[{"data":1,"prerenderedAt":888},["ShallowReactive",2],{"blog-en-humanize-digital-customer-experience":3,"related-en-humanize-digital-customer-experience":309},{"id":4,"title":5,"author":6,"body":7,"category":291,"description":13,"extension":292,"image":293,"isToc":294,"langAlt":6,"meta":295,"metaDescription":6,"navigation":296,"path":297,"published":296,"publishedAt":298,"readingTimeMinutes":299,"readingTimeText":300,"relatedArticles":301,"seo":305,"stem":306,"teaser":307,"updatedAtCustom":6,"__hash__":308},"blog_en\u002Fen\u002Fblog\u002Fhumanize-digital-customer-experience.md","Humanize Digital Customer Experience",null,{"type":8,"value":9,"toc":276},"minimark",[10,14,17,25,37,42,56,72,76,79,89,92,96,107,112,119,122,138,142,149,152,156,160,167,174,184,189,196,200,207,214,221,226,229,233,236,243,248,251,254,258,267,270],[11,12,13],"p",{},"Digital transformation is a central component in the digital world, and digital experience will account for far more interactions in the future than we encounter now. We delegate tasks to devices, applications, and systems, we find ourselves in the middle of chatbots, AI, IoT, ML …",[11,15,16],{},"According to McKinsey Global Institute, data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain customers, and 19 times as likely to be profitable as a result.",[11,18,19,20,24],{},"Even with all the connections, it seems to be harder to balance the right customer experience. Fortunately, more companies realize that digital transformation is not equal to customer experience. ",[21,22,23],"strong",{},"Appealing to your customers’ emotions in an authentic way"," contributes to building long-term relationships.",[26,27,28,29,36],"note",{},"\nWe have talked about \n",[30,31,35],"a",{"href":32,"rel":33},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking\u002F",[34],"nofollow","the importance of personalization and how your customers want to receive the most relevant offers","\n. Here, in this article, we will continue the conversation and add more on top of the personalization.\n",[38,39,41],"h2",{"id":40},"what-is-humanization","What is humanization?",[11,43,44,45,48,49,48,52,55],{},"Humanization (or anthropomorphism) is putting a face to a brand and attributing human-like qualities, such as empathy. It ",[21,46,47],{},"adds the human element across all stages of the"," ",[21,50,51],{},"customer journey",[21,53,54],{},"and product lifecycle",". This enables businesses to connect with customers and delivers key benefits:",[57,58,59,66],"ul",{},[60,61,62,65],"li",{},[21,63,64],{},"Enhanced customer experience"," – customers are interested in connecting with your brand and want to identify common values. Mainly younger generations, for example, millennials, seek to know what your brand stands for.",[60,67,68,71],{},[21,69,70],{},"Increased satisfaction, retention, loyalty"," – positive experience builds trust and creates returning customers, eventually making your brand their first choice.",[38,73,75],{"id":74},"take-your-time-to-know-your-customers","Take your time to know your customers",[11,77,78],{},"Traditionally, marketing involves segmenting people collectively into groups, based on static information e.g., age, gender, zip code. However, if you think about yourself personally, do you have the same interest, opinions, or preferred communication channel as most of your peers or neighbors?",[80,81,82,85,88],"example",{},[21,83,84],{},"Example",[86,87],"br",{},"\n\n\nA retail company segments customers for their advertisement on a video streaming platform based on stereotypes. Therefore, I keep seeing ads for kids’ nutrition or a new revolutionary stroller, despite the fact I have no children. This company placed me in a segment group based on my demographics when they should learn more about my interests. Resulting in wasted resources and a very ineffective campaign.\n",[11,90,91],{},"In such oversaturated online market, personalization is inevitable in retaining lasting loyal customers. Try to learn more about your audience, understand them, invest time into more sophisticated customer insights solutions or just simply ask them what they like.",[38,93,95],{"id":94},"make-customer-centric-approach-a-priority","Make Customer-Centric Approach a priority",[11,97,98,99,102,103,106],{},"To become a customer-centric business, your customers are literally in the ",[21,100,101],{},"center of your strategies",", throughout their entire journey and after the purchase as well. The first step is to ",[21,104,105],{},"define all the touchpoints"," and focus on the unified communication (marketing and support).",[108,109,111],"h3",{"id":110},"data-density-for-better-customer-journey-tracking","Data density for better customer journey tracking",[11,113,114,115,118],{},"An important part of delivering a great customer experience is keeping up with your customer’s journey. To become memorable, you need to keep up. A key part of increasing the accuracy of insights and improving relevancy is ",[21,116,117],{},"data density",". The more data you collect the richer you want them to be. It can help you know your customers more deeply, including the type of interactions and their behavior during all of them.",[11,120,121],{},"Example: A customer goes on a vacation, spends there a week relaxing. After they return back home and continue their standard internet browsing, they keep seeing the same advertisement for the resort they already went to. What is the chance they will take the exact same holidays and even in a near future? The customer's recent purchase demonstrates a lack of data density, the company is not keeping up. Instead, the company should use this information and recommend different destinations, new exciting adventures, or for example, a weekend getaway nearby.",[11,123,124,125,128,129,133,134,137],{},"Embedding the human component means ",[21,126,127],{},"focusing on long-term relationships"," and on true partnerships with your customers. That is more influential and more durable. To become a partner, you might need to modify your mindset. Replace the immediate sales goals of the past with proactive interactions that align with the goals that customers have for themselves. Simply put, shift your thinking away from achieving ",[130,131,132],"em",{},"your"," goals to supporting customers in achieving ",[130,135,136],{},"their"," goals.",[108,139,141],{"id":140},"don-be-afraid-to-just-ask","Don’ be afraid to just ask",[11,143,144,145,148],{},"Remember to ",[21,146,147],{},"incorporate a customer feedback"," loop to keep the continuous improvement. When you create a 360 view of your customer, you are provided with broad information that you can use to enhance their experience.",[11,150,151],{},"Although there are many things on the checklist to accomplish before becoming customer-centric, you can start small.",[153,154,155],"tip",{},"\nStart by focusing on what customers need and how they want to interact with your business\u002Fbrand - not your products, their features, or revenue model. By designing your company from the customer’s perspective, your organization will be able to meet the customer’s needs and deliver a positive experience.\n",[38,157,159],{"id":158},"harmonize-digital-and-human-elements","Harmonize digital and human elements",[11,161,162,163,166],{},"Full integration of human and digital parts can be time-consuming but very impactful. It drives sales, and it is vital in oversaturated markets. Remember that the ",[21,164,165],{},"customers are people in the first place",".",[11,168,169,170,173],{},"Consolidating Artificial Intelligence (AI) into your customer experience process allows you to have a deeper understanding of the individual customer. Yet, it lacks the flair in the activity, that humans feel to satisfy the needs; and ",[21,171,172],{},"overuse of AI can have the opposite effect",". One of the good practices is to identify key areas to balance AI-based support and human support. Automate the predictive, common, or easy areas and provide human support for complex or difficult situations.",[11,175,176,177,48,180,183],{},"Generally, make sure your service values are provided the way humans can feel. For example, communicating stories your customer can relate to can make a huge difference. ",[21,178,179],{},"Use the data for the insight and",[21,181,182],{},"add a personal touch"," to otherwise impersonal messages to expand the experience.",[80,185,186,188],{},[21,187,84],{},"\n Customers receive machine-written emails daily. Be more creative with your messages.\n",[11,190,191],{},[192,193],"img",{"alt":194,"src":195},"","\u002Fupload\u002Femail-books.webp",[38,197,199],{"id":198},"anticipate-customers-need","Anticipate customers’ need",[11,201,202,203,206],{},"Most customers are not 100% sure what exactly they want nor they want to explain what they seek. Successful businesses know their customers and foresee their needs in advance. They ",[21,204,205],{},"make continuous changes"," to their products or services to match the demand and proactively provide personalized recommendations. All of it must be supported by relevant data and communicated the way, customers can absorb and make the most of it. Adapt business strategy to customers’ preferences and revolve around their experience.",[11,208,209,210,213],{},"One of the examples can be ",[21,211,212],{},"looking for the next problem to"," solve for them, instead of looking at what next product you need to sell.",[80,215,216,218,220],{},[21,217,84],{},[86,219],{},"\n\n\nInstead of just sending an automated email of booking confirmation, be creating and show you care, for example, let the customer know you appreciate they travel with their family or ease their stress of forgetting something by informing them about your little shop.\n",[11,222,223],{},[192,224],{"alt":194,"src":225},"\u002Fupload\u002Femail-trip.webp",[11,227,228],{},"A combination of a good knowledge of customers‘ needs, problems, and where are they on their customer journey, together with understanding your product portfolio, delivers great results. Then the WOW effect comes.",[108,230,232],{"id":231},"tie-it-with-a-big-bow","Tie it with a big bow",[11,234,235],{},"A customer-centric approach with full data density lays the foundation for creative action. Real-time and AI-driven then build on them and make it happen for you. Connected experiences tie everything together to humanize the digital customer experience. It all comes down to the situations, where the customers actually get to experience the benefits.",[80,237,238,240,242],{},[21,239,84],{},[86,241],{},"\n\n\nFor VIP customers, a hotel brand usually presents some welcome packages upon their arrival in one of their hotels, with a card saying: “Thank you for being our VIP customer. Let us know, how we can make your stay perfect”. Instead, you can use their information from the previous stay, build personalized gifts and say: “Welcome again! Your gym towel is ready, the yoga classes start at 7 am, and your favorite Pinot Noir is waiting for you in the fridge. Cheers.”\n",[11,244,245],{},[192,246],{"alt":194,"src":247},"\u002Fupload\u002Fthank-you-card.webp",[11,249,250],{},"Connected experiences are the ability to connect with your customer on their multi-device, multi-channel journey, in the digital and physical world and provide a seamless and continuous experience.",[11,252,253],{},"Final example: As a platinum customer with a hotel brand, my check-in at one of their hotels in a new location is not limited to “Thank you for being a platinum customer, which newspaper would you like?” Rather, “Your gym towel is in your room, the Wi-Fi code has been enabled for your devices, your favorite Pinot Noir will be brought up to the room, and we have an opening for a massage between 8 pm and 9 pm. Shall I book you in?” Bottoms up!",[38,255,257],{"id":256},"summary","Summary",[259,260,261],"blockquote",{},[11,262,263,266],{},[130,264,265],{},"\"The essential difference in service is not machines or 'things.' The essential difference are minds, hearts, spirits and souls.\""," - founder of Southwest Airlines, Herb Kelleher",[11,268,269],{},"Balancing user-focused technology and highly personalized human connection let you truly drive emotional engagement with your customers. A humanized customer experience begins with understanding the emotions of your customers and providing individual-level services. By considering and implementing the feedback and keeping a customer-centric attitude, or planning your marketing based on customer behavior, you can deliver the seamless experience your customers want with a genuine human touch. Remember, connected experiences nourish long-term customer relationships and build loyalty. And nonetheless, it all helps to grow NPS and long-term customer value.",[271,272,275],"action",{"link":273,"button":274},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\n Our clients have successfully transformed their strategy and balances technology and personal touch with us. We can enhance the use of the technology and bring your brand closer to your customers. Let’s discuss the best solution for you.\n",{"title":194,"searchDepth":277,"depth":277,"links":278},2,[279,280,281,286,287,290],{"id":40,"depth":277,"text":41},{"id":74,"depth":277,"text":75},{"id":94,"depth":277,"text":95,"children":282},[283,285],{"id":110,"depth":284,"text":111},3,{"id":140,"depth":284,"text":141},{"id":158,"depth":277,"text":159},{"id":198,"depth":277,"text":199,"children":288},[289],{"id":231,"depth":284,"text":232},{"id":256,"depth":277,"text":257},"Guides","md","\u002Fupload\u002Fhuman-ai-collaboration-banner.webp",false,{},true,"\u002Fen\u002Fblog\u002Fhumanize-digital-customer-experience","2021-07-20T07:12:15.000+00:00",8.265,"9 min read",[302,303,304],"content\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel.md","content\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md",{"title":5,"description":13},"en\u002Fblog\u002Fhumanize-digital-customer-experience","Marketing automation provides new amazing opportunities to connect with your customers and increase their engagement. Yet, too much of everything may be counterproductive in the sense of decreased personal and emotional touch. Try these tips to humanize your customer experience.","r1hzqnjCaJwzvPPaqlttIukZNc4clQ0ywEDfDFWVw7g",[310,467,659],{"id":311,"title":312,"author":6,"body":313,"category":6,"description":317,"extension":292,"image":455,"isToc":294,"langAlt":6,"meta":456,"metaDescription":6,"navigation":296,"path":457,"published":296,"publishedAt":458,"readingTimeMinutes":459,"readingTimeText":460,"relatedArticles":461,"seo":463,"stem":464,"teaser":465,"updatedAtCustom":6,"__hash__":466},"blog_en\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel.md","Can TV become a performance channel?",{"type":8,"value":314,"toc":444},[315,318,321,330,333,336,340,343,364,368,371,375,378,382,385,389,392,395,399,402,406,409,414,418,423,429,432,441],[11,316,317],{},"One of the goals of the performance part of a TV campaign can be to attract more potential customers and raise the website traffic, in other words, to take action. You can then target these customers via remarketing and other digital channels. Thus, TV advertising can bring new customers to your site that you haven't yet managed to reach online.",[11,319,320],{},"This effect can be measured as traffic on your website or the company name search results on the internet increase within a few minutes or seconds after your ad is broadcasted, compared to regular traffic.",[259,322,323],{},[11,324,325],{},[21,326,327],{},[130,328,329],{},"Three-quarters of TV viewers watch their favorite show with a \"second screen\" in their hands, mobile or tablet, and often see advertised sites after watching ads.",[11,331,332],{},"It means looking at TV advertising from a different perspective - you do not want to broadcast it to as many viewers as possible but to the viewers who will respond to it.",[11,334,335],{},"In a regular TV campaign evaluation, you can see if several members of the target audience saw the ad, remembered it, and liked it. If you look at the broadcast spot in terms of performance, you can measure its immediate effect on all viewers by analyzing site traffic. This way, you can optimize the ad itself and its placement in the broadcast.",[38,337,339],{"id":338},"how","How?",[11,341,342],{},"Three complex steps can be harder to take than it might seem. Each step involves smaller steps.",[344,345,346,349,352,355,358,361],"ol",{},[60,347,348],{},"Evaluate your previous campaigns",[60,350,351],{},"Consult with experts to increase your strengths",[60,353,354],{},"Test and then evaluate different TV channels",[60,356,357],{},"Compare different lengths and versions of spots",[60,359,360],{},"Split your budget into multiple sections and run your campaign one at a time",[60,362,363],{},"Create a clear “call-to-action” message",[108,365,367],{"id":366},"_1-evaluate-your-previous-campaigns-to-see-which-channels-shows-and-broadcast-times-delivered-the-highest-response","1. Evaluate your previous campaigns to see which channels, shows, and broadcast times delivered the highest response",[11,369,370],{},"Track short-term traffic increases (peaks) during the time your ad airs. You need to know the normal daily traffic first and compare it to these peaks. The advanced statistical computing and comparison of before and after campaign state uncover, which ads, showtimes, or TV channels work the best. The results can be truly dramatic. TV Ad analysis can be a very powerful tool for further investment.",[108,372,374],{"id":373},"_2-consult-with-your-media-agency-to-increase-your-strengths","2. Consult with your media agency to increase your strengths",[11,376,377],{},"Redistributing the budget from inefficient (cost \u002F visit-acquisition) ads to those that drive more traffic increases ROI. Thanks to the correlation between the short-term and long-term effects of TV advertising, the marketing investment in the short-term effect of advertising will positively reflect on the brand. However, solely relying on official statistics and people meter measurements usually don’t provide informative value for your campaign, sufficiently. When a million people see your ad in news, ten come to your site. The same ad that airs in the afternoon in a music show can receive 100 visits and 10 conversions. Although the first spot was predicted to have a better effect, the second spot proved to be better in terms of performance.",[108,379,381],{"id":380},"_3-test-different-tv-channels-or-broadcast-times-and-evaluate-which-were-the-most-successful","3. Test different TV channels or broadcast times and evaluate which were the most successful",[11,383,384],{},"Often the results are very surprising. Unusual formats and times can bring unexpectedly positive outcomes. Even if testing your TV ads on a focus group, it may happen that its perception will be very different from reality and larger target groups. Thus, do not be afraid to advertise, for example, cosmetics in between a show on cars, perhaps you will find that car drivers like to buy gifts for their wives and are grateful for any help.",[108,386,388],{"id":387},"_4-compare-different-lengths-and-versions-of-spots","4. Compare different lengths and versions of spots",[11,390,391],{},"Different spots can have dramatically different response rates. Viewers respond differently to ads placed in shows and in between two shows. Some TV spots have a significantly higher response when broadcasted after the show, and some excel when placed directly into an advertising break within a single show. There can also be a big difference if the spot is placed first, within the series of the advertisement, or as the last one.",[11,393,394],{},"Keep in mind that your perception of the spot will probably be different from the way an ordinary viewer understands it. You, your team, and your agency know the product or service in detail. The main testing, quantitative research, will be conducted during the broadcast. There you will be able to measure very precisely how appropriate each ad type is for the target group, whether the short or long version of the spot works better. When evaluating, consider also other parameters: day of the week, holiday, holiday in the region, championship match on another channel.",[108,396,398],{"id":397},"_5-split-your-budget-into-multiple-sections-and-run-your-campaign-one-at-a-time-to-adjust-the-layout-over-time","5. Split your budget into multiple sections and run your campaign one at a time to adjust the layout over time",[11,400,401],{},"Try to distribute your campaign in several waves, analyzing the results over time, and using the insight from one wave to optimize the next. It can help to optimize your campaign, reach higher performance, and increase ROI.",[108,403,405],{"id":404},"_6-significant-call-to-action-doubles-viewer-response-in-the-form-of-site-visits-and-searches","6. Significant \"call to action\" doubles viewer response in the form of site visits and searches",[11,407,408],{},"People mostly relax while watching TV. Therefore, if you want a TV campaign to be productive, your message should be crystal clear. Explicit instruction for what people should do will grow the response 80-100%. Sell ​​your old phone, buy our goods, order a service, register now! Make it easy for viewers to make decisions and tell them what you want them to do. It is much easier for them to respond to advertising. This “performance” part of the TV ad can very elegantly complement a brand-focused message. Out of curiosity, think about how many TV ads you see actually meet this rule?",[11,410,411],{},[192,412],{"alt":194,"src":413},"\u002Fupload\u002Fexperimentmeasureevaluate.svg",[38,415,417],{"id":416},"conclusion","Conclusion",[11,419,420],{},[21,421,422],{},"Experiment. Measure. Evaluate. This is the only way to get the best results.",[11,424,425,426],{},"After each broadcast of the spot, compare its performance with the previous ones. If it worked exceptionally well, try repeating the constellation to see if you can replicate the success. You pay the same attention to flops. Which of the parameters had the main influence on the fact that only a few dozen visits came after the broadcast? ",[21,427,428],{},"Define, test, and turn TV advertising into a performance channel.",[11,430,431],{},"Start-ups that have started running TV advertising after maxing out their online marketing channels are challenging this “it is not possible” attitude. Especially e-commerce players and other online transaction-focused companies, such as online gaming companies, can track the immediate impact of a TV ad through their websites.",[11,433,434,435,440],{},"Evaluate your TV Ad and get the most out of with. We have analyzed many TV spots and were able to provide valuable insights to improve TV ads and support better decisions for the next campaigns. The ",[30,436,439],{"href":437,"rel":438},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Ftv-advertising-effectiveness\u002F",[34],"analysis"," is beneficial on many different levels, and depending on the purpose of the campaign, the analysis provides valuable insights and supports better decisions for future campaigns to achieve more effective marketing and better performance.",[271,442,443],{"link":273,"button":274},"\nContact us and improve your sales from your TV spots.\n",{"title":194,"searchDepth":277,"depth":277,"links":445},[446,454],{"id":338,"depth":277,"text":339,"children":447},[448,449,450,451,452,453],{"id":366,"depth":284,"text":367},{"id":373,"depth":284,"text":374},{"id":380,"depth":284,"text":381},{"id":387,"depth":284,"text":388},{"id":397,"depth":284,"text":398},{"id":404,"depth":284,"text":405},{"id":416,"depth":277,"text":417},"\u002Fupload\u002Ftvmeasurement-li-banner.webp",{},"\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel","2020-06-24T12:00:00.000+00:00",6.145,"7 min read",[462,303],"content\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md",{"title":312,"description":317},"en\u002Fblog\u002Fcan-tv-become-a-performance-channel","Television advertising is not only brand awareness activity. Our analysis uncovers that TV Ad supports digital advertising, paid and unpaid channels very well and contributes to improved efficiency. One part of the advertising effect remains branded, yet the other creates some measurable performance.","Fgty4mD-e9Knxmu8d9Y1JrfOBJ3UnC4o0JOxypMPZRo",{"id":468,"title":469,"author":6,"body":470,"category":646,"description":194,"extension":292,"image":647,"isToc":294,"langAlt":6,"meta":648,"metaDescription":6,"navigation":296,"path":649,"published":296,"publishedAt":650,"readingTimeMinutes":651,"readingTimeText":652,"relatedArticles":653,"seo":655,"stem":656,"teaser":657,"updatedAtCustom":6,"__hash__":658},"blog_en\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","Getting the most out of Permission Marketing",{"type":8,"value":471,"toc":633},[472,476,479,483,486,490,501,505,525,529,536,543,547,558,562,573,577,582,585,589,592,596,599,603,610,612,615,630],[38,473,475],{"id":474},"defining-permission-marketing","Defining permission marketing",[11,477,478],{},"Permission marketing is based on customers' anticipation, personalization, and relevancy to build lasting customer relationships, and lead successful campaigns through utilizing customers' consent. The concept was introduced by Seth Godin, who discovered that successful marketing campaigns succeed because of seeking customer's consent. As a non-traditional marketing approach (opposed to direct or interruption marketing) it contributes vitally to your overall brand image.",[38,480,482],{"id":481},"interruption-marketing","Interruption marketing",[11,484,485],{},"On the contrary, interruption marketing is a well-known and heavily practiced type of marketing messaging that customers did not ask to receive. With new privacy laws it is now being pushed back, however, there are still some popular examples such as radio ads, video ads, billboards, flyers, that might be disturbing to the customers. This approach is quick, can target large audiences at once, and can be a fast way to increase temporary sales, yet it is perceived too pushy and the retention is quite low. On the other hand, permission marketing is respectful toward the customer’s privacy, emphasizing the relationship value.",[38,487,489],{"id":488},"benefits-of-permission-marketing","Benefits of permission marketing",[11,491,492,493,496,497,500],{},"Permission marketing, in its true application, provides more benefits than one might think. ",[21,494,495],{},"Targeting only interested groups"," of customers lowers marketing costs, boosts the engagement, and subsequently increases conversion rates, hence not wasting resources on those, who find their interest elsewhere, or prefer different offers. Besides, it ",[21,498,499],{},"also demonstrates an ethical form of marketing",". Thus it mostly helps to build lasting relationships based on trust, resulting in positive customer lifetime value.",[108,502,504],{"id":503},"the-main-benefits-of-actively-using-consent-management-are","The main benefits of actively using consent management are:",[57,506,507,510,513,516,519,522],{},[60,508,509],{},"Visibility to interested groups, right audience",[60,511,512],{},"Increased customer engagement",[60,514,515],{},"Growing conversion rates",[60,517,518],{},"Increased retention and loyalty",[60,520,521],{},"Strong relationships built on trust",[60,523,524],{},"Better customers lifetime value",[38,526,528],{"id":527},"customers-intent-is-an-opportunity","Customers’ intent is an opportunity",[11,530,531,532,535],{},"Many companies have already adopted, or at least tried, some form of permission marketing. Since the enforcement of various data privacy regulations, e.g. GDPR or CCPA, companies are now obliged to ask permission to use their customers' data, respect their privacy while using the data, and extend the right to opt-out. When the regulations were introduced, the majority of the organizations perceived them as an unnecessary business obstacle, excessive costs, something that would decelerate their marketing and communication efforts. ",[21,533,534],{},"Choosing to look at it as a threat, is a wasted opportunity."," In our experience, changing the perception and incorporating permission marketing into marketing activities is much more beneficial than only being aligned with the law without further thinking.",[11,537,538,539,542],{},"Leveraging, what customers have to say about their interests, is a ",[21,540,541],{},"competitive advantage"," in every industry, especially in such an oversaturated market of online shopping. However, there is much more to it than just choosing yes or no.",[38,544,546],{"id":545},"right-approach","Right approach",[11,548,549,550,553,554,557],{},"The key is to ",[21,551,552],{},"present more granular"," choices of opting-in. From the customer point of view, having only two extreme options might invoke the negative one in order to avoid constant marketing 'invasion' from all sides. Eventually causing a lose-lose scenario. Whereas being able to choose, for example, channels, frequency, and specific offers will ",[21,555,556],{},"ease the pressure",", in addition to helping them find what they really want.",[38,559,561],{"id":560},"let-your-customers-know-that-you-care","Let your customers know that you care",[11,563,564,565,568,569,572],{},"The results from our research uncover that customers prefer to have control over the settings, be able to choose what they want to be communicated and how often. The customers appreciate being asked about their interests. It demonstrates that the company notices them as individuals and care for them. ",[21,566,567],{},"Just the question itself increases the probability of the purchase,"," for example, when asking a customer if they plan to buy a car, instead of not asking it. Continually working with their preferences, being able to detect when it changes, and immediately considering it, ",[21,570,571],{},"positively impact their attitude toward the brand"," and the company. The initial investment is small compared to the overall increased revenues. The outcome can be visible soon after the first steps, whereas the effect is long-term.",[38,574,576],{"id":575},"permission-marketing-best-practices","Permission marketing best practices",[578,579,581],"h4",{"id":580},"clear-instructions","Clear instructions",[11,583,584],{},"One of the first steps toward effective permission marketing is transparency and clear communication. Let your customers know how and where they can consent or opt out when they change their preferences.",[578,586,588],{"id":587},"tell-them-your-intentions-upfront","Tell them your intentions upfront",[11,590,591],{},"Customers will appreciate knowing, how often you will contact them, what topics you will present. It helps them decide what is relevant and what they like.",[578,593,595],{"id":594},"preference-management","Preference management",[11,597,598],{},"Let the customer choose the right option or the combination of marketing communication, for example weekly or bi-weekly. They might feel overwhelmed or want to be contacted differently, they may change their preferences, and providing them with space where they can do so helps the business to target the relevant audience and the customers to find what they need.",[38,600,602],{"id":601},"effective-management","Effective management",[11,604,605,606,609],{},"Although permission marketing seems easy, setting it up correctly and harvesting the most out of it from the beginning can be quite challenging. The crucial part of the process is ",[21,607,608],{},"collecting the necessary permissions via marketing automation",". However, the differentiation lays in managing it all effectively.",[38,611,417],{"id":416},[11,613,614],{},"Permission marketing brings many benefits not only to the customers but it certainly strengthens the relationships between them and the brand. Implementing this approach ensures customer loyalty and increases customer lifetime value. Privacy is not a threat, it is an opportunity to get to know your audience better and deliver relevant content with appreciated communication.",[11,616,617,618,625,626,629],{},"The good news is you do not have to tackle it by yourself. We have solved many similar problems for our clients by implementing ",[30,619,622],{"href":620,"rel":621},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Fwecoma\u002F",[34],[21,623,624],{},"Wecoma",", our Web Consent Management product, which is principally developed to adjust the company's permission settings. ",[21,627,628],{},"Wecoma creates new opportunities for marketing strategy."," This product advances not only web marketing, but also emailing, mails, text messages, and other forms of communication.",[271,631,632],{"link":273,"button":274},"\nTo understand more deeply, how this marketing approach can help your business to grow, get in touch with us today!\n",{"title":194,"searchDepth":277,"depth":277,"links":634},[635,636,637,640,641,642,643,644,645],{"id":474,"depth":277,"text":475},{"id":481,"depth":277,"text":482},{"id":488,"depth":277,"text":489,"children":638},[639],{"id":503,"depth":284,"text":504},{"id":527,"depth":277,"text":528},{"id":545,"depth":277,"text":546},{"id":560,"depth":277,"text":561},{"id":575,"depth":277,"text":576},{"id":601,"depth":277,"text":602},{"id":416,"depth":277,"text":417},"Products","\u002Fupload\u002Fpermmision-marketing-article-cover.webp",{},"\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","2020-04-29T12:00:00.000+00:00",5.215,"6 min read",[654,462],"content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md",{"title":469,"description":194},"en\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","Sending nicely prepared newsletters to inform about new products and great offers continuously, yet still reaching low engagement and unsatisfactory conversion rate? Well, the problem might be in not embracing your customers' intent.","bFNH-LcP3x15yvAs2-eodhnqFaofgL5WGYgxxILgbVc",{"id":660,"title":661,"author":6,"body":662,"category":876,"description":666,"extension":292,"image":877,"isToc":294,"langAlt":6,"meta":878,"metaDescription":6,"navigation":296,"path":879,"published":296,"publishedAt":880,"readingTimeMinutes":881,"readingTimeText":882,"relatedArticles":883,"seo":884,"stem":885,"teaser":886,"updatedAtCustom":6,"__hash__":887},"blog_en\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md","Increase conversions with category page product ranking",{"type":8,"value":663,"toc":863},[664,667,674,678,681,685,688,692,695,699,702,706,709,714,718,721,725,728,732,735,739,742,746,749,753,756,759,763,766,770,773,777,780,828,830,833,850,853,860],[11,665,666],{},"Traditionally, e-commerce retailers and marketers pay most of their attention to developing product pages and checkout pages, because that is where the sales happen. However, we need to look at the previous steps, before the checkout. Customers use category pages to understand the offers of the e-shop, in other words, category pages become the attraction locations.",[11,668,669,670,673],{},"When a customer comes to an e-shop and looks for a product, category pages drive the majority of the site product discovery ranging between 50 - 70%, compared with other options, search results and recommendation sites bring around 10% each. This may seem like a lot and that there is not much to be improved. Nevertheless, t",[21,671,672],{},"he issue is in the progress from the category page."," When the category page is not compelling enough, customers are unlikely to reach the individual product page. Less than half of that traffic really proceeds to the product page. Customers probably did not find what they were looking for, the products were not relevant or outside their price range. By optimizing category pages, you can double the product discovery and increase the profit. Additionally, it builds a website structure, improves SEO, and subsequent remarketing advertising.",[38,675,677],{"id":676},"improving-category-pages","Improving category pages",[11,679,680],{},"Driving targeted traffic to category pages has been a topic of many marketers’ discussion. Commonly they have already adopted some improvements. The “science” behind the sales-driving category pages lies in displaying the optimal combination of selected products, counting on the limited number of the showed pieces. Here are just two examples, how usually e-shops try to tackle category pages:",[578,682,684],{"id":683},"manual-optimization","Manual optimization",[11,686,687],{},"The cooperation with many e-commerce businesses helped us understand that many e-shops are trying to optimize the category pages, however, they do it manually and rely on their own intuition rather than customer’s behavior. Manual arrangements can take days resulting in wasted resources; energy, time, and finances. The outcome of such activities costs more than they actually bring. Secondly, the changes cannot be applied fast enough to satisfy the customers’ needs.",[578,689,691],{"id":690},"category-page-ads","Category Page Ads",[11,693,694],{},"Targeting traffic via ads is another option of how to increase conversion rates. If done correctly it can bring a significant increase. On the other hand, the actual return on the investment is lower, taking the ad spent into consideration.",[38,696,698],{"id":697},"how-to-optimize-category-pages-deliver-better-results","How to optimize category pages & deliver better results",[11,700,701],{},"The optimization of category pages can be crucial in getting more website traffic, converting it to sales, and creating loyal customers from first-time shoppers. It is important to provide a valuable digital experience. When the category page doesn’t deliver what the customers expected, they leave without a purchase, not finding what they wanted. Relevancy is what matters. A crucial prerequisite to any calculation is historical data on products, sales, segments, etc. Without enough data, the results cannot be as satisfying.",[108,703,705],{"id":704},"personalization-and-product-recommendations","Personalization and product recommendations",[11,707,708],{},"The category pages need to be personalized to be able to achieve different goals for different segments. Adding a layer of personalization to different audiences’ levels up simple segmentation and yields higher returns. With first-time customers, you will probably focus on conversion rate while with loyal customers you can highlight a particular brand based on brand affinity, new products to complement already purchased ones, or something a little more diverse, depending on the customer profile. Assigning different products to each segment, based on the customer’s behavior on-site increases customer engagement. Tracking how the customer acts on the websites helps to understand their needs and display relevant items. If two people are looking for backpacks, they might be looking for a different kind. If one person is shopping for notepads, writing supplies, it is likely they will also need a school backpack. A different customer is looking at hiking boots and camping gear and might need a hiking backpack.",[11,710,711],{},[192,712],{"alt":194,"src":713},"\u002Fupload\u002Fproduct-recomendation-illustration.jpg",[578,715,717],{"id":716},"sorting","Sorting",[11,719,720],{},"Sorting products on the site in specific order or sequence based on their attributes, performance metrics, and their combination. The attributes can be price, size, brand, availability, etc. Metrics can be, for example, conversion rate, margin, revenue per impression, or inventory information. Attributes and metrics rely on the data about the products and the customers, collected from the website and internal databases. By adjusting the weights of the values, it is possible to promote and demote products in the sequence causing the relocation of the product on the page.",[578,722,724],{"id":723},"highlighting","Highlighting",[11,726,727],{},"Choosing to highlight specific products or groups of products, seasonal or campaign offers at the top of the category page supports marketing efforts. Placing some products on the most engaging and prominent spots on the sites creates a store-like experience. It is commonly used to promote new products, collaborations, and ranges. Highlighting can work for limited offers (discounts or weekend sales) and display products for a certain time period. Scheduling this should be aligned with marketing campaigns. Another option to adjust highlighting can be based on different business goals, chosen metrics, like profitability or liquidity.",[578,729,731],{"id":730},"segmentation","Segmentation",[11,733,734],{},"Segmenting your customers should happen on top of sorting and highlighting products. It allows creating category pages with specific product sequences that vary among different audiences. The marketing approach differs by different types of customers, their preferences, affinity, and different shopping stages, therefore category pages should be aligned with that as well.",[578,736,738],{"id":737},"personalization","Personalization",[11,740,741],{},"Showing the customers what they want to buy, the right time, the right product – like a personal shopper. It helps customers to discover items they really want. In e-commerce, personalization has a more significant impact and is an important part of modern shopping. It provides relevant recommendations for the particular customer segment (or with advanced algorithms, even down to each individual customer). Personalization creates an experience based on the customer’s behavior.",[38,743,745],{"id":744},"using-machine-learning-for-relevant-product-displaying","Using Machine Learning for relevant product displaying",[11,747,748],{},"Powering product recommendation with Machine learning allows you to be dynamic and automatically adapt to the changes. What customers want to see is what they really need, ideally on the very first page. Long searching is demotivating. Using historic purchases, similar customer behavior, or other factors can significantly change the way your customers interact with your e-shop.",[108,750,752],{"id":751},"product-ranking-based-on-customers-behavior-and-other-factors","Product ranking based on customers behavior and other factors",[11,754,755],{},"Product ranking in a sense of algorithms is a process of product scoring based on what the customers like. Additionally, the score can be evaluated based on the factors the e-shop defines, for example, storage availability (the more pieces of each product you have and need to sell, the higher score it gets). What we have found as an effective method is to look more deeply and find the optimal combination of the products display next to each other. Our procedure usually consists of data integration from various systems, followed by advanced analytics and machine learning algorithms for continual improvement.",[26,757,758],{},"\nTo understand what product ranking is, think of it as product ranking from the system perspective, not as customer review. The ranking that you calculate helps the algorithm to show the right products on the category page.\n",[108,760,762],{"id":761},"testing-and-optimization","Testing and optimization",[11,764,765],{},"Finding an optimal solution isn’t an easy task, especially when personalization and merchandising are dynamic, evolving processes requiring repetition, calculation, and testing. AB Testing is a great approach for detecting the most profitable adjustments. It helps to discover the performance of different category pages or the effectiveness of product highlighting. It allows you to test competing strategies and make informed decisions for elevated results. It is possible to test a whole customer base or just a smaller part. With testing on different groups, you can experiment with bold ideas. You can see if sorting by high converting products is better than sorting by high-profit products. Or, you can assess if personalization delivers higher results than no personalization on category pages.",[108,767,769],{"id":768},"continuous-improvement","Continuous improvement",[11,771,772],{},"Once you set up the algorithms for relevant product displaying, you are not done yet. It is only a first step but not the last. Actually, the process is evolving, and you cannot stay static. Sometimes the results are oversimplified or too generalized, and you need to use more contextual data to improve the relevance. Thinking of it in the context of the customer journey helps to maintain the dynamics within the product associations.",[38,774,776],{"id":775},"what-to-think-about-before-diving-in","What to think about before diving in",[11,778,779],{},"Are you hooked yet? Ready to dive your e-commerce business into the ocean of personalization? Slow down a little bit. There are a few things to think about before you do any action.",[57,781,782,790,796,804,812,820],{},[60,783,784,787,789],{},[21,785,786],{},"Make sure your website is ready!",[86,788],{},"Some technology can decrease performance. Even if the personalization is great, it should not be implemented if the usability is diminished.",[60,791,792,793,795],{},"**Don’t change the entire website!",[86,794],{},"\n**Structural elements cannot be personalized, they should remain the same (cart, navigation panel, etc.)",[60,797,798,801,803],{},[21,799,800],{},"Less is more!",[86,802],{},"Too much of everything is confusing, too dynamic can be misleading. The key is not to look at personalization.",[60,805,806,809,811],{},[21,807,808],{},"Prepare your data!",[86,810],{},"Before you start the analyses and evaluations, gather all relevant data, the more historic data the better.",[60,813,814,817,819],{},[21,815,816],{},"Identify key factors!",[86,818],{},"Figure out, how you want to score\u002Frank\u002Frecommend the content. Do you need to clear your warehouse or promote more trendy items? What about seasonal stuff? Segmented or more individualized? More factors and segments, the more complicated and expensive it gets.",[60,821,822,825,827],{},[21,823,824],{},"Start small!",[86,826],{},"Try only a few changes first, test them, and then you can see if it is worth it to advance or not.",[38,829,257],{"id":256},[11,831,832],{},"Successful category pages drive performance and contribute to growing conversion and return ratios. Optimizing them generates a competitive advantage and brings multiple benefits to your e-commerce business and customers.",[57,834,835,838,841,844,847],{},[60,836,837],{},"Resource savings with automatization",[60,839,840],{},"Better performance with category pages optimization",[60,842,843],{},"Relevant experiences with personalization",[60,845,846],{},"Achieving more than one target with optimization and testing",[60,848,849],{},"Easy to scale with a growing product portfolio",[11,851,852],{},"It may seem super easy, just to set up a few rules and you are good to go. However, working with a large amount of data and continuous training of the algorithms is tricky. Rather than DIY everything, cooperating with more experienced professionals prevents the risk of “breaking it all” and losing your customers to it.",[11,854,855,856,859],{},"We have effectively set up the product ranking and relevant recommendations on category pages for many of our clients and helped them to ",[21,857,858],{},"achieve a 15-27% increase"," in the conversion only a few weeks after implementing the solution. We have been able to customize the solution based on different business needs and continuously improve the solution thanks to testing.",[271,861,862],{"link":273,"button":274},"\nCome to us today and help your customers to find the desired item tomorrow.\n",{"title":194,"searchDepth":277,"depth":277,"links":864},[865,866,869,874,875],{"id":676,"depth":277,"text":677},{"id":697,"depth":277,"text":698,"children":867},[868],{"id":704,"depth":284,"text":705},{"id":744,"depth":277,"text":745,"children":870},[871,872,873],{"id":751,"depth":284,"text":752},{"id":761,"depth":284,"text":762},{"id":768,"depth":284,"text":769},{"id":775,"depth":277,"text":776},{"id":256,"depth":277,"text":257},"Company","\u002Fupload\u002Fcategoryranking-article-cover.webp",{},"\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking","2020-11-06T10:10:50.000+00:00",9.12,"10 min read",[303,462],{"title":661,"description":666},"en\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking","Online market is becoming very saturated and crowded with hundreds of e-shops, and the number is increasing. To keep up with the competition, every internet store must create a unique approach, provide enjoyable shopping and know its customers.","jo4l7QC10gq9zQLNdkKbEgxJz9GV44x0803c8Kv8BkM",1789131822585]