For some companies it is difficult to generate ROI models for marketing initiatives. This is especially true for organizations with very well established sales channels. When this is the case, it can make sense to understand the role of marketing initiatives in lead nurturing and sales assistance. Extractable will often dive into the data to see if there are trends in how marketing affects the following areas:
- Higher Lead to Customer Conversion Rates: Do prospects and/or leads that are exposed to or interact with marketing convert at higher ratios than leads that do not interact with marketing initiatives?
- Faster Sales Cycles: Do leads that interact with marketing initiatives convert in fewer calendar days than leads that do not interact with marketing?
- Higher Quality Leads: Are leads that interact with marketing converting at higher dollar amounts both at the initial engagement and over the lifetime of a customer?
Often, companies are not integrating data from their CRM and their marketing tracking which can make data gathering challenging. In the strong majority of cases this effort is worth it. Extractable often finds that marketing has a quantifiably significant impact on the conversion and quality of leads and therefore has a defined value during the sales cycle. The largest benefit for this type of data gathering initiative is finding which channels and which types of marketing are the most influential during the sales cycle.
Our latest launch has been a fun one to see come to fruition. The assignment? Develop a rich, user-centric website for a multitude of targets, that showcases a cohesive brand story for one of the largest IT solution providers in the U.S.
Once again the EXTRACTABLE team rallied around the challenge. Presidio was looking to invigorate and unify it’s company’s web presence after rounds and rounds of mergers and acquisitions. A big player in the IT world with over 2000 IT professionals, operating out of 50 offices across the United States, Presidio caters to a wide set of clients such as CTOs, IT Managers, System Techs, and many more. It was up to us to give them a fresh new site and meet the needs of their main goal: to provide a site experience that catered to all targets – a thorough UX solution was needed. Presidio also wanted a strong web presence that could stand out above competition and bring about cohesion for all the acquired companies. The site needed to represent them accurately as a large, stable and professional organization.
It was also important to the Presidio team to keep their site content fresh and updated in the fast moving IT environment. The previous site was not easily updated by the web team within the company. EXTRACTABLE developed a platform that would allow for this. The new CMS platform allows non-technical members to directly edit content on the site while still maintaining a consistent look and feel. The project took 4 months to design and develop and should provide visitors with a truly engaging experience. We enjoyed collaborating with our Presidio clients and hope they love the results as much as we do. Thanks to everyone involved! Visit Presidio.com
Extractable just launched an exciting new digital platform for GECU (Greater El Paso Credit Union), one of El Paso Texas’s largest and most respected financial institutions. GECU is in the business of helping people help each other – something they’ve being successful at for over 80 years. Given the brands rich history and scale within the community we saw an opportunity to celebrate their key defining characteristic in a creative way… by using local people and the iconic settings of the area.
To maximize this concept, we created a new design that features custom photography that acts as both the hero content and the background. The design and photography was carefully crafted to work perfectly across all screen sizes – all the way up to 2560×1440 – while maintaining a full bleed, seamless experience. We had approached the photo shoot differently to make this happen, capturing the primary action in the center, spacing for promotional messaging, and adding beautiful scenery that spanned wide along the edges. It wasn’t easy but the results where worth the extra effort creating a true connection between local customers and local settings. www.mygecu.org is a truly beautiful experience. Have a look!
Every UX designer’s dream is to work with a client that can clearly communicate their goals and objectives. So when I was told we would be working on the redesign of International Association of Business Communicators (IABC), I had to pinch myself.
The IABC—a global network of communication professionals—is committed to improving organizational effectiveness through strategic communication. Established in 1970, the IABC serves more than 14,000 members in 70 countries and 100 chapters. And with that kind of reach, they need a digital solution that really delivers.
Although we’re currently just wrapping up discovery and moving into the initial strategy phases, we’re already considering some of the following features and functionality for the new IABC.com:
- Personalized site experience based on interests and roles
- A more simple, intuitive navigation
- Enhanced, faceted search
- Increased user interaction, including user ratings/reviews, user-contributed content and more robust forums
- Stronger social media integration, including easy sharing of content
- Unified process for submitting awards applications
- Streamlined profile management coupled with enhanced CRM
- Added synergy between IABC.com and chapter sites
As IABC’s digital agency of record, we’re committed to building a digital platform that will become the premier resource for business communicators around the world.
At Extractable we love using data to inform all aspects of a project. Over the last couple of months we have decided to make data a vital part of the décor within the office. We’ve put several of our dashboards on display around the office as well as created many dashboards to be viewed on the iPads, Minis, and iPhones for the project teams – keeping us informed on our client’s analytics in real time.
In partnership with Newport, Extractable developed Newport’s new mobile version of the plandestination.com website. The new site gives retirement and executive benefit plan participants the ability to quickly and conveniently view important account information from their mobile device.
Participants can view account balances, personal performance, statements, past and pending transactions, and investment portfolio details. In addition, the site offers a consolidated view across multiple retirement and benefit plans.
The new mobile experience is compatible with the leading devices and platforms, including Apple, Android, and Blackberry.
Members can access the site directly by entering the plandestination.com URL into their smartphone.
The Extractable team just returned from the exciting Forrester Customer Experience Forum in L.A. where we met and shared stories with many attendees. Conversations were centered around the customer scenarios and challenges that many companies are facing today. As one attendee stated, ”while a very important part of managing customer experience is understanding our customers, it’s really only half the battle.”
We found that many companies are working to improve the experiences for customers, but they are lacking in the tools and processes needed to do this consistently and rigorously. We also found that many companies are banking on analytics that may prove to be misleading.
What was most exciting about the conference was the passion shared by the attendees for improved CX and one thing became clear: In a customer-led universe, many companies are currently fighting to play catch-up. Now, more than ever, digital marketers need to shift the paradigm and rethink their digital strategy and approach. The future of their brands may depend on it.
Extractable Booth - Forrester CX Forum West 2012
We are working on a fun mobile financial site then enables customers to view the performance of their investments from any mobile device. The secure site provides users with a variety of tools for charting, comparing, and analyzing various retirement strategies and investments.
As we started to design the various types of charting functions the strategy team asked some important questions around horizontal vs vertical layouts and scrolling pages vs accordions which show/hide important functions. We looked at the available research on mobile site usage and while we did find some good data to inform the designs, we didn’t feel it was conclusive. We decided that we needed to track some data in this space. I worked with Ian to create a custom set of tracking tags in Google Analytics to answer the following questions.
- How many times a user changes orientation during a session?
- Are there pages that a user prefers to view horizontally vs vertically?
- Are there some pages that a visitor changes orientation multiple times because they cannot get the right dimensions?
- How often does a session start in one orientation (i.e. vertical) and then end in another (i.e. horizontal)?
- Are there specific devices (i.e. iPad vs iPhone) that cause visitors to be more picky about their orientation?
- If we utilize space saving features such as accordion menu/functions, will visitors utilize them?
We implemented the tracking on the mobile site and are now tracking the data. We are anxious to see a good data set to better understand these types of behaviors on mobile sites. If you would like a copy of the tracking code, please feel free to email me (first initial + last name @ Extractable.com).