Performance marketing deserves performance design
Performance marketing’s rigour with data-driven decision-making, experimentation and optimisation should be applied to apps and websites.
Right now, paid-for digital advertising, focused on efficiency, return-on-investment and dynamic campaign management is the beating heart of bottom-of-funnel digital activity for many organisations. The various disciplines focused on getting the right message to the right people at the right time within the right context is undergoing an immense growth spurt, with all of the growing pains, opportunities and potential that come with it.
The UX world intersects this one because while getting the user to the site and getting the user through the site are separate disciplines, the user expects that journey to be joined up, and ideally a single and consistent experience. A product search landing a user on a home page is unlikely to enjoy much conversion, just as a search term revealing a preference (for example “red trainers”) can’t expect a user to go on to buy if they are landed on a product page with a different preference.
Done well however, landing page optimisation and customer journey planning can be and should be joined up. A well-designed campaign ensures that by the time a user arrives on a site, Google knows their behaviours, interests and motivations, meaning that the website can proiritise the content which most closely matches those. The search, display and web experiences, joined up, can offer a personalised experience to the user.
The Google Ad network offers the ability to splice and dice by search terms, behavior, affinity groups, personal interests or a combination of all of those. Add into this mix its long-established ability to manage campaigns by geography, time of day, day or week, in line with wider programmes of marketing and it’s clear that this technology offers a heady mix of tools and levers which the strategic marketer can use to drive business growth.
On top of programmatic and various ad networks, many performance marketing agencies are building private layers of technology in a desire to further differentiate. These provide carefully managed real-time bidding to bring further efficiency to the process, squeezing another 10% or 20% of performance from available budget.
As you might guess, this world is driven by metrics and analytics, with a focus on return-on-investment and with marketers making decisions based on key performance indicators such as cost-per-click, cost-per-acquisition, lifetime value of customer and so on. My work brings me into contact with a number of agencies who specialise in this field and they consistently tell me they win work against their competitors because they have been able to successfully persuade their clients that they can provide them with the best return on investment, that they will be able to convert the maximum amount of opportunities at the least expensive cost.
So, looking into this world from the outside as a very interested observer, I watch marketers, focusing on commercials, understanding that they win when they match their offering with user needs based on empirical evidence. Intuitively media buying decisions are based on performance, which it turn is driven by relevancy and customer knowledge. Culturally there is an understanding that this process is dynamic and that a commitment to optimisation over time means that the program of increasing efficiency is a lifetime’s work.
The suite of disciplines, processes and approaches which underpin this work has been given the catch-all title “performance marketing”.
Each of these should map exactly into the world of user experience, yet often then don’t.
I wish that more businesses applied performance marketing’s commercial hard edge to the design of their digital products. I wish that more organisations recognised the symbiotic relationship between how hard they work to know their customers and the likelihood of their customers buying. I wish more companies would apply the same always-on optimisation culture and mindset that they apply to their performance marketing to their websites and apps.
In short, I dream of the day when design isn’t based on whims, egos and guesswork. It’s a day when we spend less time talking about a website’s prettiness and more time focused on its performance.
It’s time we got properly serious about performance design.
