My company just released its "2007 Retail Customer Experience Survey," revealing both good and bad news.

Bad news first. In aggregate, online retailers fall far short of offering good or even adequate customer experiences. A pathetic 4 out of 330 sites would get a passing grade in Customer Experience 101. It's frightening to consider how much money is being left on the table and how many conversion opportunities are missed.

The good news? Companies show improvement over the last survey, though they're falling short on many basics. These basics, however, can be relatively easily addressed and fixed. Companies committed to improving their customers' online experiences can prioritize lower-cost and less-complex changes to improve their customer experience scores.

Improving Customer Experience Basics

While it's easy to stare at the puddle of spilled milk and fight back the tears, there's little profit in it. It's a bit painful to get a less-than-stellar grade, but the smart marketer will look at missed opportunities and be sure not to miss them again. Provide an intense customer focus, and you'll see more customers vote for you with their wallets.

Here are some actions retailers can take in the four key customer areas:

• In product presentations, provide:
• Better and more enticing product descriptions.
• Better-quality product images.
• Multiple images.
• Customer reviews.

• For fulfillment options, offer:
• Product availability.
• Easily visible return policies, shipping policies, and guarantees.
• Customer-friendly and easy-to-read and -understand return/exchange policies.
• Gift options.

• For checkout options, include:
• Multiple payment options (e.g., by check, PayPal, etc.).
• Estimated delivery times, and show in-stock availability for items.
• In-store pickup where physical stores exist.
• A progress indicator in the checkout process.
• Simpler or fewer steps or both in the checkout process.
• Third-party seals and security assurances.

• For customer service options, implement:
• Faster and more accurate replies to customer e-mail inquiries.
• Chat options.
• A visible phone number for questions and problems.

All these are significant factors that customers have come to expect online. Your customers notice little things that can make a huge difference. Companies that lavish attention on improving customer focus will reap more sales and will experience superior customer-retention rates in the long term.

You can continue reading on my column on ClickZ or read the full study on GrokDotCom.

customer expectations, Customer Experience, customer focus, Ecommerce, Future Now

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Even giant e-tailers like Target.com can miss the mark now and then. Despite big budgets, keeping track of everything can be a nightmare to manage. But if you're going to place Pay-Per-Click (PPC) ads, it's absolutely critical to follow though and check the links. The customer experience should be as effortless as possible, and if PPC ads don't bring the visitors where they intended to go, they're just one click of the "back" button away from your competitors. And if you don't fulfill their expectation on a landing page, it's less likely they'll click your PPC ads in the future.

Nice ad placement

Here you can see that Target is paying for their ad to show up on top of the list for my search for "Logitech Harmony Remote." Target is a company I trust, and it looks like they have exactly what I'm looking for, so I click the link.

Looking good, until…

Instead of taking me to the Logitech-branded page from the text ad, I'm taken back to square one: Target's homepage.

The more logical choice

This is more like it. Although you can't quite see from this last screenshot, the remote I had searched for was just below on this landing page (click the image to go to the page). Actually, I found it by typing in "target.com/logitech" since I'd already seen it in the text ad. But my job is to analyze these types of things. And that's just it: Even if they remembered the web address from the ad, most customers wouldn't bother.

�

While this may seem like nitpicking, these types of oversights show how a missing link can ruin an otherwise decent scent trail.

(If you'd like to see more examples like this, check out Bryan's screencast on conversion-boosting tips for Target.com.)

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What’s the real cause of your online visitors’ anxiety?

Answer that and you’ll take the first step toward invigorating your Web copy instead and ignoring weak claims like “easy to use.” Because “easy to use” isn’t so much a claim as it is an assurance, you can’t strengthen it until you know which fear you’re facing.

Visitor fears generally fall into two categories:

1.) They doubt their abilities. For instance, a fear created by a product that allows them to do things they previously couldn’t.
2.) They doubt their motivation. For instance, an anxiety generated by a product designed to streamline or enhance an activity they already do might play into their fears of managing time or resources.

Imagine the difference between selling a franchise or work-at-home solution to a first-time entrepreneur and selling an exercise program to a desk-bound worker. Doesn’t ease-of-use take on two dramatically different connotations? Still, "easy to use" makes no distinctions, so it's an impotent claim either way.

Once you’ve figured out the fear you’re truly dealing with, here’s how to transform that flaccid cliché into solid, persuasive assurances, starting with the fear of time:

Address the time/resources issue head on.

• Quantify how long the set-up or familiarization process takes. Give an exact time until the person can do ____. “23 minutes to your very own blog” sounds a lot more substantiated than “Easy to use!”
• Specify which steps are automated. Think of this as Ron Popeil’s famous “Set it and forget it!” assurance. Time I don’t have to pay attention is time gained. So, what does your software or gizmo do by itself? Tell me.
• Help them visualize how your product or service will steady their lives. Make them experience being in control of their time and their tasks, insofar as it relates to your field. An analytics tool that presents actionable metrics and graphs will be far more effective in actual use than an “easy to use” tool that presents unfiltered data. Make me visualize the ability to take decisive action based on your widget's feedback.
• Show how it's part of an easy routine. I love my knife sharpener because I can leave it on the counter and strop my knives every time I go to put them back in the block — it takes all of 30 seconds per knife. Occasionally I have to actually sharpen them, and that takes an extra minute, but my knives stay sharp and I don’t have to schedule a trip to take them down to the knife sharpener. There’s no big block of time I have to devote to it. Does your product fit this mold?

Tackle the skill/abilities issue indirectly.

• Qualify for whom the product or service is easy to use. People will doubt their own abilities far more readily than an entire group’s. Make them identify as part of a group first, then say your product or service is easy to use for members of that group. “If you’re already a member of MySpace, Facebook, or LinkedIn, you have all the experience you need to use FamilyTree 2.0”
• Show how their current skills translate into using your product or service. This is another variation of “If you can 'X,' you can 'Y.'” For instance, “If you can create a Word document, you can create a blog post. Since our editing tool uses the same commands and icons, you'll be blogging in no time.”
• Provide an “or [blank]" guarantee. For instance, “We’re sending you a direct hotline in our welcome letter. If you haven’t created your first electronic scrap book within 18 minutes of starting, call us and we’ll walk you through the steps or refund your money on the spot.”
• Show the thing being used in action. This way, customers can verify each step, the complexity of the steps, and the necessary background knowledge. There’s a reason infomercials are so effective at selling do-it-yourself products. In this case, seeing really is believing.

Just remember, “easy to use” won’t reassure visitors — and a visitor with doubts usually clicks away, fast. If you want her to buy, you’ll have to give her credible assurances that are tailored to her real anxieties.

Stay tuned for next week’s claim: “Experienced Recruiters, Sales Reps, Consultants, Technicians, etc.”

[Editor's note: If you'd like to learn how to use these techniques first-hand, take a moment to consider joining us for Persuasive Online Copywriting seminar on January 14th in sunny Orlando, Florida. Jeff will be one of the instructors, and there will be plenty of time to discuss your own website. Register by December 15th and you'll save $100. It's just that… well, it actually is pretty easy.]

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75 years ago to the day, U.S. citizens, in the midst of the not-so-roaring 1930's, had their spirits lifted after a thirteen-year drought, otherwise known as the 18th Amendment. The nation's prohibition of alcohol had backfired miserably.

Score one for supply and demand.

Indeed, prohibition was the best 21st birthday present our government could've possibly given to Al Capone. The mob made a killing on illegal booze. Lucky for them, too. Back in those days, all a wise guy had to do was open a speakeasy, grease a few coppers, and boom — even bathtub gin sold itself.

It's hard to believe that if it weren't for Dewar's, this momentous occasion that is the anniversary of Repeal Day would be no more than another missed opportunity to market legal booze. Honestly, though, what a great thing to toast to! Not only can they make an honest buck selling it, but I can go spend an honest buck to drink it. (Must… finish… blog post… )

Take a peek at how Dewar's brands Repeal Day on this newfangled internet TV the kids use…

Apparently, founder John Dewar didn't have his son Tommy's charisma. Fair enough. Might as well use Tommy's words instead. Regardless, this is a great ad. (YouTube, on the other hand… They'll never make it. Online movin' pictures? No way. Vaudeville, that's the future!)

Dewar's could definitely do much better with their Web strategy. Both the Repeal Day micro-site and their main website are WAY too dependent on Flash animation, the usability stinks, and there's just too much friction in the experience. But that's fancy business-talk, straight from ROI City; conversion rate, cash-on-the-table stuff, see. The marketers at Dewar's have already done the hardest part of their job: They've reminded me that I'm free to give them my money.

And I will.

[Now, before I hear anything from you scotch snobs about how Dewar's doesn't compare to your brand, don't say a word unless you've tried their Aberfeldy reserve batch.]

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In the world of social networks, Facebook is getting all the buzz. But despite Facebook's much-blogged-about $15 billion valuation, MySpace rules the roost when it comes to total members, unique visitors and advertisement dollars. In fact, according to Alexa.com, MySpace ranks as the 3rd highest trafficked website in the US (sixth place worldwide), while Facebook sits at a respectable fifth in the U.S. (seventh place worldwide). So why would College Tonight, a new social network geared toward, well, college students actively going against the two giants of the "social graph"?

According to their 'about us' page, "College Tonight focuses on nightlife events and social opportunities both directly on a student's campus and within their broader communities." They even claim to be a social network "that promotes actual social interactivity rather than the sedentary lifestyle nearly all "social networks" relegate its users to behind a physical computer screen."

But how is that really different than what college students already do on Facebook or MySpace? One thing College Tonight seems to ignore is that the internet is the playground for the introverted. Social communities have virtually replaced the pickup line. And, by the way, introverted students already use those other sites to do extroverted things in real life; to go to concerts, promote campus activities, you name it. In fact, doing anything online is an introverted activity.

If College Tonight really wants to peel attention away from Facebook, they shouldn't define themselves as being "different" than other social networks in terms of how people will use their site. (People who already use other networks will read that message as self-hype.) Instead, College Tonight should try filling the void left by Facebook a year ago, when it decided to let mom, dad and anyone else who wants to, join. They should sell themselves as a network for college students only. "Want to know what's happening on your campus tonight? Here's the place to be." Not only is that what College Tonight was set up to do, it's the smartest way to get local and big-name advertising revenue. If they tell that story, it'll be easier for Pete's Pub (or whatever the local bar may be) to place an ad, and they'll have cleaner data to help bigger brands target specific campuses and groups.

Although they're big and getting bigger, there are a lot of concerns about Facebook right now. If College Tonight is smart, they'll stay small and leverage that by using a Unique Value Proposition that fits.

Otherwise, it's like David versus Goliath, but without the slingshot.

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"So… That not kosher?"

Isn't it bad enough that my people can't even agree on how to spell the holiday?

One might expect Balducci's, the fine food emporium, to know better. After all, they wrote the we're-not-taking-sides-but-you-should "holiday" menu(s)*:

Balducci's has everything you need to create a magnificent holiday meal, no matter which holiday you celebrate. Whether it's an informal Chanukah get-together, an elegant Christmas feast, or even a glamorous New Year's Eve fete, with our Holiday Entertaining Menu and Ordering Guides you'll find all the ingredients for a memorable meal.

Ah, but that just shows how thoughtful they can be online. What about when NancyKay Shapiro goes into one of their stores to shop for the "holidays"? Apparently, the product doesn't match the persona.

Okay, so it's not like they were marketing this for Ramadan. And maybe I did have a prosciutto and mozzarella sandwich for lunch, but that thing was good. (Don't tell my rabbi.) Besides, a stock room clerk — not a marketing manager — probably made this mistake. Still, it's important for marketers to be careful with those "holiday" promotions.

Happy Chanukah/Hanukah/Hanukkah**!

(*Which, for some reason, you can only download as a PDF. It looks good, but why not host it on the site? That way, customers could have the option to download, print, or email to a friend.)

(**To anyone for whom that's relevant.***)

(***Now do you see why George Costanza recommended we all just celebrate "Festivus"?)

[Hat tip to the Good Experience blog.]

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Maybe you’ve seen the ads where the girl asks if it’s because she forgot to send her brother a birthday card, or the guy looks at a girlie mag to gauge his reaction and then proclaims, “Nope, still gay.” Bam goes the rubber stamp as eHarmony rejects two more of those one million poor souls looking for love in all the wrong places. A reassuring voice closes the ads, explaining that all us not-wanna-be singles can “come as you are” to Chemistry.com.

REJECTED! Ooof. How do you feel about being rejected?

I had one of those hey-what-am-I-chopped-liver experiences with eHarmony, too. They didn’t exactly send me a Dear John letter or stamp ‘Rejected’ across my torso, but they also didn’t find me any matches, which left me musing how there can be millions of people signed up with this service, and I don’t match up with a single one.

Money I paid. Months I waited. Then those harmonious match-makers told me they were going to suspend my account due to inactivity.

I shot them back a letter. “Give me a match, just one frigging match – even Outer Mongolia is looking good today - and I’ll show you activity!” They kept me on for another month, then dropped me again. I finally bagged eHarmony and wondered whether the planets were inauspiciously aligned for finding love that year. Or whether I was, indeed, chopped liver.

Talk about your failed relationships!

When you consider starting a new relationship, what do you worry about deep down? I’m worrying about…

• whether we’ll be able to understand and respect each other
• whether you are going to be able to acknowledge and accept who I am
• whether you really possess the attributes I’m looking for
• whether I’m going to put all this time into something and wind up with nothing

Most of all, I worry about putting myself on the line and then getting dealt with badly. Rejected. Abandoned. Betrayed. These are the terrible consequences we all fear in any relationship.

This doesn’t apply solely to romance-based relationships; it applies to almost all the relationships in our lives, including customer/business relationships. Businesses usually begin this relationship through their marketing messages.

eHarmony advertising focuses on the relationship you’ll have when you meet Mr or Ms Right. In The Black Table, Joel Keller writes,

But those ads… those freakin' ads! Commercial after commercial of deliriously blissful men and women embracing, kissing, and smiling longingly at each other. Testimonials up the wazoo that show how wonderful and strong the matches are between people who have signed up. It's all so lovey-dovey and sweet that my butt clenches involuntarily while listening to them.

But eHarmony seems to gloss over the part detailing how you and they are going to work together to make this happen, over the relationship they will develop with you. And this is the marketing piece that is crucial to their customers’ felt needs. As Joel Keller explains it,

Many people who have used eHarmony, … which matches people using a psychological survey that measures, in their words, "29 dimensions of compatibility," haven't been so lucky. Some have been matched up with people that took the survey but never signed up and paid for the service. Others have been deemed to be compatible with people that weren't looking for a commitment or a person with whom they had little in common. Still others have been connected to people that they wouldn't even be attracted to in the dark.

This is a failed relationship!

It’s all about the felt need

When it comes to matchmaking, people want to find friendship, maybe love, maybe a permanent relationship, maybe merely the opportunity for casual flings. But before they start to address that felt need, they have to deal with the felt needs of their deepest fears: rejection, abandonment and betrayal. This is hardly confined to potential matches; it applies equally to the matchmakers themselves.

Chemistry.com gets it. They address this need first: We do not believe you are chopped liver. Then, through their online entity, they go about growing their relationship with you.

[Note: Compare Chemistry’s home page with eHarmony’s home page. The primary call to action on both sites is getting the customer to supply information and get started. But which of these home pages offers clear, intuitive ways to learn about the business itself? Big tabs on Chemistry, plus some forums and articles. Tiny links buried in the No Man’s Land of screen real estate on eHarmony. This should be a big relationship red flag!]

At the end of the day, you are in the business of creating relationships. And if you want those relationships to grow beyond the carrot of promise you dangle before the eyes of your audience, then you have to work at it. My mother always told me, “You want to learn who a person really is? Pay a lot less attention to what they say and a lot more attention to what they do.” Warm-fuzzy language may capture attention, but it’s dependable action that cements relationships.

Sadly for eHarmony, there's a fair chunk of blog-space given over to what they do, and it isn't positive. Let’s face it. Divorce is almost always an exercise in smearing lots of bad blood all over the shop. You so don’t want to go there with your customers!

Dig deep into the concerns your customers bring to the table when they consider doing business with you. Identify their deepest concerns when they are deciding if you are the business for them.

Will you really understand their needs in the relationship they hope to develop with you?
Are you really going to accept them for who they are and speak to that, not only in your sales process but also their buying process?

Will you deliver on your promise to value them and go the distance on their behalf?

Address these issues in your marketing messages. And remember, your marketing messages are only simpering smiles if you can’t treat your customers honestly in the follow-through!

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In a move that should add fuel to the debate over the writers' guild strike, MTV Networks has announced that all episodes of its grotesquely funny cartoon satire hit, South Park, will be shown in their entirety online. MTV's decision to host the South Park archives online for free comes just over a month after they did the same thing for The Daily Show with Jon Stewart, resulting in significant boosts to traffic and ad revenue.

While the move is win-win for its creators, Trey Parker & Matt Stone (also the writers), their lawyers, Viacom (MTV's parent company), the advertisers and the fans, what's striking, so to say, is that South Park is the only show on MTV's roster sitting on a contract for a 50/50 digital ad revenue share.

Although it was smart of Viacom to ink an online revenue share with the people behind South Park, it seems odd that such offers aren't available for writers of The Daily Show or The Colbert Report, both of which are huge ad-money makers and award winners for the company. Here's what Viacom told The New York Times back in August when South Park's $75 million deal was penned:

“Doug Herzog, president of MTV Networks Entertainment, acknowledged that the 50-50 digital deal, which was approved by Philippe P. Dauman, Viacom’s chief, would set a precedent. If this is seen as a bold stroke, all the better, because it’s going to take bold thinking to move ahead,” he said. But he said it was justified by the “South Park” team’s stellar track record and by the changing balance of power between the buyers and creators of entertainment.

[…] Adding to the likely interest in the revenue-sharing pact is that digital income is one of the key issues confronting negotiators for the Hollywood studios and the guilds representing writers, directors and actors, who want to ensure they are compensated fairly for their work for the Web, mobile devices and other technologies still in their infancy.

“Talent will look at this and say, ‘Why not us?’ ” said Warren Littlefield, a television producer and former president of NBC Entertainment. “Unfortunately, what you’ll probably find is the response is, ‘We’ll tell you why not you: because you haven’t achieved what they’ve achieved.’ This is based upon a decade of proven success; it’s not a deal that’s made on the come, it’s not a deal made with an established creator who’s about to create something new. It’s 10 years in.”

While it's nice that Viacom has finally discovered how to leverage "the ROI of free," many fans — and certainly the writers — have a hard time viewing the media giant's selective awareness of online marketing as anything but greedy. So, what do writers for The Daily Show, now in its 11th year, really have to say to the execs?

John Oliver: "…all our Daily Show clips were pulled off YouTube by Viacom, who is suing them for a billion dollars. That was not at our instigation – we were happy for people to watch the clips. But instead they wanted to set up a website where they can sell advertising while the clip is buffering, although I thought we were at the point where clips don’t need to buffer anymore. So you have to watch a commercial for thirty seconds or whatever. So they’re clearly making money on that; they’re also clearly making money because they’re suing YouTube for a billion. So that seems quite strange when they’re saying, 'Well, there’s no money to be made off the internet but we’re suing YouTube for a billion dollars.' That takes spectacular ba…"

…what I think John's trying to say is that, well, this YouTube video sums it up.

Even The Daily Show's friends (colleagues?) in the "real" news media are hearing the echoes from this void. NBC News anchor Brian Williams writes…

Jon Stewart and his colleagues in comedy — along with the writers who support them — serve an invaluable purpose by skewering the pompous and deflating the egos of the high and mighty. They function almost as a separate branch of government. We need them, and we miss them.

But Slate.com's Dana Stevens said it best:

…The Daily Show is the ultimate Web-ready television show. It's divisible into discrete chunks (the headlines at the top of the show, followed by reported segments and interviews) that tie in to the political and cultural conversations of the day, and those chunks can easily be collected, shuffled, and exchanged among friends like trading cards.

It's unfortunate that it's come to this. In a strike, everyone loses. Had Viacom invested in online channels years ago, they wouldn't be awkwardly wading through bad word-of-mouth as they sue YouTube and play favorites with their writers.

This is a branding problem, wrapped in a PR problem, spawned by a marketing problem. But the good news for Viacom is that it could all end tomorrow with an online revenue share agreement.

[Picture taken from myyearofnewthings on Flickr. Originally seen at TechCrunch.]

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Trying to figure out the perfect holiday gift for the blogger in your life? Kevin Ryan, Global Content Director of Search Engine Strategies and Search Engine Watch was looking sleek modeling the latest from Despair.com the night before Search Engine Strategies in Chicago. He plans to send a bunch of these out as holiday gifts. Know who would look good in one of these? Don't despair. Now you know where to get 'em.

P.S. The t-shirt reads, "More People Have Read This Shirt Than Your Blog."

P.S. #2 During one of the sessions at SES, Kevin asked "Should I make a video of me hitting myself with a ball ping hammer?" What do you think?

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Lots of people who've spoken with either Jeffrey or me know how uncomfortable we are with being called "experts," despite our books and nearly 10 years of focus on marketing optimization. I've said it before: "Gurus are a dime a dozen on the internet." The problem with taking pundits' advice is that it can end up costing those who follow blindly a fortune. I need your help to prevent that.

Don't get me wrong. I believe hardly any of the folks who people consider online experts are acting in bad faith. They tried some tactics, it paid off, and now they want to share them with others. But true experts never achieve any level of certainty without a deeper understanding of all the circumstances contributing to their success. To reach "expert" status in other industries — say, the medical field — it takes well over a decade of experience focused in one specialty. Most cardiologists would be hesitant to give you dermatological advice, as they know it's outside of their domain. It's why Nobel Prize winner Niels Bohr once said, “An expert is a person who has made all the mistakes that can be made in a very narrow field.”

Sharing your missteps and learning from other people's mistakes is the surest path to online success. Are you up to helping your fellow entrepreneurs or future clients?

Have you ever taken bad Web advice from a so-called expert?

The challenge we face as marketers is that there's no solid set of criteria to hang out the shingle and say, "Congratulations! You're a marketer." It can be frightening when clients say they plan to use some very specific tactic before the strategy's been clearly defined. Usually when that happens, if you ask where they got the idea, it's from an "expert" who may have a technical or other background but certainly not a marketing background.

We've all seen designers or developers who are now preaching "expert" search engine marketing advice. While design and code have something to do with search engine optimization, the bigger issues are usually marketing-related. The same is true about conversion optimization advice. While conversion has something to do with usability, multivariate testing and web analytics, the bigger overarching issue is almost always marketing (read: persuasion)-related. When our clients have a challenging search-related issue, we refer them to a search marketing firm we trust. Are there really any social media experts yet (although we may be getting there)?

We're looking for these types of stories:

• Did you get blacklisted from a search engine for following bad advice?
• Did you spend a ton of money on a tool no one uses?
• Did you do a "redesign" and get poor results?
• Did you create a "viral" campaign that nobody noticed?
• Did you invest in the latest and coolest Web 2.0 initiative only to see a small return?

How You Can Help + Get Published

We (as in "you and I") are going to publish a free ebook. (No need to kill trees on this as I'm sure it will keep evolving with the Web).

We're not looking to name names or discredit anyone. And of course, sometimes, good advice gets executed poorly. But with your help, we'll take all the stories and distill them into a collection of truisms, then list the horror stories on so-called expert opinions and freely distribute How to Leverage "OPM" (Other People's Mistakes): Online Advice from People Who've Been There and Done That. If you wish to share a story anonymously, it must be verifiable, so we can keep you anonymous.

Will you share your "expertise" and stories?

If you'd like to be included, tell us your online marketing-related stories either as a comment below or in an email to: feedback [at] grokdotcom dot com

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