Category Archives: Conversion Rate Optimization

15 Steps To Creating a Successful Event Marketing Campaign

event marketing

We know what events are. We know what marketing is. But when these two words come together, the whole becomes greater than the sum of its parts. Event marketing is a versatile and impactful marketing channel that is increasingly becoming more critical across various industries. According to Forrester research, events make up for 24% of the average CMO’s B2B marketing budget. This trend only seems to be growing with projections showing that 3.2 million global professional events will be taking place annually by 2020. Statistics like these should come as no surprise. In a digital age where consumers are inundated…

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15 Steps To Creating a Successful Event Marketing Campaign

How To Easily Put A Form On Your Website

forms

Contact Forms. Everyone wants them on their website. It seems like quite a standard component that anybody should know about like the back of their hand. But it’s not true. Time and again I run into people who are pulling their hair out trying to get a simple contact form (or any type of form) on their site, or accomplishing it in a very long-winded and inefficient manner. This guide will teach you how to use the best tools to quickly create forms and embed them on your website, whether it’s a plain HTML / PHP website or a WordPress…

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How To Easily Put A Form On Your Website

Building Inclusive Toggle Buttons

Some things are either on or off and, when those things aren’t on (or off), they are invariably off (or on). The concept is so rudimentary that I’ve only complicated it by trying to explain it, yet on/off switches (or toggle buttons) are not all alike. Although their purpose is simple, their applications and forms vary greatly.

Building Inclusive Toggle Buttons

In this inaugural post, I’ll be exploring what it takes to make toggle buttons inclusive. As with any component, there’s no one way to go about this, especially when such controls are examined under different contexts. However, there’s certainly plenty to forget to do or to otherwise screw up, so let’s try to avoid any of that.

The post Building Inclusive Toggle Buttons appeared first on Smashing Magazine.

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Building Inclusive Toggle Buttons

How New Font Technologies Will Improve The Web

Words are the primary component of content for the web. However, until a short while ago, all we had at our disposal were but a few system fonts. Adding to that, those system typefaces weren’t necessarily coherent from operating system to operating system (OS).

How New Font Technologies Will Improve The Web

Fortunately, Windows, macOS and Linux made up font-wise, and since then, all modern fonts have been compatible across those OS’. There’s no question, the future of web typography looks promising.

The post How New Font Technologies Will Improve The Web appeared first on Smashing Magazine.

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How New Font Technologies Will Improve The Web

Using Latent Semantic Indexing to Improve Your SEO Ranking and Boost Organic Traffic

latent semantic indexing SEO

When was the last time you sat down to write an amazing piece of content, pulled out your mathematical matrix for determining the most valuable keyword phrases, and set to work with a smile on your face? Yeah, me neither. If SEO and content marketers were forced to use a mathematical model to discover valuable keywords, our jobs would be a hundred times harder than they are now. Thankfully, there’s a little thing called latent semantic indexing (LSI) which can take your SEO ranking game from “0” to “100” in a jiffy (more like “100” to “1” if we’re getting…

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Using Latent Semantic Indexing to Improve Your SEO Ranking and Boost Organic Traffic

Infographic: Typography In Emails – The Divine Story of Modified Typeface

If you have ever had to hand-code an email, then you know how insanely difficult it can be to get your email looking just right. I would say it’s more tedious and tricky than regular web development. This infographic does a good job of showing you how to get your typography licked for your email campaigns. If you’re going to be serious about keeping your brand styling consistent across all marketing channels, then this is one area not to overlook. Take a look at the infographic below to know all the tiny details of lassoing your typography for your future…

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Infographic: Typography In Emails – The Divine Story of Modified Typeface

How to Collaborate with Influencers to Increase Your Conversions: Examples and Tools

influencer

Influencer marketing has been on the rise for a couple of months now, but how many marketers really understand how to use the tactic effectively? It’s not really about buzz. A traffic boost is fine, but how often can you really reach out to niche influencers to collaborate on something? They have their own lives and they are pretty busy people. Influencer-driven projects cannot happen too often. You cannot build your site on them (in most cases), and those traffic boosts they trigger are only temporary. But is it possible to use influencer outreach to improve your bottom line? How…

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How to Collaborate with Influencers to Increase Your Conversions: Examples and Tools

How PPC Agency ParaCore Used Clever Account Management to Save a Client $30k in Ad Spend

Before digging into your or your client’s AdWords account, you might need to do some tidying up first. Image via Shutterstock.

When PPC agency ParaCore started working with a niche inspection company, they realized pretty quickly that before they could start optimizing this client’s AdWords account, they needed to do some necessary housekeeping.

The client — who shall remain nameless due to their highly competitive industry — was already pairing landing pages with their PPC ads. However, because they had so many market segments to target, they were juggling 60 different landing pages. This approach was certainly scrappy, but it was also incredibly challenging to maintain and optimize.

The client also lacked insight into both how many phone call leads they got, and exactly where these leads were coming from. Without this data they were unable to attribute leads to the appropriate campaign, making optimization —  let alone determining the ROI of their ad spend — virtually impossible.

In efforts to better manage this client’s account, ParaCore used Unbounce to reduce the number of landing pages from 60 to just four (while maintaining hyper segmentation), set up CallRail for improved phone call conversion tracking, and implemented a negative keyword approach in AdWords that ultimately saved the client $30k in ad spend and lowered the cost per lead over 40%. Needless to say, their client was thrilled.

Here’s how they did it.

Simplify market segmentation with landing pages

ParaCore’s client was already deep in the PPC game. They were spending $10k monthly on Bing and AdWords ads, and they had the wherewithal to pair their ads with targeted landing pages. But in order to target each individual market segment, they were using 60 landing pages (15 markets x 4 services).

Despite the benefit of better segmentation, juggling this many landing pages has its challenges, as ParaCore founder Adam Arkfeld can attest to:

Updating one thing on all landing pages takes forever. If you want to change content, it’s 60 changes. If you want to change something major like design, that’s a huge effort. It’s also just more difficult to track analytics and keep track of all the pages.

So ParaCore’s first task was to take those 60 pages and whittle them down to just a few manageable (but still high-converting) pages.

Using Unbounce’s drag-and-drop builder, ParaCore built their client four pages, each highlighting a specific service.

Using Dynamic Text Replacement on their Unbounce pages, ParaCore was able to reduce the amount of landing pages to maintain. Image via ParaCore.

To ensure they maintained the same hyper-relevance for each market segment, they implemented Dynamic Text Replacement (DTR) on the landing pages, an Unbounce feature which allows you to automatically swap out keywords on your landing page based on someone’s search intent and the corresponding ad clicked.

That is — if someone searches “piano lessons in Arizona” that’s exactly what your corresponding landing page’s headline can read to match their query.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.
Preview DTR in action today to see how it can improve the relevancy of your landing pages.

With the help of DTR, ParaCore could still serve up those 60 hyper-customized messages, but using a much more manageable four pages. Their next move was to set out to optimize those four pages.

Clarify metrics with proper tracking and attribution

ParaCore’s client knew their ads were contributing to massive call volume but they didn’t have insight into the number of calls or which keywords were responsible.

After a bit of initial digging, ParaCore found that 76% of the client’s leads came via phone calls, but according to Adam:

There was so much more we could do to optimize their PPC campaigns if we had more data.

To get said data, Adam et al installed AdWords Call Conversion Tracking and CallRail on the client’s landing pages and set up keyword-level call tracking.

CallRail works similar to DTR, by dynamically populating a unique phone number depending on the original referrer. So when a visitor clicks on an ad and then calls the number on the landing page, that lead is attributed to the appropriate click-through ad.

Attributing your phone call leads to the original ad has never been easier. Image via CallRail.
Don’t know where all your phone call leads are coming from? CallRail integrates with Unbounce landing pages, so you can track which ads and landing pages result in calls. Find out more here.

Not only that, but CallRail allows you to create regional phone numbers, which was especially important to their client. Adam said it was key that their client’s prospects saw “a 480 number for Phoenix instead of an 888 number.”

AdWords Call Conversion Tracking, on the other hand, allowed ParaCore to see which keywords were converting so they could kill the underperforming keywords or ad sets.

For leads that came in through the landing page form, ParaCore also set up AdWords conversion tracking on all Unbounce form confirmation dialogues (a.k.a. thank you pages).

Within four months, this is what team ParaCore had found:

55% of leads came from calls made after seeing the new Unbounce landing pages, 24% came from landing page forms and roughly 20% came directly from ads.

Once they had the data they needed, it was time to actually dig into AdWords.

Optimize ad groups with negative keywords

Now that ParaCore had all the necessary data to determine which keywords were and weren’t working, they could start optimizing in AdWords.

ParaCore’s client had already done a significant amount of keyword research resulting in a robust collection of targeted keywords; however, a review of their analytics revealed not all of them were performing top-notch.

ParaCore added negative keywords to the client’s campaigns, followed by daily negative cleansing (which sounds like something you’d do with a smudge stick and quartz crystal, but is actually just excluding search terms that aren’t relevant).

After the initial cleanse, ParaCore scaled back to periodic reviews to ensure keyword relevancy. They kept an eye on conversion data over the first two months and turned off keywords that were, as Adam put it, “eating up the ad budget without producing good returns.”

Clever Account Management Pays Off

By adding negative keywords to their client’s AdWords account and turning off the keywords that weren’t bringing in results, team ParaCore managed to save their client $30,000 in annual ad spend and reduce their cost per lead by 40.7% in the first three months.

Not only that, with these all of the changes in place, ParaCore’s client was set up to scale. Now when the client wants to add additional markets, the agency doesn’t even have to create a new landing page, they simply “add dynamic text insertion with new phone numbers and local text.”

This kind of progress wouldn’t have been possible had they not first simplified their client’s landing page collection and clarified their metrics. Only then could they turn their efforts toward their client’s AdWords account.

According to Adam, the data collected during that initial exploration “continues to guide our efforts as we optimize the company’s PPC campaigns to bring in the highest quality leads at the lowest cost.”

And ParaCore’s client could not have been more pleased. Their Google+ review says it all:

These guys have been awesome for us so far! We love the reporting metrics they use as it really identifies the important information and tells us a lot about our PPC campaigns. We have also been very happy with how thorough they have been in implementing the crossover from our old PPC manager… All in all, we are very happy to have made the switch and wish we would have pulled the trigger sooner.

Sounds pretty dang blissful to me.

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How PPC Agency ParaCore Used Clever Account Management to Save a Client $30k in Ad Spend

Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get Engagement

You post image after image on Instagram, but can’t seem to get more than 25 or 30 Likes on each. Your comments are as inactive as a car broken down on the side of the road. You’ve tried every “hack” in the book, but nothing seems to work. Don’t give up hope just yet. A lot of marketers look for the “secret” to get floods of engagement. Well, the secret has less to do with a specific Instagram filter or tactic, and more about understanding how we see and process visual information. Figuring out what attracts a person’s eye to…

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Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get Engagement

Infographic: Seven Salient (and Strange) Email Marketing Insights

ecommerce stats

When it comes to ecommerce, email marketing is one of the most powerful tools to increase conversions, meaning more sales and more subscriptions. Today we’ll go over an insightful infographic found here that has a few important points which may be hard to understand at first glance, and a couple of points I find contention with. Be sure to read the breakdown below the infographic! The infographic was originally posted on soundest.com. Let’s break it down Insight #1: Bigger businesses generate more orders (but have lower open rates?) Smaller businesses (5,000 member lists) enjoy an average open rate of 21.38%…

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Infographic: Seven Salient (and Strange) Email Marketing Insights