Insights from the Tactical to the Strategic
Ad-blocking software has never been more in vogue.
After increasing in popularity by about 30 percent in 2016, it helps millions upon millions of consumers avoid disruptive marketing on a daily basis. Odds are that you might even rely on the software yourself.
Given this trend of tuning out intrusive ads (which shouldn’t surprise anyone at this point), why do so many marketers insist on interruption as a tactic? Full-screen modal windows, this generation’s version of annoying pop-ups, somehow remain quite popular on the internet.
To be sure, modal windows offer attractive conversion rates. Maybe that’s why we think we cannot live without them. In truth, we end up enjoying short-term gain and risking long-term loss by foisting them on visitors.
If you’re interested in driving brand loyalty and attracting repeat business, it’s time to rid yourself of similarly distracting advertising techniques. After all, two-thirds of your prospects cannot stand them (and will only flock to your competitors to escape).
Instead of driving audiences away with annoying advertisements, attract them with experiences that make doing business with your brand a breezy no-brainer.
Let’s be clear: Making consumers happy does not require you to make their experiences so awe-inspiring that you kill your bottom line. In fact, some research indicates this hunt for “delight” can increase your operating costs by up to 20 percent.
Delight is overrated. It’s also absurdly elusive, regardless of what you might have heard to the contrary. It’s expensive, and those delighted customers are not necessarily going to become your strongest advocates anyway.
So who is ready and willing to sing your praises? People whose lives were made better by choosing your brand.
As such, your goal should be to remove any barriers to customers being able to conveniently and efficiently do business with you. Solve their problems and you’ll be more apt to woo them back again.
Honestly. Users don’t have to fall in love with your brand for you to enjoy 23 times increased engagement and 81 times stronger referrals than you currently do. As one survey found, about 88 percent of consumers are willing to pay more money to organizations that make their lives easier.
This approach does require you to reconsider interruptive marketing tactics that encourage users to avoid you or that might make your messaging seem forced. Thankfully, you have plenty of other ways to offer meaningful experiences that allow people to feel like they’re in the driver’s seat.
How can you foster relationships and conversations when people are naturally critical of interruptive techniques and modalities? Follow a few precautionary measures:
1. Get rid of distractions.
Stop blocking content with modal windows and similar interruptions. You can educate and make your presence known without irritating your prospects. Why not add expanding panes or accordions, for instance? Users can choose to learn more about your products and services at their own pace, and you’ll reduce sticky friction points.
2. Deemphasize irrelevant content.
Do users struggle to follow your existing content? Is it uninteresting or, worse yet, impersonal? Give your website a much-needed face-lift, whittling messaging down to relevant information. Streamline the user experience, making it possible for viewers to instantly find what they want and use breadcrumb navigation to backtrack and browse your site. At the same time, be sure to track visitor journeys. Use the data you gather to continuously simplify prospects’ click paths.
3. Focus on solving problems.
The overarching experience of visiting your website should solve some customer problems and allow users to move to the next logical step. Help users identify what they need to know, when they need to know it, and how your company can be of service. Similarly, offer clear click navigation so people understand how to take the next step.
Ultimately, we need to create experiences that feel seamless yet productive. Too simple and we'll lose interest. Too hard and we'll give up. Find that balance and remove distractions, and you'll not only find Flow, but you'll also find a customer with an affinity for doing business with you.
Not sure how to create digital experience Flow on your own? We can help.