It's Not... About You
In digital marketing, nothing is done by chance. (Ahem... if the crew you hired is worth their salt.) The colour of CTAs, the preview text aligned with subject line, the number of windows in a popup. Every little detail should serve a purpose: driving conversion.
Classic mistake: favouring personal preferences
“I just don’t like it” is probably the most difficult objection a person can raise when assessing their team's marketing outputs.
On the one hand, it is your brand vision .
On the other hand, it’s your team's job to align your brand vision with user experience and revenue achievement. This works best when it's driven by customers - even if that means ditching what you may traditionally prefer for higher conversion response.
So how do marketers know what works best?
It is true that marketing doesn't work like physics: there is no precise, one-size-fits-all law for every ecommerce brand. But that doesn’t mean that the best marketers are acting on a hunch when they develop strategies - au contraire! To achieve the best results, marketers rely on tried and tested methods, extensive testing, and masses of data.
Best practices trump opinions
Over the last number of decades (did you know the first email marketing campaign was sent in 1978 and generated $13 million?), digital marketers have accumulated a fair bit of knowledge about what works - and what doesn't.
Site modules, automation strategies, user journeys, the use of certain shapes and colours - these recommendations come from knowledge gained via the successes, failures, and testing.
✔️ Using 3-window popups convert better on desktop. Studies have shown that this might be largely due to something called micro-engagements - once someone has bothered to click once, they are more likely to type in their email address. (Sounds odd? Well, humans are weird.)
❌ Avoid the colour red for CTAs. Red equals danger. You are not supposed to hit the red button! (You still want that red button? That’s fine but let’s test it against a different colour and see which one your audience prefers.)
Speaking of data...
If you were under the impression that successful marketing was an outcome of exceptional creativity and spontaneity, we have disappointing news: the first step in all things implementation is data.
Initiating a data-led approach to marketing can feel overwhelming, but how do you eat an elephant? (One bite at a time.)
Identifying and prioritizing KPIs that matter to your business, collecting that data, then analyzing it on an ongoing basis while you work on generating improvements is the simplest way to get into being a data-driven brand. Google Analytics and your email platform provide a wealth of business intelligence.
Data will not only tell you when to send your emails; what content your audience prefers; how often; what devices they use, but how easily certain formats of content transition certain types of contacts into customers, what types of contacts are most likely to convert to subscribers, and how long it takes to transition a high quality contact from a lead into an advocating referrer.
While it's not a magic wand, data does help understand your customers’ behaviour, intentions, and preferences - so you can adjust your strategy, both of the business and the creative variety, accordingly.
TL;DR: Personal preferences do matter in realizing your brand vision - after all, without a leader's vision, there's no future to chase. However, data on contact and customer actions will help you bring your vision to life in a way that is relevant to the people you want shopping your site. The best leaders in digital business are champions at aligning the two sides of the coin - and if you need help doing that, we've got your back.
We may earn an affiliate commission through some of the links on our site.