iMedia
Charles Wiedenhoft, Director of Business Planning & Optimization, Red Door Interactive

With social networks, mobile devices, web sites, and blogs, consumers have more resources to inform their purchasing decisions than ever before. As shopping experiences become increasingly complex, it’s necessary to explore new methods of communications planning. Linear models which fail to portray fundamental shifts in consumer behavior must be replaced with flexible, multi-directional approaches. Customer journey maps are growing in popularity to solve for this problem. They reveal the best opportunities for brands to engage with customers along dynamic paths to purchase.

What’s a customer journey map?
Customer journey maps show the interactions that occur between people and brands. They make it easier to understand how shoppers engage with a company’s employees, processes, messaging, products, and services. Most importantly, customer journey maps reveal factors that have the greatest impact on purchasing decisions. Some customer journey maps cover the entire purchasing lifecycle while others focus on individual phases and micro-conversion events occurring throughout the funnel. In recent years, user generated content has brought more attention to post-purchase activities, such as the out-of-box experience, which increasingly influences loyalty and advocacy in social channels.

Touchpoints are a key feature of all customer journey maps. They are centered on understanding the needs, expectations and motivations of shoppers. Touchpoints represent activities such as exposure to product packaging, dialogue with sales associates, visits to brand web sites and advice sought from social networks. Touchpoints are often moments of truth and reveal opportunities for building consumer confidence and removing barriers to purchase. They also provide a reference point for measuring the influence of previous journey steps and ensuring future steps are part of an overall cohesive experience.

Benefits and uses of customer journey maps
Opportunities to engage customers in mobile and digital channels have increased the complexity of many shopping experiences. Purchasing paths nowadays bear little resemblance to classic conversion funnels as expanding sources of influence such as location-based marketing, daily deals and social chatter have scattered a linear sequence of steps. Customer journey maps provide the structure that is needed to plan communications around these touchpoints ensuring that it’s meaningful and relevant. Routes shown on journey maps can accommodate flexibility in purchasing paths and reveal how shoppers actually think and make decisions. This makes it possible to align shopper behavior with the right message, at that right time, in the right place which is far more effective than a singular approach.

Marketers who aim to acquire and convert more shoppers must do better than their competitors at simplifying purchasing decisions and increasing consumer confidence. Mapping the customer journey isolates points of tension and reveals barriers to purchase that lead to indecision or selection of competing alternatives. Each touchpoint offers a chance to understand why shoppers buy, and often more importantly why they don’t.

Customer journey maps also make it possible to develop attribution models for comparison of need states, stimuli and purchasing paths. Marketers can use this information to identify high-value audiences and messaging touchpoints. Performance benchmarks can be set for individual steps and optimized over time (e.g., engagement, memorability, satisfaction, and trustworthiness.) Active governance ensures brand experience remains consistent across the journey map.

How to create a customer journey map
A customer journey map starts with identifying the experience you want to capture and specifying target audiences involved. You’ll then determine the rational and emotional triggers that prompt shoppers to action. While this information can come from people within your company who interact with customers directly, it’s always best to speak with customers themselves (provided you have the resources to do so.) In-depth interviews are preferred over surveys and focus groups because they leave no answers open-ended and avoid potential bias.

Let’s imagine you want to map the journey of wireless customers who are shopping for a smartphone. You might discover that a rational need of a business persona is to keep up with the constant flow of email while traveling outside the office. On the other hand, a teenager concerned with showing off the latest technology to the delight of a peer group has an emotional need for the same kind of product.

After exploring need states the next step in mapping the customer journey is to identify stimuli that create awareness of a brand. Stimuli might include display advertising, paid search links, a catalogue, direct mail, or product review seen on Facebook. In between these stimuli are a myriad of brand engagement touchpoints. This is where customer journey maps become most actionable. At each touchpoint, you’ll want to understand what customers expect, their motivations, issues, and potential roadblocks. Here are a few questions to get you started. The insights conveyed will ensure every interaction a customer has with your brand is a positive one.

• What kind of touchpoint is this? (e.g., web site visit, phone call, product packaging, blog post)
• What is the customer’s motivation here?
• What did the customer experience before this touchpoint?
• What questions, barriers, issues or concerns are customers expressing here?
• How does this touchpoint align with our brand platform?

Finally, determine if a touchpoint is a moment of truth, and get a sense of how you’re going to prioritize optimization efforts moving forward. Don’t be surprised if you learn about shoppers adding to consideration sets even after starting the process of narrowing down options. It just validates the importance of staying relevant and top-of-mind throughout the purchasing lifecycle.

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iMedia
Charles Wiedenhoft, Director of User Experience, Red Door Interactive

User experience research uncovers how people think and make decisions. It’s key to improving website usability and increasing conversions. Design teams frequently skip user research due to high costs or time constraints. This leaves marketers and consumers at a disadvantage.

Prohibitive costs are no longer an excuse to forego research because a variety of web-based solutions is now available. When combined with on-demand recruiting panels, these solutions provide a means to generate instant user feedback in a cost-effective manner. This research can be the quickest way to optimize your website and improve the user experience for site visitors. The following tips and resources will show you how to get started.

Design to make a good first impression
The first impression that a website has on its visitors can mean the difference between converting new customers and losing sales. With so many websites competing for the same dollars, it’s critical for users to understand at a glance the purpose of a company and its competitive differentiation. This requires communicating a clear and succinct value proposition in as few as five seconds.

How does a website owner know that key landing pages are communicating messages that resonate and engage audiences? New services like FiveSecondTest are now available just for that purpose. With a quick set-up, it’s easy to begin seeing how visitors respond to your website’s content and visual design elements.

A FiveSecondTest involves participants who view design concepts and then respond to questions about what they remember. Typical tests include questions such as “Is the site’s purpose clear?” and “Who do you think this site is for?” It’s a great way to validate that a site is sending the right message and coming across as a trusted and valued resource with its target audiences.

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Mashable
Charles Wiedenhoft

In the year 2011, we can do laundry from our smartphones and file tax returns electronically. Yes, even the IRS is on Twitter! Technology has made it shockingly easy to tend to our taxes, especially for the procrastinators and hyperactive digital multi-taskers who fear the date like plague.  

According to comScore, tax websites attracted 26.8 million visitors in January, representing a 345% increase from December. Sites such as TurboTax, H&R Block and TaxACT all achieved triple-digit gains. If you aren’t part of the lucky few already awaiting a refund, the following resources will not only help get your filing done quickly, but provide you with a jumpstart on next year’s tax planning. 
 
Internal Revenue Service (IRS) on the Web
It’s the first tax filing season that the IRS won’t be mailing its forms. Digital delivery is now standard. It seems that the agency is taking steep measures to modernize its offerings in order to meet the needs of growing tech-savvy taxpayers. The benefits of filing electronically include knowing the status of your return 72 hours after submitting it versus the three to four weeks it takes via snail mail. Plus, you can find tax tips using all of these IRS new media resources:  

• E-mail alerts: Daily tax tips to help with planning and preparation.
• Podcasts: Available in English and Spanish on the IRS website and iTunes.  
• Twitter: Keep up with tax updates and IRS announcements.
• YouTube: Videos on the IRS Channel include segments for homebuyers, choosing a tax preparer and education/vehicle tax deductions.

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Mashable
Charles Wiedenhoft

You might want to add customer experience to the annual list you’re making and checking twice. Gift buyers are finding new ways to shop with feature-rich smartphones and immediate delivery of digital products and services. Here are a few suggestions to help retailers make one final push for a merry customer experience that will drive sales this season.

Digital Gift Cards
Shoppers are now looking for digital equivalents to gift cards to bypass the barrage of plastic many receive this time of year. Retailers can benefit from digital gift cards by avoiding postage fees and paper processing. Additionally, some studies show that more than 20% of customers spend more than the initial face value of their gift card — a clear sales booster right there.

Applebee’s restaurant chain is selling gift cards on Facebook. Fans who purchase there can personalize the cards with Facebook album photos and audio messages.

QR Codes
2D bar codes, often called QR codes, that link to mobile websites, product videos or click-to-call numbers are gaining popularity. Target is using QR codes in an effort to increase sales and awareness for new toys. Users can scan bar codes in the catalog and instantly get product and pricing information from the company’s website. Some bar code readers provide analytics such as number of scans, unique users, handset information and demographics. It’s a great way to push a product that you’re having trouble selling or learn a little more about your customer base.

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ColoradoBiz
Charles Wiedenhoft

While mobile commerce is still in its infancy, the eventual impact will be significant. Consumers are spending less time on traditional retail websites and browsing fewer pages. Instead, their attention is being diverted to social media and mobile devices. Research suggests that mobile will continue to grow as a retail channel:

• Total mobile purchases this year will reach $2.1 billion. That’s up from $390 million in 2008, and $1.2 billion in 2009 (ABI Research).
• Mobile shopping is projected to reach $119 billion by 2015, or 8 percent of total ecommerce (ABI Research).
• 22 percent of consumers expect to purchase from their mobile phones in the next 12 months (Experian).

It’s clear that a shift in consumer behavior is happening. Here are five ways retailers can connect with the new mobile shopper.

1. Mobile Commerce – Make the world a storefront.

Consumers are increasingly dependent on their mobile handsets to help them make better purchasing decisions at the point of sale. They are engaged in a range of activities including product research, price comparison and seeking recommendations from friends. As more people make the switch to web-enabled smartphones, retailers will benefit by offering mobile optimized shopping experiences.

Mobile shoppers need to find products quickly and won’t wait for slow loading pages. Retailers should make it easy for them to shop by scaling down large graphics and surfacing their most popular products on listing pages. Retailers also need to ensure that keyword searches containing product SKUs and other information found on sales tags return accurate results.

Barcodes are another way to enhance shopping experiences on mobile devices. 2D barcodes, often called QR codes, can link to mobile websites, product videos or click-to-call numbers. Amazon.com recently upgraded its iPhone application allowing users to can scan barcodes and instantly get product and pricing information from the company’s website. Some barcode readers provide analytics such as number of scans, unique users, handset information and demographics.

2. Location-based Services – Reward customer engagement.

Retailers are taking notice as location-based social applications like Foursquare (now with 4 million users) and SCVNGR grow in popularity. Shoppers earn points and unlock rewards when they check into store locations, complete challenges or provide suggestions to other customers. Retailers incentivize shoppers for their participation with digital coupons, discounts and special offers which are delivered to their phones. SCVNGR, a mobile social game platform, rewards users who share photos of GameStop store locations with wallpaper downloads and exclusive pre-release game screenshots. Customers also benefit by keeping tabs on their friends and sharing shopping recommendations.

Geo-fencing is another way retailers are connecting with their customers outside of home. It allows retailers to track the location of customers through signals sent from their mobile phones. Shoppers who opt-in receive a mobile text message as they get near a store location or other relevant point of interest. Brands like the North Face are extending geo-fences beyond store locations. The company plans to send customers branded text messages about weather conditions as they reach hiking trails and other outdoor recreation spots. These contextual messages are less intrusive than advertising and show promise of strengthening relationships with customers beyond retail storefronts.

3. Paperless Receipts – Keep shoppers organized.

With so many customer support issues taking place in public venues like Facebook and Twitter companies must strive to create raving fans of each and every customer. All too often positive in-store shopping experiences break down when customers find they need to return or exchange products and cannot locate the original receipts. Digital receipts solve this problem and offer a chance for retailers to improve the customer experience when it comes time to provide post-sale service and support.

Best Buy in partnership with Intuit’s QuickReceipts recently launched a digital receipts program. Shoppers who sign up have access to receipts on their phones making it easy for them to return or exchange merchandise, lookup warranty information, validate insurance claims and purchase compatible products. It’s quick for users to find a transaction because receipts are organized by date and merchant. The convenience of digital receipts is one small way that retailers can remove a common point of frustration from the shopping experience and help grow positive sentiment online.

4. Digital Gift Cards – Get rid of the plastic.

Mobile phones are starting to look more like virtual wallets as shoppers replace their plastic gift cards with digital equivalents. Convenience is what’s motivating them to make the switch. The sheer number of cards that many people receive each holiday season is difficult to manage. Forgetting a gift card at home is a frustrating experience. Digital gift cards offer consumers the freedom and flexibility of having everything in a single location wherever they choose shop.

Retailers benefit from digital gift cards by avoiding postage fees and paper processing. Digital gift cards are also attractive because customers typically spend 20 percent more than the card amount per transaction. Applebee’s is making it easier for people to shop for gift cards by selling them on its Facebook page. Fans who purchase the restaurant’s gift cards on Facebook can personalize them with album photos and video messages.

For more gift card tips check out the Holiday Readiness Guide for eCommerce from Neustar.

5. Mobile Coupons – Satisfy bargain hunters.

Much like digital gift cards mobile coupons benefit consumers because they are easy to access and manage on their phones. There are a number of ways that shoppers can opt-in to receive mobile coupons including SMS programs, online forms or mobile display advertisements. Coupons can be delivered via text message, barcode image or through a custom mobile app. Cashiers redeem the mobile coupons by entering text codes or scanning a customer’s phone.

Mobile coupons can be highly targeted and personalized. Retailers are able to deliver customized offers through location-based technologies. These promotions might take into consideration local preferences, weather conditions, store inventory or a customer’s previous purchase history.
The often touted and much anticipated emergence of mobile as a legitimate platform for brands to connect with customers has finally arrived. Now is the time for retailers to have a mobile strategy or start developing one.

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Website Magazine
Charles Wiedenhoft 

Take a moment to imagine what your customers are doing online, right now. Like you, they are engaged in digital experiences performing everyday tasks; such as checking e-mail, managing finances, booking flights, downloading music or connecting with friends.

In late April, 2010, Nielsen reported on March 2010 data for average Internet usage across the top Web brands in the United States. The report states: “The data indicates that 62.3 million home and work Internet users visited at least one of the Wikimedia Foundation-owned sites or launched a Wikimedia Foundation-owned application during the month, and each person spent, on average, a total of 15 minutes and 21 seconds at one or more of their sites or applications.”

The data for Facebook is much different. The same report shows that users spent an average of just under seven hours on the site during the month of March.

The difference between the two is the level of engagement — creating emotional imprints that can elevate brands. Or, if not done properly, removing equity from them.

Brands that deliver engaging digital experiences build and sustain long-term competitive advantages. Therefore, getting the experience right must be a priority. At Red Door, we’ve learned that engaging experiences all have the following characteristics. Consider them when evaluating how well your organization is serving its customers online:

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By Charles Wiedenhoft
Director of Business Planning & Optimization, RDI

Take a moment and imagine what your customers are doing online – right now. Like you, they are engaged in digital experiences performing everyday tasks such as checking email, managing finances, booking flights, downloading music or connecting with friends.  These digital experiences are always more engaging than passive messages. They create emotional imprints that can either elevate brands or remove equity from them.

Brands that deliver engaging digital experiences build and sustain long-term competitive advantages; therefore, getting the experience right must be a priority. At Red Door, we’ve learned that engaging experiences all have the following characteristics. Consider them when evaluating how well your organization is serving its customers online:

• Engaging experiences create value – Whether through efficiencies that help us get more done in a busy day, stay connected with friends and family, provide entertainment or solve problems good experiences keep us coming back for more. They encourage us to take action and give us something back in return.
• Engaging experiences don’t make us work too hard – A helpful experience is one that guides us towards a solution. Simple inputs produce remarkable results that can’t be replicated anywhere else. These kinds of experiences make our lives easier. They instill a sense of accomplishment, empowerment and satisfaction leaving us feeling energized, not depleted.
• Engaging experiences touch our emotions – Usability and utility are fundamental to a good experience; however, those attributes alone won’t differentiate brands from one another. An emotional component must also be considered. Dull experiences will always be swapped with ones that have likable personalities.
• Engaging experiences are always available – Experiences that create value are needed at home and on the go. We expect them to be with us anywhere and available all the time.  Mobile compatibility and portability to desktops and social profiles ensure that when we need an experience it will be ready and waiting for us.
• Engaging experiences are easy to share – When we discover a valuable experience it’s increasingly important that we’re able to share it with others. Experiences that prevent us from sharing products of interest or engaging in dialogue around compelling messages detach us from the people we value most.

We hear time and time again that experience is the message. As consumers shift more of their attention online it becomes increasingly important for brands to deliver engaging digital experiences. Luckily, a common sense approach is often all it takes. Matching the goals of customers with business objectives is the winning combination.

Jakob Nielsen describes your best options for getting advertising noticed on the Web. Eyetracking study included to support his findings.

Interesting point made that ad networks which don’t support creative matching of advertising with that of display sites will see lower CTRs.

The CNN beta site exemplifies a trend of pairing down content for a simpler interface. Video is front and center on story detail pages.

Vayama is the new international specific travel booking site. Nice feature to configure flights visually through a map view.

Orbitz releases a desktop app (Insider Deals) featuring special deals and tracking tools.

Red Door Interactive is seeking a Web Analyst to join our User Experience team. Our focus is results-driven planning and site optimization through an understanding of user behavior and passion for discovering creative ways to leverage the Internet as an extension of our clients’ business models. This is a full-time position.

As part of this role you will:

• Map business goals to Web strategies.
• Identify key performance indicators.
• Analyze site analytics and search marketing data.
• Create client reports.
• Articulate performance.
• Identify opportunities for improvement.
• Inform design decisions.

Desired skills:

• Experience with HBX, Google Analytics, Site Catalyst and/or other popular Web analytics tools.
• Proficiency with Microsoft Excel.
• Background in business, marketing, design or Web strategy.
• Bachelor’s degree preferred.

If you are interested in this position please
submit your resume with any samples through our Career Application
Form.