Keen Newport H2 Sandals In addition to appealing customers’ sense of functionality and desire for quality, Keen Footwear is appealing to their lifestyle and personal values. It’s been a successful strategy since the company was founded in Portland, Oregon, in 2003, as a wholesale manufacturer offering men’s, women’s and kid’s footwear for work and play. In just 3 months, sales reached $1.5 million and $15 million by the end of the second year! The fast growing ugly-shoes-with-a-bumper-toe sold in stores and online by Amazon, Zappos, etc., but, customer behavior changed with time to a trend of consumers purchasing directly from the manufacturer. Soon, about 10% of Keen’s business – shoes, apparel and accessories – was selling directly to the consumer (Taylor, 2018). Today, sales are more than $200 million (Morell, 2013). To continue meeting goals as consumer behavior changed globally, Keen marketers focused on a new digital presence and strategy for their websites and social me...
Image source: https://firstsiteguide.com/tools/analytics/ There’s always room for improvement and better engagement. Do you want to make changes on your website but not sure what to do? Like everything else in life, it’s tempting to just Google it: “A/B test ideas.” I did. The ideas are endless – 276,000,000 results, in fact. But where do you start – change the page layout, make the home page longer or shorter, a funnier headline, bolder text colors, adjustments to image size and placement, etc? Optimize for voice search? Those are just a few examples to improve the user’s experience (UX), but, well, maybe you should focus on changes to maximize search engine optimization (SEO). But, experts say not to focus too much on the tricks and treats of some SEO tactics or the site’s rankings will actually be penalized. Wow, there’s a lot to consider. We must make changes carefully. To put it simply, your focus for improvement should be to create site/pages that are uniquely ...