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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

The web that killed the golden goose

It may appear to be a paradox but it seems that marketers have a better chance of getting to know their customers by not asking them who they are first, and customer-centricity doesn't always begin with gathering as much data as possible, according to research by Ping Identity, which found that increasingly lengthy and complex log-in processes and web forms are driving consumers away.

The study found that an overwhelming 80% of consumers had locked themselves out of websites because they couldn't remember their log-in details.

This is hardly surprising as nearly a quarter (24%) of respondents had log-ins for up to five websites, while an equal number juggled six to ten websites and almost a third (30%) face the logistical feat of remembering log-ins for between 11 and 20 websites.

As a result of 'password amnesia', nearly 50% of consumers have had to re-set a password, with more than one fifth (21%) having to do so on a regular basis.

The online frustration doesn't stop with passwords though. With 71%, the majority of people have abandoned a 'fill in your details' form. For 77% of these, entering the details into the form simply took too long, while 58% left the site because the form was too detailed.

More than half of respondents gave up on a website because the form demanded information they didn't have to hand, while almost a fifth were frustrated because the company didn't remember their details from their last interaction with them.

"With more than half of respondents logging into an online shopping site with a password up to five times a day, this login barrier could cost businesses dearly," said Andrew Hindle, director for Ping Identity. "That kills any loyalty you might have. If e-retailers lose a customer at that critical point in the sale, they are unlikely to return soon, if ever."

Therefore, Hindle warns, web site operators - and e-retailers in particular - must make their registration and payment processes as quick, easy, and seamless as possible, or risk customers going to competitors who do so.


Sources: Ping Identity /
The Marketing Factbook.
Copyright © 2013 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark