RECENT INSIGHTS
By now, ski resort operators know the truth: Around 70% of all online shopping cart transactions are abandoned. That number reaches 80% for tablets and 85% for mobile devices; the smaller the screen, the bigger the bounce. And while there’s no specific cart abandonment rate for ski resorts, there’s every reason to assume that they’re […]
The rising tide of apprehension about AI tells us that 75%+ of consumers are skeptical about placing their trust in AI-enabled experiences. Including chatbots. Sure, AI-powered chatbots are evolving rapidly and doing a better job than their predecessors. But let’s not forget that consumer expectations of customer service have never been higher, and brands need […]
Despite persistent reports that the human attention span is in freefall, marketers still use long-format content on their websites. Some examples: Brutally long lists of 15 bullets or more. Explainer videos longer than 5 minutes. 57-slide presentations. 10-step purchase processes. Deadly dull downloadable documents. Marketers, there’s nothing wrong with deep content – users will engage […]
More than 75% of consumers are troubled by the threat of AI “misinformation” (Forbes), which explains why brands are voicing concerns about AI shaking consumer trust in content authenticity. The bad news: erosion of consumer trust in website content is a threat to website conversion rates. The good news: marketers can send signals that build […]
What is Threads? Released on July 5, 2023 by Instagram, “Threads offers a new, separate space for real-time updates and public conversations.” On initial launch it has created a lot of buzz, with over 100 million new users joining in the first week. Threads makes it easy: Account setup is fast and simple, just use […]
It’s well known that FQHCs have a patient base that’s 20% uninsured. But no one talks about the fact that 20% of FQHC patients have private insurance, a number that has grown in recent years. Maybe the growth in private pay consumers is happening because FQHCs outperform private practice physicians on many quality-of-care criteria. The […]
Something happens to consumers when a website asks them for something, whether it’s payment, personal information, or anything of value. Typically, people pump the brakes. Example: Online shopping cart abandonment is nearly 70%. The point: Requiring a visitor to share their email address, create an account or password, enter a credit card number, or subscribe […]
If you’re a content marketer, you’re probably familiar with this dynamic. Your data shows that targets will click through to the content you’re offering, engage it, read it, watch it, maybe even share it….and never buy a thing from you. After a while, it’s easy to get disillusioned: You’re clearly successful at getting awareness and […]
While the dialogue between ChatGPT and the marketing world continues to evolve, it’s a good time to note that some age-old principles are still in effect, namely GIGO aka Garbage In, Garbage Out. If you ask a stupid question, you know what to expect in return. And if you ask ChatGPT (or any AI platform) […]
If you’re monitoring multiple digital ad campaigns in Google Ads, chances are that you will want to change automated bid strategies – maybe shifting from maximizing clicks to maximizing conversions, for example. After you shift bid strategy, ad performance overall goes downhill. Suddenly and steeply. Google calls this “minor performance fluctuations.” But when digital ad […]