To Keep Your Customers Keep It Simple free essay sample

Summary of Article Decision Simplicity; what’s the most important thing we can offer potential customers to move them from being interested to actually purchasing our product? The study described in this article suggests that it’s ‘decision simplicity’. The single biggest driver of stickiness, by far, was ‘decision simplicity’- the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity. Researchers from the Corporate Executive Board analyzed results from multiple surveys totaled over 7,000 consumers, as well as interview with hundreds of marketing experts and executives, trying to figure out what makes a product ‘stick’. They looked at over 40 variables, trying to figure out what is most important in the choice of one brand over others. The key wasn’t frequency of interaction with the brand, nor was it price, nor was it the consumer’s initial perception of the brand. We will write a custom essay sample on To Keep Your Customers Keep It Simple or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the end, the purchasing decisions are most influenced by which company makes the decision to purchase simple. The article cites an example of two approaches to selling cameras to web searchers; one firm provides visitors access to extensive information about each of its products, while the other focuses on the user’s needs and steers the user to the most appropriate product. The latter approach would be far more successful in today’s marketplace, say the authors. The study showed that the ‘decision simplicity index’, a measure of ease of accessing the information needed to make decision, was highly predictive of sales success. Brands that scored in the top quarter in their study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to others. That is awfully dramatic. The answer to make customers purchasing decision simple has been described in three parts as follow: 1. Easy navigation – while every site can benefit from obvious paths to desired information, the best sites will attempt to determine consumer intent from information like search terms used by the visitor. If the consumer can be steered directly to information relevant to their stage of the decision process (e. g. initial product research or final product selection), they will be more likely to stay engaged with the site. . Trustworthy Information – Oddly, perhaps, the information consumers find most trustworthy isn’t impressive research or detailed product data. Rather, it’s commentary from other consumers in the form of reviews, descriptions of intended use, etc. If our site lacks this type of content, it may seem less trustworthy even if the brand itself is respected. 3. Ease of weighing options – Choices takes a toll on our brains. Offering consu mers more choices can actually reduce sales. Sometimes, many products are necessary to serve specific needs and market segments. The solution, according to the authors, is to provide an easy way to compare products and quickly find the one that is most appropriate. Authors also pointed that ‘Intuit’ has made a concerted effort in providing easy navigable, trustworthy information and helping customers weight their options in which eventually it makes their purchasing decisions far simpler though no company has fully integrated the three components of a decision simplicity strategy. Lesson Learnt / Conclusion On top of trying too hard to engage with consumers via social media, marketers are generally pushing out too much information, causing people to over-think purchase decisions and making them more likely to change their minds about a product, be less confident in their choices and less likely remain loyal to the brand. For years, we’ve heard about KISS: Keep it simple, Stupid. This study shows that advice is still highly relevant in appealing to the digitally aware consumer. It’s time to stop overwhelming consumers with marketing information and cut through the clutter. We should take an unconventional approach – forget engagement, increase simplicity.

Melting Point Lab Report Essays

Melting Point Lab Report Essays Melting Point Lab Report Paper Melting Point Lab Report Paper I did three mixed melting point trials that resulted in a melting point of 1 ICC to 1 ICC. The melting point range is small, which indicates a relatively pure substance. I did a mixed melting point trial to find out what substance I had. I used Benzene Acid and Ecumenicist because they were the two substances in my melting point range. Just by comparing the characteristics of the two substances to my unknown, I assumed it to be Benzene Acid. My unknown and Benzene Acid had a fine, powdery texture to it, while Ecumenicist looked like crystals. The two mixed melting point range trials infirmed this. Unknown number 18 is Benzene Acid. A possible alternative would be Ecumenicist, because of the close melting points. Another possible alternative is Fluorine, which melts at slightly lower temperatures than my unknown does. Benzene Acid is CHICHI. Its structure is: My percent recovery was 28. 26%. During the dissolving of my unknown, there was still undisclosed solid. This could have led to a smaller percent recovery. If you are not given the solubility data for your compound, then you must test for the solvent required. This is done by mixing the possible solvent and your solid gather and agitating it, heating it, then cooling it. It crystals form, you have your solvent. You dissolve your solid by using a hot solvent, and then cool it down to form crystals. The solution is heated so the solid can dissolve and the filtrate is cooled to lower the solubility, which causes the crystals to form.