OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.

The importance of your branded website design

–  On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. (Source: Nielsen Norman Group)

– The authors found that[inlinetweet prefix=”” tweeter=”” suffix=””] the Back button is now only the 3rd most-used feature on the Web[/inlinetweet].

-Clicking hypertext links remains the most-used feature, but clicking buttons (on the page) has now overtaken Back to become the second-most used feature. 

Visitors only read 20% of your web page
  • Nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017) 
  • 94% of customers read online reviews (Fan and Fuel, 2016)
  • 93% of local consumers use reviews to determine if a local business is good or bad (BrightLocal, 2017)
  • 72% of customers don’t take action until they have read reviews (Testimonial Engine)
Consumer reviews can make or break brands and retailers

KEY TAKEAWAY: Research continues to show that management’s biggest concern when it comes to marketing is “where did the money go?”. In other words “what did the money we gave marketing actually do?”. Too many marketing dollars are wasted on vanity metrics that don’t do a thing for bottom line business objectives.

The 3 words every marketing person should ask before doing anything