Derek Gleason, Author at CXL Blog

Voice Search Strategy: Surviving (and Thriving) in Ecommerce and B2B

Earlier this year, at CXL Live, you asked us about voice search (a lot). More specifically, you asked the hard questions, like:

How can ecommerce companies compete with Alexa?
How will voice search work given the human urge to shop around?
Are there use cases for voice search in B2B?

This post has answers. They range from straightforward technical optimizations to complex, long-term efforts to differentiate through a superior consumer experience.

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Demand Generation: Turning Tactics into Strategy

There’s a building. In a back room, a guy peels potatoes. Out front, two people sit at a table. By the door, a person answers a phone.

Does that make the building a restaurant? No? Would it become one if the guy peeled potatoes and oranges?

It’s an absurd standard. It’s also the same one we apply to demand generation.

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How to Build a User Research Culture

In many organizations, user research creates friction. It directly challenges the intuition of others, often at the highest levels. It slows product development. It costs money. It has no clear ROI.

But it’s also essential—89 percent of customers stop doing business with a company after a bad experience. User research delivers the quantitative and qualitative insights to improve those experiences.

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