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SearchLove San Diego 2015 | Scott Edwards, 'Optimizing for Delight'

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SearchLove San Diego 2015 | Scott Edwards, 'Optimizing for Delight'

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We're digital marketers. We think in terms of CTRs and CPAs. But that's only half the equation. Marketing doesn't have to be a boring endeavor. By optimizing for delight, we can turn digital experiences into human ones. In this session you'll see how Simple brings humanity to an inhuman industry: banking, and how you can do so in your own marketing. Let's talk about the emotion behind the numbers.

We're digital marketers. We think in terms of CTRs and CPAs. But that's only half the equation. Marketing doesn't have to be a boring endeavor. By optimizing for delight, we can turn digital experiences into human ones. In this session you'll see how Simple brings humanity to an inhuman industry: banking, and how you can do so in your own marketing. Let's talk about the emotion behind the numbers.

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SearchLove San Diego 2015 | Scott Edwards, 'Optimizing for Delight'

  1. 1. – CO P Y M AT T E R S .T U M B L R .CO M “One of the biggest challenges they face is gaining users trust. You’re putting your actual money into them, so every single thing they do needs to feel incredibly safe and reassuring.”
  2. 2. Optimizing for Delight
  3. 3. Wut?
  4. 4. Stop playing by other’s rules
  5. 5. Stop playing by other’s rules Start making our own
  6. 6. 1. Earn trust
  7. 7. 1. Earn trust 2. Build relationships
  8. 8. 1. Earn trust 2. Build relationships 3. Profit
  9. 9. Tactic: First Impressions
  10. 10. What is your first impression? 
 How can you make it awesomer?
  11. 11. Tactic: Building Relationships
  12. 12. How do friends say thank you?
  13. 13. These are all hand made
  14. 14. These are all hand made But it’s possible to automate
  15. 15. Customer Support #1 NPS driver
  16. 16. Examine your last 20 tweets/emails: Are you robot, or human?
  17. 17. Tactic: Leverage Delight
  18. 18. https://fj.simple.com/r?i=4435893d&click_type=aclk
  19. 19. https://fj.simple.com/r?i=4435893d&click_type=aclk
  20. 20. https://fj.simple.com/r?i=4435893d&click_type=aclk https://www.huffingtonpost.com/article-url
  21. 21. +33% CTR ~20% Requested Invite
  22. 22. Leverage your last 5 testimonials Use them to make new relationships
  23. 23. Tactic: Don’t be boring
  24. 24. Turn boring moments into highlights
  25. 25. Tactic: Just answer the question
  26. 26. Do you answer their basic question in 30 seconds or less?
  27. 27. Tactic: Unique Content Propositions
  28. 28. What unique insight do you have to share?
  29. 29. Tactic: Delight like Google and Facebook
  30. 30. Make a $250 budget for Restaurants in October
  31. 31. *removed for PDF* “Hello”
  32. 32. How can you thrive in a instant answer world?
  33. 33. First impressions Building relationships Don’t be boring Contribute something unique Act bigger than you are
  34. 34. These aren’t just tactics
  35. 35. These aren’t just tactics We’re building real, strong relationships with customers
  36. 36. No algo change can take that away
  37. 37. @scottedwards

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