ADORE processTM, 33, 35–36
with agencies, 128–131
application, 136–139
arrival, 43–54
attention, 38, 65–80
buying process, 39
elements, 41
within existing sales and marketing frameworks, 40
first impression, 37–38, 55–64
getting started with, 127–128
metrics, 131–136
milestones, 37–41
moment of truth, 38–39, 103–112
with onboarding e-mail sequences, 137–139
overview, 37–39
with product teams, 128–131
product team performance optimization, 139–141
reality, 38, 93–102
recommend, 39, 113–125
sign-up, 38, 81–91
value demonstration, 141
AdWords, 44–46
Afterpay, 68–69
Anchoring, 23
Anxieties, 37, 135–136
at first 48 hours, 94-95
at recommend/RIP, 115
at sign-up, 84
at ten seconds, 47
at three minutes, 66
at upgrade, 104
at zero seconds, 46–47
Aron, Arthur, 28–30
Arrival, visitors, 43
AdWords, limiting reliance on, 45–46
anxieties at zero seconds, 46–47
case, 51–54
fixing issues, 48–50
issues, causes of, 47–48
search engine optimization, 44–45
success measure, 51
Attention economy, 1
Authority, 20–21
Average time on site, 133–134
Bounce rates, 132–133
Brand loyalty, 6, 32, 132
ADORE processTM for, 37
components, 4
mechanics of, 8–10
perpetual, 11–14
Brand style guide, 59–60
Buying decisions, 6, 14–15
anchoring, 23
authority, 20–21
consistency, 25–26
decision shortcuts, 26–28
free, 24–25
inertia, 26–27
in predictable and irrational ways, 19–20
relative value, 21–23
scarcity, 23–24
social proof, 21
Buying process, 15–17
“Buy now, pay later” platforms, 93–94
Call to action (CTA), 70, 77
Cialdini’s principle of consistency, 29
Clear value proposition, 60
Commercial/industrial buying, 15
Comparison-based decision, 23
Consistency, 25–26, 29, 35
Conventional economic theory, 18
Conversion rate optimization (CRO), 36
Cookies, 2
Customer acquisition cost (CAC), 46
Decision shortcuts, 26–28
anchoring, 23
authority, 20–21
consistency, 25–26
decision shortcuts, 27–28
free, 24–25
inertia, 26–27
in predictable and irrational ways, 19–20
relative value, 21–23
scarcity, 23–24
social proof, 21
Decoy effect, 22
Digital Brand Romance
ADORE processTM (see ADORE processTM)
formula for, 32–33
Digital first date
anxieties at three minutes, 66
case, 76–80
fixing issues, 67–75
issues, causes of, 67
overview, 65–66
success measure, 75–76
Dissatisfaction, xix
Doing nothing, inertia of, 26–27
E-mail, 110–111, 137–139
Expectation, xviii–xx, 4–6, 72, 73, 107
Expensify, 114
Experience
human, 8
past experiences, value of, 9–10
“The experience economy,” 8–9
global ad revenue for, xvii
First impression
anxieties, 57
case, 61–64
fixing issues, 59–60
issues, causes of, 57–58
overview, 55–56
success measure, 60
value proposition, 57, 58–59
vibe, 56, 58
visuals, 56, 58
First Moment of Truth (FMOT), 14, 15
Fitness, 11
Flywheel effect, 11
Forrester Research report, 131
Free, power of, 24–25
Fresh content, 45
Gilmore, J., 8
Global ad revenue
for Facebook and Google, xvii
GoDaddy brand evolution, 61–64
Google Ads, 31
Google Search, 7, 49–50
AdWords, 45–46
algorithm, 44
global ad revenue for, xvii
zero moment of truth (ZMOT), 10
Grammarly, 109–112
Harvard Business Review, 18, 27, 61
Healthy HTML structure, 45
High churn rates, 105–106
High-value customers, 119
Human experience, 8
Influence, 19–20
Intuto, 120–125
Irrationality, patterns of, 19
Journey orchestration, 131
Life in Half a Second (Michalewicz), 127
LinkedIn, 90
Low reengagement rates, 105–106
Low-value customers, 118
Macquarie Bank, 93
Manu, Alexander, 3
Marketing strategy creation, 49, 52
Mid-value customers, 118–119
Mobile-first website, 45
Modern Romance (Ansari and Klinenberg), xvi
Moment of Truth (MOT), 14–17. See also Upgrade
Monitor site metrics, 50
Moore’s law, xiii
Negative experience, 12–13
Net promoter score (NPS), 48, 116
NextMinute, 76–80
Optimal home page layout, of brands
expectation, 72, 73
featured premium products, 70
hero section, 69–70
hints of how, 73–74
offers, 71–72
social proof, 71
strong testimonials, 74–75
trustworthiness demonstration, 72–73
user stories, 71
Partnership-based marketing, 46
Pine, J., 8
PocketSmith, 98–102
Postsign-up engagement rates, 134–135
Product design, 114, 131
Product ratings, 21
Product team performance optimization, 139–141
Profit gap, xix–xx
Purchase experience, 12
Quipcheck, 88–91
Reality, 93–94
anxieties, 94–95
case, 98–102
fixing issues, 97–98
issues, causes of, 95–96
success measure, 98
Rebuy rates, 106–107
Recommendation, 113–115
anxieties, 115
case, 120–125
fixing issues, 117–119
issues, causes of, 115–117
success measure, 120
Relationship, 4
Relative value, 21–23
Relevant content, 45
Revenue rates, 107
Rogers technology adoption curve, xiv
SaaS offerings, 86–87
Satisfaction, 4–6, 10, 12, 13, 16, 72, 114
Satisfaction, customer, xviii–xix
Scarcity, 23–24
Schwartz, Evan, 1, 2, 32
Search engine optimization (SEO), 36, 44–45
rankings, website optimization, 49–50
slow-moving elements, 45
Second Moment of Truth (SMOT), 14–16
Sign-Up
anxieties, 84
case, 88–92
fixing issues, 84–87
issues, causes of, 84
overview, 81–83
ratio, 134–135
success measure, 87
to upgrade ratio, 106
Site visitors, 132–133
Social proof, 21
TechCrunch, 83
The Experimental Generation of Interpersonal Closeness, 28–29
The Imagination Challenge (Manu), 3
Time, 4–5
Traditional marketing model, 14
Trello, 90–91
TripAdvisor star ratings, 21
Trustworthiness, 72–73
Unfavorable experience, 12
Upgrade
anxieties, 104
case, 109–112
fixing issues, 107–108
overview, 103–104
success measure, 108
Value demonstration, 141
Value proposition, 57, 58–59
Vibe, 56, 58
Visuals, 56, 58
Webonomics, 1
Website, 36
optimization, 49–50
rewrite, 50
WordPress, 57
Xbox, 85
Zero moment of truth (ZMOT), xv, 14–17
across different industries, 17
Google, 10
traditional buying model, 15