In 2014, savvy brands throughout business, education, healthcare, nonprofit and retail sectors began buying into brand engagement in a major way. Retooling their web sites, adding social, mobile and content strategies to their arsenals, the new goal became creating dialogs with customers/prospects, positioning expertise, generating confidence and trust, engendering loyalty, and sometimes simply capturing the consumer’s attention for five more seconds. Gallup’s recent study of Customer Engagement trends and results revealed organizations that successfully engage their customers realize 63% lower customer attrition, 55% higher wallet share, and roughly 50% higher productivity.
During the past year, we lost several designers and creative innovators whose work has consistently inspired, amazed and informed us. The following is a tribute to these colleagues, friends, mentors and icons, and to their legacy.
Corey’s next newsletter is a special end-of-year issue, combining November and December.
In it, we take a look back at the year in branding, strategy, messaging, design, UX and digital. And, as always, you can expect more great case studies. This issue features work for companies in multiple industries and sectors. The work ranges from digital to print, and messaging to UX.
It’s our last newsletter of 2014, so don’t miss it.
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The purpose of analytics is to track user behavior on a website or app so that we can understand the effectiveness of our design and make adjustments to better meet user goals and business needs.
One of the problems of analytics tracking is that it can only provide a certain level of granularity. The easiest way to configure website analytics is to work on the page level. With this setup, data is recorded each time a user clicks to a new page. We get some good information such as what page the user arrived from, which page they clicked to and how long they spent on the page.
However, what the user did while they were on the page remains a mystery. Did they spend 3 minutes on the page reading our content and flipping through our photo gallery? Or did they spend 3 minutes away from their computer stretching their legs and getting a cup of coffee? We’d like to know this so that we can improve our design in the most effective ways possible.
We can see this kind of improvement happening with unsurprising frequency on Amazon.com. They scour through analytics to see exactly which widgets and page elements are used most often to convert browsers into purchasers. A small tweak can mean an increase in Amazon’s bottom line. A short visual history of Amazon’s shopping cart widget makes this clear.
This is where event tracking comes into play. Event tracking is a simple piece of code that can be added to just about any page element – image, tab, button, graphic or even a text link. When the user interacts with the element (e.g., flips through a photo gallery), the interactions are tracked and can be analyzed much like other analytics data.
Pictures take a direct route to our long term memory. Not only do we process them rapidly, but they stay with us.
Today, over 27 million pieces of content are generated and shared daily. Content is not only ubiquitous, it comes in many different forms: text, visual, data, audio, interactive, video, user generated, podcast, etc.
September is Visual Content Month
Each month the Corey team focuses its attention on a relevant topic central to branding. This month we address how content and content clutter play a role in strengthening or weakening brand engagement.
Michael McPherson presented a webinar about branding to the intellectually curious and energetic students of EXPLO’s program at Yale University this summer. Drawing on relevant branding case studies from our own portfolio of work with Goodwill Industries and EXPLO itself, the presentation is a thoughtful snapshot in our philosophy, process and approach to branding. Download the presentation here: Branding Best Practices 101: Corey McPherson Nash