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How to Create a Model of Your Customer’s Mind

(This article was originally published in the MarketingExperiments email newsletter.)

Marketer, you know you have a good product. In fact, it’s exceptional. And you need to get this message out to as many people as possible in the most effective way.

So, you have a message you are trying to communicate with prospective customers. But determining exactly how to articulate that message in a way that resonates with your visitors is not easy. But it is EXTREMELY important — because you only have a few seconds to capture their attention before they click away to another page. And then you must be able to sustain interest throughout the entire buy process.

To get your message right, it would certainly help if you could see into the customer’s mind, observing their thought processes while visiting your webpage. Then you could answer these questions: What do they like? What confuses them? What motivates them to even look at your page? What causes them to buy from you? Or NOT buy from you. What is it on your page that made them click away and buy elsewhere?

Since you can’t read minds, you have to develop a customer theory about their thoughts and actions. In other words, you need a predictive model of your prospective customer’s decision process.

In this replay of an interactive YouTube Live session, MECLABS Managing Director Flint McGlaughlin discusses customer theory and how you can achieve an advantage over your competitors by aggregating the results of thorough testing and other methodologies into a cohesive understanding of what matters to your customers and how they make choices.

As you watch the video, you can follow along with this free infographic that illustrates the steps in creating a predictive model of your customer’s mind.

Get the Infographic: How to Create a Model of Your Customer’s Mind

Related Resources

The Marketer as Philosopher: 40 brief reflections on the power of your value proposition

Marketing Swipe File Bundle: Transformative discoveries from 73 valid marketing experiments

A Model of Your Customer’s Mind: 21 charts and tools that have helped capture more than $500 million in (carefully measured) test wins.

The post How to Create a Model of Your Customer’s Mind appeared first on MarketingExperiments.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Our keyword tool is updated periodically. We recently updated it once more.

For comparison sake, the old keyword tool looked like this

Whereas the new keyword tool looks like this

The upsides of the new keyword tool are:

  • fresher data from this year
  • more granular data on ad bids vs click prices
  • lists ad clickthrough rate
  • more granular estimates of Google AdWords advertiser ad bids
  • more emphasis on commercial oriented keywords

With the new columns of [ad spend] and [traffic value] here is how we estimate those.

  • paid search ad spend: search ad clicks * CPC
  • organic search traffic value: ad impressions * 0.5 * (100% - ad CTR) * CPC

The first of those two is rather self explanatory. The second is a bit more complex. It starts with the assumption that about half of all searches do not get any clicks, then it subtracts the paid clicks from the total remaining pool of clicks & multiplies that by the cost per click.

The new data also has some drawbacks:

  • Rather than listing search counts specifically it lists relative ranges like low, very high, etc.
  • Since it tends to tilt more toward keywords with ad impressions, it may not have coverage for some longer tail informational keywords.

For any keyword where there is insufficient coverage we re-query the old keyword database for data & merge it across. You will know if data came from the new database if the first column says something like low or high & the data came from the older database if there are specific search counts in the first column

For a limited time we are still allowing access to both keyword tools, though we anticipate removing access to the old keyword tool in the future once we have collected plenty of feedback on the new keyword tool. Please feel free to leave your feedback in the below comments.

One of the cool features of the new keyword tools worth highlighting further is the difference between estimated bid prices & estimated click prices. In the following screenshot you can see how Amazon is estimated as having a much higher bid price than actual click price, largely because due to low keyword relevancy entities other than the official brand being arbitraged by Google require much higher bids to appear on competing popular trademark terms.

Historically, this difference between bid price & click price was a big source of noise on lists of the most valuable keywords.

Recently some advertisers have started complaining about the "Google shakedown" from how many brand-driven searches are simply leaving the .com part off of a web address in Chrome & then being forced to pay Google for their own pre-existing brand equity.


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