THE DIGITAL EXPERIENCE AUDIT

How Do Your Customers Respond to Your Marketing?

 

The days of weekly newsletters, overly promotional ads, and generic “sales” being promoted on websites are behind us. In this day and age your customer needs to know that you recognize them as an individual. If you are using your various marketing channels to blast the same message over and over, to everyone, in hopes it will eventually land, you are doing it wrong.

I can surface any shortcomings and help you to double-down on the things that do work with an audit unlike any other.

 
AUDIT ME PLEASE
 

63% of consumers are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.

- Marketo

 

Are You Annoying Your Customers?

 

That question might seem blunt, but that’s the world we live in now. As an online retailer, this is your reality — more so than any other industry.

And to be clear, “generic ad messages” doesn’t just mean the ad banners you might see on random websites; it’s talking about all of the messaging you put in front of your audience regardless of the medium. Whether you’re promoting a sale on your website, via an email blast, social ad, or search ad, people are growing tired of the mass-communication style of marketing with the mostly irrelevant messaging.

And to be absolutely clear, just because you are making sales through various channels doesn’t mean everyone loves you. The real question you should be asking yourself is, “how many opportunities are being missed because of my generic messaging?”

Does your store fall into that statistic? If you can’t answer that question with a very confident “No!” then I encourage you to keep reading.

Well, How Do You Know Where You Stand?

Don’t you just hate the industry giants sometimes, with their gi-normous marketing departments, bottomless budgets, and overall ability to throw ungodly amounts of money at their marketing initiatives? Yea, me too, but not for the reasons you may think.

They end up setting a standard for customer expectations with all of those resources. A standard that, in turn, gets applied to every business regardless of how big or small it is. And make no mistake, when it comes to their personal experiences, customers are expecting to be treated as individuals — not a mass monolith.

Just like a typical personal relationship, if you don’t treat the person on the other end of it like you value them as much as they value you, they will find that reciprocity somewhere else. Is that what you want? I’m sure it’s not.

So, how do you know you’re not doing this, even if it’s unintentional?

You Don’t Have to Be a Statistic

It is possible for you to get a glimpse of your brand from your customers’ perspective and gain that level of clarity on how your communications with them are resonating. When we are so close to the business, and our customers, sometimes it can be difficult to see the forest for the trees — which is why an outside perspective can be so valuable.

Imagine having the clarity of knowing what parts of your messaging are helping you and parts are harming you. Imagine having the foundation of a continuous feedback loop in place so you know when things work and things don’t. Lastly, imagine knowing how to respond to said feedback so you don’t repeat the same mistakes over and over.

The good news is there are strategies that can be adopted with tactics that can be executed to give your messaging more relevancy so you don’t have to be a statistic, and my this audit will not only help clarify for you exactly where you sit on this spectrum but how to position yourself on the positive side of it.

 
 

My Digital Experience Audit Will Show You the Way

 

This is a single-purchase, one-time engagement where I do a complete analysis of your marketing stack, messaging, and traffic sources (this is very important). I can also “mystery shop” your competitors to give you the inside scoop on how you stack up against them. The outcome of this audit is a comprehensive report that will highlight what you’re doing well, any gaps in your technology stack and/or messaging, and recommendations that could provide both immediate and long term successes.

So what exactly does that mean for you? It means you’ll get actionable insight into the following:

 

Your Technology

More specifically, the 3 largest contributors to your personalization stack:

– eCommerce Platform
– Email Service Provider
– Analytics Software (Google Analytics)

This is purely an analysis of the setup and configuration of these 3 tools, no more no less. The result of the said analysis will be a checklist of items highlighting any missed opportunities do due to misconfigurations and any areas that are exactly as they should — in other words, you’ll get clarity on the configuration of the 3 most important tools in your technology stack.

Your Funnel

The websites with the best conversion rates are the ones with a very specific Journey outlined for their customers in the form of a sales/marketing funnel. Parts of it may be automated and others may be manual, but ultimately they have a very specific process in place to help shepherd their customers toward their desired actions. This analysis is of that process, how you are leveraging your toolkit (technology stack) to properly segment your customers and communicate the right messaging at the right time. This breakdown of the 3 major stages of your funnel (TOFU, MOFU, and BOFU) will result in a checklist of items highlighting all the things you are doing well, as well any missed opportunities due to messaging misalignment with the individual Customer Journey — or in other words, you’ll get clarity on whether or not you’re presenting the right messages at the right time, on the right mediums.

Your Traffic

Knowing where your traffic is coming from is one of the best things you could ever know about a given visitor as it’s a very strong signal that shows intent. When you’re able to speak to your visitors intent that’s when conversions being to significantly increase, and more importantly brand loyalty significantly increases. Your top traffic sources will be analyzed for congruency against the subsequent pages on your site being visited. When visitors show up to your site is the experience what they expect it to be? The answer to that question could have significant ramifications on your bottom line. This analysis will answer that question for you while highlighting what is currently working in your favor as well as any missed opportunities due to the customer’s unmet expectations.

Your Competition

What kind of competitive analysis have you done? I would be willing to bet that you have an opportunity to step out in front of your competitors with more relevant and targeted messaging that would resonate more with your customers. Or, thinking about the inverse of that. What if you do, in fact, fall into that statistic and your competitor(s) don’t? I can tell you in full confidence, if that’s the case then you are currently losing (regardless of the sale you’re making) and have some grounds to make up. For this analysis, I will mystery shop your competition to provide a full breakdown of their marketing funnel as well as highlight their top traffic sources to give you an opportunity to expand your reach.

“How Do I Know this is Right for Me?

 

That’s a great question because the reality is, this isn’t for everyone. In fact, I would take it a step further and say it’s only for a select few. If any of the following scenarios are applicable to you this is definitely for you.

Need to Clarify Assumptions from the Free Report

You’ve spoken with my assistant, Siphon, via Facebook Messenger and have been given a high-level analysis on how I could potentially help you. Whether you took the result provided by Siphon or continued onto the next step and opted to have me send you a detailed report of said result, the proposition is loaded with assumptions (which are outlined in the report). If you are looking to turn those assumptions into facts, this audit is for you.

Also, if you have no idea what free report I’m referring to, let me direct your attention here.

Need to “Date” Me Before Making a Commitment

Let’s just put the cards on the table, the things I’m talking about on this site may sound good but you and I have never met each other (unless we have, at an event of some sort) and that gives you a lot of angst about engaging in a partnership with me for an indefinite amount of time. That would make me a bit uneasy as well.

You need to get comfortable with me (and I with you, if we’re putting all the cards out), I get it. What better way to do that then a quick — 2-week or less — project that gives us an opportunity to feel each other out and really gives me the opportunity to demonstrate my mastery.

What do you have to lose?

Need a Quick Win

Even if you’re not looking to engage with me long term, which is absolutely ok by me, every level of this audit will net you a quick win of some sort. Perhaps a comprehensive audit will surface some things you can do yourself to add some increment revenue to your bottom line. Hearing that my guidance has steered you in the right direction gives me just as much of a rush as doing the work for you and seeing it first-hand.

Or, if it is a situation where you don’t feel like you can currently afford ongoing, done-for-you, automation at this time then some of these wins could get you to the point where it is affordable.

You’re going to get tired of all the winning (sorry, couldn’t resist).

 


If they get personalized offers or discounts, 63% of Millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.

- Salesforce

Audit Packages to Fit Your Needs

 

The audit is structured in a way that will allow you to be as comprehensive as you need. If you just want to make sure your foundation is strong then a technology stack audit (the bronze package) may be all you need; but if you want ultimate clarity and direction, knowing how you stack up against your competitors may be what’s best for you as each one builds on the previous.

 
PLATINUM
  • Email Checkup
  • eCommerce Checkup
  • Google Analytics Checkup
  • Trigger Capture
  • Goal Alignment
  • Messaging Alignment
  • Measurement Recording
  • Backlink Traffic Analysis
  • Organic Traffic Analysis
  • Paid Traffic Analysis
  • Competitor Triggers
  • Competitor Messaging
  • Competitor Traffic Analysis

    Turnaround
    10 Business Days

$1,599

GOLD
  • Email Checkup
  • eCommerce Checkup
  • Google Analytics Checkup
  • Trigger Capture
  • Goal Alignment
  • Messaging Alignment
  • Measurement Recording
  • Backlink Traffic Analysis
  • Organic Traffic Analysis
  • Paid Traffic Analysis
  • Competitor Triggers
  • Competitor Messaging
  • Competitor Traffic Analysis

    Turnaround
    7 Business Days

$849

SILVER
  • Email Checkup
  • eCommerce Checkup
  • Google Analytics Checkup
  • Trigger Capture
  • Goal Alignment
  • Messaging Alignment
  • Measurement Recording
  • Backlink Traffic Analysis
  • Organic Traffic Analysis
  • Paid Traffic Analysis
  • Competitor Triggers
  • Competitor Messaging
  • Competitor Traffic Analysis

    Turnaround
    5 Business Days

$699

BRONZE
  • Email Checkup
  • eCommerce Checkup
  • Google Analytics Checkup
  • Trigger Capture
  • Goal Alignment
  • Messaging Alignment
  • Measurement Recording
  • Backlink Traffic Analysis
  • Organic Traffic Analysis
  • Paid Traffic Analysis
  • Competitor Triggers
  • Competitor Messaging
  • Competitor Traffic Analysis

    Turnaround
    3 Business Days

$349

 

Should you decide to engage in my done-for-you personalization campaigns within 30-days of the audit being completed, the cost of the audit will be subtracted from your first month.

Also, note that the Platinum package includes an analysis of up to three (3) of your direct competitors.

 
 

How Does This Audit Work?

 
 

Schedule the Call

After You Reach Out…

The first thing you’ll need to do is fill out the form below. Once that has been completed I will follow up with you providing details about the immediate next steps. The email will contain links to my calendar so you can book the engagement call, and to the proposal as well as where to pay.

Engagment Call

On The Engagement Call…

We will discuss any final questions you may have and any additional information I may need from you, including (but not limited to) how I’m going to access any and all tooling that I need access to and so forth. We will also discuss the expected turnaround time for the audit as the clock does not start ticking on the noted turnaround times mentioned above until I have everything I need.

All Done!

At the End of the Audit…

You will be provided with the appropriate report (as mentioned above) that matches the package you selected and, for up to 15 business days after delivery, will have the opportunity to hop back on the phone with me to go through it. This will allow me to make sure you get maximum value out of the audit while allowing you to ask any questions you may have about details mentioned within it.

Read to Get Started?

You’re almost there, clarity is at your fingertips! All you have to do is take this final step of submitting a couple pieces of information and I will follow up with next steps soon thereafter. We could be rolling on this by tomorrow!