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Beware of the Power of Brand: How a powerful brand can obscure the (urgent) need for optimization
Henry Lake January 11, 2018E-Marketing NewsComments Off on Beware of the Power of Brand: How a powerful brand can obscure the (urgent) need for optimization337 Views
We’ve all been there before. You go online to order something from a well-known brand but can’t figure out how to navigate the site. You push through, even though you want to click away, because you know they have a great product and you can’t get it anywhere else. Your motivation to buy is already high.
People who already know the value of a particular brand often remain loyal customers to that brand, even though they may have to suffer through a poor user experience.
But there are those who are not so motivated. They may not be as familiar with the brand and consequently, not so forgiving. Too much friction or anxiety-causing elements can drive away many potential customers. And big brands need to be aware of this.
— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute
In this Quick Win Clinic, Flint McGlaughlin takes a look at UBER’slanding page to see if the quality of the user experience matches the quality of the brand. Watch the video to learn how to avoid the marketer’s blind spot.
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The goal of optimization is not to make changes to a page but to make changes in the mind of the customer. Here are some simple ways you can shift from communicating company logic to customer logic and optimize the thought sequence of your offer.