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Creating a Journey to Customer Satisfaction



Creating a Journey to Customer Satisfaction

Today, consumers have an increasing number of options for how to interact with your brand. These include virtual channels like social media and influencer marketing.

While it’s great that technology has provided us with plenty of new methods and marketing tactics, it also means you need to up your game. As a result, customers are placing a higher value on the overall shopping experience than ever before. 

The way your brand presents itself at various touch points is a major factor in conversions. Customer journey optimization works to raise overall customer satisfaction (CSAT) and promotes growth in your business. 

What is customer journey optimization?

Optimizing the customer journey involves mapping out and analyzing every touchpoint in the buying process. You can then improve the buyer’s journey by eliminating friction at each of these.

Creating a Journey to Customer Satisfaction

This encompasses all available touchpoints, including digital advertising, content and social media marketing. Customer journey optimization improves processes behind the camera, so to speak, so your brand, team, and products can be the stars of the show. 

Benefits of customer journey optimization

When you optimize the customer journey, you stand to gain several benefits.

Save money

Mapping out the customer journey paints a clear picture of your current marketing and sales strategies. You can easily identify redundancies and remove these by analyzing them from an outside viewpoint. Long story short is that you’ll save money on operational costs and labor. 

For example, simple customer actions like order tracking might be better and more efficiently managed by a virtual receptionist, freeing your team up to work on tasks that are more obviously profitable, such as sales.  

Increase productivity

Customer journey optimization helps you cut out the fat. A well-trimmed buying process is much more efficient when it comes to how your team members’ time is used. By focusing their efforts on the most valuable touchpoints and prospect interactions, they’ll be able to generate more leads and conversions in less time. 

Part of this optimization might mean investing in software that gives the customer more control over their journey. For example, if you offer co-working spaces, you may wish to invest in coworking space management software that empowers users to book and pay for rooms without having to speak to a team member in person or over the phone. 

Better teamwork and collaboration

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The results of the 2021 Statista survey shown above found that inter-departmental siloing is the biggest challenge when optimizing the customer journey. This is where customer journey mapping rises to the challenge.

With a big-picture view, those working at the top of the funnel will better understand where their prospects are heading, meaning they’re more able to prepare them for their next interaction. Likewise, salespeople working in the middle of the funnel can give feedback on the quality of leads and help prospecting teams adjust their strategies accordingly. 

How does optimization increase customer satisfaction?

Many business benefits arise from customer journey optimization. 

Reduces Friction

Customers may encounter friction at every step of their journey. We’re not talking about Newtonian physics that explain how your car grips a road; we’re talking about obstacles to conversion that are built into your buying processes.

Customer friction is something you must overcome for the consumer to take the next step. Common causes include:

  • Lack of empowerment. Do customers have their preferred channels available to them e.g. live chat and self-service options?
  • Unreasonable/uncertain duration. Are wait times reasonable, and are they communicated to the customer?
  • Lack of identity. Is the customer known and recognized at each touchpoint, or do they have to repeat themselves along the way?
  • Lack of transparency. Do customers know what step they’re at in the process?
  • Lack of consistency. Does each interaction fit with your brand and provide a positive overall experience?

Let’s take friction caused by duration as an example. You could utilize a service that enables call forwarding or queue callbacks to help lower customer wait times. This would optimize the buyer journey and make it less arduous for the customer. 

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An often overlooked tactic is to focus on the obstacle causing the friction rather than the nudge itself. For example, you can make conversions easier so your prospects can sprint their way down the sales funnel.

In the early part of the journey, this might include optimization by way of marketing and communication channels. If your target audience is Gen Z and Millenials, for example, forgo traditional channels and build brand awareness on the social media platforms they use instead. 

There are many eCommerce marketing strategies that can help you optimize interactions and reduce friction.

Focuses on pain points

An optimized customer journey gives consumers a more streamlined experience. Rather than being distracted by unnecessary steps, it ensures just the right amount of interactions and information. 

This type of focused effort from your sales and marketing team means you can spend more time singing the benefits of your products or services. More importantly, it ensures each experience focuses on the specific pain points of your buyer personas. 

Personalizes the customer experience

Part of the optimization process is building customary journey maps that achieve a high level of success. Each one should focus on a different buyer persona. These custom journeys are just one way that optimization personalizes the customer experience (CX).

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Building interactions for each segment’s preferred channels increases customer satisfaction. You can also use CRM solutions, customer journey management platforms, and marketing automation to hyper-personalize every interaction. This might range from having live agents and chatbots with access to customer account information to suggesting products your buyers will be interested in. 

How to optimize the customer journey map

1. Define your business goals

Optimizing the customer journey can help you achieve various objectives, but it’s best to set your sights on a few specific goals for your business. This will help to guide you.

The following are some examples of business goals:

  • To stamp out weaknesses or redundancies in the customer journey
  • To gain more insight through increased customer feedback
  • To increase conversions at bottlenecks in the sales funnel

2. Define your buyer personas

Buyer personas help you segment your audience according to their attitudes, values, behaviors, and demographic information. The first step is to identify your best buyers and your least valuable customer types.

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When building your customer avatars, you should find common factors or indicators to help with optimizing customer journeys and areas like lead qualification. 

3. Pick your target personas

To get started, pick the buyer persona that most closely fits your business goals. If this is your first time refreshing the customer journey, you’ll likely want to focus on the personas that represent the best lifetime value. 

4. Start drafting a customer journey map

Now you have a better understanding of who your customers are, it’s time to start visualizing the purchasing journey. You need to map out every customer touchpoint or interaction from beginning to end. 

This includes every channel that’s used to create brand awareness, from Instagram and Facebook marketing to email newsletters and word-of-mouth referrals. It also includes third-party channels like affiliate marketing and other partner programs.

From here, you can start optimizing and connecting actions to build a customer journey that’s robust and efficient. 

5. Start optimizing

With a rough draft of the customer journey in place, you can begin to make alterations and improvements. Eliminate redundant or friction-building interactions, and map out pathways that allow for a seamless transition from one touchpoint to another. Ensure these make sense for the buyer persona involved. 

For instance, when nudging Gen Zers from the brand awareness to the subscription stage, you could focus on social media only. This means eliminating CTAs that involve newsletter subscriptions or inbound calling campaigns for this particular journey. 

6. Use the right tools

By now, you should have a close to ideal journey for each buyer persona. These are optimized when friction is reduced and your team is set up for success. The only problem is that nothing is ideal.

No matter how much you prepare, there will always be room for improvement, so you’ll need to arm yourself with the best tools for the job. Customer relationship management software is crucial. Other marketing tools can also help you automate and track each customer’s journey.

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While you’re at it, don’t forget about the wealth of digital marketing resources available online. 

7. Optimize, rinse, and repeat

Completing your optimized customer journey map is only the beginning. You’ll need to take this process and repeat it for each business goal and buyer persona. Of course, you can use existing maps as templates for building new customer journeys.

Using marketing tools, you should be able to track the success of your freshly optimized touchpoints and overall conversion rates. Use analytics tools and trusty A/B testing to hone in on what’s working and what isn’t. 

Continue the process ad infinitum and reap the rewards of providing a seamless, frictionless customer experience. 

Optimize the customer journey today!

Businesses like yours desire their operations to run as smoothly as possible. Your customers will hold you to these same standards during the buying cycle. Now, at least, you should have the tools and team to identify what your customers want. 

This is the time to map out and optimize your customer journeys. That is, unless you’d rather wait around while they flock to competitors that offer a painless purchase process. Why not start improving your customer satisfaction levels today?

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Unlocking AMC Insights Series: Leveraging Media Overlap Analysis for Enhanced Conversions



AMC Media Mix


By Tinuiti Team

In today’s data-driven marketing landscape, the ability to ask the right questions is paramount. Amazon Marketing Cloud (AMC) emerges as the magic 8-ball of advertising solutions, offering advertisers a robust platform for precise analytics and strategic decision-making. If you’re new to AMC, it’s a secure, privacy-friendly, dedicated cloud-based measurement and analytics solution introduced in 2021.

Understanding the Value of Amazon Marketing Cloud

Built on Amazon Web Services (AWS), AMC provides a flexible environment that empowers advertisers with customizable reporting capabilities based on event-level data across various data sets. These data sets can encompass both advertiser data and Amazon Advertising data, granting advertisers a comprehensive view of campaign performance. In essence, AMC equips advertisers with transparent, cross-channel data essential for making informed marketing decisions, a necessity in today’s marketing landscape.

For a comprehensive understanding of AMC basics, Tinuiti’s AMC overview provides all the essential information about the Amazon Marketing Cloud.

This article marks the first of a 3-part series where we dive into specific AMC use cases. In this installment, we focus on the Media Overlap analysis, guiding you through utilizing this report to address critical business questions, pinpoint key metrics, and strategically apply derived insights.

What is the Media Overlap Analysis? 

The Media Overlap analysis determines the collective impact of Amazon ads and isolates the incremental impact of a specific media type. The metrics provided by this report analyze reach and performance across a full-funnel strategy, including DSP Display, Streaming TV, and Sponsored Ads. 

To utilize this report, it is required to have data from at least two of the aforementioned ad types in a single AMC instance. The same products must be advertised in each ad type, and each ad product must have been running for at least one week during the same time period. It is recommended to wait 14 days after the query’s end date to use this analysis to capture all conversions due to Amazon’s 14-day attribution window. This use case is designed to help answer business questions surrounding how to best leverage the array of Amazon Ad products.

Here are a few examples of the types of questions the Media Overlap analysis addresses:

  • When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?
  • What impact does each ad type have on conversion beyond ROAS or last-touch attribution?
  • What is the average order value when shoppers are exposed to a combination of ad types?

The following metrics tend to be the most useful in addressing the business questions above:

  • Purchase rate: Percentage of unique users who purchased at least one time compared to unique users reached
  • Reach: Number of unique users reached
  • Users that purchased: Number of unique users who purchased at least one time.
  • Purchases: Number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions.
  • Order value: Total amount resulting from a single purchase event

Below is a sample case study used to address the following question: When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?

Here is an example of a what a finalized report looks like: 

Top 7 Media Type Mixes based on Purchase Volume (CE Advertiser) 

Unlocking AMC Insights Series Leveraging Media Overlap Analysis for Enhanced

To answer the original question, the key metric to review here is the Prospective Purchase Rate (PPR). When exposed to fewer than three ad types, the PPR is significantly lower. However, when exposed to three or more ad types, the PPR increases. For users who were exposed to Sponsored Display (SD), Sponsored Products (SP), Demand Side Platform (DSP), and Sponsored Brands (SB) ads, the PPR was 8.19%, demonstrating the correlation between the number of ad types shoppers were exposed to and an increased Prospective Purchase Rate.

As a result of these findings, two prominent potential opportunities to improve performance emerge:

  1. Continuing to invest, or increasing investments, in DSP and video as they are key drivers in a user’s path to conversion. The advertiser should diversify their media mix with these ad products.
  2. Due to the correlation between Sponsored Products ads in combination with other ad products and higher conversion rates, there is an additional opportunity to build an AMC audience retargeting SP clickers. This will ensure advertisers are capitalizing on shoppers moving through the lower to upper funnel in their shopping journey.

AMC’s Media Overlap Analysis: Key Takeaways and Next Steps for Enhanced Conversions

AMC’s Media Overlap analysis highlights the impact of middle and upper funnel ads on conversion rates. Tinuiti’s teams observe many brands prioritizing Sponsored Products due to their perceived low risk and high returns under Amazon’s last-touch attribution model. However, this approach overlooks the influence of other ad types. Data from this analysis underscores the effectiveness of a holistic strategy. While a Sponsored Products ad may lead to a sale, it doesn’t consider other ad exposures that shape purchase decisions. The Overlap analysis underscores the value of a full-funnel strategy and the impact of DSP media on overall performance. Advertisers should consider adjusting budget allocations to DSP and streaming video based on these insights.

Furthermore, a full-funnel strategy can drive higher average order value.

The average order value significantly increases when exposed to a media mix of three or more ad types. While each advertiser should analyze their own business, Tinuiti consistently observes that users exposed to a greater number of ad products typically correlate with higher conversion rates and higher order values.

The Media Overlap analysis is part of the Instructional Query Library (IQL), which offers pre-built templates by Amazon to get started with the basics. If you’re seeking deeper insights with the guidance of experts who understand AMC’s unique landscape, reach out to Tinuiti today.

Liked this article? Don’t miss Part 2 of our AMC use case series on Tinuiti’s blog next month!

This post was authored by Averie Lynch, Specialist of Strategic Services at Tinuiti.

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Introducing Variation Generator for Web Experimentation



Introducing Variation Generator for Web Experimentation

If you attended Opticon ’23, you saw first-hand how Optimizely has been investing in AI. Optimizely introduced Opal, an AI assistant designed to accelerate the entire marketing lifecycle. Opal is ever-present across Optimizely One, providing generative AI, smart insights, and recommendations to transform how our customers create, test and personalize digital experiences.

Now, our latest AI capability is here: Variation Generator. Available for all Web Experimentation customers, Variation Generator helps experiment authors expedite the ideation and creation of test variations.

What does it do?

Variation Generator leverages generative artificial intelligence to create a list of phrasing suggestions based on a site’s text elements like headlines, product descriptions, or call-to-action (CTA) wording, ultimately making it easier and faster for experimenters to plan multiple variations for their tests, which can be quite time-consuming.

Who is it for?

Based on our research, around 30% of experiments include text changes. So, experiment authors like optimization managers or digital marketers are spending a lot of time ideating/brainstorming multiple versions of the original copy to decide which should be tested. Variation Generator empowers users to add more variations in an experiment, which we strongly suggest after our Experimentation Benchmark research found that experiments with more variations (4+) tend to see higher win rates and return higher uplifts on the metrics tracked.

Cool…but generative AI is popping up everywhere, why does it matter here?

  1. Directly embedded into our UI: No separate tools or tabs to click out to…No typing out a prompt to a chatbot…just click the text element you want suggestions for, and click “generate.” All interaction stays within our Visual Editor.
  2. Reduce time and effort in variation ideation: Shorten the time it takes to come up with new experiment variations, allowing experiment authors to get more time back into their day.
  3. Optimize each variation in an experiment: Variation Generator provides unbiased and creative alternatives to experiment authors so they can make sure that each variation is different enough to avoid duplicative messaging, yet effective enough captures visitors’ attention.
  4. Increase a test’s chances of winning: Our Benchmark research shows that experiments with 4+ variations are ~90% more likely to win than experiments with just 2 variations. Variation Generator helps experiment authors create more variations, leading to higher lifts.
  5. Fine-tune brand positioning: Improve existing headlines, product descriptions, CTA buttons, and more, ensuring a consistent and impactful brand message across digital properties.

Increase a test’s chances of winning

This outcome is important enough to highlight a second time. Mentioned earlier, we know from our Experimentation Benchmark research that tests with more variations (4+) are more likely to produce a winning (statistically significant) result versus a traditional A/B test that pits a baseline (original version) against a single variation. Variation Generator can help experiment authors get into the habit of testing more variations and producing more winning results.

Future enhancements

Optimizely is committed to continuous innovation and improvement. Potential enhancements for Variation Generator include generating suggestions for other content types like images, icons, HTML, and CSS, as well as giving users more control over output fine-tuning, such as adjusting length, tone, and other fields.

At the end of the day…

Optimizely’s Variation Generator is a simple yet powerful feature that empowers experiment authors to create more effective and winning experiments. By harnessing the power of artificial intelligence, this feature saves time, optimizes variations, and fine-tunes brand positioning, ultimately leading to better results, stronger brand presence, and an effortless workflow.

Want more info? If you’re an existing customer, ask your account manager about Variation Generator, and if you’re a future customer, contact us to learn more.

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Tips and Tricks for Digital PR



Tips and Tricks for Digital PR

In the bustling digital landscape of the 21st century, public relations (PR) stands as a beacon of brand visibility, trust-building, and reputation management. As businesses navigate the complexities of online competition, the synergy between search engine optimization (SEO) and PR has become increasingly evident. This article delves into digital PR, exploring how strategic integration with SEO practices can elevate brand visibility, drive organic traffic, and amplify PR success.

The SEO & Digital PR Power Couple

In today’s digital landscape, success hinges on a strong online presence. Two crucial aspects of achieving this are SEO and Digital PR. While they may have functioned as separate strategies in the past, they’re now recognized as a powerful team.

SEO focuses on optimizing your website and content to rank higher in search engine results, driving organic traffic. PR, on the other hand, builds brand awareness and cultivates positive press mentions.

However, creating compelling content that resonates with audiences and search engines can be challenging for many PR professionals. A recent Institute for Public Relations study found that nearly three-quarters (70%) of PR practitioners struggle with content creation. This is where the magic of SEO and digital PR working together comes in.

Combining these forces creates a synergy that delivers impressive results. Effective SEO techniques in PR campaigns can amplify brand messaging and ensure it reaches the right audience through search engines.

Conversely, strong PR efforts can generate backlinks to your website, a significant factor influencing SEO ranking. This teamwork propels brands to industry leadership by establishing online authority and positive brand sentiment.

Optimizing Your PR Efforts for SEO

PR and SEO go hand-in-hand in today’s digital marketing landscape. By aligning your PR activities with SEO best practices, you can significantly boost your online presence and reach a wider audience. Here’s how:

Keyword Research

Just like any successful marketing campaign, PR needs a strong foundation. Keyword research is crucial for understanding the language your target audience uses online. According to Google, more than half of consumers (53%) consult online resources before purchasing a product or service.

This includes potential students researching educational options. For instance, terms like “best online degrees for 2024” can be valuable keywords for online schools to target in their PR efforts to reach potential students actively searching for programs.

By identifying relevant keywords with high search volume, PR professionals can craft messaging that resonates with their audience and increases the discoverability of their content in search results.

Content is King (and Queen)

Compelling and newsworthy content is the cornerstone of any successful PR campaign. But for SEO, it’s not just about capturing attention.

High-quality content, such as press releases, blog posts, and infographics, should also be optimized for search engines. This includes using relevant keywords strategically throughout your content and adhering to on-page SEO best practices. By creating content that is both informative and search-engine friendly, you attract not only readers but also valuable backlinks and organic traffic.

Building Backlinks

Backlinks are links from other websites pointing back to yours. Search engines consider backlinks a sign of trustworthiness and authority.

Strategic PR campaigns can help you secure these valuable backlinks by pitching newsworthy content to relevant websites, building relationships with journalists and influencers, and leveraging social media to promote your content. However, focusing on earning backlinks from reputable sources is crucial, as spammy tactics can hurt your SEO efforts.

Optimizing Media Coverage

Every media placement you secure, whether an article, interview, or social media mention, presents an opportunity to enhance your SEO. Encourage journalists and influencers to include relevant keywords and links to your website in their coverage.

Promoting these media placements on your social media channels can amplify their reach and drive more organic traffic to your website.

Advanced SEO Techniques for PR Success

Today’s audiences crave engaging content; SEO is crucial to seeing your message. Incorporating advanced SEO tactics into your PR strategy can amplify your reach and achieve tremendous success.

Leveraging Multimedia

We’re living in the age of visual storytelling. Eye-catching images, infographics, and videos aren’t just trends; they’re powerful tools for grabbing attention and boosting SEO.

A Demand Metric report highlights the power of video marketing for conversions. 93% of marketers agree that video is just as practical, or even more effective, at driving conversions compared to other content formats.

These elements enhance user experience and provide opportunities for keyword optimization. Descriptive alt tags and strategic file names can help search engines understand your content and improve your ranking for relevant searches.

Data-Driven PR

Gone are the days of guesswork in PR. You can achieve laser focus and maximum impact by integrating SEO data with your PR strategy. Tools like keyword research can help you identify topics and language your target audience is actively searching for.

Analyzing website traffic and other SEO metrics allows you to tailor your content for optimal performance. This data-driven approach ensures you craft content that resonates with your audience and achieves your PR goals.

Collaboration is Key: Aligning SEO & PR Teams

Many companies have separate SEO and PR teams, but these teams should work together closely for maximum impact. By collaborating, SEO and PR can achieve more than they could. Here’s why:

  • More robust results: When SEO and PR share information, like keyword research and content plans, they can create campaigns strategically placed in search engines and reach the right audience through media coverage.
  • Unified Voice: Consistent team communication ensures a consistent message across all channels, from website content to press releases. This builds trust and credibility with your target audience.
  • Measurable Success: Working together allows SEO and PR to track the combined impact of their efforts. This data can refine future campaigns and demonstrate the overall value they bring to the organization.

In short, by breaking down silos and working as one unit, SEO and PR can create a powerful force for achieving your company’s goals.

The Future of SEO & Digital PR

The digital world is constantly changing, and how we approach SEO and digital PR also needs to evolve. Here’s a look at some of the biggest trends we can expect to see:

AI-powered everything

Artificial intelligence (AI) is poised to become a game-changer in SEO and digital PR. AI can help create high-quality content tailored to specific audiences, analyze vast data to identify trends and opportunities and personalize outreach efforts for journalists and influencers.

Voice search is king

With the rise of voice assistants like Siri and Alexa, voice search optimization is becoming increasingly important. This means websites must be optimized for natural language queries and focus on long-tail keywords that people might use when speaking.

Focus on user experience

Search engines are becoming more competent at understanding what users are looking for and giving more weight to websites offering a positive UX. This means creating sites that are easy to navigate, load quickly, and provide valuable and relevant information.

Building trust and authority

Search engines also emphasize Expertise, Authoritativeness, and Trustworthiness (E-A-T) when ranking websites. This means businesses must establish themselves as thought leaders by creating high-quality content and building relationships with other reputable websites.

By staying ahead of these trends, businesses can ensure their websites are visible, and their brands are well-represented in the ever-changing digital landscape.

Beyond the Buzz: Building Lasting Success with SEO-Fueled PR

In the dynamic realm of digital PR, mastering the art of SEO integration is paramount for sustained success. By optimizing PR efforts through strategic keyword research, compelling content creation, and targeted link-building strategies, brands can amplify their visibility, drive organic traffic, and forge lasting connections with their audience.

As we march towards the future, the synergy between SEO and PR will continue to be a guiding light, illuminating the path towards digital supremacy.

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