" page. We then test putting a link right next to the "Continue" button that says "Shipping Policies" and links to the shipping policy page. Checkout completion rises to 14%. Context, and close relative empathy, are critical in a customer-centric marketing effort - you have to think like the customer, understand their potential issues, and provide solutions IN CONTEXT. Agreed. The interesting thing we see in web analytics all the time is the physical manisfestation and resolution of the “context problem”.

For example, let’s say 10% of people who add a product to the shopping cart end up checking out. We see the highest percentage drop out on the “choose shipping method” page. We then test putting a link right next to the “Continue” button that says “Shipping Policies” and links to the shipping policy page. Checkout completion rises to 14%.

Context, and close relative empathy, are critical in a customer-centric marketing effort - you have to think like the customer, understand their potential issues, and provide solutions IN CONTEXT.

]]> By: Morriss Partee http://blog.jimnovo.com/2007/01/25/lab-store-managing-customer-experience/#comment-15735 Morriss Partee Mon, 07 Jan 2008 04:02:52 +0000 http://blog.jimnovo.com/2007/01/25/lab-store-managing-customer-experience/#comment-15735 Hi Jim, I love it. It's all about the context. I always thought it was quite hilarious that my bank would hand me a brochure about signing up for online banking as I was going through the drive-up from about 2000 to 2003. Hilarious because I wanted to sign up for online banking. But obviously I don't have access to my computer when I am driving. And by the time I get home, the last thing on my mind is signing up for online banking. The ONLY media in which that makes CONTEXT is via email- deliver the online banking message where I'll get it when I am using a computer and can do something about it...... isn't that obvious to everyone? CONTEXT, CONTEXT, CONTEXT. If everyone understood that, the world would be a better place. Hi Jim, I love it. It’s all about the context.

I always thought it was quite hilarious that my bank would hand me a brochure about signing up for online banking as I was going through the drive-up from about 2000 to 2003. Hilarious because I wanted to sign up for online banking. But obviously I don’t have access to my computer when I am driving. And by the time I get home, the last thing on my mind is signing up for online banking. The ONLY media in which that makes CONTEXT is via email- deliver the online banking message where I’ll get it when I am using a computer and can do something about it…… isn’t that obvious to everyone? CONTEXT, CONTEXT, CONTEXT. If everyone understood that, the world would be a better place.

]]>