The Blog of Hayden Sutherland, an eCommerce, Online Marketing and Digital Strategy consultant based in Glasgow, Scotland. These are my thoughts on how companies can take advantage of the modern interaction technologies and methods to improve communications, influence behaviour and retail online better.
Wednesday, April 22, 2015
Is A High Bounce Rate Always Bad?
Wednesday, April 8, 2015
Counting the cost of Public Sector Channel Shift
So coupled with a central Government agenda of cost-cutting, whatever the Administration in place, the digitisation of public services looks set to continue. In fact a recent survey by Goss Interactive highlighted that on average public sector organisations plan to save £1.75m each through Channel Shift in 2015.
But how much does it actually save your organisation to shift customers to online channels?
- £7.40 for face-to-face
- £2.90 for the telephone
- £0.32 for web enquiries
- Increase customer service and satisfaction
- Building engagement and loyalty
- Meeting customer expectations
- Freeing staff to be re-deployed on more "low tech / high touch" activities
Monday, March 16, 2015
Serious About Channel Shift?
Firstly, what do I mean by the term?
In my opinion... Channel Shift is the managed process of migrating customers to self-service channels (typically digital ones) to reduce cost and increase availability of service.
Reduced cost:
Back a few decades, it was humans that were cheap and computers that were expensive. Now, computers (or more specifically: computing power) is cheap compared to the cost of a person. Using self-service functionality via websites and mobile applications has a much lower cost-to-serve than a trained person, even a lower paid one in an off-shore outsourced contact center.
Increased availability:
The web never sleeps and your customers expect that they can now access your site at a time that suits them, not your company. Whereas a decade or so ago you may have had a telephone line staffed to deal with purchases, amends and refunds... not most of this functionality has now moved to a 24/7 online presence. In fact, as far as seasonal eCommerce goes, some of the most high volume times are public holidays (e.g. Black Friday and Christmas & Boxing Day) - days when most staff are either on holiday or otherwise unavailable.
So if your organisation is serious about Channel Shift, what should it do?
The first thing, as I mentioned in my opening paragraph is to have a written strategy. This needs to clearly document:
- Who are your user & customers?
Think you know who your customers are? Think you know what motivates them to engage with your organisation and purchase from it? Think all your customers are the same and have the same needs? Think again! - What are the user tasks your want to move to lower cost channels?
It may be easy to say "all of them", but in reality this may be either too much to do at once, or there may be business rules & restrictions that stop you from doing this. It may therefore by better to prioritise and understand the dependencies between these tasks first. - What channels do your customers use?
This may not be as simple as you think. Different customers may use a specific mix of channels to: build awareness, inform & educate themselves, transact and then carry out subsequent self-service tasks. - What are your actual current cost-to-serve figures?
For example, what does it actually cost to serve your customers via each of your channels
Thursday, March 12, 2015
The O2 shop is busy - come back soon
Tuesday, February 24, 2015
Guest blogging on a new site - why do it?
How to Get 6800% ROI from a Single E-commerce Marketing Campaign
It is already getting quite a few mentions on Twitter and the post has had one positive comment so far. This is my first post for this site and it will be interesting to see if this builds followers or traffic to my site.
One question I have mostly asked myself recently is why I decided to write this post for SEMRush rather than: my own blog (this one), my column on The Drum or even as a direct post on Linkedin (which I have yet to do yet, but for some reason I am apprehensive about doing).
In short.. I wanted to try something different and in a slightly vain way I wanted to be read by a different audience.
Let's see if this actually happens
Thursday, February 19, 2015
Using a Press Release to get the message across
http://www.24-7pressrelease.com/press-release/ideal-interface-extends-fmwfastenerscom-account-401888.php
I'm still trying to find out the entire value generated by spending this $89 - but already the story has been picked up by different online news sources, including:
NBC:
http://www.nbcrightnow.com/story/28145423/ideal-interface-extends-fmwfastenerscom-account
ABC:
http://www.13abc.com/story/28145423/ideal-interface-extends-fmwfastenerscom-account
and a bunch of other sites
Tuesday, January 27, 2015
Are you really a digital strategist?
I therefore thought it would be useful to highlight those activities and approaches that I believe a digital strategist might use in their role.
(Of course, it would be easy to start listing out all the things they are not, but then that list might turn out to be quite long.)
So here's my list:
- Think strategic
Always keep the vision of what digital technologies, processes and marketing can do for your organisation and how this change applies to the company aims and objectives. This means that you have to understand the end game, but also how you are going to close the gap between that and whatever you have now. - Align the digital strategy to the business strategy
No strategy exists in a vacuum and yours can add the most value when it aligned with the other competing needs of the business. - Champion the digital strategy
The best person in your organisation to be the digital champion is you (and your team, if you have one). Your managerial peers will need a central senior person they can consult with who 'gets this digital stuff' and can help them. This doesn't mean you suddenly need to exhibit youthful enthusiasm or a stoic 'all knowing' air - you just have to be approachable and communicative to all level. It also means you are the senior stakeholder who works with the different business units to help them contribute to the digital strategy. - Own the digital roadmap
Having the vision and strategy is one thing, having a plan of how this will be achieved (including the key milestones, dependencies and other influencing initiatives across your organisation) is something else. The creation and management of this plan is a key artefact in the communication of how your end game is going to be delivered. - Grow internal digital capabilities
You are not going to achieve your goals by yourself and you therefore need to build the required expertise within your company to take digital forward. Growing individuals and digital teams doesn't necessarily come naturally to everyone, but you can also help across different functions by outlining what skills and experience are needed in both the short and longer term
Monday, January 26, 2015
Probably the best placed online advert
Saturday, January 24, 2015
Align your Digital Strategy and Business Architecture
Hasn't the time now come to correctly align the two?
Monday, January 12, 2015
Building a high performance digital team
“I've done so much with so little for so long, I think I can do anything with bugger all!” was once the line mentioned to me by one team member over a decade ago. This partly sums up the sort of ‘can do’ attitude that can make all the difference in a smaller team. It is often not the tools, the processes or the technology that makes the difference, it is the mental approach of the individuals.
Yes sure, the phase “work smarter not harder” is often used in management circles, however sometimes you just need a team to bear down on an issue and work at it for a while. This can be especially true when the work in question is a little more mundane or repetitive (e.g. when proof reading content or carrying out user acceptance testing – thanks JM!)
I know this kinda goes without saying, but I did want to mention it. Working with a bunch of smart people who not only know their onions, but also can develop their skills and experience on the project (without affecting it) is usually a pleasure.
Thursday, January 8, 2015
Customer Journey Catherine Wheel
However, given a bit more time, I have now pulled together a better diagram to illustrate what I mean.
In this diagram I have used the same 5 segments to show the cyclical path a user takes (Awareness, Interest/Desire, Action, Experience and Advocacy). But I have also added an inner section that represents the running of Internal Process and an outer ring that represents the tasks that customers perform.
I've used various and more specific versions of this diagram in previous consulting work for clients, but I think this diagram represents a more generic approach which can be adapted as the need arise.
The only real problem I now have is… what do I call it?
For the time being, I think I'm going to use the term Customer Journey Catherine Wheel. A diagrammatic version of the popular firework that hopefully explains the round and spinning nature of both this model and the physical namesake.
What do you think? Is it a silly name? Can you come up with a better one?
Tuesday, January 6, 2015
The Customer Journey should be circular
But as we know, one person’s advocacy can be another’s awareness. And especially with online communications (and especially Social Media) now able to facilitate near-instant feedback about an experience or product, the ratings given by one customer can heavily influence a lot of other people to either find out more and alternatively it can put them off for good. Or to put it another way, your customers are one of your greatest assets and in most cases they should not just be part of your retention activity, they should be used to fuel your acquisition activity too.
This advocacy therefore means that rather than the Customer Journey being a line from awareness through to the experience of the product or service, it becomes a circle looking something like this:
Awareness:
The phase of the customer journey where a person becomes initially aware of something and wants to find out more.
Interest & Desire:
I've merged the two AIDA model phases into one here, as things get incredibly blurred (and with some products such as consumer electronics, brand devotees jump straight from awareness to intense desire). This is also the phase described by Google as the Zero Moment of Truth and can be the period when a multitude of inputs from all channels are considered.
Action:
This is the goal, the purchase, the sign-up, the commit phase. You get the picture…. (The First Moment of Truth)
Experience:
This phase is when the customer actually experiences their purchase and realises the value of what they have procured. (The Second Moment of Truth)
Advocacy:
Here is where a customer reviews your service and rates the service you have provided. They can do it on your site or on any number of review and feedback sites, or can use social media platforms to voice their satisfaction or disdain. It is therefore these comments and sentiment that in my opinion keep the customer journey cycling around.
Monday, January 5, 2015
User Experience and Customer Journey – do you know the difference?
User Experience:
From my perspective User Experience is the science (and art) of creating functionality and information that helps the user to carry out particular tasks. In the world of websites and native mobile device applications (apps) this revolves around: understanding users & their needs, mapping user flows through key tasks, creating wire-frames, designing the interface and testing it to ensure it does what it should as well as it possibly can.
Customer Journey:
This is wider task of mapping the entire path of the customer from start to finish E.g. from a point where they are not the customer and perhaps not even cognisant of your product or service, through to the stages where they have become a customer and beyond. There are a lot of different models for how this customer journey can be represented, but regardless it is useful to map this journey for your business.
So do the two cross-over? Yes, in my opinion they definitely do and in fact I believe you cannot properly create the ideal User Experience unless you properly understand the Customer Journey. By this I mean that any UX work done needs to know where it fits in the wider picture of things, what the situation is for the user beforehand and what the end goal is.
For example, if you are creating the interface for a ticket vending machine at a sports ground, it would no-doubt help your UX resource to understand why the user is there, what they should (or shouldn't) have done previously and what they are going on to do. In this example, the creation of the vending unit is not to raise awareness, to educate or to entertain, it is there to help the customer who may already have purchased a ticket to get it printed out as efficiently as possible so that they can go and have the bigger experience they have paid for.
Either way, I suggest that to truly deliver the best for your customers you need to create both and validate them in as many ways as possible, both before and after you have delivered.
Tuesday, December 23, 2014
What to do when the C Suite doesn't engage with Digital
If your C Suite isn't fully engaged with Digital, here's some suggestions to help move things forward and into the 21st Century.
- Deliver quick wins Nothing impresses like delivering upon a promise you have made. No matter how small the actual task (a microsite that taps into a new market, an online marketing campaign that builds acquisition in a novel way, a website change that your Finance Director has wanted for ages) they all go a long way to showing just how little things can mean a lot.
- Have an implementation plan It's one thing to have a 'wishlist', it's another to have a 'roadmap' of when these things will eventually move online and it's a different matter entirely to have a plan of when these different initiatives will be delivered. Even if things change (e.g. other dependent project don't land when they should) you should still keep your digital implementation plan up to date.
- Understand how much it costs and what benefits you want to achieve It may be that you need to build a value model for the complete Digital business transformation, or it could be that you just need to build one or more business cases for the roadmap of major improvements you want to deliver. Either way, work out the cost and the return that digital change will bring to your organisation.
- Be clear on what you want from your execs Whether you need wider business direction, clarification on key deliverables or feedback on your ideas, get the input of the senior team. After all, they haven't just been put there, they probably earned their position through effort, innovation or understanding of what to do next. You may find that a few clear explanations on what you want and how you plan to improve things may be sufficient to get the buy-in you need.
Monday, December 15, 2014
Are you a digital driver or just a passenger?
These are the people that try to align themselves to a digital change project without actually having any responsibility (yet will be first to claim all the credit when change does start taking place). They will understand that 'digital is the next big thing' but will not have had any real experience and yet claim to be knowledgeable when stakeholders or executive sponsors are in the room.They are also most easiest to identify by their repetition of a small number of key facts they have picked-up along the course of the transformation, possibly even getting them wrong over time.
Or put more esoterically... Just because a person is standing in the direction of movement, it doesn't mean they are actually going that way.
Thursday, December 11, 2014
Put your business in beta
- It is OK to make mistakes
- It is fine to experiment on a regular basis
- You need to measure what works
- You have to ignore what doesn't
Beta, named after the second letter of the Greek alphabet, is typically the software release that is complete in functionality... but may still have significant bugs or issues. However, it is also usually the first accepted release version that can be presented to a limited set of users or customers.
But why do organisations succeed when they adopt Beta releases? (Especially when compared with the professional and stable delivery of a considered and considerably tested set of functionality.)
Perhaps it is because a public Beta release gives a lot of quick and useful feedback on what does and doesn't work for your target audience. Perhaps it is because those companies that are prepared to take the risk of an online beta release are also more likely to be innovative. And perhaps it is because any organisation that can even consider Beta release better understands the digital landscape and the possible ways of finding success in the modern economy.
Monday, December 8, 2014
Are we too reliant upon Google?
I also stated that:
What this means is that betting against Google in anything it decides to do is an unwise move.A year on I still stand by this comment and furthermore have started to ask myself the question of whether digital marketing and online business as a whole has now become too dependent upon Google.
To paint the picture of its huge role, here’s some typical examples of its use in my life:
- Search
The current industry figures state that Google has an approximately 90% share of the search market in the UK. For me, that’s a lot closer to 100%. - Gmail
Now the biggest global email service, I use Gmail for all my work emails. - Android
The open source mobile operating system runs my phone and integrates with my Gmail, calendar and contacts. - Analytics
This free service helps my consultancy’s clients (and me) track a range of visitor, usage and conversion statistics. Even to the point of being able to provide inferred insight about user demographics and preferences. - AdWords
Provides a (mostly) cost effective means of raising awareness, building traffic and re-marketing to your target audience. If someone is searching for something, then it stands to reason that they might be receptive to seeing an advert about something associated with that term. The fact that advertisers only pay when a prospect clicks on an ad means it is possible to quickly identify interest, track budgets and optimise promotions to get the best ‘bang for your buck’. - Maps
I use this service more than I initially realised. From looking up locations, to finding directions on my mobile phone and also as when used as a ‘mash up’ (when a map is integrated with other data services) on any number of other sites, such as a store locator on a multichannel retailer’s site. I bet most of us use Google Maps a fair bit more than we realise.
Overall for me there is one reason why I have adopted these products … it is because they are so useful. And therefore any new entrant to any of the areas that Google has a dominance in will not just have to provide them for free (obviously with the exception of AdWords, which is free to the person clicking on the ads, but costs the advertiser) but will have to provide a better user experience somehow…
But all these services have not just become second-nature in my use of them, they have also pushed out other products or services (anyone remember: Freeserve, PalmOS, mapquest.com , etc ?). The list of dotcom and technology casualties caused by ‘The Big G’ are proof that this company doesn't just enter a sector, it tends to own it… with perhaps the exception of Social Media, which Google has never really cracked, despite the different tools it has released over the last few years. Orkut, Waves and even G+ haven’t really reached the tipping point that they were hoped to achieve, despite being popular in specific user groups or even countries.
So are we really too reliant upon Google now?
In my opinion we are. However, I personally don’t have a problem with this right now, because on top of the usefulness argument:
- I don’t have to pay for a lot of things I would have done I the past
- The products and services provided work (the robustness of their service is only noticeable when there is very seldom outage)
- They work at scale (10 Million visits a day is the current free limit in Google Analytics. A figure only breached by the biggest of sites)
And based on these factors… I’m happy to be a reliant and supportive customer.
Sunday, November 30, 2014
Black Friday - The Farce Awakens
So that was the first full-scale Black Friday that the UK has ever experienced. And what an event it was.
Stories of in-store wars, bargains snatched from the hands of those who waited patiently in line for hours and police arrests for fighting at 24 hour supermarkets have been written about and told over the last few days. The British shopping masses have been shown as a brawling uncultured rabble, who would happily trample others underfoot just to get their hands on a discounted television for themselves... that they probably would not have purchased anyway.
Previous pre-Christmas sales have now been overshadowed by the dark lord of post-Thanksgiving sales bonanzas that we have willingly inherited from the USA...without any of the thanks or the giving we are supposed to have at this time of year.
If this is the beginning of a new saga in retail... then part of me wished I lived a long time ago and far away.
Friday, November 28, 2014
#blackfridayfail - eCommerce sites struggle under high volumes
Argos
As of writing, the multi-channel catalogue-based retailer claims to be "experiencing a very high volume of visitors"

Tesco
Although this site is up right now, at certain points late last night the UK's biggest retailer was only able to display a waiting page
Thursday, November 27, 2014
What does Black Friday mean to the UK?
But why is it especially this year that a lot of UK retailers have embraced an American holiday?
Here's a few suggestions:
1. The high street needs to stimulate sales
Following a mild autumn, a lot of people have not raced out to the shops in September and October to buy items such as a new Winter wardrobe (if you don't believe me, ask your peers if many have bought a big coat recently).Consequently year on year takings are down across a number of sectors, including clothing.
2. Autumn sales aren't a new thing
Discounting around this time isn't a new concept and many stores have been having 'mid-season sales' for decades. Yes, a lot of retailers have been dropping prices of specific products and ranges in mid-to-late November, it's just that...
3. Black Friday sounds cool
It's good to give something a catchy name and it seems that yes black is indeed the new black. I suggest the fact that it refers to the day after the US commemorate a harvest festival celebrated by the Pilgrim Fathers in 1621 is pretty irrelevant to the average Brit.
4. The UK is becoming more and more American-ized
As reflected in: the recent growth in Halloween over this side of the pond, the increase in Seattle style coffee shops that sell huge capacity cups of caffeine and the gradual use of "Tuxedo" (an American club that adopted the use of the black suit and tie) over the "Dinner Jacket".
5. The Internet is reducing cultural barriers
I first noticed the use of 'Black Friday' on Amazon.com about a decade ago, when just like today, I couldn't find anything interesting to buy on the site. The increasing use of global eCommere sites like Amazon, eBay and the like have created a boundary-less society that is only too happy to embrace different retailing concepts.
Which leads me to a slightly cynical further idea... Could it be that Black Friday is just another ploy adopted by savvy retailers across the globe to get rid stuff that would never have shifted at full price anyway?
Wednesday, November 19, 2014
What does Direct Traffic actually mean?
However all too often I have seen visitors coming into a site as Direct Traffic pretty much ignored or understated as a source. For example if all other digital marketing sources come to 80% and analytics says Direct is 30%, I've heard clients say “Oh, let’s just make Direct 20% and show how good my paid for efforts are"… rather than looking at why a site is showing 110% inbound traffic.
But I think we all need to stop and reconsider this approach, take another look at direct sources of visitors and assess the value that they bring.
Although we tend to take this as "the visitors who type the URL direct into the browser" - this is not the full picture. It is also includes:
- bookmarked visits
- those campaigns that are incorrectly tagged
- those visits where the referrer data is not available (e.g. those coming from an https source, such as a secure site - which may even be your own site itself )
Note: There is even the suggestion on some forums that Google Images has been a source of direct traffic because it creates visits from links that are not traceable.
Friday, November 14, 2014
The Importance of Keywords in Digital Marketing
Keywords therefore have a big impact wherever they are used online and you should make sure your keyword strategy is:
1. Planned in advance of any major digital work, taking care to analyse and understand the terms and phases your target audience is really using (not just those your client thinks they should use)
2. Incorporated in your onsite efforts, such as: Page titles, Meta Description and body copy (including semantic headings & structure)
3. Communicated to other parties, such as your PR company and external copy writing / translation agencies.
4. Reviewed and updated on a regular basis, to ensure you are still getting the required traffic and conversions. This is an evolving situation after all, where new sites and efforts are always changing.
Friday, October 31, 2014
Stupid things said in October
- Our contact centre isn't 3D Secure right now
- Why are we building our site so blind people can read it?
- We need a business case written for something that won't happen.
- If I could go forward in time and see what I needed to do, then I would come back and tell myself not to do it. (Oh hang on, it was me that said that!)
- If you build it, they will come back again
- I know the figures haven't changed... But can you send me the latest version?
Tuesday, October 28, 2014
Google Wallet or Apple Pay - the UK is waiting
But since then we have been teased and tantalised.
According to the Google Wallet website:
"Google Wallet is an easier way to pay in stores, pay your friends and pay online.But I'm still waiting for Google's payment offering to extend beyond North America.
Shop in stores with all your loyalty, offers and gift cards in one place. Send money to friends and they can spend it instantly with the Google Wallet Card."
Monday, October 20, 2014
British consumers spend more online
Apparently twice as many Brits (27%) have shopped online in the last three months compared to the French (14%) and the Germans (10%).
This confidence in online retailing is also refelected in a greater proportion of each nation planning to use eCommerce channels next year than they did this year. With 42% of British consumers now planning to shop online over the next 10 months compared to 30% of French and 28% of Germans consumers.
One of the more facinating insights in the report is that us British customers are using mobile devices far more to buy items online... 23% compared to 9% and 11% for French and Germans respectively.
However, the most interesting fact from an International eCommerce perspective (something that I've been increasingly focusing on for my own consulting clients) is that home-grown sites are doing a Stirling (pun intended) job of attracting foreign custom, with over a third of German and French shoppers stating they have now bought from a UK online retailer... even beating American and Chinese sites to claim the top spot.
More information is available here:
https://www.hermesworld.com/en/press/press_releases/pm-detail-hermes-ltd-uk_27136.html
Thursday, October 2, 2014
5 questions to ask your new SEO agency
Before you actually engage with them, here are a few important questions you should ask:
1. Does the SEO agency understand my business?
Or again more specifically, do the people actually working on my account understand what my organisation does, its products or services and what it's unique proposition or selling point is?
There will almost certainly be some initial familiarisation with your offering or processes, but first check that this agency gets what you do and has a firm understanding of who your competitors are.
Note: The counter to this issue however is when you hire an SEO agency that knows your industry very well and already has a number of your competitors as clients in this market sector... are they really able to provide you with a unique and perhaps innovative approach to on-page and off-site optimisation?
Or more specifically, how much of what you pay for is agency 'padding' in the form of 'Project Management', 'Account Management' or even worse... 'Administration & Reporting'?
(Note, most SEO tools these days have quite decent automated reporting functions. So sending out a regular report is just a case of configuring the reporting service once).
In one situation I saw last year, where my agency won the SEO business, The outgoing agency managed to fill over 60% of its monthly SEO retainer with non-specialist staff. Nice work if you can get it....
3. Who is actually doing the work?
It's a pretty good bet that you had a smart(ish) new business person put together the proposal that you accepted. Or if the agency is a smaller one, then it may well be the owner or other senior person that wrote the document that won them the work. But will this person be the one actually working on your account day-to-day or will it be a junior person they may not even have mentioned in their credentials? My guess is that in most SEO agencies it will be the latter that does the hard graft most of the time (not the 'Head of Search' or 'Head of SEM Services' you were promised)
Note: If it is someone you never get to speak to, then reconsider hiring them. And if it's 'someone in their [not this country] office' then get concerned quickly, really quick....
4. What tools & techniques do you use?
Some SEO agencies like to keep the tools and techniques they use a secret to their clients. I guess they feel it adds an air of mystery to the complex art of search engine optimisation. As far as tools go, there are a few good ones out there that the majority of agencies use for most of their clients. Also make sure that you are not being charged extra for these tools, the costs for them should be included in your retainer.
Note: Some of these tools use propriety indexing technology to work, whereas others need to link to your own site's Webmaster Tools accounts. Neither is wrong, but be prepared to grant them access in the same sort of ways you've granted them access to your website analytics package.
As for the techniques used... you should have full transparency about what they are doing and the rationale for doing it. However, if they mention the act of buying links... run a mile!
5. What do you want me to do next?
Getting started with a new agency is usually a process of learning, testing, evaluating and refining. Expect the agency to ask to speak with other stakeholders or 3rd parties in your business (e.g. PR company, website development agency and product / catalogue managers if you have an eCommerce site). Having an SEO firm that is not just technically competent, but has decent organisational skills can be a rare find. Also make sure that you have regular review sessions booked in the diaries. Even if these are done over the phone / Skype or webex... your business, the competition and most definitely the search engines change all the time.
Tuesday, September 30, 2014
Customer Data Is Essential To A Digital Strategy
The collecting, storing, processing, analysing and presenting of data collected about your users needs to be a fundamental requirement. From data comes an understanding of who your customers are and what they are doing.
Who they are:
(Typically obtained from account / registration database)
Address
Age, sex & other demographics
Communication preferences
etc.
What they do:
(Typically obtained from your online analytics package)
Device(s) used
Time of day they visit
Browsing behaviour (e.g. pages visited)
Marketing campaigns they have interacted with
Goals completed
etc.
Or put a different way... structuring your digital transformation efforts around your customer is more important than you possibly realise.
Monday, September 29, 2014
The 7 Deadly Sins of Social Media Marketing
Which do you practice?
(I bet you do at least one, if not more)
The full selection of cartoons can be found here: http://tomfishburne.com
Saturday, September 27, 2014
Happy 16th Birthday Google
Has Google really only hit it's mid-teens already?
Thursday, September 25, 2014
The 4 C’s of a Digital Platform
Content:
Note: although I know of at least 2 large eCommerce retailers who claim to manage their site content via their merchandising system, which only updates product and category information but still needs a fleet of developers to make HTML-based changes to their homepage, landing pages and anything else you would generally classify under the term content.
If you want proof of this, just look at the recent demise of the mobile retailer Phones4u in the UK. As the mobile phone operators have gotten more grown-up with their online selling and customer management propositions, then their need for an intermediate who takes commission and attempts to own the customer becomes less and less. In short, by having a mature online commerce and account management service, companies can now seriously consider or reconsider dis-intermediation in fast moving markets.
A digital platform should therefore have a host of features (shopping carts, integration to payment services, discounts & offers functionality and ‘my account’ database functionality, etc.) to enable your business to quickly allow your customers to self-serve.
- Deliver segmented marketing emails to a set of subscribed users?
- Send alerts to customers that they have left something in their shopping basket (and that they should jolly well come back to the site and buy it before someone else does or it is no longer available)?
- Send out SMS messages to those who want or need it (think how useful those text messages about that flight you booked for next week are and how they don’t need you to have a modern 4G data connection to look them up).
- Work out which of your customers are Tweeting and confirm what product they actually bought online from you?
Monday, September 15, 2014
Flybe location picker touches down too far
Wednesday, September 10, 2014
Remember to spell your client's product correctly
Can I please suggest you speak with your digital marketing agency pretty quickly and find out why they can't even spell the name of your flagship motor vehicle?
You would have hoped that the people creating the Facebook Adverts to entice people to view your large family 4x4 would be able to actually spell..... wouldn't you?
Yours
Hayden
Monday, September 8, 2014
Build a Digital Platform not a website
But your web presence should be only one part of an entire toolbox that larger organisations should be using to influence more, engage more, sell more and retain more. But in my experience, a lot of them don’t understand that to have a joined up online customer experience and you need to have a joined up collection of tools that all work well together.
In other words you need a Digital Platform not a website.
So what can a Digital Platform do for you?
Provide ubiquitous online access
It should give as many users as possible easy access regardless of: device, connection speed and ability.
Improve the Customer Experience
It should create a relevant & consistent digital interface for each user segment, allowing all interactions to be as efficient & intuitive as possible, allowing your business to understand customers better.
Improve revenue
It should maximise any online revenue opportunities through better marketing campaigns, improved conversion and opportunities for additional revenue optimisation
Improve insight
It should allow you to understand digital visitor behaviour with the intention of informing and optimising future digital activity.
Provide consistent content
It should allow the central management of content (text, imagery, etc.) across all online devices and interfaces.
Saturday, September 6, 2014
Brandjacking is getting tired
Monday, September 1, 2014
Subaru mobile website is roofless
With mobile web usage rocketing and more and more potential customers looking to inform their purchase online... you'd think that Subaru would get their website working correctly.
However this landing page for the new Subaru Impreza not only gives a poor layout, but also manages to only partially display the actual vehicle. In fact, the top half of the car is completely hidden from view and gives an overall poor experience to users looking to find out more on their smartphones.
Monday, August 18, 2014
Commerce and Content – Still not fully integrated
Friday, August 1, 2014
What factors affect your conversion?
So what affects conversion? Well there are a number of factors that have an influence including:
- Usability
How easy your site is to navigate and transact with - Security
How well your site conveys and actually take steps to ensure the safety of customer data - Content
How well the site text and imagery informs & supports the sales process - Layout
It’s not just how much you have on a page, it’s where you put it that counts - Speed
How quickly your site appears & displays affects bounce & therefore conversion - Aesthetics
How it looks also affects how it converts (try changing the colour of a few buttons if you don’t believe me)
All you have to do it find out what works for your customers.
Friday, July 18, 2014
Facebook revives Social Commerce, but will it work?
The topic of Social Commerce (or SocialCommerce if you like to remove that middle space to look modern) has arisen again recently with two announcements:
Firstly Twitter a few weeks back allowed a 'buy now' button in its promoted tweet messages.
Secondly today Facebook have announced that they will do something similar and allow online shoppers to click a “buy" button. This will allow them to purchase items in adverts or other posts, without leaving the social network platform.
But will these small but important innovations fuel the much discussed 'social commerce' development of social media?
Or will it merely create further annoyance to Twitter and Facebook users, who already have a significant proportion of monetised screen real estate taken up with promotions and ads?
Wednesday, July 9, 2014
Give the customer what they want
Sunday, July 6, 2014
UX actions to do BEFORE you redesign your website - part 2
4. Benchmark
So who in your competitive market is doing a better job of things than you online and who isn't? What does great look like for your digital customers and why? If you cannot answer these two questions, then you clearly haven't assessed the competition and understood what makes other sites better.
Action:
Review at least a handful of competitors websites to understand how they solve the same problems you have. Assess the features that make them easy to use (you might even want to look further afield at organisations that aren't necessarily in competition with you, but just have similar goals).
Note: For a small cost you can even point your usability tool at these competitive sites and give users the same tasks you give your own site.
5. Map out the customer journeys
Not all goals are the same on each site. Whether your aim is to generate leads or to directly convert users to buy a good or service, the path to acquisition can be difficult and dependant upon a huge number of factors. Action:
Map out the journey through your site for each of your key personas, ideally from initial awareness and acquisition through to them converting and beyond (e.g. into being a brand advocate). These functional flows will explain to you, your stakeholders, your developers and your testers what is happening to your users.
Note: Remember to include the situations when things don't go exactly according to plan.
It's not all about functionality, you also need to map out your content and the site's information architecture.
Action:
Draw up the hierarchy of your primary content pages and understand how each of your topics is delivered (if necessary for each device).
7. Wireframe the key templates
Producing a schematic or blueprint of every key page will create a visual guide of what your online users will experience. Wireframes will explain: the kinds of information displayed, the functions available, the priority of the information & functions, any display rules and effects of personalisation & other scenarios.
Action:
Create your wireframes based upon your customer journeys and the sitemap. But remember to test your creation before going into design.
Friday, July 4, 2014
Digital leadership - be more than an online expert
1. A leader of people
It's not just enough to have line managed the odd eCommerce staff member or digital agency, you need to be a mentor & coach, a motivator and a decision maker who can support and build a high performing team members to do great things.
2. An all-rounder
To understand how to get the best from that team, you ideally need an understanding of all aspects of online business. From being able to produce a focused digital business case to justify further investment, through to engaging with your opposite number in the technology department... you are going to have to have a broad spread of expertise.
3. An innovator
What have you done in your career that wasn't just "me too" but truly ground breaking? Have you been creative in your delivery of a new digital platform or applied a new method or approach to a building a difficult user interface? Have you been the first in your industry to trial a new device or an advanced technology that was subsequently adopted by the rest?
4. A strategic brain
Are you able to consider the bigger picture and link your team's work to the business drivers of the wider company? The creation and ownership of your organisations digital strategy should sit with you, it's yours to manage shape and develop as the company grows in its adoption of new online technologies and practices.
5. A customer advocate
Do you know who your customers are and what their digital needs really are? Do you know why your online presence or your eCRM initiatives work well (and why sometimes they don't strike a core)? It's not just a case of hiring a user experience (UX) person to do your thinking for you... you also need to get under the skin of your users and know what drives both their loyalty & resistance.
6. A scientist
Getting data from your analytics package is a basic necessity for any online practitioner these days, but being able to dive into the dashboards and analyse the insight that the information is giving you needs more than just a little diligence. You should also have experience of carrying out multiple experiments to improve your goals, ideally from a programme of on-going AB and Multi-Variate tests.
7. A communicator
It's fine to have strong views on those topics that you are passionate about, but you also need to be able to get your ideas across in a structured and eloquent manner.... especially to senior stakeholders.
Tuesday, July 1, 2014
UX actions to do BEFORE you redesign your website - part 1
1. Understand who your customers are:
Some of the biggest mistakes I've seen on sites are when they assume who the customer is... without actually find out the trust and validating that assumption. I'm sure we've all seen or heard of the exec who comes along at the beginning of a new digital project and says "I know who our customer is, I don't need to research them" or something similar.
Action:
Dip into your site's analytic package and see if this provides any insight into who your current visitors are (just don't assume this will be the same going forwards or that the same type of visitors all convert in the same way).
Note: If this doesn't tell you much, then carry out whatever research you can (Alexa demographic figures, online survey, site registration details, etc.)
2. Create customer personas
Personas are simply a way of describing the attributes, qualities and required outcomes of your key customer types. I believe that the aim here is not to be too descriptive about who they are (e.g. what income they have or what car they drive) but to describe their online needs (e.g. what they specifically want from your website).
Action:
Jakob Neilson says that you only need to test with 5 users to get the best from your usability tests [link] and I also think the same is true of personas. In other words, I recommend creating more than a couple but don't create too many.
3. Review your current site(s)
"Our site is rubbish, I want something entirely new" said the business stakeholder to me on a recent website redesign project. To which I replied... "that rubbish site is currently making millions of £'s worth of revenue for you each year, it must be doing something right!"
Yes, sure sites can always be improved... but just to slate everything about the current one without actually know what is working well (and conversely what is not) is of vital importance to ensure that you do not throw the baby out with the bathwater.
Action:
Carry out a set of user test on your website to see what users like & don't, plus where they incur obvious struggle in completing their goals.
Note: A few tests using a tool such as whatusersdo.com will highlight key user issues and also provide a permanent record of just how 'rubbish' your site is or isn't.
Monday, June 16, 2014
The Lack of Digital Skills – not just a Scottish Problem
I've previously blogged about the lack of digital skills in Scotland and highlighted the lack of technical, marketing and associated skills (design, user experience, content, etc.) ‘North of the border’ where I live. But this skilled and empowered workforce isn't just missing in Scotland, or even across the UK. In a digital skills presentation today from ScotlandIS, the Scottish IT Trade body, I was actually shocked to hear the fact that there is a shortfall of 1 million digital jobs across the EU.
Scotland is therefore only a drop in the ocean compared to this, with only 10,000 people a year needed here to fill the gap.
So what is being done about it?
- Are schools, higher education and further education producing the right courses and talent?
- Are companies investing enough to drag seasoned employees (who may have previously resisted or ignored the use of digital)?
- Are cities and even governments doing enough to encourage digital enterprise in specific areas that need it most?
- Are boards hiring Chief Digital Officers to champion online excellence?
I fear not.
Sunday, June 15, 2014
Social Media in action – CalMac Culture
One of the initiatives that I’ve been involved with has been CalMac Culture #calmacculture – an online competition to find original singer / songwriters, leading to a slot in several of Scotland’s key festivals (e.g. Tyree Music Festival, etc.)
If you happen to be online tonight, you can see the ‘Battle of the Bands’ being streamed live from King Tut's Wah Wah Hut in Glasgow:
Take a look:
https://www.youtube.com/user/calmacculture
Monday, June 2, 2014
5 reasons your Digital Change initiative will fail
Are you still creating lengthy waterfall project plans more suited to industrial age delivery expectations? The age of agile development and iterative delivery has not only been around for decades now, it has evolved into different flavours and techniques. However, just diving into a fully-blown scrum delivery method without fully understanding the implications this will have on the wider business (and setting these up correctly) is also a recipe for failure.
Thursday, May 22, 2014
Ideal Interface is looking for a part-time administrator
Due to continued growth in the business, we now need a part-time administrator to help with key support tasks including:
- Processing of contractor expenses
- Creation of monthly invoices
- Basic client assistance (e.g. website updates)
- Interaction with suppliers
Skills you will need:
- Computer literacy (Windows, Excel, Word, etc.)
- Numeracy
- Good communication skills
- Attention to detail
- Basic internet (browsing, social media usage, etc.)
What we offer:
- A flexible working approach
- A competitive rate
- An opportunity to be part of a growing company
- An opportunity to learn about Digital Marketing and the future eCommerce environment
Note: Because we are flexible, this role might well suit a parent who wants to return to work part-time.
8-16 hours per week.
Non-smoker and own transport preferred.
Monday, May 19, 2014
The first 90 days of the Chief Digital Officer
- Understand the overall business strategy
Any digital strategy created must be completely aligned to what the business is planning (Commercial aims, new products, marketing, etc.) - Learn the culture
Every organisation has a "way of doing things" and seeing itself. This doesn't have to perpetuate, but it is good to know what sort of people your peers and team around you do and think. Most important is the appetite for change... which can either be a critical success factor or a big nail in the coffin of a lot of the most forward-thinking digital plans. - Set a benchmark
Recognize which of your competitors (if any) are doing innovative things, or just doing the same stuff but better! - Identify your stakeholders and make friends
From marketing and customer insight through to IT and Operations... if you are going to be an agent for inevitable change, you will need to build allies first. - Research your customers
It's no good setting yourself up to digitize everything if that's not the correct way forward. And it's no good rolling out smartphone apps if all your potential business is using tablets. You don't have to know everything about every one of them, but being able to classify and segment them into target audiences will help you create the most relevant products and experience for them. - Build your vision
Create an idea of what success looks like. What is the end game of all this change and how does it help the user and company? (Tip: Then give this vision to your strongest critic and ask them for feedback - this will iron out a lot of the wrinkles) - Create the roadmap
Draw up and digital roadmap of short and longer-term projects & tactical changes that move the organisation forward towards your vision. - Justify investment
Where necessary develop businesses cases that explore the investment required to realise the roadmap. - Deliver something quickly
Nobody is realistically going to wait for you to see out your initial 3 months without some business improvement. This shouldn't be too difficult for any CDO new to the role, as there are always quick wins to be had - Have fun