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Similarly, contrast and color draw the attention of the visitors to the contrasting and colorful design elements, like a button, a specific sentence, a title, or a form (Figure 8.9). Many websites now exist to help with color theory and finding the best contra...

A widespread definition of engagement attributed to Forrester is “creating deep connections with customers that drive purchase decisions, interaction, and participation, over time.” Accordingly, the two objectives of the Engage stage are to (1) foster loyalty ...

Figure 10.1 Dropbox, founded by Drew Houston and Arash Ferdowsi, has realized unprecedented growth, as the company is valued in the billions of dollars. (credit: modification of “Dropbox” by Ian Lamont/Flickr, CC BY 2.0) Chapter Outline ...

  Good Day! My name is Emi and I am the pedagogical assistant at Innovatank.  First of all, thank you for joining us in this interview process!    The steps are simple 1. Review the questions in your chapter and Edit them as you wish 2. We will meet i...

  You are Spikeball (see the following video): We want to create co-creation activities along the value chain. Lead Users Who could be lead users? Find two co-creation activities that lead users can part...

Co-creation refers to the joint creation of value by a company and its customers (Prahalad and Ramaswany 2004). Nowadays, most marketing activities can be co-created with consumers, whether those activities be market research, product innovation, advertising c...

Another approach to measuring customer satisfaction and engagement that is widely used is the net promoter score (NPS). Described by the Harvard Business Review as “the one number you need to grow,” NPS is associated with a single, one question survey based on...

RFM, which stands for recency, frequency, and monetary value, is a long-standing analytical method that helps analyze and segment customer behavior based on the recency of their last purchase, the frequency of their purchases, and their monetary value, i.e., h...

Customer lifetime value (CLV) represents a customer’s profitability over their entire relationship with the business. A straightforward way of thinking about CLV is as follows: CLV = average profit per sale (AP) × number of repeat transactions in a period (RT...

Conversion Optimization Based on this week’s chapter, optimize the landing page located at bit.ly/34muGIR. Explain your reasoning. Retargeting and Remarketing Assuming the following path, where could use your retargeting ads? User clicks on ...

Directional cues serve two purposes. First, they help direct visitors’ attention to the elements that are pointed to. Second, they help create a reading pattern for your users to follow (Figure 8.10). Keep in mind that reading patterns should also be supported...

Remarketing (sometimes called list-based retargeting) and retargeting (also called pixel or behavioral retargeting) are forms of targeting that serve ads to specific consumers, albeit differently. Online, you might find varying terms for these two activities. ...

Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well defined, planned paths through which it will go. This idea can be broken down into two main components. First, every conversion is an opportunity for another conve...

Congruence is particularly relevant when designing landing pages, but its driving principles can be used when designing pages throughout a website. According to Unbounce, Congruence refers to The alignment of every landing page element with your single camp...

In an age where fake news is rampant, almost half of Amazon reviews are unreliable (AdAge), and when anybody, anywhere can create an online shop, instilling trust is a key component to making sales. This is especially true for smaller brands that consumers mig...

Ensuring consistency can be supported by practicing message and design matching. Message matching entails repeating the copy or phrasing of your ad or search page result in the webpage where users land. This ensures that the user knows that the page they’ve e...

By consistency, we mean how all the elements of a campaign work together. Ideally, these elements should match. Answering the following questions can help us stay consistent: What was the search that the consumer did that led them to see my ad or search res...

Building structure for clarity is all about making sure the message of a page gets across clearly and quickly. To do so, it is useful to follow basic principles of information and visual hierarchy, where the more important the information, the better positione...

Lastly, whitespace is also a design tool that is useful to draw the attention of visitors to specific webpage elements, as shown in Figure 8.12. Figure 8.12 White Space

LEARNING OBJECTIVES By the end of this section, you will be able to: Describe how businesses use lean startup principles to develop products and test markets Identify how the build-measure-learn method helps companies understand what potential customers...