[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fmichael-weir":3},{"name":4,"url":5,"description":5,"avatar_urls":6,"acf":8,"social":186,"head_links":187,"breadcrumbs":174,"posts":191,"pages":169,"head":1538},"Michael Weir","",{"24":7,"48":7,"96":7},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":9,"full_bio":10,"specialist_service_links":11,"photo":37,"page_content_modules":93,"hero":170},"Director, Head of DX","\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[12,28],{"page":13,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-04-08 14:27:30",0,"\u002F?page_id=24873","page","0","raw","\u002Fdigital-experience\u002F",{"page":29,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},24848,"2023-09-19 15:52:10","Behavioural Science","behavioural-science","2025-03-13 14:51:11","\u002F?page_id=24848","\u002Fdigital-experience\u002Fbehavioural-science\u002F",{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":54},34235,"Michael-Weir","Michael-Weir.png",551425,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&q=90","\u002Fmichael-weir\u002F","12","michael-weir","inherit","2025-08-13 13:26:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[94],{"acf_fc_layout":95,"reduced":96,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":97,"posts":98},"author_posts",true,"Michael Weir’s posts",{"data":99,"pages":169},[100,113,128,139,149,159],{"type_key":101,"title":102,"excerpt":103,"to":104,"postedAt":105,"readingTime":106,"image":107,"authors":108,"category":111},"post","Experimentation at scale: Building an agile approach to UX and Digital Experience","\u003Cp>No one knows exactly how many experiments are taking place on the internet. Still, anyone who works in digital marketing can tell you that it’s a lot. With the proliferation of AI, that number is only going to increase as the cost of entry and the skill required to launch an experiment decrease.  In 2017, […]\u003C\u002Fp>\n","\u002Fblog\u002Fexperimentation-at-scale-ux-digital-experience\u002F","2025-09-24T10:03:17",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[109],{"name":4,"image":110},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":17},"\u002Fblog\u002Fcategory\u002Fdigital-experience\u002F",{"type_key":101,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":119,"authors":120,"category":125},"Email Marketing: The Definitive Guide","\u003Cp>Email marketing has been used by businesses since the early days of the internet, offering a direct method of communicating with customers that can yield a great return on investment. As the digital world has developed, an oversaturation of marketing emails has made it harder for brands to cut through the noise. Marketers are also […]\u003C\u002Fp>\n","\u002Fblog\u002Femail-marketing\u002F","2024-10-25T09:51:42",30,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121,122],{"name":4,"image":110},{"name":123,"image":124},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":126,"name":127},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":101,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":106,"image":133,"authors":134,"category":136},"Creative Testing and Experimentation – Tailored Ads, UGC, and stakeholder buy-in [Video]","\u003Cp>Did you know that creative is responsible for 86% of sales lift in digital ads? Isabella and Mike explore the importance of high-quality tailored creative in the digital advertising space. Isabella discusses several approaches and helpful tools for creating high-performing ads, focussing on testing and experimentation. Ready to start working with a leading Performance Creative […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreative-testing-and-experimentation\u002F","2025-07-22T09:58:43","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FTMMS_Video_Isabella_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":4,"image":110},{"to":137,"name":138},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":101,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":148},"Optimising website performance with a total testing approach to digital experience and SEO [Video]","\u003Cp>Impression’s Head of Behavioural Science, Mike Weir and Head of SEO Performance, Charlie Norledge explore how siloed departments can cause challenges for digital teams when it comes to creating optimal digital experience for users. Charlie explores why better communication is required between teams to create an integrated approach to SEO and digital experience, as sometimes […]\u003C\u002Fp>\n","\u002Fblog\u002Foptimising-website-performance-total-testing\u002F","2024-08-30T08:55:39",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":4,"image":110},{"to":137,"name":138},{"type_key":101,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":158},"Website heat maps: Definition, examples and analysis","\u003Cp>Heat maps provide valuable insights about your website, opening up opportunities to analyse how real users are engaging with your pages and content. With the ability to pinpoint elements that are performing well – as well as those that are underperforming – you can use website heat maps to fuel your conversion rate optimisation (CRO) […]\u003C\u002Fp>\n","\u002Fblog\u002Fheat-maps\u002F","2024-08-28T13:23:15",24,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Flse-library-_mn9oGqeWRA-unsplash-2.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":110},{"to":137,"name":138},{"type_key":101,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":164,"image":165,"authors":166,"category":168},"Navigating changes in customer behaviour and improving user experience [Video]","\u003Cp>Join Impression’s experts Mike Weir and Yas Burchill as they explore the challenge of changing consumer behaviour online over the last 5 years. Yasmin notes that impulse buying may not be as common as it once was and that the customer journey has grown. This has led to changes in how we create digital marketing […]\u003C\u002Fp>\n","\u002Fblog\u002Fcustomer-behaviour-user-experience\u002F","2024-08-23T10:18:45",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Yas_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[167],{"name":4,"image":110},{"to":137,"name":138},"2",{"type":171,"style":172,"title":173,"heading":4,"intro":10,"services":11,"breadcrumbs":174,"photo":55,"social":186},"author","dark","Meet the Team",[175,178,181,184],{"path":176,"name":177},"\u002F","Home",{"path":179,"name":180},"\u002Fabout\u002F","About Us",{"path":182,"name":183},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":185,"name":4},null,{"twitter":5,"linkedin":5},[188],{"rel":189,"href":190},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmichael-weir\u002F",[192,508,780,972,1162,1353],{"id":193,"date":194,"date_gmt":194,"guid":195,"modified":105,"modified_gmt":105,"slug":197,"status":18,"type":101,"link":104,"title":198,"content":199,"excerpt":202,"author":203,"featured_media":204,"comment_status":19,"ping_status":19,"sticky":201,"template":5,"format":205,"meta":206,"categories":208,"collections":210,"coauthors":211,"class_list":213,"acf":221,"head_links":222,"breadcrumbs":223,"url_path":104,"search_description":207,"featured_image_urls":230,"authors":265,"type_nicename":276,"reading_minutes":106,"category":277,"yoast_title":102,"yoast_meta":279,"yoast_json_ld":333,"_links":459},34658,"2025-09-23T15:00:36",{"rendered":196},"\u002F?p=34658","experimentation-at-scale-ux-digital-experience",{"rendered":102},{"rendered":200,"protected":201},"\n\u003Cp>No one knows exactly how many experiments are taking place on the internet. Still, anyone who works in digital marketing can tell you that it’s a lot. With the proliferation of AI, that number is only going to increase as the cost of entry and the skill required to launch an experiment decrease. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2017, Mark Zuckerberg highlighted that there are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.entrepreneur.com\u002Fscience-technology\u002Fwhy-mark-zuckerberg-runs-10000-facebook-versions-a-day\u002F294242\">10,000 versions of Facebook Live\u003C\u002Fa> at any given time, which was a key factor in driving its advantage. But as volumes increase, there will be a challenge to the quality of experimentation. Not just in their production but also in the value they deliver.  \u003C\u002Fp>\n\n\n\n\u003Cp>There’s a debate about whether to design experiments to win (achieve a positive commercial outcome) or to learn. But wise experimenters know a good program does both. If competitive advantage comes from innovation, then it stands to reason that companies that learn faster will outperform those that lag behind.\u003C\u002Fp>\n\n\n\n\u003Cp>As experimentation grows, new challenges emerge. These include unwieldy research repositories full of insights that are never used, rapidly growing QA, recurring bugs, and the difficulty of building the right team to deliver experiments. Digital marketing is now facing the same scaling challenges that engineering has dealt with for years.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"engineering-a-solution\">Engineering a solution\u003C\u002Fh2>\n\n\n\n\u003Cp>Enter Taiichi Ohno, Chief Engineer at Toyota, considered the father of the “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.lean.org\u002Flexicon-terms\u002Ftoyota-production-system\u002F\">Toyota Production System\u003C\u002Fa>”, which sought to build processes and ways of meeting the challenges of production and engineering at scale.\u003C\u002Fp>\n\n\n\n\u003Cp>He is widely credited with creating the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.lean.org\u002Fthe-lean-post\u002Farticles\u002Fthe-eight-wastes-of-lean\u002F\">D.O.W.N.T.I.M.E. model\u003C\u002Fa> aimed at reducing waste in engineering, each letter standing for:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Defects\u003C\u002Fli>\n\n\n\n\u003Cli>Overproduction\u003C\u002Fli>\n\n\n\n\u003Cli>Waiting\u003C\u002Fli>\n\n\n\n\u003Cli>Non-utilised talent\u003C\u002Fli>\n\n\n\n\u003Cli>Transportation\u003C\u002Fli>\n\n\n\n\u003Cli>Inventory\u003C\u002Fli>\n\n\n\n\u003Cli>Motion\u003C\u002Fli>\n\n\n\n\u003Cli>Excessive processing\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In this article, we will explore the model and how it can be adapted to help address the challenges of scaling experimentation production. As Inventory is tied more closely to engineering and manufacturing, for this case, we will be looking at inventory and overproduction as similar concepts for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">Digital Experience\u003C\u002Fa> and experimentation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"defects\">Defects\u003C\u002Fh2>\n\n\n\n\u003Cp>Defects impact time, money, customer and stakeholder satisfaction. There are numerous ways in which defects can occur. As we scale, we generate more ideas and redirect our experimentation programs into new directions. The number of defects will start to increase. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-defects\">Examples of defects\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Poor quality control at the production level\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of understanding of the experimentation tooling\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of proper documentation\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of process standards\u003C\u002Fli>\n\n\n\n\u003Cli>Not understanding your customers’ needs\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of knowledge of the test environment \u003C\u002Fli>\n\n\n\n\u003Cli>Lack of understanding of core statistical concepts \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Have a dedicated QA within the team and ensure that proper checklists are completed by both the experiment producer and the QA person within the team.\u003C\u002Fli>\n\n\n\n\u003Cli>Adequate training is delivered through both learning tools and hands-on sessions to ensure that people know how to set up and run experiments effectively.\u003C\u002Fli>\n\n\n\n\u003Cli>Map out the experimentation process end-to-end. Produce documentation on how to execute key processes. \u003C\u002Fli>\n\n\n\n\u003Cli>Create checklists for the development and QA teams. \u003C\u002Fli>\n\n\n\n\u003Cli>Run regular stakeholder workshops and gather customer data to understand pain points and opportunities for improvement. \u003C\u002Fli>\n\n\n\n\u003Cli>Establish a basic training of statistics concepts that marketers are likely to come across, and build this into the team.\u003C\u002Fli>\n\n\n\n\u003Cli>Establish an experimentation centre of excellence and a knowledge base to help teams across the marketing department and business run practical experiments. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"overproduction\">Overproduction\u003C\u002Fh2>\n\n\n\n\u003Cp>This can be seen in research repositories, which are full to the brim with insights that won’t see the light of day. Experimentation ideas are being designed before they are signed off. Producing too many solutions to a single problem and generating multiple variations for an experiment when one could stagger the experiments, thereby reaching a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.investopedia.com\u002Fterms\u002Fs\u002Fstatistically_significant.asp\">statistically significant\u003C\u002Fa> outcome more quickly. Running more experiments than the website’s traffic can handle. Overproduction misuses marketers’ valuable time and increases complexity.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-overproduction\">Examples of overproduction \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Unreliable process\u003C\u002Fli>\n\n\n\n\u003Cli>Unstable production schedules\u003C\u002Fli>\n\n\n\n\u003Cli>Inaccurate forecast and website traffic information \u003C\u002Fli>\n\n\n\n\u003Cli>Customer needs are not clear\u003C\u002Fli>\n\n\n\n\u003Cli>Poor automation\u003C\u002Fli>\n\n\n\n\u003Cli>Long or delayed set-up times\u003C\u002Fli>\n\n\n\n\u003Cli>Larger or more complex experiments can, in moderation, be a good thing, but they use lots of resources, and if they fail, the learning is more sparse\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Analyse the current backlog and areas of overproduction, and then fix the supporting processes.\u003C\u002Fli>\n\n\n\n\u003Cli>Create checkpoints in the production process, which means that specific steps only happen once others have been completed. \u003C\u002Fli>\n\n\n\n\u003Cli>Conduct A\u002FA tests to understand traffic behaviours and reporting. \u003C\u002Fli>\n\n\n\n\u003Cli>Understand the bandwidth of a website and conduct a sample size analysis to understand how many experiments a website or test environment can support. \u003C\u002Fli>\n\n\n\n\u003Cli>Create feedback loops and checklists, and utilise elements such as brand guidelines and atomic design to establish replicable UI patterns. \u003C\u002Fli>\n\n\n\n\u003Cli>Review automations and test different scenarios. Create automation and process flows to make sure that dependencies are clearly identified. \u003C\u002Fli>\n\n\n\n\u003Cli>Create a list of dependencies that could lead to delays or complex setups. Design workarounds and fallbacks in layers of sign-off. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"waiting\">Waiting\u003C\u002Fh2>\n\n\n\n\u003Cp>This can include people, materials and software. Anything that incurs a cost or retainer, regardless of usage. Underutilisation can lead to increasing costs and encourage an increase in burst activity, which is typically higher under pressure and can result in defects when corners are cut. It can also increase pressure to obtain results, thereby increasing the likelihood of bias in analysis. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-waiting\">Examples of waiting \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Unplanned downtime or Idle equipment\u003C\u002Fli>\n\n\n\n\u003Cli>Long or delayed set-up times\u003C\u002Fli>\n\n\n\n\u003Cli>Poor process communication\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of process control\u003C\u002Fli>\n\n\n\n\u003Cli>Producing according to a forecast\u003C\u002Fli>\n\n\n\n\u003Cli>Idle equipment\u003C\u002Fli>\n\n\n\n\u003Cli>Holding experiments waiting to go live. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Consider flexible resources, like freelancers.\u003C\u002Fli>\n\n\n\n\u003Cli>Consider multifunctional tooling and training teams across the business about the benefits of increasing adoption. \u003C\u002Fli>\n\n\n\n\u003Cli>Having multi-skilled experimentation practitioners who can switch between tasks as needed. For example, designers with front-end development skills. \u003C\u002Fli>\n\n\n\n\u003Cli>When unplanned downtime occurs, have internal improvement workstreams that focus on processes, internal story, or marketing.  \u003C\u002Fli>\n\n\n\n\u003Cli>Set clear timelines and collaborate with teams across the test environment to prevent experiments from becoming stalled. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"non-utilised-talent\">Non-Utilised Talent\u003C\u002Fh2>\n\n\n\n\u003Cp>This occurs when potential employee talent fails to be utilised effectively. This can occur due to organisational structure or culture. Talent can fail to reach its full potential due to a lack of training, opportunities, and effective leadership. It can be caused by over-stretching talent or assigning tasks to the wrong team member. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-non-utilised-talent\">Examples of Non-Utilised Talent\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Poor communication\u003C\u002Fli>\n\n\n\n\u003Cli>Failure to involve people in workplace design and development\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of or inappropriate policies\u003C\u002Fli>\n\n\n\n\u003Cli>Incomplete measures\u003C\u002Fli>\n\n\n\n\u003Cli>Poor management\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of team training\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Create maps and skill compendiums to track which team members are proficient in certain areas. \u003C\u002Fli>\n\n\n\n\u003Cli>Build redundancy into the team so that if a team member is unavailable, production doesn’t grind to a halt. \u003C\u002Fli>\n\n\n\n\u003Cli>Hold regular workshops with stakeholders and team members to involve them in the system design process.\u003C\u002Fli>\n\n\n\n\u003Cli>Regularly review processes and operational procedures to ensure they are fit for purpose. \u003C\u002Fli>\n\n\n\n\u003Cli>Set SMART objectives for team members to help them grow and advance experimentation within the company.\u003C\u002Fli>\n\n\n\n\u003Cli>Ensure that team members receive basic training in essential skills for experimentation, such as statistics, UX principles, and project management.\u003C\u002Fli>\n\n\n\n\u003Cli>Ensure 360 reviews for team members, including management. \u003C\u002Fli>\n\n\n\n\u003Cli>Provide management with KPIs and values that encompass performance, progression and team satisfaction. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transportation\">Transportation\u003C\u002Fh2>\n\n\n\n\u003Cp>This is less of a consideration of the digital age, but still worth consideration for larger experimentation teams. The costs associated with physical office space and the location of the teams can impact the productivity level of an experimentation team. For example, differences in time zone and the distance to the client’s offices can all factor in. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-transportation-waste\">Examples of transportation waste\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Poor time management\u003C\u002Fli>\n\n\n\n\u003Cli>Poor design of production systems\u003C\u002Fli>\n\n\n\n\u003Cli>Mismatch of cultural fit\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Clear schedules and timetables taking into account time zones and complexity. \u003C\u002Fli>\n\n\n\n\u003Cli>Map dependencies across different geographies and build systems that allow cues to form, so that as team members log in, their actions are clearly defined and in actionable positions. \u003C\u002Fli>\n\n\n\n\u003Cli>When hiring team members and scoping work, understand the organisation’s needs and customers’ expectations. Hire staff that fit the overall culture. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"motion\">Motion\u003C\u002Fh2>\n\n\n\n\u003Cp>For digital, this is unnecessary back-and-forth between stakeholders, team members, and customers. The more work goes back and forth, the more time, money, and resources are spent on moving experiments around without gaining any benefits, thereby stifling innovation. There are, of course, some traditional motion considerations, such as arming the team with the right tech stack and equipment to make their jobs easier and reduce analysis time, for example.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-motion-waste\">Examples of Motion waste\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Poor production planning\u003C\u002Fli>\n\n\n\n\u003Cli>Poor process design\u003C\u002Fli>\n\n\n\n\u003Cli>Shared equipment and machines\u003C\u002Fli>\n\n\n\n\u003Cli>Siloed operations\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of production standards\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Manage the research and experimentation stack carefully to prevent duplication and redundancy in tooling. \u003C\u002Fli>\n\n\n\n\u003Cli>Identify areas where waste loops can be created in processes and implement checkpoints and countermeasures to mitigate them. \u003C\u002Fli>\n\n\n\n\u003Cli>Ensure that you have the necessary tools and training to operate technology effectively and efficiently.\u003C\u002Fli>\n\n\n\n\u003Cli>Build a bridge at different stakeholder and accountability levels between the customers and the delivery teams to allow for clear communication and feedback to be actioned. \u003C\u002Fli>\n\n\n\n\u003Cli>Utilise checklists and quality assurance effectively to remove defects. Build lists of known development issues and client preferences to reduce and catch defects. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"excessive-processing\">Excessive processing\u003C\u002Fh2>\n\n\n\n\u003Cp>A poorly designed process causes this and can be related to management and administrative issues. Think of this as experiments that go back and forth between stakeholders, attempting to get sign-off, or between the client and the agency. Going around in circles or creating roadblocks in the process will stifle innovation and kill good ideas before they ever reach the live environment. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"examples-of-excessive-processing\">Examples of excessive processing\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Poor communication\u003C\u002Fli>\n\n\n\n\u003Cli>Not understanding your customers’ needs\u003C\u002Fli>\n\n\n\n\u003Cli>Human error\u003C\u002Fli>\n\n\n\n\u003Cli>Slow approval process or excessive reporting\u003C\u002Fli>\n\n\n\n\u003Cli>Lack of confidence in stakeholders or customers\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"actions-to-take\">Actions to take \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Establishing a common language around experimentation terms, such as “winner” and “loser”, can create challenges based on culture and increase risk, advising or blinking patterns of behaviour. \u003C\u002Fli>\n\n\n\n\u003Cli>Establish a straightforward process from the start with stakeholders and agree on how long sign-off should take and the number of rounds of amendments that should be allowed.\u003C\u002Fli>\n\n\n\n\u003Cli>Train and educate team members to minimise human error. Install a QA to help catch mistakes in areas where they are most likely to occur, such as web development. \u003C\u002Fli>\n\n\n\n\u003Cli>Ensure that reports are concise and to the point. State the hypothesis, the key metrics examined, the analysis, the supporting evidence, and the outcome \u002F next steps in as clear and succinct a way as possible. \u003C\u002Fli>\n\n\n\n\u003Cli>Building trust with stakeholders and customers requires transparency and accountability. People want to understand what will happen and why.  \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As experimentation programs mature and become more advanced, numerous ways can arise in which waste can start to creep into experimentation, hampering outputs and reducing innovation and financial impact. Managing waste using frameworks is a great way to enhance experimentation processes. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Map the experimentation process and work on refinement based on where backlogs and defects are occurring.\u003C\u002Fli>\n\n\n\n\u003Cli>Workshop to understand internal stakeholder and customer needs to build processes that work across the organisation and testing environments.\u003C\u002Fli>\n\n\n\n\u003Cli>Establish basic training in elements like UX and statistical analysis that are key skills in the experimentation process.\u003C\u002Fli>\n\n\n\n\u003Cli>Create clear documentation that explains the experimentation process so that anyone across the organisation could understand it. \u003C\u002Fli>\n\n\n\n\u003Cli>Use checklists to make sure that key quality assurance process are being completed at each stage. Tailor these over time based on the experimentation workflow.\u003C\u002Fli>\n\n\n\n\u003Cli>Prioritise experimentation programs based where they will drive the most commercial impact and strategic learnings.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As a follow-up to this blog, I recommend taking a look at the M.I.N.D.S.P.A.C.E framework if you’d like to learn more about psychology and user behaviour in marketing. Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002F10-ways-to-improve-website-performance-based-on-behavioural-science\u002F\">webinar\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fbloomreach-the-perfect-partnership\u002F\">white paper\u003C\u002Fa>, and if you have any questions, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":103,"protected":201},157,34661,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":102,"_yoast_wpseo_metadesc":207,"inline_featured_image":201,"footnotes":5},"Explore the DOWNTIME model and how it can be adapted to help address the challenges of scaling experimentation production for DX and UX.",[209],327,[],[212],261,[214,101,215,216,217,218,219,220],"post-34658","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-experience",[],[],[224,225,228,229],{"path":176,"name":177},{"path":226,"name":227},"\u002Fblog\u002F","Blog",{"path":112,"name":17},{"path":185,"name":102},{"thumbnail":231,"medium":233,"medium_large":235,"large":237,"1536x1536":241,"2048x2048":243,"post-thumbnail":245,"12_col":247,"default_landscape":249,"default_portrait":251,"6_col_and_margin_short":253,"11_col_and_margin":255,"9_col_rectangle":257,"11_col":259,"staff_image_696_600":261,"rectangular_thumbnail":263},{"url":107,"width":232,"height":232},640,{"url":234,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=110&q=90&w=200",{"url":236,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=420&q=90&w=768",{"url":238,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":242,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=841&q=90&w=1536",{"url":244,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1121&q=90&w=2048",{"url":246,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":248,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":250,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":252,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":254,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":256,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":258,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":260,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":262,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":264,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fa-c-qDNVpKajag0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[266],{"id":203,"path":267,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":268},"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F",{"job_title":9,"full_bio":10,"specialist_service_links":269,"photo":274},[270,272],{"page":271,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":273,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":275},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63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As the digital world has developed, an oversaturation of marketing emails has made it harder for brands to cut through the noise. Marketers are also increasingly facing issues surrounding spam prevention and data protection, which must be carefully considered to ensure successful and ethical marketing practices.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these challenges, email marketing remains an important channel for many businesses, and advancements like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">marketing automation\u003C\u002Fa> have made it easier for brands to personalise email campaigns to increase sales and nurture customer loyalty. However, getting the best results out of your marketing emails requires patience, a clear strategy, and ongoing improvements, which can be difficult to implement alongside the many responsibilities that come with managing a business.\u003C\u002Fp>\n\n\n\n\u003Cp>In this definitive guide to email marketing, we’re going to cover all the essential topics, explaining what email marketing is, exploring the different types of marketing emails, and sharing practical tips from Impression’s in-house experts. If you’re looking for something specific, you can use the links below to head straight to it:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-email-marketing\">What is email marketing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#types-of-marketing-emails\">Types of marketing emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#newsletters-list\">Newsletters\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#promotional-emails\">Promotional emails?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#promotional-emails\">Lead nurturing emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#abandoned-cart\">Abandoned cart emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#welcome-emails\">Welcome emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#milestone-emails\">Milestone emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#reengagement-emails\">Re-engagement emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-should-you-use-email-marketing\">When should you use email marketing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-run-successful-email-marketing-campaigns\">How to run successful email marketing campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-define-your-email-marketing-goals\">1. Define your email marketing goals\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-plan-different-types-of-campaigns\">2. Plan different types of campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-build-targeted-email-lists\">3. Build targeted email lists\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-plan-personalised-marketing-emails\">4. Plan personalised marketing emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-invest-in-email-marketing-automation\">5. Invest in email marketing automation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-analyse-your-competitors-marketing-email-activity\">6. Analyse your competitors’ marketing email activity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-experiment-to-optimise-email-marketing\">7. Experiment to optimise email marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measuring-success-in-email-marketing\">Measuring success in email marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#open-rate\">Open rate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#click-through-rate\">Click-through rate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conversion-rate\">Conversion rate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bounce-rate\">Bounce rate?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#unsubscribe-rate\">Unsubscribe rate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#campaign-roi\">Campaign ROI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#optimising-email-marketing-campaigns-for-engagement\">Optimising email marketing campaigns for engagement\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#using-engaging-multimedia-to-capture-attention\">Using engaging multimedia to capture attention\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#building-psychological-principles-into-your-email-marketing-campaigns\">Building psychological principles into your email marketing campaigns?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#introducing-interactive-elements-to-your-marketing-emails\">Introducing interactive elements to your marketing emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#running-a-b-tests-on-your-messaging\">Running A\u002FB tests on your messaging\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-future-of-email-marketing\">The future of email marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ai-in-marketing-emails\">AI in marketing emails\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bimi-and-standardised-email-authentication-protocols\">BIMI and standardised email authentication protocols\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sophisticated-personalisation-technology\">Sophisticated personalisation technology\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#data-privacy-and-ethical-concerns\">Data privacy and ethical concerns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#an-evolving-technology-landscape\">An evolving technology landscape\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advanced-interactivity-and-dynamic-content\">Advanced interactivity and dynamic content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#level-up-your-email-marketing-with-impression\">Level up your email marketing with Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ready to get started with an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">email marketing automation agency\u003C\u002Fa>? For a free consultation, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-email-marketing\">\u003Cstrong>What is email marketing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Email marketing is a form of direct marketing that businesses use to connect with an audience through legitimately acquired contact details. While many would consider the email marketing definition to only cover communications promoting products and services, messages sharing industry insights or providing news updates can also be used to build a successful email marketing strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Marketing emails are best used as part of a wider digital marketing strategy, allowing different elements to come together across multiple platforms and touchpoints. A curated email marketing campaign can benefit from support from a well-maintained \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital marketing strategy\u003C\u002Fa>, including \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and PR campaigns for content generation, and paid media advertising for accelerated list growth. Effective email marketing campaigns will help to further support your existing messages, boost brand awareness, and build trust.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"types-of-marketing-emails\">\u003Cstrong>Types of marketing emails\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are many different types of marketing emails, each contributing to a brand’s wider business goals in their own ways. Using a variety of these different forms of messaging can help you to build stronger relationships with your audience, encourage customer loyalty and encourage more sales. \u003C\u002Fp>\n\n\n\n\u003Cp>There are several types of email marketing that your brand could explore, including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#newsletters-list\">Newsletters\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#promotional-emails\">Promotional emails\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#lead-nurturing\">Lead nurturing emails\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#abandoned-cart\">Abandoned cart emails\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#welcome-emails\">Welcome emails\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#milestone-emails\">Milestone emails\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#reengagement-emails\">Re-engagement emails\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"newsletters-list\">Newsletters\u003C\u002Fh3>\n\n\n\n\u003Cp>Newsletters have been a popular form of B2C communication since before the days of the internet. However, the advancement of technology has made it quicker and easier for businesses to keep in touch with their customers. Newsletters are used in email marketing as a method of keeping customers warm, gently reminding them of a brand while offering interesting or useful information.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fnewsletter\u002F\">Impression’s bi-weekly digital marketing newsletter\u003C\u002Fa> incorporates fresh blog content, free guides and invitations to our webinars. This helps us to provide ongoing value that encourages people to remain on our mailing list, keeping us fresh in their minds while displaying our expertise in all areas of digital marketing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"promotional-emails\">Promotional emails \u003C\u002Fh3>\n\n\n\n\u003Cp>Promotional emails are one of the most common emails most people think of when they think of email marketing. These are the types of communications designed to advertise products, services and content. Just like putting a flyer through a person’s letterbox, this is a very direct form of marketing.\u003C\u002Fp>\n\n\n\n\u003Cp>With the advancement of technology, brands can now deliver promotions to customers almost instantaneously, making them a powerful tool for a wide range of industries, from e-commerce and retail to tourism and hospitality. These types of marketing emails include new product launches, seasonal sale announcements, discounts and more.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"promotional-emails\">Lead nurturing emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Lead nurturing emails are designed to encourage casual browsers to convert. Different brands, industries and email marketing campaigns will have different definitions of a conversion. (A ‘conversion’ could be making a purchase, filling out a contact form, downloading an ebook, signing up for an account, or any number of other business goals.)\u003C\u002Fp>\n\n\n\n\u003Cp>A common example is offering an interactive quiz on your website helping customers to decide between multiple products. After answering the questions, the user is prompted to enter their email address, which will be used to deliver the results. This not only provides a useful service by guiding the customer towards the best product for their needs, but also allows you to obtain their email address, along with key insights about their purchasing needs to customise future marketing emails. \u003C\u002Fp>\n\n\n\n\u003Cp>Additional educational and supporting content can be delivered to the recipient until either the content series expires, or the consumer makes a purchase. Post-purchase email flows include ideas such as quick additions prior to dispatch, or follow-ups and cross-sells in the cases of ecommerce businesses.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"395\" height=\"738\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fimage.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30570\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An email sharing our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fthe-marketing-landscape-in-2024\u002F\">marketing landscape white paper\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"abandoned-cart\">Abandoned cart emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Cart abandonment refers to instances where a customer has added items to their cart but not completed the purchase. It’s a key tactic for some ecommerce brands, and reducing cart abandonment will help to boost revenue. There are many reasons for cart abandonment, including unexpectedly high shipping costs, payment processing errors, or the customer simply getting distracted during checkout. \u003C\u002Fp>\n\n\n\n\u003Cp>Abandoned cart emails advise customers that their purchase is incomplete, but also show them what they were planning to buy. Sometimes a polite reminder is enough, and can help you to recapture the attention of impulse buyers. If you’re looking to further incentivise them, you might consider offering a discount or free shipping if they check out within the next 24 hours.\u003C\u002Fp>\n\n\n\n\u003Cp>Broadly, cart abandonment challenges can fall into two categories; technical errors and mismanaged consumer expectations as they progress through the journey. Learn more about how our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa> services could help your business. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"welcome-emails\">Welcome emails\u003C\u002Fh3>\n\n\n\n\u003Cp>A common email marketing practice is to send a welcome message when a customer signs up to a website, makes a purchase or performs other key actions related to conversions. As well as providing confirmation of their purchase or membership, this offers a streamlined and unobtrusive way to share a little more information, add reassurance, and begin to promote additional sales opportunities.\u003C\u002Fp>\n\n\n\n\u003Cp>You can use a welcome email to explain more about your brand’s offering, provide useful contact information for any enquiries, or encourage additional purchases by including a discount code. A welcome email is also a great way to start developing a rapport and reinforcing the brand message and USPs. This is particularly beneficial for industries that rely on trust and building personal connections, such as legal or (in some cases) financial services.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"milestone-emails\">Milestone emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Milestone emails are automated messages that are sent to customers on specific dates or occasions. Essentially, this type of marketing email capitalises on an organic excuse to get in touch. This could be the anniversary of a product purchase, a subscription renewal, or even a discount coupon sent ahead of the customer’s birthday.\u003C\u002Fp>\n\n\n\n\u003Cp>This type of email offers great opportunities for personalisation, allowing your brand to develop a more human relationship with customers. You can use them to remind customers of the value of a product or service and encourage them to continue using it, or offer an incentive to make another purchase, leave a review, or refer your brand to a friend.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reengagement-emails\">Re-engagement emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Re-engagement emails are usually sent to customers who haven’t interacted with your company in a while. They’re useful to refresh the memory of lapsed customers, reminding them of your brand, its offerings, and the benefits they can enjoy by engaging with you.\u003C\u002Fp>\n\n\n\n\u003Cp>This type of email should only be sent to unengaged subscribers, and could harm your customer relationship if sent to those who are already active or otherwise already receiving other email flows from you. Metrics such as the length of time since their last purchase and email open rates can help you identify which subscribers to focus on. You can then create tailored re-engagement email campaigns to target each of these metrics. \u003C\u002Fp>\n\n\n\n\u003Cp>Learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdemystifying-rfm-segmentation-analysis\u002F\">RFM Segmentation\u003C\u002Fa> if you think this type of email flow could support your email efforts. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"when-should-you-use-email-marketing\">\u003Cstrong>When should you use email marketing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Promotional emails are not the only way to connect with your audience. In fact, there’s an argument to be made for using them sparingly to avoid fatigue, which could encourage recipients to unsubscribe. A customer’s email address, and their marketing permissions and consent, is a valuable commodity, so it’s important not to waste it. Instead of pushing too hard to make a sale, use a mix of different email marketing techniques tailored to different audiences and stages of the customer journey.\u003C\u002Fp>\n\n\n\n\u003Cp>Email campaigns are a great way to build loyalty, helping to increase the lifetime value of each customer. For example, contacting a customer a couple of weeks after a purchase and asking for a review prompts them to reflect on the value of your products and services. If they return to your website to write a review, they may make an additional purchase during their visit. Similarly, sending an email thanking them for their purchase along with a discount code or details of a loyalty scheme encourages repeat custom in the short and long term, respectively.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking to improve customer engagement, a re-engagement email marketing strategy could be beneficial. As well as helping you to win back customers, it also gives uninterested recipients the opportunity to unsubscribe from your marketing emails. This helps you to maintain a healthy subscriber list, which can improve open rates and conversion rates, boosting the effectiveness of your campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>Another powerful use of email marketing is in conjunction with a ‘lead magnet’, such as offering a white paper or ebook download in exchange for an email address. This provides the opportunity to send a targeted email campaign in line with the download’s content or user intent. For example, if you share a guide to payroll for small businesses, you might choose to follow this up with a series of emails detailing actionable tips, or introducing your business’ payroll services.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"808\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FwvIDUw9o-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30579\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Impression’s downloadable \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fguide-to-media-effectiveness-measurement\u002F\">media effectiveness white paper\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-run-successful-email-marketing-campaigns\">\u003Cstrong>How to run successful email marketing campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Like any other form of marketing, running a successful email marketing campaign takes time, patience and a strategic approach. Avoid common mistakes like sending the same email to every person on your mailing list, wasting time on manual email tasks, and failing to personalise your messaging to the recipient. Let’s explore some top tips for email marketing success.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-define-your-email-marketing-goals\">1. Define your email marketing goals\u003C\u002Fh3>\n\n\n\n\u003Cp>The first step is perhaps the most vital, and that’s to define exactly what you’re looking to achieve with the overall campaign. Marketing emails can be used to support a wide range of business goals and scenarios, but it’s important to focus on one thing at a time. Trying to target too many goals at once will dilute the message, leading to less effective outcomes. It will also make it harder to figure out which elements of an email are performing well, and which require attention.\u003C\u002Fp>\n\n\n\n\u003Cp>Separate goals require their own discrete campaigns. For example, if you’re looking to boost sales, focus on promotional emails, or if you’re looking to tidy up your mailing list, consider segmentation and re-engagement emails. Remember to benchmark your performance before launching your campaign, so you’ve got something to compare the results against.\u003C\u002Fp>\n\n\n\n\u003Cp>In terms of measurement, understand the attributable value your email marketing campaign is giving you and set growth KPIs from this based on increased investment. One of the benefits of email marketing when it comes to marketing measurement is that you already know the recipients, so it makes for a great channel for experimentation in your measurement methodology. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-plan-different-types-of-campaigns\">2. Plan different types of campaigns\u003C\u002Fh3>\n\n\n\n\u003Cp>Consider your own email inbox. Do you feel frustrated when it’s full of emails from brands trying to get you to buy something? So do your customers. Plan different campaigns to run in tandem, as this will offer variety and prevent recipients from losing interest. Broadly speaking, marketing emails can be broken into three classifications: transactional, relational and promotional.\u003C\u002Fp>\n\n\n\n\u003Cp>Transactional emails are those that relate to a purchase, such as a receipt, order confirmation or shipping confirmation. Relational emails are those designed to build a relationship with your audience, such as welcome emails, newsletters and surveys. Promotional emails are those that encourage purchases, such as a new product launch, sale announcement or discount code. Try to create a mix of these different types of marketing emails, but don’t forget to focus them on your overall business goals.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-build-targeted-email-lists\">3. Build targeted email lists\u003C\u002Fh3>\n\n\n\n\u003Cp>For each type of campaign, it’s important to build targeted email lists to ensure that your communications are sent to the most appropriate audiences. It’s often a good idea to create separate lists for different types of products and services that you offer. For example, an estate agency might use separate email lists for people looking to rent or to buy, as their needs and areas of interest will be different.\u003C\u002Fp>\n\n\n\n\u003Cp>One way to do this is to use email sign-up forms to add the address to the relevant list as it’s collected. This could be either by implementing separate sign-up forms or by using one with a tick box system for users to select which subject they’re interested in. You can also use an existing customer relationship management (CRM) database and filter your list to achieve the same effect, although this may be more time-consuming.\u003C\u002Fp>\n\n\n\n\u003Cp>Sending the same message to everybody can feel confusing and impersonal, which can lead to prospects unsubscribing. For example, a brand selling men’s and women’s clothing would split its customers into these two groups, while a national chain of restaurants might segment its customers by geographic location.\u003C\u002Fp>\n\n\n\n\u003Cp>When utilising more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmodern-data-stack\u002F\">modern CRM and CDP systems\u003C\u002Fa>, many of your segmentation challenges can be solved through automation. For example, with systems that also include web pixels, segments can be built based on your customers’ behaviour. Systems that can integrate all (or many) of your customer interactions with you can also build out segments based on past behaviours, such as purchases, enquiries or product returns. Always investigate the full capabilities of your email marketing automation system and utilise it to the best of your abilities. \u003C\u002Fp>\n\n\n\n\u003Cp>As well as these basic forms of segmentation, more advanced methods such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdemystifying-rfm-segmentation-analysis\u002F\">RFM analysis\u003C\u002Fa> can help you to drill even deeper into your audience, creating ultra-targeted campaigns to increase effectiveness. RFM refers to recency, frequency, and monetary value, which provide pivotal insights into customer behaviour, engagement and value.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-plan-personalised-marketing-emails\">4. Plan personalised marketing emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Adding personalisation to your marketing emails can help to increase engagement and drive sales. Rather than being a generic message sent to everyone on your list without consideration, tailored marketing emails feel more personal, strengthening customer relationships. Focusing on topics and products that are relevant to the individual will make them more likely to stay signed up to your emails and convert.\u003C\u002Fp>\n\n\n\n\u003Cp>Personalisation ranges from very basic tactics such as using a [name] customer attribute field to populate the customer’s name into the email to using audience segmentation and curated email lists to deliver fully tailored messaging and offers. With the right tools and a clean, up-to-date customer database, you can produce highly personalised communications that will yield great results. \u003C\u002Fp>\n\n\n\n\u003Cp>Some platforms also allow you to go even further than just mass targeting relevant cohorts of recipients and actually allow one-to-one personalisation, such as bespoke product and content recommendations for each recipient based on their past (or likely future) behaviour. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-invest-in-email-marketing-automation\">5. Invest in email marketing automation\u003C\u002Fh3>\n\n\n\n\u003Cp>Implementing marketing automation tools can help you to save time, money and resources while offering a variety of powerful functions to support your email marketing campaigns. As well as unlocking deeper audience segmentation and campaign analysis, they also promote compliance with data protection laws, keeping your business and customers safe.\u003C\u002Fp>\n\n\n\n\u003Cp>Although marketing automation tools offer a variety of time-saving and campaign-boosting benefits, the best results require a detailed understanding of data analysis and industry best practices. To get as much value as possible from your customer data, you might consider partnering with an experienced \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">email marketing automation agency\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-analyse-your-competitors-marketing-email-activity\">6. Analyse your competitors’ marketing email activity\u003C\u002Fh3>\n\n\n\n\u003Cp>Whatever industry you’re in, chances are you’ll have multiple competitors also vying for the attention of your audience. While it can be frustrating to compete against other companies, it also presents the opportunity to learn from them – and that includes what they’re doing wrong, as well as what they’re doing right.\u003C\u002Fp>\n\n\n\n\u003Cp>Start out by identifying your competitors, which you may have already done as part of your wider business strategy planning. This could be as simple as typing your products, services and location into a search engine and seeing who else comes up, or setting up Google Alerts for keywords in your industry.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you know who your competitors are, see which ones have an email sign-up form on their website and sign up. Analyse what they’re sending out, who to, and how often, and pay attention to essential marketing email practices like the subject line, call to action (CTA), and even who the email is sent from. See what you can learn from them, what works and what doesn’t, and try to implement your findings in your own marketing emails.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-experiment-to-optimise-email-marketing\">7. Experiment to optimise email marketing\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the strengths of email marketing is that it offers fertile soil of experimentation programs to learn about the audience and optimise communications over time to improve their engagement and effectiveness.\u003C\u002Fp>\n\n\n\n\u003Cp>Everything from send time and subject line through to creative, copy and dynamic content can be experimented with in email campaigns. A scheme of constant experimentation should be the bedrock of any ongoing email marketing investment, as the initial costs of data and customer acquisition have already been borne by the business; so ensuring the best return possible, just like web CRO campaigns, should be a key focus. \u003C\u002Fp>\n\n\n\n\u003Cp>Learnings from email marketing campaigns, such as campaign copy and creative, can be used across other areas of marketing and even to sharpen website content. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-success-in-email-marketing\">\u003Cstrong>Measuring success in email marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Tracking the performance of your email marketing campaigns allows you to measure success and analyse the performance of different types of campaign. You can then use this information to refine your communications and focus resources on the types of marketing emails that deliver the best results for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>Email automation software incorporates a wide range of metrics for analysis, including how many people click through to your website and the overall return on investment of the campaign. Before we explore these metrics in more detail, it’s important to note that typical rates vary by industry. For example, Mailchimp’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmailchimp.com\u002Fresources\u002Femail-marketing-benchmarks\u002F\">email marketing benchmarks\u003C\u002Fa> is just one of a number of useful references that allow you to select your industry to see how you compare.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"open-rate\">Open rate\u003C\u002Fh3>\n\n\n\n\u003Cp>As the name suggests, open rate refers to the number of people who actually open the email, and is usually expressed in a percentage of opens vs sends. Factors that can affect this include the email subject line, the time of day the email is sent, and even the email address that it’s sent from. Optimising your open rate ensures that as many people as possible view the content, increasing the likelihood of them taking the desired action. \u003C\u002Fp>\n\n\n\n\u003Cp>Technology and data quality can also play a factor here, in that not all inboxes will remain active forever, some may be full, and some may have already marked you as ‘spam’. If your sending domain is new or has a low reputation, then again some email servers may not trust you and may not deliver your message to a primary inbox, either. \u003C\u002Fp>\n\n\n\n\u003Cp>Due to some email provider technologies, open rate is no longer the metric it used to be. Open rate was historically tracked through the usage of image pixels which detected when they had been loaded, unique for each recipient. For some time, some images have been blocked for being trackers, and in some cases, all images are preloaded, copied and cached by the email provider to prevent accuracy and efficacy in these metrics. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"click-through-rate\">Click-through rate\u003C\u002Fh3>\n\n\n\n\u003Cp>The click-through rate (CTR) outlines the percentage of people who click on a link in the email. In most cases, this would be a link to a specific product, service or landing page on your website. A low CTR could signal that the products or services aren’t of interest, but could also point to issues such as an uninspiring call to action or even a broken link.\u003C\u002Fp>\n\n\n\n\u003Cp>The click-through rate is often calculated by replacing all links in an email with a tracker link, that when clicked, logs the click and then sends the recipient to the final destination. For this reason, these clicks may not always 100% add up to the attribution reports you see in your web analytics platforms; as they are tracking slightly different things. In some cases, sending numerous tracker links may result in lower deliverability as they can look overly promotional, so as a result some providers offer this and others don’t, and some enable this feature by default and others don’t. It’s worth being mindful of this and how it may affect your deliverability and click measurement. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversion-rate\">Conversion rate\u003C\u002Fh3>\n\n\n\n\u003Cp>The conversion rate shows how many people take the desired action after opening the email. This could be making a purchase, getting in touch, or simply visiting the campaign’s landing page. The benchmark for a good conversion rate varies by industry and can be as low as <1%, but can average out higher across industries. Increasing conversion rates can help to boost the return on investment of your email marketing campaign.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"bounce-rate\">Bounce rate \u003C\u002Fh3>\n\n\n\n\u003Cp>While the bounce rate in digital marketing refers to users who leave a website without interacting, in email marketing it’s the percentage of subscribers who didn’t receive the message because it was returned by their email server. It’s broken down into two different categories. A hard bounce is when the email address or its domain doesn’t exist, or the receiving server has blocked delivery. A soft bounce occurs when the recipient’s inbox is full, the receiving server is offline, or the message is too large. To minimise bounce rate, make sure your subscriber lists are well maintained, keep message sizes as small as possible, and avoid sending emails that could be flagged as spam.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"unsubscribe-rate\">Unsubscribe rate\u003C\u002Fh3>\n\n\n\n\u003Cp>The unsubscribe rate refers to how many people click on the ‘unsubscribe’ link in the email. With every email you send, you’ll almost always get a few people cutting ties. A typical unsubscribe rate is around ~2%, so anything in this range is nothing to be concerned about. However, unusually high rates could suggest a deeper issue with a particular email, your audience segmentation, or even your business offering.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"campaign-roi\">Campaign ROI\u003C\u002Fh3>\n\n\n\n\u003Cp>The overall return on investment of your email marketing campaign is an extremely important metric and gives a fairly black-and-white view of its success. While sending emails is significantly cheaper than sending printed communications, there are a variety of costs that must be taken into account and calculated against the revenue generated by the campaign. These costs include charges related to your email automation software, personnel overheads, and the impact of any campaign-related discounts.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimising-email-marketing-campaigns-for-engagement\">\u003Cstrong>Optimising email marketing campaigns for engagement\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now we’ve looked at how to track campaign performance, let’s explore how you can use this data to optimise your marketing emails. Monitoring these benchmarks gives you a better idea of what you need to change to improve metrics related to key business goals. However, to make effective changes, you need a detailed knowledge of marketing principles and best practices.\u003C\u002Fp>\n\n\n\n\u003Cp>By getting to know what makes your audience tick, running ongoing tests on your campaigns, and using this data to improve the next version, you can make informed decisions to optimise email marketing performance and increase your ROI. Let’s look at some useful methods you can use to increase engagement.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"396\" height=\"662\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FATuohXaV-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30580\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An eye-catching Naturewall marketing email\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"using-engaging-multimedia-to-capture-attention\">Using engaging multimedia to capture attention\u003C\u002Fh3>\n\n\n\n\u003Cp>While the content of your marketing emails should be engaging and informative, remember to focus on the design as well. The internet is a highly visual place, and with so many emails landing in each prospect’s inbox every day, it’s important to do what you can to stand out from the crowd. Emails with attention-grabbing graphics, images, and even videos are much more likely to convert – or at least encourage a click – than uninspiring text-only emails.\u003C\u002Fp>\n\n\n\n\u003Cp>For promotional emails, rather than just including a couple of images, try embedding an animated product turntable, or a lifestyle video showing the item in use in a daily setting. This multimedia approach gives more information in just a few seconds without the recipient having to read anything. However, make sure to compress media to minimise email load times and reduce the risk of a soft bounce.\u003C\u002Fp>\n\n\n\n\u003Cp>Take the example of this eye-catching marketing email promoting a sale at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.naturewall.com\u002F\">Naturewall\u003C\u002Fa>: the imagery encourages potential customers to click through to the product pages, whilst the relatively small image file size means that the email still loads quickly.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"building-psychological-principles-into-your-email-marketing-campaigns\">Building psychological principles into your email marketing campaigns \u003C\u002Fh3>\n\n\n\n\u003Cp>Like any other form of marketing, psychological principles can help you to optimise your email marketing, particularly when it comes to promotional campaigns. Some basic principles to start with include urgency, scarcity and social proof. These are tactics that aim to encourage action by implying that the customer will miss out if they don’t take action.\u003C\u002Fp>\n\n\n\n\u003Cp>Urgency can be created through a limited-time offer, such as a 24-hour sale, while a good scarcity approach is abandoned basket emails that state how many of an individual item are left in stock. Social proof refers to trust signals that encourage individuals to copy others, and can be incorporated into marketing emails by embedding customer reviews, social media posts, or algorithms showing other items that similar customers also bought.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"introducing-interactive-elements-to-your-marketing-emails\">Introducing interactive elements to your marketing emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Interactive elements, by their very nature, help to encourage engagement by giving email recipients something to do. In turn, this can help to encourage open, click-through and conversion rates, increasing the overall ROI of your email marketing campaign. Gamification and opportunities to win prizes are just some of the ways to add an interactive element to your emails.\u003C\u002Fp>\n\n\n\n\u003Cp>Gamification doesn’t necessarily mean creating something for your readers to play; it can also mean incorporating components that are common in games to encourage engagement. Points and rewards, narrative storytelling and countdown timers are just a few elements that are easily applied to marketing emails. Another interactive option is embedding a widget that allows the recipient to spin a wheel or click to reveal a prize or discount. These are particularly useful for re-engagement strategies and offer a cost-effective solution for brands with lower budgets.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"running-a-b-tests-on-your-messaging\">Running A\u002FB tests on your messaging\u003C\u002Fh3>\n\n\n\n\u003Cp>A\u002FB testing can be applied to a variety of marketing disciplines to optimise their effectiveness, including email marketing. By testing two different versions of an email, you can see which performs better and analyse why to inform future campaigns. This helps you to ensure a better return on investment backed by tangible results.\u003C\u002Fp>\n\n\n\n\u003Cp>When carrying out A\u002FB testing, it’s important not to change multiple elements at once, as this will make it hard to attribute increases or decreases in performance to individual changes. Common tests for optimising marketing emails include observing the effects of changing the subject line on open rates, testing different content lengths and images to maximise engagement, and using different CTAs to optimise click-through rates.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-future-of-email-marketing\">\u003Cstrong>The future of email marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Like any other aspect of marketing, trends and technologies relating to email marketing are in a constant state of flux. While this provides new ways for brands to get their message across, it can be difficult to keep up with, presenting as many opportunities for failures as successes. It’s important to stay on top of these emerging trends to make sure you’re not left behind, and to gain a better understanding of which practices are suitable for your business and its audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ai-in-marketing-emails\">AI in marketing emails\u003C\u002Fh3>\n\n\n\n\u003Cp>Artificial intelligence (AI) is already playing a role in email marketing strategies, with tools helping brands to validate email addresses, speed up the creation of content, and analyse optimum sending frequency. AI can also help to forecast customer behaviours and preferences, allowing brands to stay one step ahead with proactive communications that meet the individual’s current needs.\u003C\u002Fp>\n\n\n\n\u003Cp>While it can be a powerful tool, it’s important to remember that, for the time being at least, AI lacks the emotion, empathy and creativity needed to generate truly successful marketing emails. It’s currently best used for more analytical purposes like extracting actionable information from large data sets, workshopping and optimising subject lines, and automating repetitive tasks to free up marketers for more strategic responsibilities. However, as AI continues to develop, we’ll be able to deploy it in ever more complicated marketing scenarios.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"bimi-and-standardised-email-authentication-protocols\">BIMI and standardised email authentication protocols\u003C\u002Fh3>\n\n\n\n\u003Cp>Marketing emails are an essential practice to support the modern business model, particularly for ecommerce and retail brands.  However, the rise of phishing attacks and email fraud has eroded customer trust in email marketing has presented new challenges for brands looking to make the most of this important tool.\u003C\u002Fp>\n\n\n\n\u003Cp>As spam continues to plague customer inboxes, new regulations and email authentication protocols are coming into play. For example, BIMI is a standardised email authentication protocol that enables organisations to display their brand logos directly in the recipient’s email client. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimprove-your-email-marketing-by-becoming-a-bimi-verified-sender\u002F\">Becoming a BIMI-verified sender\u003C\u002Fa> adds an extra layer of trust, helping to increase open rates and encourage conversions.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1052\" height=\"436\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fimpression-bimi-cert.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30811\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>A BIMI-verified email from Impression\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"sophisticated-personalisation-technology\">Sophisticated personalisation technology\u003C\u002Fh3>\n\n\n\n\u003Cp>Adding a personal touch is a great way to help your email stand out in a saturated inbox. As the email marketing game becomes increasingly competitive, new technology is being developed to support sophisticated personalisation. As well as boosting engagement and conversion metrics, these tools allow brands to learn more about consumer behaviour.\u003C\u002Fp>\n\n\n\n\u003Cp>Advanced personalisation technology is able to leverage data such as browsing history, purchase patterns and demographics to create hyper-personalised marketing emails targeting specific stages of the sales funnel. Capabilities include behaviour-triggered automation, localised content and timing, and dynamic content based on personal data.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"data-privacy-and-ethical-concerns\">Data privacy and ethical concerns\u003C\u002Fh3>\n\n\n\n\u003Cp>Data privacy and unethical practices in the digital space have been in the spotlight a lot over recent years, and email marketing is a discipline that requires particular care and attention in this area. With AI sparking ongoing concerns surrounding ethics and copyright, more stringent regulations will need to be created to protect users online.\u003C\u002Fp>\n\n\n\n\u003Cp>Currently, one of the key pieces of legislation is the General Data Protection Regulation (GDPR), which came into effect in May 2018. It outlines mandatory rules for how companies in the EU, and those interacting with users in the EU, process personal data. There are many ways in which \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgdpr-info.eu\u002Fissues\u002Femail-marketing\u002F\">the GDPR applies to email marketing\u003C\u002Fa>, including ensuring that email addresses have been obtained ethically and that the recipient has given consent for their address to be used for marketing emails.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"an-evolving-technology-landscape\">An evolving technology landscape\u003C\u002Fh3>\n\n\n\n\u003Cp>As with everything in digital, marketing or technology, the changing landscape needs constant consideration. In addition to the aspects mentioned in this guide, it’s important to consider the most up-to-date advice provided by email service providers, such as Google, Microsoft, Yahoo, etc. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst we’ve mentioned some specifics here, such as BIMI, which is one of the newest technologies, don’t forget to also ensure you have complied with existing technology best practices. \u003C\u002Fp>\n\n\n\n\u003Cp>This includes infrastructure considerations like:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>SPF\u003C\u002Fstrong> – Sender Policy Framework is an authentication and verification method of ensuring your service\u002FIP is permitted to send email from your domain name, and where it is not, enables the automatic categorisation of SPAM. This technology and some of the ones below significantly limit the risks of spoofing.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>DKIM\u003C\u002Fstrong> – DomainKeys Identified Mail is another technology aimed at verifying legitimate emails from a sender, by checking for a valid and unaltered signature attached to each email. This is created by a chain of trust stored in the domain’s DNS records, similar to SPF. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>DMARC\u003C\u002Fstrong> – Domain-based Message Authentication, Reporting & Conformance is a reporting and policy tool, leveraging the above authentication layers. DMARC can help mailboxes report on and direct emails which don’t pass authentication. Email senders can manage this in their DNS records to ensure non-authorised email platforms cannot deliver on their behalf. DMARC providers typically offer compliance monitoring dashboards which should be reviewed periodically. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>SPAM monitoring\u003C\u002Fstrong> – Some email service providers, such as Google, offer tools for monitoring the domain health of an email-sending domain. Google’s tool is called ‘Postmaster Tools’ and Google also separately provides minimum compliance expectations and advice to help marketers remain in the primary inboxes, rather than falling into the risky areas of being marked as SPAM. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Separation of concerns, for large volume senders\u003C\u002Fstrong> – higher volume senders might want to consider separating transactional and marketing emails, and even sharding the sending infrastructure even further. This division of concerns means that each domain can support its own sender reputation, and therefore email campaigns with a lower v higher risk of being categorised as SPAM can execute independently of one another. Transactional emails, for example, are unlikely to ever be categorised as SPAM as they are personalised, lack a lot of marketing content, and are sent infrequently. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Private IPs, for large volume senders\u003C\u002Fstrong> – depending on your sending volume, your email sending platform, or your marketing automation platform, may offer a shared IP pool, or a unique IP pool for your exclusive use. Often, this is an enterprise feature at an additional cost, but the benefits are that the risks from other senders cannot tarnish the sender reputation of a private IP address, whereas there’s some risk this can happen on a shared IP. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Domain and IP warm-up plans\u003C\u002Fstrong> – For new domains, and new IPs, particularly post platform changes, you should start slowly and consider which email service providers (“ESP”) you are emailing. An email warm-up plan would be customised for your business but would ensure you start by sending only 1-200 emails to each of the major ESPs on the first sending day, scaling from there subject to good deliverability.  \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advanced-interactivity-and-dynamic-content\">Advanced interactivity and dynamic content\u003C\u002Fh3>\n\n\n\n\u003Cp>Emails targeting new devices and smartphones can have interactive elements such as carousels. Plugins allow for search features, and deep-link CTAs buttons can be used to add products to the basket from emails.\u003C\u002Fp>\n\n\n\n\u003Cp>Information such as geolocation, weather, traffic, website behaviour, and media schedule data can be used to change the content of emails and create highly relevant and personalised communications. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"level-up-your-email-marketing-with-impression\">\u003Cstrong>Level up your email marketing with Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In this article, we’ve explored how you can set your brand up for success through email marketing, detailing how to plan, measure and optimise campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking to take your marketing emails to the next level, take a look at Impression’s specialist \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">email marketing automation services\u003C\u002Fa>. Our experts can help you to get the most value out of your prospects with intelligent nurture journeys, customer cleanup tactics and recurring automated lifecycle flows, so every email you send is as effective as it can be.\u003C\u002Fp>\n\n\n\n\u003Cp>To find out what we can do for your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team today\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":115,"protected":201},30490,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":114,"_yoast_wpseo_metadesc":520,"inline_featured_image":201,"footnotes":5},"Read our definitive guide to email marketing, where we explore tips and best practices for crafting successful marketing emails.",[522],39,[],[212,525],108,[527,101,215,216,217,218,219,528],"post-30484","category-digital-marketing",[],[],[532,533,534,535],{"path":176,"name":177},{"path":226,"name":227},{"path":126,"name":127},{"path":185,"name":114},{"thumbnail":537,"medium":538,"medium_large":540,"large":542,"1536x1536":544,"2048x2048":546,"post-thumbnail":548,"12_col":550,"default_landscape":552,"default_portrait":554,"6_col_and_margin_short":556,"11_col_and_margin":558,"9_col_rectangle":560,"11_col":562,"staff_image_696_600":564,"rectangular_thumbnail":566},{"url":119,"width":232,"height":232},{"url":539,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":541,"width":61,"height":22},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":543,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":545,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":547,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":549,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":551,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":553,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":555,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":557,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":559,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":561,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":563,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":565,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":567,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fbrett-jordan-LPZy4da9aRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[569,578],{"id":203,"path":267,"display_name":4,"job_title":9,"description":5,"avatar_url":110,"acf":570},{"job_title":9,"full_bio":10,"specialist_service_links":571,"photo":576},[572,574],{"page":573,"link_text":17},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":27},{"page":575,"link_text":32},{"ID":30,"post_author":15,"post_date":31,"post_date_gmt":31,"post_content":5,"post_title":32,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":33,"to_ping":5,"pinged":5,"post_modified":34,"post_modified_gmt":34,"post_content_filtered":5,"post_parent":14,"guid":35,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":36},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":22,"date":47,"modified":47,"menu_order":22,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":577},{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},{"id":368,"path":579,"display_name":123,"job_title":580,"description":581,"avatar_url":124,"acf":582},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"job_title":580,"full_bio":583,"specialist_service_links":584,"photo":633},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[585,594,606,614,624],{"page":586,"link_text":588},{"ID":525,"post_author":15,"post_date":587,"post_date_gmt":587,"post_content":5,"post_title":588,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":589,"to_ping":5,"pinged":5,"post_modified":590,"post_modified_gmt":590,"post_content_filtered":5,"post_parent":591,"guid":592,"menu_order":22,"post_type":24,"post_mime_type":5,"comment_count":25,"filter":26,"url_path":593},"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 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_title":792,"yoast_meta":853,"yoast_json_ld":883,"_links":934},29628,"2024-09-11T09:13:59",{"rendered":784},"\u002F?p=29628","creative-testing-and-experimentation",{"rendered":129},{"rendered":788,"protected":201},"\n\u003Cp>Did you know that creative is responsible for 86% of sales lift in digital ads? Isabella and Mike explore the importance of high-quality tailored creative in the digital advertising space.\u003C\u002Fp>\n\n\n\n\u003Cp>Isabella discusses several approaches and helpful tools for creating high-performing ads, focussing on testing and experimentation.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fO6rnrkH4I&t=6s\">00:06\u003C\u002Fa> – The importance of creative experimentation\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fO6rnrkH4I&t=79s\">01:19\u003C\u002Fa> – Gaining stakeholder buy-in for investment in creative\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fO6rnrkH4I&t=200s\">03:20\u003C\u002Fa> – Platform-first creative and UGC\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fO6rnrkH4I&t=290s\">04:50\u003C\u002Fa> – Tailoring your creative for brand awareness vs conversions\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fO6rnrkH4I&t=459s\">07:39\u003C\u002Fa> – How to use modular creative to get more value from your marketing assets\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Ready to start working with a leading \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002Fperformance-creative\">Performance Creative agency\u003C\u002Fa>? To talk through the options, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Creative Testing and Experimentation - Tailored Ads, UGC, and stakeholder buy-in\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F3fO6rnrkH4I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> How important is creative?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Isabella Smith:\u003C\u002Fstrong> Creative is incredibly important. It’s often the lion’s share in terms of driving campaign effectiveness. That’s been loads of studies on this. There’s a recent Nielsen study which shows that creative is responsible for 86% of sales lift in digital ads.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> That’s massive, isn’t it? I suppose that’s that cut point, isn’t it, where really like adverts have to grab your attention, in order to hold your attention has to be novel or they have to tie in to like a human motivation. But it also create some sort of emotional cut-through. I suppose that’s really interesting because obviously creative is very subjective, it’s different emotions, different pictures mean different things to different people. So what sort of tools would you use or recommend or what approaches would you recommend to do with that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>\u003C\u002Fstrong>: Yeah, it’s exactly that. Basically, creative is completely subjective. We’re trying to reach a whole range of different people who will fall into different age groups, different genders, have different behaviours and interests, even different markets and all of these things will change how they feel about an ad and how they respond, like you say. The way that we can try and tackle this has to be through testing and it has to be through experimentation. What will work for one brand might not work for your brand and it can’t ever be a one-size-fits-all.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Why do you think creative is so challenging to get signed off given it is so important?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, that’s a really good question. I think a lot of it comes back to the point around subjectivity. If you think about an in-house marketing team and the senior stakeholders who they’re reporting into, every person in that room is going to have an opinion on which direction the creative should go in and what the creative should be saying, which can often mean that…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>:\u003C\u002Fstrong> Design by committee?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly. Which means it can be hard to sign off and that approach is leaning on subjective opinions. When really those decisions should be made based on data and research.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>:\u003C\u002Fstrong> Exactly, it’s like the creative most of the time is for the customer, right? That’s who that’s who the end user is, that’s who it’s for, but often the people who are making the decisions are very, very far removed from the end user. And that leads to all sorts of challenges, doesn’t it?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>:\u003C\u002Fstrong> What sort of research techniques would you use to try and tackle that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> So it really varies, lots of platforms these days have AB testing in and stuff like that, but things like brand campaigns, you might want to consider, things like eye tracking studies, EEG, there’s also online tools that you can use that test emotionality of adverts. So the emotional resonance of an advert will affect its memorability. So usually positive emotions like joy are often used, but also increasingly they use negative emotions then to spike with positive because that gap between the two increases the advert’s effectiveness. I think there are tools like EEGs out there that can be used to measure brain level reactions, but that’s kind of like control studies. Another option is things like panel testing where effectively what we can do is we can take a piece of creative or up to ten pieces of creative, and we can show them to people’s audiences and we get them to impose the emotionality onto a piece of creative. And therefore, by doing that, we can build out what association someone’s brain is making when they see a picture or see an image.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Kind of like the ink blot test that you see in lots of films, where they’re like “how does it make you feel?” We can test the creative using that.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Isabella Smith:\u003C\u002Fstrong> So obviously a lot of people start off with creative concepts or creative ideas, like a big brand idea or a message. There is so many different devices and places that adverts can end up these days\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> Why do you think that’s such a challenge for brands to get that right?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, it’s often a mistake which we see from advertisers. There’s a real need for your creative to be platform first. The rise of UGC over the last few years is a great example of this and shows how advertisers have had to adapt to try and communicate in the way that customers want them to communicate to them.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: When you talk about User Generated Content, are you talking about channels like TikTok? Where are you most seeing that be effective?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly. TikTok has been the driving force behind that but now we’re seeing that across Reels and YouTube Shorts as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> Yeah, I remember ages ago seeing an IKEA carousel where basically the imagery was actually from someone’s Instagram and they were putting it onto the website and I thought, what a great way of making something trustworthy because obviously people are always wondering like, how does this fit when you get the piece of furniture home? So taking the actual Instagram, it has a double whammy of like social proof and trust. So yeah, that was really interesting.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Isabella Smith:\u003C\u002Fstrong> Yeah, exactly. But it does mean that we require a lot more creative because every bit of creative then needs to be platform first. Then when you layer in what we’re trying to do with that ad, which objectives and KPIs are we trying to drive, a brand ad is trying to trigger a very different response from a direct sales ad and our creative needs to reflect that. Brands ads need to be more emotive. We want to drive a feeling or an emotion from our audience, whereas a sales driving ad, that’s when we’re looking for a direct response. We want them to act immediately off the back of it.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> So I suppose when you think about a brand campaign and a sales campaign, what are the key differences?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> So we are essentially driving a different reaction from our audience with the sales driving creative we want to be driving immediate action. We want a strong call to action, maybe for them to click to site, maybe them to purchase or generate a lead. With our brand ads, it’s a different response we’re looking for. It’s more about driving emotion and feeling from the audience that we’re communicating with.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> That’s really interesting because you’ve got effectively, from a brand campaign where you’re trying to be emotive people think about people as being rational human beings, but actually we’re not and actually our emotional state massively influences what we’re going to do next and how we remember and how we feel. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Isabella Smith:\u003C\u002Fstrong> I always remember this term like imagery can be soaked with emotion so we can sort of get a feeling or a sensation from simply looking at a piece of imagery. So choosing the right imagery to give the right emotion is half the challenge. But then two people can look at the same image and feel completely differently about it. So that’s a really interesting one and then I suppose on the flip side, on the sales one, things like urgency and like practical measures, discounting all of that stuff again can be like changed with psychology perspective.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> And when you’re talking about like UGC, like does UGC have to be genuine? User Generated Content traditionally is like, things from Instagram, that type of content. Is that a trend that’s continuing or is that a trend that is up or down?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> We’re seeing UGC transform all the time. Influencer Content and Content Creators are a huge part of many brands advertising spend now and there’s much more professionalism behind that.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> That’s really interesting because in a way, UGC is designed to inspire trust, I wonder if in the future, as everyone starts to do it, the effects of the trust, the effects of the trustiworthiness that made it so potent in the first place might start to decrease\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, that’s that’s a really good point actually and something which will be interesting to check.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> And that’s why you need to run the experiment, I guess?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly. What will have worked probably a couple of years ago might not work in the next year or two years and we’re constantly seen an evolving landscape with creative, which comes back to our point about experimentation. It’s not a case of we’re experimenting to get to an end goal. There needs to be a constant cycle of experimentation to make sure that our message and our creative is speaking to our audience in the right way.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> It’s exactly the same on websites like, if something works in an advert, the chances are if you experiment with it, the same type of messaging might work, but it’s interesting what a microcosm a brand is. So like, two brands of the exact same category, can have two very different user groups. I think people wrongly assume that like Nike and Adidas customers are the same, for example, and actually they’re not.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> Tell me a bit more about Modular Creative.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Modular Creative is essentially about changing certain elements of the shoot at the shoot stage. This approach means that we can then chop and change later on, creating different variations by switching those elements in or out.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> That’s really interesting because I suppose from a testing perspective, you need to have those different variations pre-made. You can’t just turn up on the day and expect to have 20 different images.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> Yeah, exactly. One of the challenges we have with the experimentation-led process, which I’ve been talking about, is actually access to the assets that we then need to test. One way around this is making sure that we get the Modular Creative at the shoot stage so we can then make the changes post-production.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> It’s really interesting because there’s a web design philosophy from someone called Brad Foss. Basically, what he talks about is taking the smallest possible elements and then building things back from the elements. What this means is, let’s say you take an interface with a wireframe; the wireframe is then modular. You’ve got your hero image, your columns on the left and the right, and by designing in these fixed patterns, everything breaks back down from the larger scale to the smallest scale of like a letter or an element or a color. By using them consistently, it allows you to modulate your designs into lots of different spaces.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Isabella Smith\u003C\u002Fstrong>:\u003C\u002Fstrong> And I suppose that’s probably a very similar way of looking at that type of creative, I guess.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir:\u003C\u002Fstrong>\u003C\u002Fstrong> Yeah, exactly.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" 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Head of Behavioural Science, Mike Weir and Head of SEO Performance, Charlie Norledge explore how siloed departments can cause challenges for digital teams when it comes to creating optimal digital experience for users.\u003C\u002Fp>\n\n\n\n\u003Cp>Charlie explores why better communication is required between teams to create an integrated approach to SEO and digital experience, as sometimes the aims of a team may negatively impact the overall site experience when another isn’t consulted.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fBGfrdmo7w&t=6s\">00:06\u003C\u002Fa> – Challenges between SEO, CRO and UX teams\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=3fBGfrdmo7w&t=250s\">04:10\u003C\u002Fa> – The importance of an integrated approach to SEO and digital experience\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Optimising website performance with a total testing approach to digital experience and SEO\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F3fBGfrdmo7w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: Recently, there’s been challenges in different divisions and teams having sort of siloed ways of working around User Experience, Conversion Rate Optimisation, and SEO. From your experience, what sort of challenges arise?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> Often when the SEO teams are running a strategy, they will have lots of changes they want to make on a site. They’ll be adding new content, changing templates, maybe moving navigation around. Often what happens is we do not communicate any of that with the team who is involved in the user experience of the site. So we can make decisions and changes in the site, but then we have no consultation there. So we’re doing something for a search engine and for a user, to a certain extent. Really, we don’t have that second level where we want someone looking at it, thinking about the whole user journey, which is fair because we are designing for, we are trying to increase ranking in the search engine, so we’re thinking about what Google sees and often that can be at the detriment to what a user has.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: I suppose when we’re thinking about some of the challenges that could arise from like, digital experience and working with SEO, UX, and CRO. What type of challenges have you seen out there in the industry?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> One of the main challenges that as SEOs, we’re often making lots of changes to websites, we’re moving content around, we’re maybe changing navigation, changing templates. What we’ve seen in the past, when working with some of our clients, some of the agencies they’ve worked with, they haven’t had that UX involved when making those decisions. A really good example of that would be, you could run a content strategy for SEO, you could put lots of content on the blog. You feel like it’s optimised, you’ve got the keywords in there, you’ve got it targeting what you want it to. But then sometimes you look at those blogs and they look terrible. They don’t have very good user experience and that’s what we need to make sure that we’re on top of.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: It’s really interesting, the blogs perspective. I’ve seen clients have challenges where spending lots of money historically on blogs that have come to us with a challenge where they’ve got some level of visibility, but actually the blog doesn’t convert and then there’s this weird tossup where the website or the page is visible from an SEO perspective, but perhaps the wording of it or the layout or the design in some way, perhaps isn’t optimum from like a people-first perspective. And I think that’s one of the interesting challenges. What tools have you used to overcome that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> The tool we use here is trying to get the DX team involved. The SEO team, we’re great at writing content, but User Experience definitely isn’t in our wheelhouse. So being able to use and lean on the DX team to be able to go away and support us when we’re making those changes, doing user testing, getting help and understanding ‘does a blog convert?’ That’s where we can really start to succeed.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: Yeah, I suppose some of those sorts of challenges that we needed to work together, but also we need to come up with a really slick way of basically creating a website that works for the best of both worlds, which is why we came up with total testing, which is like our road map, where effectively we combine our ways of working so that we’re testing both from a Google perspective and a people perspective. And we’re working together on things like wireframes, workshops to then get the best outcome for the client.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> Yeah, and we’ve been able to use that total testing framework not just to have tests made in the background that only the user is seeing. We can use that total testing framework when it comes to the actual SEO work. So Google is seeing those things as well. So we actually use our tools to aim to achieve that.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: We’ve seen some really strong results with Queensmith around that. Queensmith is one of our clients where we work with them to help them increase the number of bookings and the number of leads on the website. They are a Hatton Garden jewellers and what we’re trying to achieve here is making them the best possible website experience. We’ve run several experiments over the past few months for them. Both with SEO and with DX, and we’ve seen some really, really strong results. Historically, those tests would have been done, but we would have made those changes as an SEO, but now with the new way of working, having that testing involved in the UX team has been really effective.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> Absolutely, I think they’ve seen 137% increase in visibility, which is great and also a combined revenue impact of between 1.3 and 2.3 million over the next 12 months.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir:\u003C\u002Fstrong> When we start to think about like the models and frameworks, the way we’ve evolved over the past 12 months, obviously, EEAT+ has become something that we wanted to talk about. For those people who aren’t familiar with the EEAT model, can you just talk a little bit through that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> Yeah, so EEAT is Expertise, Experience, Authority, and Trust. That is a framework Google gives to their quality raters. The team that look at if algorithms are being successful and that’s what we’re trying to use as part of our SEO strategies now. And what really helps is making sure that sites show all of those things that you have experience if you’re reviewing products. If you have expertise, are you viable to review that product. Authoritativeness, do you have authority to speak on that topic and then Trust, are you trustworthy as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: That’s so interesting because from a behavioral science perspective, we’ve got lots of models like PEAT, persuasion, emotion, trust, and MINDSPACE, which is basically a tool that you use to influence people. And what’s interesting is a crossover. So like, experience, being able to demonstrate you’re credible in a space or like being able to demonstrate that you’re trustworthy. These are types of levers that we pull when we optimise for conversion rate or optimise the website. So it’s interesting that like even though there is an algorithm that they’re optimising for in theory, the people behind that algorithm are clearly considering some level of human factors.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> So EEAT is not actually a part of the algorithm, it’s what is used to judge the success of the algorithm. So if you follow those concepts, hopefully you’ll have the rankings off the back of that.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: Exactly, that kind of thinking is kind of what led us to like EEAT+. So, EEAT+ is the idea that there is this crossover between these two worlds and how can we take this model and extend upon it. So for example, considering things like Value Proposition, considering things like Trustworthiness, but from a person perspective as well, considering affinity, so like how can we make a product have an affinity to a person? How can we be hyper relevant? How we put content in the right place at the right time? And how can we understand a bigger picture around that human element? In a way, I suppose what EEAT+ means to us is trying to humanise something, humanise our processes and humanise our ways of working to get the most out of it.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong>\u003C\u002Fstrong> Yeah, I suppose building on that model is very much an SEO-focused part and then adding on to the user experience pieces, they give it a full picture.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: Exactly and we’ve got the model now and some more information around that coming out in the next couple of weeks. Obviously, we’ve got the download checklist to people who want to consider the model as it is.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":141,"protected":201},29971,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":984,"_yoast_wpseo_metadesc":985,"inline_featured_image":201,"footnotes":5},"Optimising website performance with a total testing approach | Impression","Explore why better communication is required between teams to create an integrated approach to SEO and digital 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maps provide valuable insights about your website, opening up opportunities to analyse how real users are engaging with your pages and content. With the ability to pinpoint elements that are performing well – as well as those that are underperforming – you can use website heat maps to fuel your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-cro\u002F\">conversion rate optimisation (CRO)\u003C\u002Fa> strategy. They provide the evidence you need to make data-driven improvements to the usability of your site, and often inspire experiments such as A\u002FB tests designed to upgrade its user experience (UX).\u003C\u002Fp>\n\n\n\n\u003Cp>The potential revenue impact of heat map analysis should not be underestimated. It galvanises your teams to test incremental refinements, all with the core objective of making it easier for users to navigate and interact with your brand’s site. You can quantify the effect of individual UX changes on engagement metrics like task success and click-through rates (CTRs), then show how this naturally breeds more on-site conversions over time.\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, by promoting this type of phased experimentation mindset, heat mapping helps you make more of your existing traffic and grow your bottom line. The beauty of conducting carefully designed tests on each website change your business makes is that you can guarantee you’re always taking one step forward, never rolling out a deployment that could take you two steps back.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, we’ve provided a comprehensive overview of heat maps, including how they work, the different types, and how to use heat mapping for CRO – all of which will be valuable if you’re relatively new to the topic. You’ll also find practical tips from Impression’s in-house experts, offering deeper insights for those looking to take their heat mapping analysis to the next level.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking for something specific, you can use the table of contents below to jump straight to it.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-a-heat-map\">What is a heat map?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#introducing-website-heat-maps\">Introducing website heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-do-website-heat-maps-work\">How do website heat maps work?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-benefits-of-website-heat-maps\">The benefits of website heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#creating-impactful-digestible-visualisations\">Creating impactful, digestible visualisations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#optimising-ctas-buttons-and-interactive-elements\">Optimising CTAs, buttons and interactive elements\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#removing-distractions-from-user-journeys\">Removing distractions from user journeys\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#helping-users-reach-conversion-points\">Helping users reach conversion points\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#understanding-cognitive-load\">Understanding cognitive load\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#increasing-user-focus\">Increasing user focus\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#analysing-value-proposition-effectiveness\">Analysing value proposition effectiveness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#optimising-creative\">Optimising creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#types\">What are the different types of heat maps?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#moveheatmaps\">Move heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#scrollheatmaps\">Scroll heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#clickheatmaps\">Click heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#engagementheatmaps\">Engagement heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#rageclickheatmaps\">Rage click heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ai-generated-attention-heat-maps\">AI-generated attention heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#who-uses-website-heat-maps\">Who uses website heat maps?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#heat-map-examples-and-use-cases\">Heat map examples and use cases\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#combining-a-b-tests-with-heat-maps\">Combining A\u002FB tests with heat maps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#integrating-heat-mapping-tools-with-google-analytics\">Integrating heat mapping tools with Google Analytics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#inspiring-hypotheses-for-user-testing\">Inspiring hypotheses for user testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#fixing-errors-in-user-journeys\">Fixing errors in user journeys\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-get-heat-maps-for-your-website\">How to get heat maps for your website\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#free-heat-mapping-tools\">Free heat mapping tools\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#more-advanced-platforms-for-heat-mapping\">More advanced platforms for heat mapping\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-heat-map-analysis-to-improve-user-experience\">Using heat map analysis to improve user experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#heat-map-analysis-and-cro-by-impression\">Heat map analysis and CRO by Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>Once you’re ready to get started with heat mapping, head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO agency\u003C\u002Fa> page for a flavour of what we can do for your business, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch for a free consultation\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-heat-map\">\u003Cstrong>What is a heat map?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A heat map is a graphical method of representing data that uses colour to convey complex information in a way that can be quickly and easily understood. The different colours correspond to different values, most commonly the number of instances of certain metrics.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat mapping is a form of data modelling that is thought to have originated all the way back in the 1800s. Toussaint Loua, a highly regarded French statistician, provided the first known example in the form of a chart he produced in 1873. Loua’s early heat map documented population statistics for the city of Paris. He used manual greyscale shading to depict higher values in dark grey and black, with lower values in light grey and white.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"752\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FResume_graphique_general_de_lAtlas_statistique_de_la_population_de_Paris.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30143\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcommons.wikimedia.org\u002Fwiki\u002FFile:R%C3%A9sum%C3%A9_graphique_g%C3%A9n%C3%A9ral_de_l%27Atlas_statistique_de_la_population_de_Paris.jpg\">\u003Cem>Source: Wikimedia Commons\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The next leap forward came in 1914 with the publication of Willard C. Brinton’s \u003Cem>Graphic Methods for Presenting Facts\u003C\u002Fem>, an impressive survey of statistical diagrams in use at the time. Although Brinton referred to heat maps more generally as ‘map presentations’, he remarked that these types of visualisations were of ‘prime importance’ and placed them front and centre in his study.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s clear, then, that heat mapping as a method of recording and visualising data has been around for a long time. However, the term itself was only coined in 1993 by software designer Cormac Kinney, a serial fintech founder who has launched four successful start-ups over his lifetime. Kinney created a tool that used computer-generated heat mapping graphics to display financial market information in real time. He trademarked the phrase ‘heat map’ but didn’t renew it, opening the term up to common usage.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat maps have since been adopted in a variety of industries over the years, including finance, travel, sports and various research fields. As the internet has continued to dominate much of our work and social activities, they’ve become a valuable tool for analysing and optimising website performance.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"introducing-website-heat-maps\">\u003Cstrong>Introducing website heat maps\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Website heat maps provide data-backed insights that business owners and marketers can use to monitor and improve user engagement with sites. By illustrating how users scroll, click and navigate around the site, they provide an intuitive insight into how real people interact with each webpage. There are a variety of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fheat-maps\u002F#types\">different types of heat maps\u003C\u002Fa> that you can explore when analysing your website, which we’ll explore in more detail later in this guide.\u003C\u002Fp>\n\n\n\n\u003Cp>While the user-friendly visualisation of heat maps makes them easy to understand compared to numerical data, it’s important to analyse the information carefully and investigate further before actioning any changes on your site. Many heat mapping tools also offer the ability to play back screen recordings of users interacting with pages, which is a logical next step that can provide further insight. From there, you can work on the design of your pages and test the impact before rolling out adjustments.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2056\" height=\"1178\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FafMI4vXQ-Screenshot-2024-08-27-at-10.09.34.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30112\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>An attention heat map of the Impression homepage.\u003C\u002Fem>\u003Cbr>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-website-heat-maps-work\">\u003Cstrong>How do \u003C\u002Fstrong>\u003Cstrong>website heat maps\u003C\u002Fstrong>\u003Cstrong> work?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Website heat maps are able to illustrate a wide range of data, such as the location and frequency of clicks, how far down the page users scroll, and which areas of a webpage are the most engaging. Recently AI algorithms have been trained using eye tracking and EEG brain wave data to predict where fixations are likely to occur. Fixations are often used in Eye tracking studies as a marker of visual attention. Heat maps aggregate this data and use a spectrum of colours from ‘hot’ to ‘cold’ to identify the most and least popular elements of a webpage, respectively. For example, elements that receive a lot of clicks will be red, those with just a few clicks will be blue, and those that don’t receive any clicks won’t be coloured at all. This graphical representation is overlaid on top of the webpage, creating an easy-to-understand visual map of the data.\u003C\u002Fp>\n\n\n\n\u003Cp>You can filter individual heat maps to display a single user journey, all visits or specific segments. While it can be useful to view single user journeys for certain applications, analysing multiple visits together creates more accurate insights into how the average user interacts with the webpage.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Heat mapping can be beneficial for businesses in any industry, but it’s important that you have sufficient traffic to get the most out of your heat map data. The larger the sample size, the more accurate the insights.\u003C\u002Fp>\n\u003Ccite>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez\u002F\">Isabel Nunez-Lopez\u003C\u002Fa>, senior digital experience specialist at Impression\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Website heat maps are particularly effective when used as part of a wider conversion rate optimisation (CRO) strategy, taking the guesswork out of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> by highlighting exactly what users are doing, when, and where. Consider the optimisation of a landing page where the goal is to get users to fill out an enquiry form. A scroll heat map can help to determine how much of the page users view, allowing the form to be positioned where it will be seen by the most people. If not enough users are converting, click heat maps can show what they’re interacting with instead of the form.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-benefits-of-website-heat-maps\">\u003Cstrong>The benefits of \u003C\u002Fstrong>\u003Cstrong>website heat maps\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>From optimising the placement of the call to action (CTA) buttons on a page to identifying elements that users are having difficulty with, there are lots of great benefits of using website heat maps as part of your website design and CRO tactics. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"creating-impactful-digestible-visualisations\">Creating impactful, digestible visualisations\u003C\u002Fh3>\n\n\n\n\u003Cp>Website heat maps offer a visual clarity that simplifies the communication of user behaviour trends in a more accessible way than using raw figures. Their intuitive hot-to-cold colour gradient allows teams to quickly pinpoint which parts of a website are performing well and which need improvement. For instance, a bright red hotspot highlights areas of high engagement, whilst cooler blue areas indicate low interaction. \u003C\u002Fp>\n\n\n\n\u003Cp>This makes heat maps ideal for sharing with clients, stakeholders, and members of different departments without the need for in-depth or analytical knowledge. By simplifying data interpretation into a visual overlay with a straightforward colour code, heat maps support informed decision-making and prioritisation, enabling a more collaborative approach to website optimisation across various levels of the organisation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"optimising-ctas-buttons-and-interactive-elements\">Optimising CTAs, buttons and interactive elements\u003C\u002Fh3>\n\n\n\n\u003Cp>Call-to-action (CTA) buttons are a key element of website design and should draw the user’s attention. Heat mapping can help designers optimise the placement, size, colour and design of CTA buttons, making users more likely to click. Another way to address low clicks and engagement on CTA buttons could be to change the copy on the button, capitalising on the psychology of persuasion by using more enticing language.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat map modelling clicks can also be used to optimise other interactive elements, such as videos and forms, by providing insights into user engagement and interaction patterns. For videos, they show where users click to play, pause or seek, allowing adjustments to video placement, controls and content based on user interactions. For forms, heat maps highlight which fields are frequently clicked and where users drop off, helping to identify and fix issues that cause confusion or incomplete submissions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"300\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FImrpession-home-page.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30113\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Impression’s homepage with ‘get in touch’ CTA buttons in yellow to draw the eye\u003C\u002Fem>\u003Cbr>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"removing-distractions-from-user-journeys\">Removing distractions from user journeys\u003C\u002Fh3>\n\n\n\n\u003Cp>Heat maps can play a crucial role in identifying and removing distractions from user journeys by highlighting elements that divert attention away from key actions. For example, if users frequently click on non-clickable elements or interact with areas that don’t lead to meaningful interactions, it suggests that these elements are confusing or misleading. By analysing click patterns, designers can pinpoint which distractions are causing frustration and change or remove them to streamline the user experience.\u003C\u002Fp>\n\n\n\n\u003Cp>Reducing the prominence of non-essential elements or optimising the layout can enhance the effectiveness of the page and ensure that users stay engaged with the primary goals of the site, such as completing a purchase or filling out a form. This targeted approach helps to create a more intuitive and efficient user journey, leading to better overall performance and user satisfaction.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"helping-users-reach-conversion-points\">Helping users reach conversion points\u003C\u002Fh3>\n\n\n\n\u003Cp>Heat maps can help website designers guide users towards conversion points by highlighting low engagement in critical elements. For example, if heat map data reveals that users aren’t clicking on conversion-related links and buttons, these elements might not be particularly visible or compelling. Heat map analysis gives UX teams the information needed to reposition, redesign or enhance these elements to make them more noticeable and enticing.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat maps can also show user paths and interactions that lead up to conversion points, helping designers understand how users navigate through a site. For instance, if users frequently abandon the checkout process, heat maps can reveal at which stage they drop off. By ensuring that every page effectively supports the user journey toward conversion, whether by facilitating a direct action or guiding users to the next step, heat maps help to optimise the overall user experience and increase conversion rates.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"understanding-cognitive-load\">Understanding cognitive load\u003C\u002Fh3>\n\n\n\n\u003Cp>Cognitive load can be defined as how hard your brain has to work to carry out a cognitive function. AI-based heatmaps can process the amount of visual information present on a page. They can be used to benchmark how much “processing power” is required to code the amount of visual information on the page. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Busy pages place greater demands on our processing power, meaning that they take more mental effort to understand. Users can become tired and effectively worn out by tasks that are too cognitively demanding. \u003C\u002Fp>\n\u003Ccite>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fyussuf-aamer\u002F\">Yussuf Aamer\u003C\u002Fa>, digital experience specialist at Impression\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>As part of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience\u003C\u002Fa> offering, we can experiment with varying cognitive load: we typically run A\u002FB tests with different amounts of visual information to understand the optimum amount of cognitive load to encourage conversion. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"increasing-user-focus\">Increasing user focus\u003C\u002Fh3>\n\n\n\n\u003Cp>Gaze paths have been used in eye tracking studies to understand the order in which users are likely to fixate and then pay attention to content. Pages with lots of high contrasting pieces of visual information can be described as having a low focus score. When users are overwhelmed by pages with lots of visual information and choices effectively fighting for the users attention it’s possible that this can decrease the user’s ability to focus on and therefore retain information. In some cases it causes distraction which may prevent users from taking an action. AI heatmaps can help us to understand which elements are competing for users’ attention on a page, and then optimise it to keep users focusing on key information and interactive elements. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"analysing-value-proposition-effectiveness\">Analysing value proposition effectiveness\u003C\u002Fh3>\n\n\n\n\u003Cp>Many landing pages contain value propositions that are designed to quickly and easily communicate the website’s purpose and to convince the users that the website can meet their needs. Value propositions are hugely important to conversion rate optimisation as these help to motivate users. They’re often made up of a couple of sentences of copy describing the service and a hero image designed to compel the user into action. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">Conversion rate optimisation specialists\u003C\u002Fa> will often spend large amounts of time refining different value propositions on pages – given that these are above the fold, and lots of traffic on the internet is increasingly on mobile, space is at a premium.  Increasingly, AI-based heatmaps can understand where attention will fall on these graphical interfaces and how easy or hard they are to process.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"optimising-creative\">Optimising creative\u003C\u002Fh3>\n\n\n\n\u003Cp>By experimenting with creative executions and reviewing heatmaps, it’s possible to optimise the creative to improve business outcomes. Usually, this involves understanding how much attention is focused on the brand and the visual complexity of the digital advert.\u003C\u002Fp>\n\n\n\n\u003Cp>Head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">creative marketing services\u003C\u002Fa> page to discover what we can do in this area.  \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"types\">\u003Cstrong>What are the different types of \u003C\u002Fstrong>\u003Cstrong>heat maps\u003C\u002Fstrong>\u003Cstrong>?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are a variety of different types of heat maps that are used for analysing and optimising websites.\u003Cem> \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002F\">Hotjar\u003C\u002Fa>, one of the leading heat mapping tools, offers several different types, which we’ll explore in more detail below:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#moveheatmaps\">Move heat maps\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#scrollheatmaps\">Scroll heat maps\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#clickheatmaps\">Click heat maps\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#engagementheatmaps\">Engagement heat maps\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#rageclickheatmaps\">Rage click heat maps\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moveheatmaps\">Move heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>Also known as mouse or hover heat maps, this type of heat map shows the movement of the user’s mouse across the screen. This helps to show how individuals navigate each page by highlighting the areas that are most commonly hovered over.\u003C\u002Fp>\n\n\n\n\u003Cp>Move heat maps can also help to highlight user engagement with the copy on the website, as some people follow along with the cursor as they read. This often results in an F-shaped pattern, where users read the main heading, then skim through the content until they find something else of interest.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"339\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fhotjar.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30114\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An example of a move heatmap from\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\"> Hotjar\u003C\u002Fa>\u003Cbr>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"scrollheatmaps\">Scroll heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>As the name suggests, scroll heat maps display how far down the screen users scroll. Most modern webpages are designed as a long page that requires users to scroll down to view more content. The top of the page will be red, and will transition down through the spectrum of colours, with no colour for any portions of the page that aren’t being viewed at all. This allows you to see what percentage of people who visit the page view each individual part.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat map tools also highlight which area is above the fold. This is the initial section that is visible when a user lands on the page before they have to scroll down. It gets its name from the newspaper industry, where ‘above the fold’ refers to the upper half of the front page that is visible when a paper is folded. This is where the most important news is placed to catch readers’ attention, and is also where you should position your most important content to boost engagement.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"541\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fheatmaps.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30115\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An example of a scroll heatmap from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\">Hotjar\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"clickheatmaps\">Click heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>Click heat maps show where users click on a webpage. For most webpages, you’ll likely find that the majority of clicks are on the navigation bar, hyperlinks and CTA buttons. The more clicks on a certain element, the more popular it is. This helps to gauge audience intent and engagement, and can be beneficial for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">conversion rate optimisation\u003C\u002Fa>, as it allows you to see how many people are clicking on a CTA, and compare this to how many people actually convert.\u003C\u002Fp>\n\n\n\n\u003Cp>This type of heat map also offers a variety of insights into user experience. For example, you might find that a lot of users are clicking on an element that isn’t clickable, such as an image. As well as implying that there is some visual confusion about this element that might need to be addressed, these instances highlight opportunities to continue the user journey by adding a hyperlink to these commonly clicked elements. This also helps to reduce friction during the browsing experience.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"541\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fclick-heat-map.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30116\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An example of a click heatmap from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\">Hotjar\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"engagementheatmaps\">Engagement heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>Engagement heat maps combine clicks, movement and scroll into a single colour-coded grid to show which areas receive the most attention from visitors. While it’s less nuanced than the individual heat maps on their own, it provides a simple, well-rounded overview for quick and easy insights.\u003C\u002Fp>\n\n\n\n\u003Cp>By compressing all of the data into a single graphic overlay, engagement heat maps eliminate having to switch back and forth between the separate metrics. For example, you can see how many people clicked on a certain element and the percentage of them who scrolled to it in a single view. This can help to quickly and effectively relay information to key stakeholders without the need for a deeper understanding of engagement analytics.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"946\" height=\"493\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FInteraction-heat-maps.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30117\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An example of an engagement heatmap from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002F\">Hotjar\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"rageclickheatmaps\">Rage click heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>Rage click heat maps show where users click repeatedly in rapid succession. ‘Rage clicking’ is a user behaviour that happens when an element of a website isn’t working as expected and can signify technical or design issues. By analysing these heat maps, web designers can identify problematic areas and make necessary adjustments to improve user experience and site functionality.\u003C\u002Fp>\n\n\n\n\u003Cp>This is more of a niche metric than those offered by some of the other heat mapping tools. However, it offers important insights into user experience that can help you create a smoother, more enjoyable browsing experience. Rage clicks could signify slow page load times, broken links, and other issues that contribute to a negative user experience. Minimising instances of rage clicks can increase average session duration, boost conversions, and encourage customer loyalty.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"946\" height=\"607\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Frage-click-heat-map.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30128\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">An example of a rage click map from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002F\">Hotjar\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ai-generated-attention-heat-maps\">AI-generated attention heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>AI-generated attention heat maps use machine learning to predict how the human visual attention system will respond to a webpage. These include cognitive load and focus, as discussed in the above section, but can also measure:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Clarity –\u003C\u002Fstrong> how clear your website is to users. Websites with a low clarity score will appear cluttered and hard to navigate and interpret. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Engagement –\u003C\u002Fstrong> a predictor of the user’s level of immersion in the interface or image the person is likely to feel. Lower engagement pages could be found to be boring or uninspiring, whereas those with higher engagement are likely to have increased interaction and this could lead to higher purchase intent.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Predictive attention AI should be used as an indicator of visual attention but is limited to only bottom-up attention, which is driven by the stimulus as they don’t have the executive goal-seeking functionality of a human so are limited in this capacity. As such, we always recommend that you follow up AI-generated heat map studies with real-world \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fuser-research\u002F\">user research\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"who-uses-website-heat-maps\">\u003Cstrong>Who uses \u003C\u002Fstrong>\u003Cstrong>website heat maps\u003C\u002Fstrong>\u003Cstrong>?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While there are many different industries that use heat maps in various forms, website heat maps tend to be implemented by UX designers, marketers, data analysts and product teams. The insights gained can help to inform website design, supporting the optimisation of user journeys. For marketers, heat maps provide essential insights into delivering effective messaging to increase conversions. By showing how users engage with certain elements, they can help product teams understand which elements of an application or piece of software are functioning well, and which ones users don’t interact with.\u003C\u002Fp>\n\n\n\n\u003Cp>Business and website owners can also make use of heat maps to inform their design and user experience decisions. However, it’s worth bearing in mind that effective heat map analysis requires an in-depth understanding of a broad range of specialisms across user experience design, customer psychology and data interpretation. For that reason, businesses may choose to partner with an agency that is experienced in heat mapping and the associated analysis to ensure the best results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"heat-map-examples-and-use-cases\">\u003Cstrong>Heat map examples\u003C\u002Fstrong>\u003Cstrong> and use cases\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Heat maps can be used for a wide range of applications, offering insights into user behaviour and engagement patterns. Heat map data is particularly beneficial when used in conjunction with other tests and tools to ensure a holistic view of how users interact with the website. Let’s look at some heat map examples and how they can be used to increase key performance metrics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"combining-a-b-tests-with-heat-maps\">Combining A\u002FB tests with heat maps\u003C\u002Fh3>\n\n\n\n\u003Cp>A\u002FB tests are used to compare the performance of a new version of a webpage against the original, which acts as a control. In A\u002FB testing, it’s important to only change one element at a time, allowing for better attribution of the results. Combining A\u002FB testing with heat maps provides clear insights into user behaviour before and after the change.\u003C\u002Fp>\n\n\n\n\u003Cp>Hotjar’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Fcustomers\u002Feveryorg\u002F\">Every.org case study\u003C\u002Fa> outlines how heat mapping helped the company to identify a critical issue in their donation flow, where users were rage-clicking the donate button, without having entered their card details. By analysing the heat maps, Senior Product Designer Dave Sharp hypothesised that redesigning the donation form to separate the steps of adding a card and making a donation would reduce user frustration. A\u002FB testing confirmed this hypothesis, resulting in a 29.5% increase in donations.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1518\" height=\"919\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fevery-org-donation-page-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30134\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">A screenshot from an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.every.org\u002Fpro-publica\">every.org donation page for ProPublica\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"integrating-heat-mapping-tools-with-google-analytics\">Integrating heat mapping tools with Google Analytics\u003C\u002Fh3>\n\n\n\n\u003Cp>Google Analytics provides detailed metrics on traffic, user demographics and conversion rates, but it doesn’t always explain why users behave in certain ways. Heat maps fill this gap by visually representing where users click, scroll and engage most on a webpage, highlighting areas of interest or frustration. By linking these two tools, businesses can correlate specific user actions with broader trends, identify patterns, and make data-driven decisions to improve user experience, optimise design, and ultimately boost conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Hotjar’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fclarity.microsoft.com\u002Fcase-studies\u002Fadapt-worldwide\u002F\">Adapt Worldwide case study\u003C\u002Fa> details how this marketing company combined heat mapping and session recordings with Google Analytics data to gain deeper insights into user behaviour on their client’s website. In particular, they were able to identify areas of frustration through rage clicks and analyse engagement patterns to understand user focus. This led to targeted design changes on the client’s website, such as implementing a sticky form and adjusting the content layout. This resulted in an 86% increase in chair sales and a 74% increase in bed sales, whilst also reducing cost per acquisition (CPA) for both.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"inspiring-hypotheses-for-user-testing\">Inspiring hypotheses for user testing\u003C\u002Fh3>\n\n\n\n\u003Cp>When making changes to a website, it’s important that any decisions are based on evidence rather than assumptions. While experienced marketers, designers and analysts can make informed guesses about the underlying cause of underperforming web pages, being able to back this up with solid data provides additional confidence that the reasoning is sound. Heat maps help to minimise risk and can encourage buy-in from key stakeholders.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F@hustlebass\u002Fusability-testing-case-study-for-health-fitness-app-24613911efc6\">In their case study\u003C\u002Fa>, UX designer and researcher Ihor Stepura used heat maps to validate a hypothesis about usability issues in the FatSecret app, which tracks calories and macronutrients. Steptura hypothesised that excessive and duplicated information on certain screens increased the number of misclicks, leading to a negative effect on user experience. After redesigning the interface to simplify navigation and improve recipe interactions, they integrated heat maps with usability testing, which revealed significant increases in usability scores and user satisfaction.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"fixing-errors-in-user-journeys\">Fixing errors in user journeys\u003C\u002Fh3>\n\n\n\n\u003Cp>While designers and marketers might have an ideal user journey in mind for a certain webpage, in reality, this isn’t always how real people interact with it. Heat maps can help to identify issues that are preventing users from following certain pathways, such as broken links, which could be signified by rage clicks on a button or hyperlink. Similarly, scroll maps may highlight that users aren’t reaching an important element on the page and are bouncing due to a lack of engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>Hotjar’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Fcustomers\u002Feveryorg\u002F\">Every.org case study\u003C\u002Fa> highlights the effectiveness of watching videos of individual user sessions to identify errors. Senior Product Designer Dave Sharp notes the value of watching people going through the donation flow and seeing the issues that arise, such as an element not loading or a button not functioning. Users who came across such issues didn’t get in touch with the organisation; they simply gave up completing the donation process, leading to lost funds. These session recordings provided insights that allowed the issues to be fixed to optimise customer journeys and increase donations.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-get-heat-maps-for-your-website\">\u003Cstrong>How to get heat maps for your website\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As heat mapping has continued to develop and become a standard practice in a variety of industries, accessibility to the tools required has also increased. There are a variety of different options available, ranging from simple yet effective free tools to more advanced platforms, providing a solution for businesses of all sizes.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"free-heat-mapping-tools\">Free heat mapping tools\u003C\u002Fh3>\n\n\n\n\u003Cp>For those on a budget, there are several free heat mapping options available, most notably Microsoft Clarity, which is a completely free tool. Many of the paid tools, including Hotjar, VWO and Mouseflow, also offer free plans that allow users to take advantage of a basic version of the platform.\u003C\u002Fp>\n\n\n\n\u003Cp>While they can provide great insights, free tools tend to offer limited functionality, such as including fewer heat map types, limiting how many visits can be tracked per day or month, and not enabling heat maps to be downloaded. They may also only support one user or one website at a time, making them less versatile for larger businesses, or agencies offering heat mapping services to multiple clients.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"more-advanced-platforms-for-heat-mapping\">More advanced platforms for heat mapping\u003C\u002Fh3>\n\n\n\n\u003Cp>As well as free options, you can find a wide range of paid platforms offering more advanced heat mapping functionality. Popular examples include Hotjar, CrazyEgg, VWO and PostHog. Like most digital tools, it’s important to take advantage of free trials and demos to determine how well the platform fits into your business before committing.\u003C\u002Fp>\n\n\n\n\u003Cp>With these more premium heat map solutions, you can unlock sophisticated analytics tools, unlimited user tracking, and the ability to save and download heat maps, giving you access to historical data to inform more decisions. These advanced platforms also tend to have more processing power, meaning that heat maps load quickly, making it easier to switch between them and filter results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-heat-map-analysis-to-improve-user-experience\">\u003Cstrong>Using heat map analysis to improve user experience\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The crux of heat map analysis is identifying hotspots and coldspots on a page. Hotspots represent areas with high engagement or frequent clicks, suggesting that they’re effective or attention grabbing, whilst coldspots indicate sections that are overlooked or underperforming. By capitalising on hotspots and addressing coldspots, you can better align content with user interests and behaviour. To do this effectively, you need to drill down into different heat map types.\u003C\u002Fp>\n\n\n\n\u003Cp>Analysing click patterns helps in understanding user behaviour, and identifying where clicks are concentrated and where misclicks occur. This can reveal issues like broken links or confusing navigation. Scroll depth allows you to evaluate how far down the page an average user will scroll. This allows you to ensure that important content is placed in an optimal location to ensure that it gets seen. Engagement heat maps can also illustrate user focus, providing insights into how you can emphasise important content.\u003C\u002Fp>\n\n\n\n\u003Cp>Heat maps are valuable tools for improving user experience, but require a methodical, analytical approach to ensure the best outcomes. As well as analysing heat maps on their own, combining them with A\u002FB testing allows you to compare design variations to ensure that you choose the most effective layout. You can also integrate heat map analysis with user feedback and usability testing for even more insights to inform design decisions.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"heat-map-analysis-and-cro-by-impression\">\u003Cstrong>Heat map analysis and CRO by Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Heat maps provide a valuable source of information that can not only back up hypotheses about website performance but can also highlight problems that would have otherwise gone undetected.\u003C\u002Fp>\n\n\n\n\u003Cp>While a heat map can provide deeper insights into user behaviour, it’s important to effectively analyse the data and use it to make informed changes to address any issues uncovered. This can be complex and time-consuming, particularly for larger websites, or for smaller businesses with fewer marketing resources.\u003C\u002Fp>\n\n\n\n\u003Cp>As part of Impression’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO services\u003C\u002Fa>, we use heat mapping in conjunction with website experiments and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">behavioural science\u003C\u002Fa>, ensuring a thorough, data-driven approach. To discover how our talented CRO team can help to optimise your website performance, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch with us\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":151,"protected":201},30140,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1174,"_yoast_wpseo_metadesc":1175,"inline_featured_image":201,"footnotes":5},"Website Heat Maps: Definition, Examples and Analysis","Read our guide to website heat maps, exploring how they work, the benefits to your business, and heat map examples to support your marketing 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Impression’s experts Mike Weir and Yas Burchill as they explore the challenge of changing consumer behaviour online over the last 5 years.\u003C\u002Fp>\n\n\n\n\u003Cp>Yasmin notes that impulse buying may not be as common as it once was and that the customer journey has grown. This has led to changes in how we create digital marketing strategies, as we adapt to how we structure campaigns based on user behaviour.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=hDS3IcnwDOo&t=6s\">00:06\u003C\u002Fa> – Navigating changing online consumer behaviour\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=hDS3IcnwDOo&t=166s\">02:46\u003C\u002Fa> – Opportunities and challenges in the automotive industry\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=hDS3IcnwDOo&t=314s\">05:14\u003C\u002Fa> – Data quality, online privacy and user-consent\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=hDS3IcnwDOo&t=506s\">08:26\u003C\u002Fa> – How to convert more clicks into customers\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Navigating changes in customer behaviour and improving user experience\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FhDS3IcnwDOo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: I think one of the biggest challenges for us, not just necessarily in PPC but across all channels, is the kind of change in consumer behavior that we’ve seen over the last few years. So, you know, the way that people behave online now, as I’m sure you’re aware, is very different to how people behaved three, four, or five years ago. And actually shopping behaviors specifically on Google have really, really changed. And what we tend to see now is that people are doing a lot more research before they buy. There used to be a little bit more impulse buying, I would say, but not quite the case anymore.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: So I think what we’re having to do is adapt to some of the new formats that Google are bringing in. So Performance Max has been the big one that everyone’s been talking about for the last few years, but also adapt how we’re running and structuring those campaigns based on user behavior.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: So, yes, obviously, you’re seeing these big changes in user behavior. I suppose one of the things is like people coming in from adverts, sort of scrolling around a bit, and jumping straight back out again, and then using the Google shopping like they might do a catalogue or a listing page.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: Yeah, absolutely. That’s a big challenge because obviously if those ads are paid, every time someone clicks back out and then clicks back in again, that’s going to drive up your costs.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: Yeah, and that’s exactly what’s happening. We’re seeing the click-through rates can rocket for some people, but the detriment is conversion rate. So we’re seeing a lot at the moment that the products that people are clicking on aren’t necessarily the products that they go on to buy. And actually, the way that we’re looking to structure campaigns is more based on how the user behaves rather than what Google tells us, so actually we’re doing a lot of work to understand what the aspirational products that people see and click on and think, “I’d really like that,” versus what do they then go on to buy? But then the next step is when they get on to the site and they’ve clicked on that aspirational product, how do you get them to go through to those final products?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: That’s really interesting. Back in the day, you used to work with a large fast fashion client. And what we used to find was that if we put very sensible clothing into the adverts, the adverts would perform worse and perhaps some of the more high contrast colors and some of the more ‘out there’ stuff. Actually, the reason for that was is that black dresses will sell themselves almost. But actually the thing that brings people in is the thing that grabs their attention is actually the novelty. And it’s that standout product, that wow factor that draws that emotion, that sort of drives people into the website.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: I suppose speaking back to your point about the behavior changing now, it’s a case of like, try and sort of design those list pages so that when people come onto a product page, they land onto it. If I don’t like that product, or they don’t trust it immediately for whatever reason, what’s around that product used to be a description of that product. Increasingly, we’re seeing tests around sort of bringing a catalogue onto that page, so similar products, outfits, bundles, all of that good stuff.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: We’re seeing as well, lots of challenges in the automotive industry, companies like AutoTrader where you didn’t have as much competition historically, and I’ve seen loads and loads of new entrants into the market. I suppose that’s going to increase competition from like a user experience perspective, but also for an advertising perspective as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>\u003C\u002Fstrong>: Yeah, absolutely. We’re lucky enough to work with a few automotive clients, actually one quite major one, and that’s definitely a trend that we’ve seen over the course of the last year. It’s a really saturated industry now, which it didn’t used to be and it has meant that, you know, there’s CPC spikes, costs are a lot higher than they used to be. We’ve actually done some really, really innovative work for that client over the last six months or so. We were one of the first advertisers actually to get onto the Google Vehicle Ads beta, which is really, really cool. It’s like shopping ads but for vehicles. Since we’ve implemented that strategy for them, we’ve seen loads of really good results. We’ve actually increased leads by 99% for that client since we took them on board, nearly 100, we’d love it to be 100, but it is 99%. There is a lot that we can be doing for them, but you’re absolutely right. What we have to bear in mind is the impact of competition. And unfortunately, even whilst we’re bringing in those new features, CPCs are going to continue to rise because the market is getting really saturated. But we’re doing everything we can and we can see some really good results starting at the moment.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Weir\u003C\u002Fstrong>: That’s really interesting. I suppose that industry trend of a sort of new template, those new layouts, is going to be across other stuff as well in the future. So that sort of shopping behavior of flicking between different landing pages is going to become really important. So, making sure that you’re optimizing your landing pages based on the traffic, the level of intent, what they’ve seen immediately before is going to become more and more important.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: Yeah, absolutely. And I think the general theme that we’re seeing as well is that the new products that Google tends to be bringing out, like Vehicle Ads, Performance Max, all speak to this changing user behavior. And the fact that people are using the shopping page like a catalogue clicking back and forwards, you need as much information on that page as possible to entice the user to be able to get them to site, and that kind of speaks to the level of competition there is at the moment as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: Yeah, exactly. I suppose as well, traditionally people thought of their homepage as their shop window, so that’s where all the brand messaging was, that’s where all the trust signals were, that’s where the value proposition was. Now, increasingly it’s like people walking through a door and they’re in a retail environment. And if they’re not familiar with it, all of those things, like the trust signals, the social proof elements, they play an increased role for people who have never seen or heard of a business before. So, how they get that right is really important.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: A big issue that we’re facing at the moment and very, very recent, is changes to consent mode, you know, everything that’s going on with the cookie over the next year or so, the impacts that we’ve seen for a lot of advertisers over the last few weeks is actually when consent mode has been implemented, we’re seeing from a tracked perspective traffic dropping off, conversions dropping off, and the impact of that for us is bid strategies have really, really little quality data to work with. So from your perspective, what do advertisers need to be doing at the moment to combat this?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: So, I suppose cookie stuff for the legal aspects is they have to be compliant. So the first thing is to check that you are—you’d be surprised how many businesses actually aren’t compliant at the moment or, in what I describe, as some kind of grey area, but that grey area will get tighter and tighter. And the other thing to consider is the design of the opt-in cookies are not all equal. And actually, some of them are really, really good at subtly encouraging people to accept them. And they’ve been tested as such to do that type of thing. Now, obviously there is a line here between being legal and being too pushy, but I would suggest that by designing the optimum and testing it and remaining within that compliant zone, you can probably increase the amount of people who are giving you their first-party data. On top of that, look for other areas to get consent. So if they haven’t consented in the first interaction and they’re further along the journey and they’re now starting to display signs that perhaps they are interested in purchasing from you, is there something you could do further in the journey to try and encourage them to then give you consent after the fact? So there’s lots of opportunities in that. So what are the considerations from your side, I guess, to deal with that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>\u003C\u002Fstrong>: Yeah, absolutely. First-party data is obviously everything and the way that bid strategies work on all paid platforms is they’re only as good as the data that you give them. So even in instances where we are seeing that overall tracked traffic is reducing, the thing that I want to see as many advertisers do as possible is be pushing to include micro conversions in the data that’s being tracked as well. So there’s lots of different metrics that we would really push for advertisers to be including in their micro conversions at the moment. So things like email sign-ups, add to basket clicks, product clicks, page scroll depths. All of this is really valuable data that we can be feeding into the bid strategies. The more data that they are given, the better they’re going to optimize and the better they’re going to understand what a potential customer looks like, what a customer who comes on-site but doesn’t end up purchasing looks like. So we can make better decisions off the back of that as well. So the big thing for us is, any data that you can get feed into the platform because it’s going to make a big difference.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: That’s really interesting because like, back in the UX and digital analytics perspective, it’s the type of data that we’d use when we try to diagnose what’s wrong with a website, we’re looking at page clicks, scroll depths, add to basket ratios, all this type of stuff to try to understand which pages are performing best and why. And now actually feeding those back into your ad campaigns is a really good tip because if you know this, if you know the add-to-basket ratio and page scroll depths are high on certain pages, you can start to prioritize those and optimize them. So I think that’s a really good shout. I think it’ll be a bit of an education piece for a lot of people. So if they haven’t been doing it historically, they’ll need to sort of think about what things can be classified as micro conversions because it’s not always obvious, it’s going to be different for each business.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Yasmin Burchill\u003C\u002Fstrong>: Yeah, absolutely. And the key thing there as well is the data is only going to be as good as what we’re feeding in, so as much as possible is really good. But you’re absolutely right, the key thing that I like to see advertisers do at the moment is really start to hone in on their own analytics as well, because there’s lots of insights you can be getting from the data that’s already there. And I think for a lot of advertisers, especially a few years ago, we would see that it was just accepted that whatever Google says is what’s happening. But actually, the reality is for a lot of advertisers, that’s not the case. We know that Google Analytics, for example, often vastly underreports what actual revenue is coming through and it’s great that there’s new platforms and tracking capabilities out there, like Shopify Analytics, that are giving advertisers a more holistic view of what’s going on. So I think it’s getting used to different types of data sources as well and not necessarily just taking what Google says as gospel, but really trying to build as full a picture as possible because that’s the only way that we’re really going to be able to feed everything back into the campaigns and make sure that they’re running at their best.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cstrong>Mike Weir\u003C\u002Fstrong>\u003C\u002Fstrong>: That’s really interesting. That’s great, thanks for that.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":161,"protected":201},30028,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1365,"_yoast_wpseo_metadesc":5,"inline_featured_image":201,"footnotes":5},"Customer behaviour and improving user experience [Video] | Impression",[795,522],[],[212],[1370,101,215,216,217,218,219,800,528],"post-29607",[],[],[1374,1375,1376,1377],{"path":176,"name":177},{"path":226,"name":227},{"path":126,"name":127},{"path":185,"name":160},"Join Impression’s experts Mike Weir and Yas Burchill as they explore the challenge of changing consumer behaviour online over the last 5 years. Yasmin notes that impulse buying may not be as common as it once was and that the customer journey has grown. This has led to changes in how we create digital marketing 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