Legendary Links

Legendary Links: worthwhile reading 9/18/16

Important List On Blackboard

 

What’s up with Legendary Links? From time-to-time, we’ll post some of the interesting articles that we found interesting and that you may have missed. Please let us know if you find them interesting or if you’d like to share other links that we may have missed.

Which Type of Voice Actor Should You Use for Your Explainer Video? [Original Research]

In this ConversionXL Institute study, we tested four different voices, which differed by gender and whether they were professional voice actors or not. Question is, did it make a different in how people perceived our video content? Yes, and the results were somewhat surprising.

21 ways Amazon changed the face of retail

“Amazon is a case study in ceaseless innovation and interminable disruption,” says Artemis Berry, vice president of digital retail for Shop.org and the National Retail Federation. To toast Amazon’s 21st birthday, STORES uncovered 21 times it changed the dynamics of selling, came up with fundamental new ways of doing business and altered how customer satisfaction is measured.

What will the iPhone 8 be made of? [Quora]

Apple will create an iPhone primarily from ZrO2 – Zirconian Ceramics. The journey Apple has taken to adopt Zirconia Ceramic as their fundamental design material translates like an epic movie plot. We will begin at the end.

How Optimizely Shrunk Google’s Market Share by 92%

Then in 2010, Optimizely launched. By thinking deeply about who needed to do this job rather than just what needed to be done, then designing a tool specifically for that market, Optimizely revolutionized A/B testing on the web. And all they had to do was take out steps.

The Five Disciplines of Customer Experience Leaders

Bain & Company analysis shows that companies that excel in the customer experience grow revenues 4%–8% above their market. That’s because a superior experience helps to earn stronger loyalty among customers, turning them into promoters who tend to buy more, stay longer and make recommendations to their friends. As a result, promoters have a lifetime value that can reach 6 to 14 times that of detractors, depending on the industry.

When your boss is an algorithm

In the gig economy, companies such as Uber and Deliveroo manage workers via their phones. But is this liberating or exploitative?

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Legendary Links: worthwhile reading

 

the_periodic_table_of_content_marketing

eConsultancy writes that Content is king, but for brands, there’s too much of it. “As content volumes increase and third-party distribution platforms become the primary means through which digital content reaches consumers, brands will have to get to grips with the fact that embracing content creation will not be a panacea.” Also, don’t miss out on eConsultancy’s excellent Periodic Table of Content Marketing

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Take note of these 9 principles for your next eCommerce site redesign:

  1. More iterative redesign approach.
  2. Stronger UX research to validate assumptions and solutions
  3. Increasingly specific definitions of “success”.
  4. Clearly defined baselines, targets and time bases for goal & KPI improvement
  5. More analytics & research resources to identify problems & validate solutions throughout the redesign process.
  6. Clear definitions of key segments the site needs to serve (and clear hypotheses for serving those specific segments).
  7. Greater understanding of “mobility” and “omni-channel” behavior and recognition of key use cases for adaptive experiences.
  8. Increased pressure for measurable improvements immediately at re-launch (as opposed to generous “bake in” periods).
  9. A desire to reduce the “cost to serve” websites, wherein many manual, time-consuming site sections & activities will be called into question.

This comes from the Ecommerce Site Redesign Survey of over 200 eCommerce leaders by Sam Decker.

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Learn What Advertising Can’t Do from the estimable Jeff Sexton

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John Hagel offers us this nugget about Return on Attention (“ROA”) in his post The Demise of Advertising Business Models:

“Here’s the thing. As vendors become more adept at increasing return on attention for their customers, their need to advertise is likely to diminish. If they are more and more helpful to their customers, word of mouth will spread among customers and they will flock to the vendors who can improve their return on attention. And, it won’t be just word of mouth among customers. On the product side, curators are likely to emerge to help customers sort through the ever-expanding variety of products and services given deep expertise in certain categories of product and services. On the customer side, I have written about the emergence of trusted advisors who will invest in deeply understanding us as individual customers and become more and more helpful to us in recommending products or services we may not even have asked about.”

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If you’re quietly changing the world or you are just trying to you’ll find this post, When You Change the World and No One Notices, encouraging.

“Three points arise from this.

  1. It takes a brilliance to change the world. It takes something else entirely to wait patiently for people to notice. “Zen-like patience” isn’t a typical trait associated with entrepreneurs. But it’s often required, especially for the most transformative products.
  2. When innovation is measured generationally, results shouldn’t be measured quarterly. History is the true story of how long, messy, and chaotic change can be. The stock market is the hilarious story of millions of people expecting current companies to perform quickly, orderly, and cleanly. The gap between reality and expectations explains untold frustration.
  3. Invention is only the first step of innovation.”
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