“The customer is always right.” For over a century since Harry Gordon Selfridge coined it, we’ve been stuck with this platitude, and it can be dangerously wrong for the health of our businesses. It had its place. After all, businesses even today are insanely self-centered, and tend to put themselves and their needs first before…
Caroline asks, “What’s better than Google Analytics to measure what your visitors are actually doing when on your website?” I’ve been playing with the new Microsoft Clarity recently, and it’s not, despite what people say, a Google Analytics killer. It’s a Hotjar killer, or at least a worthy competitor – and it’s free. Watch the…
Stephanie asks, “When it comes to building trust, how do we know what success looks like? How can we measure it?” Trust is a tricky thing to measure because it’s such a core of emotion. If you examine emotional theory, especially things like Plutchik’s wheel of emotions, trust is a fundamental survival emotion. How do…
Summary In today's episode, I break down how to measure brand trust using emotional psychology frameworks and practical data sources. Here's what this means for you. You'll get a concrete roadmap for quantifying trust at every stage of the customer experience instead of treating it as an unmeasurable feeling. You'll also learn these concepts: why…
Summary In today's episode, I break down how marketers can measure whether their content is improving the customer experience by analyzing both halves of the journey. Here's what this means for you. You gain a dual-framework measurement approach that helps you pinpoint which content drives new conversions and which content keeps existing customers loyal and…
John asks, “If the customer journey is different for every person, why bother trying to map it?” The presumption is that the customer journey is a wide open field of possibilities, when it’s more like a densely wooded forest. There are a limited number of rational pathways to conversion, and mapping both the probability and…
Summary In today's episode, I explain why customer journey mapping still matters even though no two buyers follow the exact same path. Here's what this means for you. You can find the handful of rational routes most customers actually take and use them to focus your budget and messaging where it pays off. You'll also…
Summary In today's episode, I walk through diagnosing why a Google Ads campaign delivers strong click-through rates yet fails to produce conversions. Here's what this means for you. You gain a clear framework for separating advertising problems from on-site customer experience failures so you can advise clients with confidence. You'll also learn these concepts: how…
