Transcripts
Welcome to the Mesmerizing Marketing Podcast, where we take a deep dive
Speaker:into the latest marketing trends, tools, and tips, and provide you with
Speaker:the top resources you need to thrive and make your marketing mesmerizing.
Speaker:And now here's your host Dimple.
Speaker:Dang.
Speaker:Hello everyone.
Speaker:Welcome back to the Mesmerizing Marketing podcast.
Speaker:And today I'm excited to be here with Shair.
Speaker:He's a managing director at Smart Panda Labs, and we're gonna be talking about
Speaker:some very interesting concepts when it comes to marketing and converting and
Speaker:just increasing the conversions that.
Speaker:Clients are getting from their website.
Speaker:So tell us a little bit more about, your background Shair, how you got
Speaker:started at Smart Panda Labs, what you do for them, and we'll start there.
Speaker:Sure.
Speaker:So got started with Smart Panda Labs about 13 years ago now.
Speaker:Used to work in a corporate side of things for a number of different brands, large.
Speaker:Really at the start of the internet really becoming an important thing
Speaker:just to keep part of the business in.
Speaker:Over the years of helping organizations start to use the
Speaker:internet the right way, ran into.
Speaker:, a lot of frustrations that still exist today in terms of getting
Speaker:internal teams and resources aligned to create the kind of experience
Speaker:that people really demand online.
Speaker:So trying to get marketing to work with product, to work with it, to
Speaker:work with operations, and out of that frustration and came the broke the
Speaker:smart panel labs in terms of trying to get companies to help build that
Speaker:foundation and framework for success so that they can, they can really drive.
Speaker:A good digital customer experience is that that generate revenue and save costs.
Speaker:Yeah, that's, that's great.
Speaker:And that's much needed nowadays because, you know, a lot of companies can
Speaker:invest in digital marketing, invest in website and do all of these things, but
Speaker:they're still not getting conversions.
Speaker:And I think there's, there is a little bit of art and science to
Speaker:getting, you know, conversions on a website, on a landing page.
Speaker:A lot of it has to do with even ad copy, but you know, when you really
Speaker:wanna get scientific, there's so many different factors that impact, you know,
Speaker:what converts and what doesn't convert.
Speaker:So, you know, for our audience, like tell us a little bit more about what exactly
Speaker:Smart Panda Labs does and, and you know, what type of companies do you work with?
Speaker:Sure.
Speaker:So, I'll kind of answer that in reverse order.
Speaker:So we typically work with companies, enterprise organizations.
Speaker:in the earlier stages of digital transformation.
Speaker:So they know they need to have a really modern digital customer experience,
Speaker:but they don't know how to get there.
Speaker:They know that they can see the destination, but they're not sure
Speaker:what path to take to get there.
Speaker:So we help them navigate that.
Speaker:And, and ultimately what we focus on is you talked about ads and and
Speaker:having good advertising, we focus on what happens after the click.
Speaker:So a lot of time and attention and, and money is spent on
Speaker:advertising and that's certainly, I.
Speaker:. But unfortunately as marketers we sometimes get so focused on advertising.
Speaker:We think every problem is an advertising problem.
Speaker:And when you really think about it only seconds are spent interacting with an ad.
Speaker:Most of the customer's time is spent after the click.
Speaker:So what is that experience they have on the website with
Speaker:the landing page or the app?
Speaker:What's that communication that's happening with email or sms?
Speaker:What's happening to drive them ultimately to conversion and then building
Speaker:a relationship to drive lifetime.
Speaker:And that's where Smart Paint allow focuses.
Speaker:It's thinking about communications, thinking about marketing automation,
Speaker:thinking about experimentation, personalization, all those elements
Speaker:that happen after the click that drives conversion and lifetime value.
Speaker:Yeah, that's great because obviously, you know, people can get clicks.
Speaker:They can, you know, do paid ads on Google through PPC campaigns.
Speaker:They can get organic.
Speaker:But once they get the click, if the, you know, potential client doesn't stay
Speaker:on that website and they leave, it's not gonna translate into a conversion.
Speaker:It's not gonna translate into a sale.
Speaker:So my question to you is, what are some of the most common mistakes you're
Speaker:seeing, these businesses and companies make when it comes to, you know, their
Speaker:website are, are their landing pages like, What do you think they could improve?
Speaker:When you go to them or they come to you and you're looking at their website, what
Speaker:are some of the common mistakes you're.
Speaker:I think that to talk about big buckets that usually fall in one or two buckets.
Speaker:It's usually about usability, so just a poor user experience.
Speaker:So, the way the page is laid out is an intuitive in terms of
Speaker:what you want the person to do.
Speaker:So you think about looking at the page and what that major call to action is.
Speaker:If the pages even locks a call to action, is it very clear what the
Speaker:next step is to go in the process?
Speaker:We see a lot of problems with that.
Speaker:And then the other issue that we usually find is around persuasion.
Speaker:How are you building value?
Speaker:How are you giving them the appropriate information at the right time?
Speaker:So we talked about the fact that what, what happens after the
Speaker:click is critically important?
Speaker:Well, if the messaging and the imagery and the ad drove the click, how are
Speaker:you e continuing that story and how are we playing off that messaging?
Speaker:How are we playing off that imaging on that landing page so that
Speaker:ultimately drives people all the way through that conversion process?
Speaker:So it's usually around usability.
Speaker:Not being very clear and concise about the path that you want people
Speaker:to take, and being able to make it very explicit as to what needs
Speaker:to be done on the page to do that.
Speaker:And then again about persuasion, about having the right content
Speaker:in the right place so people can be able to educate themselves
Speaker:and, and then ultimately convert.
Speaker:Great.
Speaker:You're saying that, you know, when someone's on a website in terms of
Speaker:usability, you know, they're not sure, well, what action are they supposed to
Speaker:take next because it's not clearly defined or maybe there's too many options and
Speaker:then that creates a bad user experience where the user is confused, well, should I
Speaker:click here or should click here, shouldn't I go to this page or, or that page
Speaker:and by then nothing's happening because, you know, the potential client is just
Speaker:like, well, I don't know what to do, so I'm going to just do nothing And pause.
Speaker:And I think this is where, smart Piano Labs comes in, is you're coming in, so
Speaker:you're, you're gonna take an assessment.
Speaker:You're gonna say, well, this is how we can improve the user experience.
Speaker:You know, this is how we can improve conversions.
Speaker:And, you know, when it comes to usability, what are some of
Speaker:the, fall pauses that you've seen?
Speaker:And it's like, no, no, don't do that.
Speaker:And you've see it all the time.
Speaker:Probably the, the number one thing that we see is you're giving
Speaker:people too much information.
Speaker:You're giving people too many choices.
Speaker:You kind of throw everything in the kitchen sink at the one page.
Speaker:And people don't like that.
Speaker:It's, it's a bit counterintuitive cuz you think, well, I'm gonna give
Speaker:them all the information they need in order to make this decision.
Speaker:I'm gonna give them.
Speaker:All these choices and they can click to this page and learn about
Speaker:this aspect of it and this page, and learn about that aspect of it.
Speaker:But what happens is people tend to get kind of paralyzed.
Speaker:It's, it's too many choices, it's too many things to do and end
Speaker:up, it ends up causing confusion.
Speaker:So, very much what you alluded to just the fact that packing too much into one
Speaker:shot instead of keeping things very, very simple and very, very straight.
Speaker:Yeah.
Speaker:Yeah.
Speaker:They get paralyzed by fear and then that complexity just, you
Speaker:know, makes them take no action.
Speaker:And that's not the best you know, resort to go to.
Speaker:Let's, let's talk about, you know, we talked about usability.
Speaker:Let's also talk about.
Speaker:in terms of, you know, the customer experience, like when they come
Speaker:to a site you know, that customer experience is also, I think, how they
Speaker:feel when they land on a landing page.
Speaker:And I think that can come through imagery, it can come through the tone that's
Speaker:used in the content, the way that the content is written, how it's speaking
Speaker:to that audience, and is the you know, resonating with that content or not.
Speaker:So what have you seen when it comes to.
Speaker:Content and ad copy and imagery.
Speaker:We've seen that the continuity of content and ad copy and imagery
Speaker:is typically worth worse, best.
Speaker:It, it reinforces the message that kind of drove the click and it reinforces
Speaker:the fact that the customers in the right place going along the right path.
Speaker:And we mean that very, very literally.
Speaker:So if you had a particular image, a.
Speaker:Maybe it's a vacation.
Speaker:In, in the, in the ad you had a shot of people at the beach.
Speaker:Having a shot of people at the beach on the landing page reinforces that if there
Speaker:was a particular line of copy about, you know, save $50 today on your package.
Speaker:Then the landing page should say, save $50 on your package.
Speaker:It should immediately reinforce what they saw in the ad so they
Speaker:know they're in the right place.
Speaker:This is the same message I just saw.
Speaker:Okay, great.
Speaker:This is what I'm looking for.
Speaker:Give me some information about the package, and now I'm informed
Speaker:enough to take the next step.
Speaker:Yeah, so there needs to be consistency in the story that it's telling.
Speaker:The images should match up with the ad copy and it should just all, you
Speaker:know, flow together and tell a story.
Speaker:And sometimes, you know, when websites don't have that and things
Speaker:are not connecting, it's disjointed.
Speaker:And that's the same experience that the end user's getting and the end
Speaker:user is gonna end up leaving that website and going to their competitor's
Speaker:website and therefore, That, you know, company has lost a potential client
Speaker:that could be worth for some of these corporations, millions of dollars, right?
Speaker:So where you come in, like, you know, tell us like some of the industries that,
Speaker:that you guys work with and maybe you can share a case study, maybe the one about.
Speaker:The vice Roy Hotel because, you know, they're a well known brand
Speaker:and I've actually been to their locations in la so familiar.
Speaker:But tell us a little bit more about an actual case study and how you
Speaker:took this hotel and you really help them change the way that they were
Speaker:representing themselves online and how that increased their conversions.
Speaker:Sure.
Speaker:So it's really about kind of understanding again the usability
Speaker:of the experience and looking at things from a customer's perspective.
Speaker:. So for Vice Roy at the time, they were kind of tipping their toe into
Speaker:experimentation and testing, and they kind of need to prove out the ROI of it.
Speaker:That if we invest in an experimentation program, it's this gonna drive results is
Speaker:is gonna ultimately drive revenue for us.
Speaker:Unfortunately we were able to prove that out.
Speaker:So, an example of simple copy on a button.
Speaker:An an early point in the process of, of converting and actually
Speaker:register reserving a hotel room.
Speaker:Someone might see a button that says book.
Speaker:, well, you're not actually booking right now that very early in the process
Speaker:there's probably several steps before you're actually booking the room.
Speaker:So just changing the copy on that button to be more an, a more accurate description
Speaker:of what's happening in that process.
Speaker:Something like start your reservation, which is really more accurate description.
Speaker:We saw that drive more through, pre through into the conversion funnel.
Speaker:And then ultimately were more revenue from the.
Speaker:Being able to create a dedicated campaign landing page that consolidated some of the
Speaker:key points of information people needed in order to convert versus just kind of
Speaker:driving people generally to the site or to a general property page was also something
Speaker:that drove more revenue for the company.
Speaker:. So there was all these opportunities just to improve
Speaker:the usability of the experience.
Speaker:Yes.
Speaker:To make it more accurate to get what we consider to be low hanging fruit.
Speaker:I mean, these are people who kind of want to do this.
Speaker:Basically we're just helping websites get outta their own way and, and
Speaker:allow those people to do that.
Speaker:So that's before you even talk about trying to persuade people to do it,
Speaker:these are people who want to do it.
Speaker:You just try to kind of move these barriers and allow 'em to move forward.
Speaker:Yeah, I love that.
Speaker:And I think there's a whole psychology behind all of that.
Speaker:It's like, oh, you know, start your reservation versus book your
Speaker:book now or book your reservation.
Speaker:Because book now means like right now you're gonna have to pay, or
Speaker:you're going to have to, you know, do the complete the transaction.
Speaker:Whereas start just means, hey, , you're going through the process.
Speaker:You might maybe change your mind to, you know, a different booking or different
Speaker:type of room that you want, but it, it's a little bit softer and I think it's,
Speaker:, how do those words impact, you know, how someone is receiving that information?
Speaker:How are they thinking about it and, and how does it make them feel?
Speaker:And if The goal, I think, is to make them feel comfortable throughout
Speaker:the customer journey and to feel.
Speaker:not stressed out to feel relaxed and like, you know, feel like they're in a
Speaker:safe space where whatever transaction they make on that particular website,
Speaker:that they're gonna have a good user experience, that they're going to get
Speaker:exactly what was promised to them.
Speaker:You know, like that's through the landing page, the words and, and the content.
Speaker:And I think the disconnect sometimes is, users go on a website, they purchase
Speaker:something and they don't get what was promised to them are the right, the funnel
Speaker:of the actions don't go as expected.
Speaker:And so that was a great example, you know, that you shared.
Speaker:Thank you for sharing that.
Speaker:What else, can you tell me in terms of like the different services
Speaker:that Smart Panda Labs provides?
Speaker:You know, for different corporations and, and companies and, and
Speaker:anything else that you do besides what we already talked about.
Speaker:Sure.
Speaker:So again, we, we talk about the fact that people need time
Speaker:in order to make a decision.
Speaker:They need the appropriate information.
Speaker:So some of what we do isn't just saying, okay, what's that experience
Speaker:when someone comes to the website and how do we drive them through the.
Speaker:, but also how do we give them an opportunity to say, well, I,
Speaker:I kind of need to learn more.
Speaker:So a lot of what we do is around communications, marketing automation,
Speaker:people signing up for, for emails or for triggered campaigns so that perhaps
Speaker:if they're not ready to actually put their credit card in, perhaps
Speaker:they're willing to give you the email to get some additional information,
Speaker:and then you conduct them over time to get to that point of conversion.
Speaker:Then subsequently after the e, after the person actually makes that, that purchas.
Speaker:, now you're able to go back to them.
Speaker:Now you have some information about their experiences, what they like,
Speaker:what products or services they're interested in, and now you're able to
Speaker:market to them again down the road.
Speaker:Use that inform.
Speaker:to get greater lifetime value from that person.
Speaker:So get 'em a chance to come back to become a, a more loyal customer.
Speaker:So it's not just about the experience on the website itself, which we certainly
Speaker:help with in terms of experimentation and personalization, but it's also
Speaker:about those communications that can be triggered as well, whether it be from
Speaker:email or from from SMS or, or other channels that can help to continue to
Speaker:nurture and, and build those relat.
Speaker:Yeah.
Speaker:Relationships are so important.
Speaker:And sometimes when someone's making a big purchase, it's not, you know,
Speaker:it doesn't happen instantaneously.
Speaker:That has to be nurtured and they have to consistently, you know, learn
Speaker:more about that product or service.
Speaker:And then you know, working their way, you know, into that funnel of, okay, I'm
Speaker:interested, and then I'm like, mm-hmm.
Speaker:who I'm like researching.
Speaker:And then it's like, okay, I might do this, but I'm not quite ready yet.
Speaker:And then it's like, okay, I'm ready.
Speaker:To pull the plug and, and go forward.
Speaker:And, you know, collecting email addresses is a great way to stay top of mind and,
Speaker:and also just let you know potential clients and existing, even customers
Speaker:know what is it that's new and exciting in the land of, that organization?
Speaker:What have they been working on that, And that's a way to stay
Speaker:top of mind and, and communicate.
Speaker:The audience can be really excited about?
Speaker:so thank you so much for sharing that.
Speaker:And what about like, you know, do you have any other case studies that are
Speaker:memorable where you're really proud of, , where you're really proud of the
Speaker:results that you got for the client?
Speaker:Yeah, there's one that, that, that stands out to me in particular, and it's because
Speaker:of the, the way it kind of all developed.
Speaker:So this was a client that, again, was trying to improve certain aspects
Speaker:of their, their conversion process.
Speaker:It just so happens that it was a travel client as well.
Speaker:And it's interesting with experimentation it's, it's more about
Speaker:learning than it is about winning.
Speaker:Most tests that you run are gonna lose.
Speaker:But with each loss you, you learn more and then eventually you get that big
Speaker:win, that kind of that big payoff.
Speaker:And I remember the very first experiment we ran for them, it was actually very
Speaker:similar to the one we did for a vice where we kind of changed the copy on the button.
Speaker:But in this case, the test actually lost very quickly within a couple of days.
Speaker:We had confidence that, that changing that copy on the button, making it a
Speaker:bit less committal, the thing we has did for Viceroy for this other travel
Speaker:client was received very poorly by their audience and, and started to lose money.
Speaker:So that kind of told us two things.
Speaker:Number one, don't change the copy on the button . But the other thing it really
Speaker:told us, That part of the experience matters a great deal to the consumer.
Speaker:It's just we didn't, we didn't tweak that part of the experience,
Speaker:the right way to move them in the direction that we wanted to.
Speaker:. So we tried something a little bit different.
Speaker:Instead of changing the copy on the button from saying, book now to
Speaker:start your reservation or whatever, we changed it to, we kept the,
Speaker:the, the copy of saying book now.
Speaker:, but then we added some microcopy below the button that said, your
Speaker:credit card will not be charged.
Speaker:So maintain the copy just gave some context to what was happening
Speaker:and, and what wasn't gonna happen.
Speaker:A and keep in mind at this point, , the person hadn't entered the credit card.
Speaker:But just by adding that micro copy, we saw a huge lift with confidence
Speaker:in convergence, the exact opposite.
Speaker:That was the winner in the experiment.
Speaker:So here we had this loss going in, this read a large loss, but it educated us
Speaker:enough that we were able to tweak the experiment and now get a big win that
Speaker:would drive, obviously, incremental revenue for the long term for them.
Speaker:So it just, I, I love that example because it, it just shows.
Speaker:experimentation again is really about learning and using the
Speaker:learnings in the right way so that you can get the long-term win.
Speaker:And that's what people have to commit to when it comes to experimenting.
Speaker:You.
Speaker:You've gotta know that most of them are gonna lose, but as long as you're learning
Speaker:along the way, you're gonna end up driving nice wins for your For yourself.
Speaker:Yeah.
Speaker:I love that.
Speaker:And of course, like, yeah, with experimentation, yeah.
Speaker:It is something that it's gonna take time to test different aspects
Speaker:and different factors and different buttons, different ad copy.
Speaker:, all of that.
Speaker:But I love that by changing in to say, your credit card is not going
Speaker:to be charged at this time, that is such a big confidence factor
Speaker:where someone can say, oh, okay.
Speaker:I trust this brand now because, I can keep moving forward.
Speaker:I don't have to be like, oh my God, I'm gonna have to pay for this right now.
Speaker:Maybe the person doesn't have funds, or maybe they're not positive that they might
Speaker:need to switch or cancel the reservation.
Speaker:So by having those little almost like trust factors along the
Speaker:way that are coming in to just go inside of their, their mind.
Speaker:I think it's giving them that level of comfort to move forward and make
Speaker:that transaction and, and that's very instrumental cuz it may seem like a little
Speaker:thing to say that, but what's huge is like the impact that it's having on the
Speaker:mindset of the person who is shopping.
Speaker:Exactly.
Speaker:It, it's, it's really about transparency, right?
Speaker:It's just about saying, look, this, when you do this, this is
Speaker:what you can expect to happen.
Speaker:Like, we're not, we're not hiding anything here.
Speaker:We're not trying to trip you.
Speaker:This is, this is a reasonable expectation of what is or what
Speaker:isn't in this case gonna happen.
Speaker:And just saying that, that expectation, giving that transparency increases
Speaker:confidence in the entire process.
Speaker:It allows people to move forward and move through the
Speaker:process and ultimately generate.
Speaker:Yeah.
Speaker:Yeah.
Speaker:That's great.
Speaker:Transparency is so key.
Speaker:Thank you for sharing that.
Speaker:And besides like, let's say, you know, like the hotels and hospitality industry,
Speaker:what other industries have you guys you know, worked with or liked to take
Speaker:on clients where you see that there is definitely a need for your services?
Speaker:Yeah, we've done work with with real estate, healthcare higher education.
Speaker:Not that we don't work with all industries, cause we certainly do,
Speaker:but we, we seem to gravitate toward a lot of industries where it's a
Speaker:higher consideration purchase perhaps a higher dollar, greater financial
Speaker:risk, sometimes greater emotional risk.
Speaker:But the way I like to refer to it is, it's when you're gonna buy
Speaker:something that you can't take back.
Speaker:You know, you, you decide you're gonna do an outpatient surgery
Speaker:at a, at a certain facility.
Speaker:You know, once you commit to that, you know, you, you can't return that.
Speaker:Right.
Speaker:You book a, you book a vacation.
Speaker:once you go on that vacation, you stay at that resort and you go to
Speaker:that cruise, like you can't take that back to the store, right?
Speaker:So that higher level of emotional and financial risk certainly breeds a, a bit
Speaker:of a longer journey in terms of purchase, but more opportunities to be able to
Speaker:optimize those touch points throughout that journey and move people through.
Speaker:Yeah.
Speaker:What about, I mean, do you guys like also do those for like auto
Speaker:dealerships we certainly do.
Speaker:So we've done both e-commerce, so the purchase online, but we've also done
Speaker:a lot of work with lead gen as well.
Speaker:So just simply generating the lead, but trying to obviously drive quality
Speaker:leads through the process so that when it gets that, that offline
Speaker:conversion, so buying the car at the, at the auto dealership or you know,
Speaker:renting the apartment or buying the.
Speaker:, you're able to get someone who's more likely to convert because you've
Speaker:driven quality through the process.
Speaker:Okay, great.
Speaker:And how do you see artificial intelligence impacting, you know, what Smart Panda
Speaker:Labs is doing, and have there been any talks about incorporating AI into,
Speaker:you know, your platforms and what you.
Speaker:Yeah.
Speaker:I definitely think there's a huge impact.
Speaker:I think AI adds a lot of speed to the process that allows us to, to iterate
Speaker:faster in terms of the decisions that it's able to make without the need for direct
Speaker:human input into every single decision.
Speaker:The key there is building the route foundation so that we're able to flow
Speaker:through accurate, consistent information to inform the machine learning so
Speaker:that it can give good recommendations.
Speaker:So that sometimes is a challenge for clients.
Speaker:We have to kind of help them make sure that we're getting a good flow
Speaker:of solid, accurate data into the system to be able to leverage the ai.
Speaker:But it's definitely something that we kind of get to along the way.
Speaker:So it's kind of something we kind of baby step along.
Speaker:We don't jump straight into ai.
Speaker:Most, most companies can't.
Speaker:Again, you need the foundation and then the right framework, the right
Speaker:data, the right processes in place.
Speaker:Then once you do that, then you can start leveraging AI on top of that to
Speaker:begin iterating and, and moving to that, that framework faster, creating a faster
Speaker:cycle of experimentation and wins.
Speaker:Yeah, that makes sense.
Speaker:And in terms of, all of the testing, everything that has to happen, what's
Speaker:like a reasonable timeframe that you tell, you know, clients like, we need
Speaker:to work together, you know, for, for this long, at least to see some of
Speaker:the data come in and make, you know, intelligent assumptions based off that
Speaker:data on how we move forward, what changes we need to make for higher convers.
Speaker:It, it usually depends on the traffic.
Speaker:The more traffic they get, the faster we can learn on things, the
Speaker:faster we can iterate, get results and, and kind of move forward.
Speaker:And then obviously other factors like, you know, what technology do they have
Speaker:in place to be able to experiment, to be able to drive change and so forth.
Speaker:But I'd say typically about three, three to six months for them to see,
Speaker:you know, solid, reasonable results to say, yeah, this, this is making sense.
Speaker:We're, we're getting a return on in this investment.
Speaker:This is something we should move forward with.
Speaker:Just like anything else in marketing, we don't believe experimentation,
Speaker:personalization, automation, those things are, set it and forget it.
Speaker:They're not one and done.
Speaker:There's a continual process here that needs to keep running.
Speaker:The market keeps changing.
Speaker:People keep changing.
Speaker:Competitors keep changing.
Speaker:Therefore, it forces you and your brand, your product to keep changing, to keep
Speaker:iterating so that you can keep up with.
Speaker:So it's a constant process, but a good three to six months, you start getting
Speaker:that process going, that, that wheel turning and you're starting to see
Speaker:positive results from what you're doing.
Speaker:Yeah.
Speaker:Change is great because, I mean, and, and it's important to recognize that
Speaker:things do change, you know, very quickly, especially, and even the way consumers
Speaker:behave and the way consumers shop.
Speaker:I mean, when you think about.
Speaker:You know, the past, over two years that we've been in this pandemic, people's
Speaker:buying habits have changed people's habits of even how they, you know,
Speaker:where they work from, how they dress.
Speaker:Like, a lot of things have changed and, and I think that that has to be
Speaker:accounted into, everything because how people used to buy and shop.
Speaker:Let's say two years ago, or even six months ago, or even three months
Speaker:ago, may not be the same today.
Speaker:And that is why as an organization, you know, companies also need to
Speaker:realize that because the world is changing so quickly and the way
Speaker:people shop online is changing.
Speaker:the way people interact, you know, with different websites and different
Speaker:social media platforms that they also have to be open to, to change.
Speaker:They have to be open to, you know, test different things out, and they have
Speaker:to see what's working and what's not working because if they're doing the
Speaker:same thing that they've done for 10 years, maybe it did work 10 years ago.
Speaker:But if they're not really growing substantially, maybe they're just staying,
Speaker:you know, static or growing 1% every year when they could be growing, you know, 25%,
Speaker:that's, you know, that's a game changer.
Speaker:That's huge.
Speaker:And, and I think that it's these little tweaks where that could result in, you
Speaker:know, an extra a hundred thousand dollars worth of revenue for, for an organization.
Speaker:It could result in half a million dollars of additional revenue based on making.
Speaker:You know, adjustments and tweaks.
Speaker:What is, what is an example of, you know, someone that you guys have
Speaker:worked with who were noticed, like a big jump in terms of their online
Speaker:orders or sales or conversions based on a specific change that you made?
Speaker:Yeah, we worked with actually a luxury real estate brand
Speaker:related a couple years back.
Speaker:And we saw some, some really noble changes there in terms of what we were able to do.
Speaker:To really, again, optimize on the traffic they were driving already.
Speaker:But improve that through personalization.
Speaker:So ran an interesting campaign where we kind of looked at where people were
Speaker:coming from geographically and used that to help more quickly surface,
Speaker:okay, well if you're in the New York area, then more than likely you're
Speaker:interested in the properties in New York.
Speaker:If you're in the Chicago area, more than likely you're interested in the
Speaker:properties in Chicago and so forth.
Speaker:So just taking the information that was already on the.
Speaker:, but using what we know about them to be able to surface the information that's
Speaker:most likely, most relevant to them.
Speaker:And they saw great results from that, not only in driving more leads, more
Speaker:appointments for, for people to, to speak to a leasing agent, but in
Speaker:driving the quality of those leads.
Speaker:So that conversion from lead to lease was able to increase
Speaker:by means of doing that as well.
Speaker:And that's really critical, right?
Speaker:Because it's, it's not hard to drive traffic.
Speaker:It's not even hard to drive leads, but to have quality, to maintain it,
Speaker:to increase that, That's really where the power comes in of, of really
Speaker:maximizing what you're able to do.
Speaker:So, that was an example of a client we worked with where we saw a great
Speaker:opportunity there just by surfacing the most relevant information.
Speaker:Okay.
Speaker:Thank you for sharing that.
Speaker:I love that.
Speaker:And what is there, is there anything new and exciting that you guys are working on
Speaker:for, you know, for 2023 or even upcoming for 2024 that you're able to share with?
Speaker:Yeah, so one of the things that we're really working on is, you know, trying
Speaker:to do personalization across multiple channels simultaneously, right?
Speaker:So it's one thing to personalize an experience just when someone
Speaker:lands on a particular page, or maybe we're sending an email.
Speaker:, but how does the ad lead to personalizing the page lead to someone filling
Speaker:out their email information and then carrying through that personalization?
Speaker:So when they get that email communication that's personalized to them, and then
Speaker:they click on that email communication, go back to this site, that's personalized.
Speaker:So how do we keep and maintain that, that personalization all the way through
Speaker:the process using each respective data point that we pick up to, to
Speaker:further narrow and, and personalize it.
Speaker:It's really getting closer and closer to that, that one-on-one
Speaker:feel, which ultimately makes people more likely to, to convert and buy.
Speaker:So there's a lot more complexity to that, right?
Speaker:A lot more systems that need to talk to each other.
Speaker:A lot more planning that needs to go into place to do that.
Speaker:But we try to help companies mature and, and move toward that.
Speaker:That's, that's some of the fun stuff that we're looking forward to doing.
Speaker:I think that's gonna be huge because I definitely see, you know, need for that.
Speaker:Like, for example, like if there's a real estate, you know, company
Speaker:that has offices nationwide, right?
Speaker:But then we know that, you know, with different cities and different, you know,
Speaker:climates and different LO locations, there's different needs, there's different
Speaker:behavior in terms of what the clients, you know, have maybe even different times of
Speaker:the day that they're obviously, you know, looking online for, for this information.
Speaker:How they're searching.
Speaker:So I think that's, you know, that's gonna be huge.
Speaker:Mm-hmm.
Speaker:. And my other question is, you know, as I keep looking at the name Smart Panda
Speaker:Labs how did you guys get this name?
Speaker:Like, was there a story behind the name?
Speaker:You know, I wish there was I feel like I should make one up.
Speaker:I could like get, ask this question all the time, . But there really wasn't you
Speaker:know, we talked early on, you mentioned the fact that, you know, words, words have
Speaker:power you know, words have a connotation.
Speaker:And, and I think we just came up with words that we kind of felt
Speaker:just sounded the good together.
Speaker:Like there was a good rhythm to the show.
Speaker:Those words.
Speaker:Of course we're marketers at heart, so anything memorable is always good and
Speaker:Handle Labs has proven to be itself, you know, to be something very memorable.
Speaker:So, we'd like to tie into that factor as well.
Speaker:Yeah, I would say it's definitely memorable.
Speaker:That's actually one of the reasons why I agreed to have you on my shows,
Speaker:because when I was re, you know, I get a lot of requests and then I
Speaker:research and I see if it's a good fit or not, and then the name just struck
Speaker:me as if I've heard of it before.
Speaker:I've seen it before.
Speaker:I know it.
Speaker:and, and then it's like, it made me think of like a panda bear that's
Speaker:actually smart, and then a lab and the bears in the lab and he's concocting
Speaker:all of this, you know, secret sauce to, to help you know, companies
Speaker:and organizations make more money.
Speaker:It was like storing my head.
Speaker:I was like, okay, yeah, smart pan lives.
Speaker:I, I liked that.
Speaker:And then I looked on the website, of course.
Speaker:So thank you for sharing that.
Speaker:And I'm wondering, you know, do you have.
Speaker:A life quote or a marketing quote or some type of quote that you know
Speaker:that really is one that you have, you know, kind of adopted into your
Speaker:life or, or that you like to share.
Speaker:I think the one that always kind of resonates with me is, and,
Speaker:and I can't remember who said it.
Speaker:I, I remember where I read about it, it was a book by Seth Godin,
Speaker:where I read about the quote, but I think it was a professor at
Speaker:some, at some school that said it.
Speaker:It's that people don't buy quarter inch drill bits.
Speaker:They need quarter inch holes.
Speaker:And the reason I like that quote is because it always makes me think that
Speaker:it's, it's not about the product that you're selling with a particular.
Speaker:it's about the need that that fulfills, that that person has, you kind of need
Speaker:to take it at least one step or maybe two or three steps further into like, what,
Speaker:what is this really doing for the person?
Speaker:Cuz that's what you're selling.
Speaker:The drill bit is like, who cares?
Speaker:Let's this drill bit.
Speaker:It's that I need to hang this picture and I need to drill a hole to do it.
Speaker:And, and I need this piece to, to accomplish that.
Speaker:Right.
Speaker:, really focusing marketing on the goal, what the person's trying to
Speaker:accomplish and not just on the product.
Speaker:Maintaining that kind of, that mindset and that focus is, is something
Speaker:that, that always helps me do.
Speaker:So that's always one reflect.
Speaker:Yeah.
Speaker:Thank you for sharing that.
Speaker:I love that.
Speaker:That's yeah, that definitely vibes and makes sense.
Speaker:And is there anything that we didn't talk about that you wanna
Speaker:share in, you know, pertaining.
Speaker:Smart Pan Labs or anything that you're working on recently
Speaker:that we didn't talk about yet?
Speaker:No, I think no, I think this was great.
Speaker:This was, this was super thorough.
Speaker:I think you really kind of hit on the fact that, you know, there are a lot of
Speaker:enterprise companies that are not doing some very, very basic things and we
Speaker:love helping companies figure that out.
Speaker:And, and probably the one thing I can think of is just helping companies re.
Speaker:They need to have the right mindset that when people think about the
Speaker:kind of experience they're gonna have with a brand, they're not comparing
Speaker:you just to your competitors or just to other players in your industry.
Speaker:They're comparing you to their ideal of what the online experience should be.
Speaker:And that ideal is being set by leaders like Google or or Amazon, and that's
Speaker:what they're expecting on your site.
Speaker:And the.
Speaker:You know, maybe other players in your industry in real estate or
Speaker:healthcare aren't delivering that.
Speaker:People don't care about that.
Speaker:They don't, they don't parse it that way.
Speaker:They don't, they don't say, well, you know, they're just in real estate.
Speaker:So I don't expect this to be like Amazon.
Speaker:They expect everyone to be like Amazon.
Speaker:They expect everyone to give them, you know, meaningful recommendations.
Speaker:They expect every, every buying process to be very easy, cuz that's
Speaker:the standard that's been set.
Speaker:So really helping companies understand that is an important first step in getting
Speaker:that, wrapping their heads around that to say, this is why you need to invest.
Speaker:because you need to move forward because that's the standard you need.
Speaker:. Yeah, that makes sense.
Speaker:Cuz the bar's been set high and people, you know, they're gonna expect nothing
Speaker:less and that's what they're used to.
Speaker:And when they, they become accustomed to that, to them it's
Speaker:like, it's not any big deal.
Speaker:It's like they expect that wherever they go.
Speaker:And, and that's the mindset that the organizations need to
Speaker:have is like thinking of how.
Speaker:our clients, , thinking what, what's going through their mind right now when
Speaker:they're going on a website and what are their expectations and, and all that.
Speaker:And taking that, you know, into you know, factoring that in basically.
Speaker:Yeah.
Speaker:Yeah.
Speaker:So tell us so tell us also Shamir like where you know, our audience in
Speaker:terms of where they can reach you.
Speaker:Like give us like the website for Smart Pan Labs and then any social media
Speaker:handles where they can follow and connect.
Speaker:Sure, yeah, so definitely smart Pan labs.com is our, is our main website.
Speaker:We can learn about more about us and what we do.
Speaker:And for me personally, if you, if you find me on LinkedIn, I guarantee there's
Speaker:not another Shair Dover, so on LinkedIn.
Speaker:So you shouldn't have a hard time finding.
Speaker:He'll post on there quite frequently about my, my thoughts and feelings, the mindset
Speaker:that I think enterprise marketers need to have, especially if they're in those
Speaker:early stages, and give you a great chance to, to see if what I'm saying, you know,
Speaker:really resonates with you or you don't like it at all if we're not a good fit.
Speaker:Love it.
Speaker:Love it.
Speaker:I will link all of that information in the show notes and thank you so much
Speaker:for being on the Mesmerizing Marketing Podcast and I look forward to seeing
Speaker:what you guys are up to in the near.
Speaker:Awesome.
Speaker:Thank you so much for having me.
Speaker:Thank you.
Speaker:Thank you for listening to the Mesmerizing Marketing Podcast.
Speaker:If you found this episode valuable, please subscribe to the show so
Speaker:you don't ever miss an episode and also share it with your friends.
Speaker:Dimple would be so grateful if you could take a minute to leave
Speaker:a review and visit the podcast website to check out all the latest.
Speaker:At www.mesmerizingmarketingpodcast.com.
Speaker:That's www.mesmerizingmarketingpodcast.com.
Speaker:And follow Dimple on Clubhouse.
Speaker:Her handle is Marketing Expert and also join her mesmerizing marketing club.
Speaker:Also on Clubhouse for live rooms, on top marketing strategies for
Speaker:entrepreneurs and business owners who want to mesmerize their marketing.
