In October, I spent 3 whole days at Adworld, one of the largest online events for digital marketers in the world. It consists of the world’s brightest minds in advertising coming together to learn and share secrets in the industry. Here are some of my key takeaways.
February 15, 2022
38% of Australian adults have a reading level of years 11-12, while 30% have a reading level of years 7-10. Therefore, any copywriting that goes over this mark is wasting (up to) 68% of a budget. The lower your reading level goes – the higher your ROAS shoots up.
Consumers are doing more long-tail searches because they expect direct answers, and Google is the one controlling those answers. Every time a visitor to your website bounces back to Google, it’s tracked and can be rated.
This signal can help inform your usefulness and may impact future ratings. Therefore, lowering your bounce rates and increasing visitor engagement is critical – since your user experience is one of the most important aspects of online success moving forward.
Well, 66% of customers agree that a frustrating experience on a website hurts their opinion of the brand overall. 55% agreed that a bad mobile experience makes them less likely to engage with the company and 52% said if they really liked the brand or company, they are disappointed if the mobile site is a bad experience.
Brands should be making sure that their customers have a positive experience on their website since this is crucial to the success of your business – a happy customer is one who is likely to become a loyal customer who can help boost revenue. The best marketing that money can buy is a customer who will promote your business for you – one who is loyal to your brand or product and service, promotes your business through word-of-mouth marketing, and advocates your brand or product and service to their friends and family.
It’s crucial to make the experience as easy for a customer as possible. Actions should be easy to find, straightforward to execute and leave a customer happy about how simple a process was. Ensure it’s a harmonious process – go through the entire process yourself or get someone to test it for you. See where actions aren’t so smooth or are just plain broken. This will allow you to fix problems before they arise (and avoid a terrible review or angry email).
One of my favourite takeaways was ‘the Amazon hack’, used to identify common problems with the type of product you’re selling. This is how it works:
Distinguishing key touch points along your customers’ journey, collecting customer feedback to improve or keep iterating on those experiences, and evaluating trends and trying to differentiate yourself from your competitors will help you improve customer attitude about your brand — and keep them telling their friends and family about your business. Hit us up for more insights if you attended the conference!
Sarah is an Associate Consultant in the Performance team. Sarah specialises in Paid Social working closely with clients on platforms such as Facebook, Instagram, Tiktok and LinkedIn. She takes an active role in developing paid social strategies for clients that support their overall digital marketing program.