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Don’t miss out on what your customers actually want

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Don’t miss out on what your customers actually want


We’re told hindsight is 20/20. But hindsight doesn’t always tell you where you need to go. In fact, when it comes to research, it only tells you where you’ve been. On the other hand, Foresight research tells you where you need to go, sets you on the right path, and lets you continually check-in to make sure you are always headed in the right direction.

“Foresight research allows you to get quick feedback about what your customers want right now,” Feedback Loop CEO Rob Holland said. “It gives you the ability to rapidly innovate, test a hypothesis, get feedback, make another decision, test that decision, get more feedback, and do that all very, very quickly, so you can stay on track.”

Marketers looking to plan their next ad, message or campaign traditionally have relied on hindsight, or legacy, research. They look at how things have performed in the past to inform what they do in the future. But traditional legacy research is expensive and time-consuming, and it gives you a snapshot of just one moment in time, which by the way, is already behind you. It may have little to do with what’s in front of you.

We know of what we speak. Feedback Loop’s crackerjack marketers recently undertook a revamp of our digital presence. As the effectiveness of agile, iterative, foresight research for marketing became crystal clear, so did the tangible results of our campaigns.

“We would’ve been completely wrong.”

Jolene Pierangeli was surprised. A seasoned marketing consultant, she was charged with overseeing Feedback Loop’s marketing changes. As was her usual practice, she looked at previous ad campaign history and website traffic to gather data to use in planning the company’s website redux.

“Typically, in marketing, you look at how banner ads or display ads perform in other locations,” Pierangeli said. “You take into account personas and the demographics for your audience. Then you use that data to make assumptions and decisions based on what you know — but that legacy data isn’t necessarily right.”

Feedback Loop exists to provide rapid consumer feedback, so Pierangeli didn’t have to rely solely on that legacy data. She did what Feedback Loop tells its clients to do: She tested.

Marketing designer Michelle Baker created mock-ups of two new website designs. Option A had a clean white background, using graphics to add some color. Option B had blue elements and a darker blue background. Based on the legacy data they had, as well as the popularity of white-background websites, Pierangeli and Baker were certain their audience would prefer Option A. They did an A/B test using the Feedback Loop platform.

To their surprise, respondents favored Option B.

In addition to testing the color, layout, and user experience for the website, they tested whether to use clickable dropdowns, so all text information would be accessed by clicking buttons. 

“Personally, I like to interact with websites that way, and I thought other people would, too,” Baker said. They used the Feedback Loop platform to test their hypothesis that users would prefer a cleaner experience that would encourage them to click through to get the specific information they wanted. 

Again, Pierangeli and Baker were surprised. The overwhelming response to the test was that users wanted everything to show at once — no clicks needed — because they didn’t want to have to do any extra work to get information.

“That was not a behavior or a response we thought we were going to have,” Pierangeli said. “I realized you can use as much data as you want from previous campaigns, but you’re going to be missing out on what consumers actually want. In our case, we want product professionals, marketing professionals, research professionals, UX, and innovation teams to find the website useful and easy to navigate.

“All the data we had from other channels and the historical information — from a few months ago to a few years ago — did not tell us this. We didn’t learn this until we tested the different layouts, the different colors, the different ways text was presented. I was surprised. I’ve been doing this for a long time — a really long time — so you’d think I’d have a fairly decent understanding of what consumers would want. I have an understanding of target personas and what’s important to them. That’s why we do persona exercises. But without using Feedback Loop, we would’ve been completely wrong.”

The new blue website launched on February 14, 2022. Since then, Feedback Loop has seen traffic increase — and that doesn’t even include repeat users. The number of new website visitors doubled.

“In a week, we got a month’s worth of lead guarantee.”

On the heels of the website’s success, Feedback Loop launched a content syndication program. The company handling the promotion said it should take a month to reach Feedback Loop’s guaranteed lead goal. 

Before launching the promotional ad, Pierangeli and Baker tested the advertising and messaging for their promotion using the Feedback Loop platform. For the ad, targeted at both marketers and product teams, Baker created one version using a cartoon treatment and one using screenshots. The majority of the audience-tested chose the screenshot version. That’s the one they launched.

Feedback Loop got their entire lead guarantee in one week.

“In a week, we got a month’s worth of lead guarantee, which is great because that gave us the entire month to nurture them. We were able to use the time we saved by testing to nurture those leads and then start converting them,” Pierangeli said. They’ve converted 30% of those leads to MQL — so far.

For the next iteration of the ad, targeted at marketers, Baker tested three concepts with the Feedback Loop platform: one with cartoons, one with screenshots, and one with a combination of both. The third option — a combination of styles — was chosen by 46% of respondents, so that’s the ad they’ll be launching. 

“As a designer, before I started testing concepts, I never really knew how an audience would react to what I was creating,” Baker said. “Using the Feedback Loop platform lets us target exactly who we want to target, and the more data we have, the better the end results will be. Now, when I create something, going in blind is pointless since I have the ability to know what the audience prefers before we ever launch.”

“You already know going into it what your consumers want.”

The lessons she learned by using Feedback Loop for Feedback Loop changed how Pierangeli looks at marketing campaigns.

“When marketers build out a campaign plan, they typically build out a first draft, revision time, second draft, final draft, then launch date,” she said. “Unfortunately, a lot of times after a launch, the campaign does not perform and deliver the number of leads or MQLs or conversions to opportunities that marketing needs to build the lead funnel and help sales convert. That means marketing will have to go back and add new content to their campaign or do other types of activities. Basically, they’ll have to do more work in order to get to their goal.”

By building rapid consumer research into marketing processes early on, marketers can save themselves and their teams hours of work down the road and, potentially, prevent failure of a launch. Testing in the Feedback Loop platform only takes a couple of hours, and it can de-risk decisions, whether it’s what color to put on your website or what messaging to use for a promotion. You don’t have to wait weeks or months for traditional research methods to produce insights that are already in hindsight when you finally get them. A little foresight goes a long way toward ensuring you launch successfully.

“You need to bring in the voice of your consumers to have true data to make your marketing campaign successful,” Pierangeli said. “Then you can launch with confidence and know you’re going to get what you’re trying to get, whether it’s a number of leads or delighting your customers or a higher conversion rate. For all the things you are being held accountable for, you improve your chances of success by testing in advance.

“It’s OK to be wrong. But you need to understand that, even though you may have been doing this for years, even though you may have the most well-written persona until you actually ask your potential customers what it is they want, you really don’t know.” 

Still skeptical? Don’t take our word for it, try Feedback Loop yourself for FREE!


About The Author

Feedback Loop is the research platform that marketing teams rely on to test products, messages, and ideas directly with target consumers before bringing them to market. Fast-growing companies and established market leaders like Ad Council, AARP, Experian, Swiss Re, Travelers and Best Buy trust Feedback Loop to validate market fit quickly, create stronger products and messages, and launch confidently. The company’s technology allows business users to conduct rapid concept testing, early-stage discovery, and qualitative feedback at scale so that they can make decisions based on data, rather than subjective opinion.



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Advocate | DigitalMarketer

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Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.



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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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