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Overall Rating: 3.7
Pro’s: Absolutely cracking buffet.
Con’s: Some talks were thinly veiled attempt to tell their services.
Suggestions: Focus less on selling and more on educating the audience.
Would I attend the next Creating The Ultimate Customer Journey Roadshow: Yes.
Mixing Digital hosted a free conference in Manchester to help businesses give their customers the best experiences possible. The conference looked at both the internal and external factors which can affect the customer’s journey and how to boost your Return on Investment (ROI).
Subjects covered during the talks included hosting, hybrid technology, review technology, and a whole host of other factors which can affect your customer. The event itself managed to be free due to its sponsors from the companies Rackspace, SLI Systems, Feefo, dotMailer, and Vaimo.
First up was Mike Bainbridge from the hosting providers Rackspace, who were here to talk about, surprise surprise, hosting.
Mike explained that hosting in this modern age is now seen as a commodity, like electricity or water. So, if we are provided with a slow service, our reaction is equal to that if we had no hot water.
When it comes to customer and clients, there are three main elements that will attract them towards your brand:
The better these elements are, the higher your conversion optimisation will be, the happier your customers will be, and the more successful your business will be.
Quite honestly, I didn’t gain much knowledge from Mike’s talk. Most of his points came down to common sense. Although, I did like his explanation of hosting as a commodity, which I think is very true in our modern age. At least Mark gave us a warning his talk wasn’t going to be glamorous.
Robin Carlsson, the UK manager for Vaimo, held a talk that focused on the mobile revolution, about how it has affected us and how we need to react to it. Robin’s talk was my favourite from the day.
Here are the key points from Vaimo’s talk:
Robin’s talk was full of new information, in particular, the amount of e-commerce traffic on mobiles was eye opening. He stressed the importance of responsive sites and, as an impatient person who mostly browses the internet through a mobile, I can wholeheartedly agree. I’m still shocked when large companies don’t have responsive sites, as they’re cutting off half of their market!
Apart from being funny and attention grabbing, David’s talk offered a lot of insight into gaining customers, making their journey easier and giving them what they want. David’s main points included:
David’s talk was not only useful but packed full of actionable information for his audience. His 404 page and search terms advice made me realise how important a smooth customer experience actually is. I’d recommend checking out David’s slides as there’s lots more information there.
Stewart demonstrated that the customer should always be in the forefront of our minds when it comes to our brand. We need to help them interact with us, gain their trust and be personal. His main points included:
Stewart demonstrated that transparency may highlight unhappy customers, but it is key to building trust in the long run. It’s how you deal with those customers that counts.
Paul Squires made a very convincing argument as to why it is so beneficial to have reviews or testimonials from previous happy clients and customers on your website. These were his main arguments:
I am a convert. Not only did Paul convince me of the power of customer reviews, he reminded me that embedding Tweets from customers onto a website is a great way to persuade potential customers. A review, whether it’s good or bad, can completely change a customer’s buying journey.
George Loannou covered A/B multivariate testing and how it can benefit your company. He also discussed why type of content should be shown to visitors from various referral points. His main takeaways included:
The subject of A/B testing was completely new to me, so it’s safe to say George’s presentation taught me a lot. I’d never considered the amount of thought that goes into small details, such as the colour of a buying button.
Here is the full slide deck from George’s presentation: George’s Slides
One of my favourite presentations of the day came from Tim Beaver, who covered the subject of content and how it can be used to increase the discoverability of your brand, and why it’s so good for SEO. Here are his main points from the closing talk:
From a subject I knew nothing about, to a subject I’d like to consider myself well versed on, Tim’s talk helped me brush up on my content marketing knowledge. He tied together the subjects of SEO and content marketing together and threw in a few facts to convince businesses on the power of content.
Even though most of the presentations and talks themselves were tailored towards e-commerce sites, lots of the information given was certainly applicable to service-based brands and their online presence.
Apart from having to put up with a few sales pitches from some of the presenters, it was an enjoyable day which Nuttersons learned some valuable information from. The venue, in particular, was great, and who can forget that beautiful, beautiful buffet. Free steak is all I’m saying.
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