There are days, most of them, really, when I wish I could carry Gerry McGovern around in my pocket. He’s just so spectacular at cutting to the chase when it comes to consumer interactions and the web.
So, why don’t more organizations get usability? Because they often measure the wrong things. Like satisfaction, engagement, interaction, relationships, loyalty. So much marketing and branding hyperbole.
“Feeling overwhelmed, consumers want support – not increased marketing messages or “engagement” – to more quickly and easily navigate the purchase process,” Corporate Executive Board (CEB) stated in a study it published in 2012. “Brands that help consumers simplify the purchase journey have customers who are 86 percent more likely to purchase their products and 115 percent more likely to recommend their brand to others.”
In a study of 7,000 consumers, CEB found that only 20% want a relationship with a brand. In a study by Havas Media in 2013, over 90% of Western consumers said they wouldn’t care if most brands disappeared. Brands and marketing has a hugely inflated view of how important they are in the lives of customers. It’s time to get real.
“Our research indicates that the impact of simplifying purchase decisions for consumers is four times stronger than the favored marketing strategy of engagement and is the number one driver of likelihood to buy,” said Patrick Spenner, managing director at CEB.
P.S. — Read that first paragraph of his again. Now again. And again until it’s memorized.