We’re quite the opinionated bunch here at Conversio (previously Receiptful). Our core values – as a team and company – are being honest, passionate, independent, curious and a tad rebellious.
The fact that we have strong opinions shouldn’t surprise you. 🙂
Two of our opinions have had a particularly strong influence on the way that we have built Conversio:
- We believe Conversio should always be a marketing tool for marketers, which means everything should just work (at least 99% of the time) without coding and without relying on someone more technical to kickstart things.
- We believe in the benefit of building a suite of (marketing) tools that are all available via the same dashboard.
Today I’d like to dive into that second belief and explain why we think about Conversio in this way.
As an Ecommerce store owner and / or marketer, we see three main benefits from this approach:
- Consistency across multiple channels and tools.
- Convenience by having everything available from one dashboard.
- Accuracy through not having to deal with signal loss when passing data from one place to another.
And the ultimate benefit is what we’d like to describe as 2 + 2 = 5, where you’re able to discover greater value due to the sum of the individual parts being greater than those individual parts.
Before I start sounding way too corporate about this, I’d like to dive into those three benefits and explain how that ultimately leads to this 2 + 2 = 5 result.
Have you ever tried to use multiple marketing tools for various marketing channels without being able to have visual consistency across all of them? Or at least it wasn’t possible without a lot of additional custom work.
Here at Conversio, we primarily use Intercom and Campaign Monitor for the various types of emails that we send. Whilst I’d love for all of these emails to look the same; they don’t, because the cost versus benefit of that means we simply haven’t prioritized this.
If you add to that the dunning emails we send via Churnbuster and all of the custom notifications we send from Conversio itself, you will see quite a visual spectrum of different emails.
We’re not bad at this, but we’re not as consistent as we could be.
The problem for most marketers is ultimately that something like visual and / or brand consistency is never at the top of the priority list, because one’s business can survive without this.
A quick look at the various emails that Warby Parker sends and you can immediately experience the impression that you’re left with when the design, branding and visual impact is consistent across the board. As a customer I can only imagine that I become more inclined to spend more money with you when every e-mail is pixel-perfect and spot-on-brand.
I also think that this consistency stretches beyond just visual consistency, but a consistency in the experience. Since most marketing tactics and techniques are now omnipresent online, most customers and consumers have learnt how they work and what to expect. Whilst there’s a lot of similarities between how different tools work, when they’re made by different companies, their execution and ultimate customer experience will differ.
I’d like to use the example of gathering customer feedback via Conversio. Right now you can do this via any of our emails and when a customer clicks on the link to leave feedback, they will always have a consistent experience regardless from which type of e-mail (i.e. receipt or Follow-Up e-mail) they clicked the link. To take that one step further, when Conversio eventually has the functionality available to capture customer feedback on the website, we’d want the customer to have a consistent experience to the one they had when leaving feedback via an e-mail.
When you’re using different tools for different interactions, customers are simply more likely to get confused which increases the likelihood that they won’t take the action that leads to your desired outcome.
I’m not a gambling man, but I’d like to make a bet here: I bet that you don’t have a single dashboard into which you can log in and get a complete overview of everything that is happening within your business. Right?
I’m not even going to try pretend that Conversio is mature enough to do that for you just yet, but having that centralised, consolidated dashboard is one of the bigger goals to which we’re always working.
I’ve always been the non-technical guy in the companies that I’ve founded (now with Conversio and previously WooThemes), which means that I take on the role of matching longer-term strategic goals with shorter-term operational to do’s. One of my biggest challenges has always been getting the right data in the right way that helps me get the kind of clarity and insight that helps us make better decisions.
I’ve subsequently become an Excel whizz to combine various sources of data to help me along my way, but it’s not always a simple or quick task. (And sometimes it’s not even possible at all.)
By having all of your tools and data sources under one umbrella, you remove the friction of having these things interacting with each other. You thus get better data of which more of it is available via one dashboard, which is hugely convenient.
Convenience in itself though isn’t a great metric of anything or a good reason to do most things. What happens when you translate that convenience into time though?
Imagine having to regularly log into multiple dashboards to see your statistics and reporting. Or just to tweak something about your implementation. Add to that the time involved with the learning curve to be able to maximize your usage of these tools. And oh, remember you’ll need to do some heavy-lifting in Excel to match up all of your various data sources too.
Now compare to doing those same things, but you only had one dashboard, one login and one tool to master. How much time do you save? And how can you now invest that time in another part of your business?
Have you ever played that childhood game where you have to pass a message from one friend to another in a circle? What happens when that message eventually comes back to you? It’s completely mangled and only partially recognisable from the message with which you had started.
A similar thing happens to your data.
I’ll share the experience we’ve had at Conversio with this, because it’s likely a challenge that most marketers have faced.
We currently use Segment that pipes our raw data to a couple of other apps that we use for different things. At the forefront of this, we have Google Analytics, Kissmetrics and Intercom which helps us figure out how we’re acquiring customers and whether they’re getting into the product.
Whilst this setup works well, trying to match the data between these different apps is an impossible task. Not because our setup is bad or because these apps don’t function well (they do), but because everyone handles, stores and showcases data differently.
The challenge is that in many cases the data (from the various apps) seems to contradict each other (or it’s just slightly different) and we’re never sure why that’s the case or which data we should now trust.
Imagine just having all of the functionality from all those apps in one place where there’s one way of handling your data. I’d bet that you’ll have much greater clarity about what’s happening on your store and how you can leverage that insight to improve your performance.
The implication of this however extends beyond just the data, but it can also have a direct impact into how you use that data to interact with your customers.
Here’s two examples of how we can use your consolidated customer data at Conversio to improve customer interactions:
- The first one is pretty obvious… As a customer clicks around your site and views different pages, we’re learning about the products in which they have an interest. Now to double-down on that you’d use our Recommendation widget which accelerates our learning about your customers’ preferences when they click on any recommendations we show them. The same is true when customers are searching for products via our Search widget. So by the time that we’re sending a receipt or a Follow-Up email to those customers, we can use all the data to provide the best recommendations. And there’s a feedback loop in that too where their actions from emails will influence recommendations we show them on the website in future.
- The second example is something we’re working towards, but imagine this… You have a customer who received two Follow-Up emails from you in the past. One email included a discount coupon and the other product recommendations. The customer only acted upon the product recommendations and never used the discount coupon. The next time that customer shops with you, they abandon their shopping cart. Instead of including a discount to incentivize them to complete their purchase, we instead re-engage them by showing them product recommendations, because we know that the discount is unlikely to get the customer to take action.
These things would be incredibly hard to accomplish if you were passing data between multiple apps, because just like our childhood messaging game, somewhere along the communication line, there’s signal loss which affects the quality and accuracy of the data. (We’re by no means perfect in ensuring 100% signal retention, because we do pass data between different stores & engines. Since Conversio manages all of these communications though, we can limit signal loss greatly and keep it to an absolute minimum.)
2 + 2 = 5
I’m pretty sure that you’ve seen the concept of “2 + 2 = 5” mentioned before. All this means is that when you combine two, individual components the combined output (benefit) exceeds the individual components.
That’s exactly what we’re trying to do here at Conversio.
We would like to invite you to start ditching all of your other marketing apps and move that functionality to your Conversio dashboard instead. As we continue to build out Conversio to include tools for all of your customer interactions, we hope that we can eventually be your first-choice partner in helping you build your business through all these various tools and channels.
We’ve made great strides already in building out our suite of available tools. Suffice to say this is only the start and we’ve done very little in terms of our data science thus far. As our available tools mature and grow, we will have more data to eventually use within our machine learning algorithms to just optimize the way you are using Conversio without you having to lift a finger. 🙂
You should thus definitely consider Conversio as your marketing partner of choice, if these things are true about you:
- Our existing Premium tools already intrigues you.
- You are excited about our upcoming product roadmap.
- The goal of having greater consistency, convenience and accuracy in your marketing is important to you.
If that sounds like you, consider kickstarting your free, 14-day trial of Conversio (previously Receiptful) Premium. Or send us an e-mail for more information.
Have any questions or comments that you’d like to share about this post? Hit us up at firstname.lastname@example.org. Can’t wait to hear from you!