One of the things we worry about constantly is the durability of Micronotes and interview marketing. Will we succumb to interview blindness? Will users tire of interacting with us over time? Are our machines really learning and making content more relevant to users? So, as data geeks, we looked at some data from a longer time span, of course, and here's what we found...
First, we looked at engagement and click-through rates over about 3 1/2 years for one of our early customers.
Here's what we observe:
- The shapes of the two plots are similar
- Something changed in Q22015
- Both engagement and click-through rates are improving
- Since Q22015, click-through rates average 20 - 35X higher than banner ad standards (0.1%)
Right, so, here's what we think it means.
Even after 40 months of interviews -- engagement and click through rates, which are linked, have quadrupled so, this is a durable consumer engagement solution that stands the test of time. Secondly, a design change in the user interface was made in early 2015 which clearly produced a step-change improvement in performance and we continue to look for anthropological clues to make the next step change (e.g. Micronotes FaceAppTM) in user engagement. Interviews deliver a large and sustained productivity advantage over banner ads.
Summarily, interview marketing is not a fad -- it is a very real way to radically improve the productivity of engagement and cross-selling in the secure space, and beyond. If you'd like to try Micronotes for free for 30 days, click on the Free Trial button and follow the directions. Or get in touch with us -- we'll show you how to turbocharge your customer engagement.
*Engagement Rate = # unique user clicks/# Unique users or a measure of the percent of users who clicked an interview over the course of a month.