TechCrunch Experts: Conversational UX, Brand Building & Marketing
Acknowledging Contributions
Prior to examining the Experts-focused articles released in the past fortnight, sincere gratitude is extended to Walter Thompson, Anna Heim, Annie Saunders, Richard Dal Porto, and Ram Iyer.
Their contributions of concepts, narratives, and editorial refinements are instrumental in maintaining the progress and direction of this ongoing feature.
Appreciation for Collaborative Effort
The consistent quality of these articles is directly attributable to the collaborative spirit and insightful input provided by these individuals.
Their dedication ensures the continued relevance and value of this resource for our readership.
Reviewing Recent Publications
This feature benefits significantly from the collective expertise and willingness to share knowledge demonstrated by Walter Thompson, Anna Heim, Annie Saunders, Richard Dal Porto, and Ram Iyer.
We now turn our attention to a review of the articles concerning Experts that have been published over the preceding two weeks.
Software Consulting
The impact of the Great Resignation and strategies for retention are currently top of mind for many organizations. Dr. Meisha-ann Martin, People Analytics Director at Workhuman, highlights a significant shift in worker attitudes brought about by the pandemic.
According to surveys, over 50% of employees desiring to stay with their current employer cite positive feelings toward the company and their colleagues as a primary reason. This underscores the importance of workplace culture.
Dr. Martin suggests two key approaches. First, implementing regular, weekly video check-ins by managers can foster a stronger sense of connection for remote teams. Second, leveraging data-driven automation and analytics is crucial for gauging employee sentiment.
Effective tools should not only collect data but also deliver actionable insights to HR and management teams, enabling them to proactively improve employee engagement.
Enhancing Chatbot Strategies with Conversational UX
Raghu Ravinutala, CEO and co-founder of Yellow.ai, examines the shortcomings of current chatbot implementations and proposes strategies for improving customer interactions. The core objective of any interface is to streamline interactions between humans and machines.
Ravinutala emphasizes that achieving a truly intuitive user experience is paramount. However, conversational UX presents unique challenges due to the complexities inherent in human language.
Successful implementation requires careful consideration, empathy for the user, and meticulous design to create elegant and effective conversational flows.
Apple’s App Store Connect Availability on Christmas Day
Apple has deviated from its usual practice by keeping App Store Connect open for app updates and submissions on Christmas Day. This change presents potential opportunities for developers, but also possible challenges.
Anna Heim explores the implications of this decision, noting that some developers may encounter unforeseen issues if they don’t adjust to the altered schedule. She consulted with industry experts to assess the situation.
These experts included Georgina Lupu Florian, CEO of Wolfpack Digital, Jamie Shostak, founder of Appetiser, and Yasser Bashir, co-founder of Arbisoft.
Consulting Recommendation
Consultant: Wolfpack Digital
Recommended by: Anonymous
Testimonial: “Their excellent communication skills and positive recommendations led us to choose them. They were instrumental in our timely launch, creating a visually appealing design, and ensuring our system’s scalability.”
Growth Marketing
Jamie Viggiano, the chief marketing officer at Fuel Capital, authored a four-part series for TechCrunch+ detailing how nascent startups can initiate brand development.
(TechCrunch+) Demand Curve: Ahrefs’ homepage as a model for prospect education and purchase facilitation: High-converting homepages share a common characteristic – they streamline the customer's path to purchase. According to Demand Curve Community Manager Joey Noble in a recent TechCrunch+ article, "Given limited attention spans, a confusing homepage will quickly lead to visitor abandonment." Noble’s detailed analysis of the SEO agency Ahrefs’ homepage illustrates how the site effectively captures attention, minimizes obstacles, and cultivates customer desire.
Copywriting for Conversions
(TechCrunch) Demand Curve: Avoiding common copywriting pitfalls to maximize conversions: Joyce Chou, senior content lead at Demand Curve, identified ten frequent copywriting errors and, crucially, strategies for their avoidance. Beyond fundamental principles like eschewing passive voice, Chou demonstrates effective headline construction and the presentation of social proof to bolster customer confidence.
Expert Predictions for 2022
(TechCrunch+) Ten growth marketing professionals share their forecasts for 2022 and their New Year’s resolutions: Insights were gathered from marketers within our Experts program, requesting predictions for the upcoming year and reflections on observed trends. The responses were diverse, yet a consistent theme emerged: prioritizing continuous learning – encompassing analytics training and exploration of AI tools, among other areas – was a key priority.
Recommended Marketers
Marketer: Brent Payne, Loud Interactive SEO
Recommended by: Brad Schnitzer, Techstars Chicago
Testimonial: “He represents the leading SEO expertise in the Midwest. Having previously managed SEO for the Tribune, he now applies his skills to assist early-stage founders in achieving comparable success. His contributions have demonstrably altered the growth trajectory of numerous startups – approximately 42 – within my Techstars Chicago investment portfolio over the last four years.”
Marketer: SixSpoke
Recommended by: Anonymous
Testimonial: “Our selection of SixSpoke was based on their client portfolio, relevant experience, and demonstrable, data-driven outcomes. They were instrumental in establishing a unique positioning for our brand, significantly improving both awareness and demand generation metrics.”
