How Emotional Motivators Can Drive Authentic Brand Growth

drive authentic growth

We all remember what happened when Apple CEO Steve Jobs passed away, hundreds of thousands of people voluntarily lined up outside of Apple stores, flowers in hand. They were mourning the loss of a great tech visionary but also paying tribute to the creator of a brand that they felt a deep emotional connection to. Apple doesn’t just have a bigger market share than Microsoft (at least, with smartphones), it pulls at the heartstrings of millions of consumers. It is true that supplying helpful information to customers will reduce buying risks and add practical value, but what’s more powerful is…

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How Emotional Motivators Can Drive Authentic Brand Growth

How Mail.Ru Reduced Email Storage From 50 To 32 PB

When the Russian ruble’s exchange rate slumped two years ago, it drove us to think of cutting hardware and hosting costs for the Mail.Ru email service. First, we had to take a look at what email consists of. Indexes and bodies account for only 15% of the storage size, whereas 85% is taken up by files. So, optimization of files (that is, attachments) is worth exploring in more detail.

How We Reduced Email Storage At Mail.Ru From 50 To 32 PB

At the time, we didn’t have file deduplication in place, but we estimated that it could shrink the total storage size by 36%, because many users receive the same messages, such as price lists from online stores and newsletters from social networks that contain images and so on. In this article, I’ll describe how we implemented a deduplication system under the guidance of PSIAlt.

The post How Mail.Ru Reduced Email Storage From 50 To 32 PB appeared first on Smashing Magazine.

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How Mail.Ru Reduced Email Storage From 50 To 32 PB

Conversions Are for Closers: Using Conversion-Centered Design Principles to Inspire More Clicks

The campaign conversion path is often a long and windy trail that consists of your prospect having objections and you effectively countering them.

If you’ve done your job properly, your prospect will eventually end up at a crossroads: one path leads to a conversion and the other to the back button — or worse, your competitor.

Of course, we know which path you want them to take… but how can you make sure you’ve done everything possible to close the deal and make sure they take your desired path?

More importantly, how do make sure you earn your coffee?

coffee is for closers
Didn’t you know? Image via weknowmemes.

Conversion-Centered Design (CCD) is a framework for leveraging principles of persuasive design, copywriting, and psychology throughout the campaign process to nudge your visitors toward a conversion.

The CCD principle of Closing is about studying the area around your CTA, the design of your CTA and the copy you use to inspire a click.

There are several factors that influence the decision to click — some are positive some negative.

Negative influences

Negative influences include what I refer  to as “stop words”: words, phrases or graphical elements that are placed in close proximity to your CTA which may create a moment of pause as your visitor contemplates their meaning.

Words such as “spam” in privacy statements below your CTA have been shown to decrease conversions because they plant a negative inference in the mind of your prospects right at the point of conversion, when they might otherwise not have been thinking that way.

Trust seals – especially when there are several banded together – are commonly used with the goal of increasing confidence, when in reality they can sometimes come across as desperate, causing reflection like “Why are they trying so hard to convince me of the security of this transaction? Is it not really secure or trustworthy?” More often, the key to a secure transaction is the presence of the lock icon in the address bar that denotes that the page uses a secure socket layer (SSL).

Psst: Did you know? All professional level Unbounce plans include SSL on custom domains. Start a free 30-day trial today and see the difference SSL makes on your conversion rates.

Positive influences

Examples of positive influences are statements that reduce anxiety at the point of conversion.

For instance, being explicit about how long it will take for a call back gives people a point of reference. “We’ll respond to your request within four hours” is much stronger than no statement at all. Placing this short statement either directly above or below your CTA will ease the anxiety at the perfect moment

For a webinar registration, mentioning that the session will be recorded eases the anxiety of not being able to attend, encouraging people to register anyway.

Button copy

Another critical part of the conversion equation is what you actually write on your buttons: your call to action.

At Unbounce, we’ve looked at our customers’ landing pages to learn more about the impact of different words and phrases in CTA copy. And some of the data is quite surprising…

The price of free

Contrary to popular belief, I’ve found in several A/B tests that the word “free” can have a negative influence on conversions.

I think in part this is because we are all becoming savvier about marketing practices. Giving your email to a company is a form of social currency and thus is not free. We understand that we’ll be marketed to via email — making the reference to “free” seem a little like a bait and switch.

On the microsite for our Landing Page Conversion Course (below), I used a Qualaroo survey widget to ask what was preventing people from starting the course. Two common answers were “How much does it cost?” and “I don’t know how much it is.”

LPCC-a

Based on that feedback, I hypothesized that reiterating that the course was free in close proximity to the CTA would result in more conversions (clicks on the button).

I used my photo (as the author), and in a subtle way mentioned that the course was free.

LPCC-b

The result of the A/B test?

ab test results
For this test, I split the traffic 10/90. This was to accelerate the speed of the test based on knowing from historical data that the current champion consistently converted at 26%.

The new treatment lost by 14%.

What made this treatment lose? Was it my face? (I hope not.) Was it the word free?

This got me thinking about the power of the word “free.” We dug deep into our customer data and discovered the following impact of including the word “free” in a CTA (versus not mentioning it).

free vs no free

As you can see, across 20,000 landing pages, CTAs without the word “free” converted on average 16.8% better than those with the word “free.”

So if free doesn’t work… What does?

closingtable-1
Data shown represents lead gen landing pages only (pages with a form).

The chart above illustrates some other words that are commonly used in CTA copy, and their effect on conversion.

As you can see, even a slight variation in button copy can affect conversion rates. But before you go changing your CTA copy, it’s important to note that these are average conversion changes based on aggregate data. Therefore, use the data to inform your A/B tests, not to make off-the-cuff changes.

After you close the deal

Think your job is done after you’ve snagged that conversion? Think again.

As a optimizer, you should think of what a possible next step could be, and design an experience to ask your new lead/customer to take that action.

This is where the CCD principle of Continuance comes in. Read on to learn more about Continuance or download a PDF of the entire CCD framework to read at your leisure.

Want better conversion rates?

Download the Conversion-Centered Design framework and become an expert at building delightful, high-converting marketing campaigns.
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*Feature image via Shutterstock.

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Conversions Are for Closers: Using Conversion-Centered Design Principles to Inspire More Clicks

The Underestimated Power Of Color In Mobile App Design

Color is arguably the second most important aspect of your app, after functionality. The human to computer interaction is heavily based on interacting with graphical UI elements, and color plays a critical role in this interaction. It helps users see and interpret your app’s content, interact with the correct elements, and understand actions. Every app has a color scheme, and it uses the primary colors for its main areas.

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The Underestimated Power Of Color In Mobile App Design

MJML – How To Make Responsive HTML Email Coding Easy

Email is one of the best ways to engage with your users, especially during the holiday season. However, if you want to stand out, no matter how beautiful your emails are, you need to make sure they render correctly in your reader’s inbox, regardless of what email client they’re using. Creating responsive email is not an easy task, and there are various reasons for that.
First, there is no standard in the way email clients render HTML.

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MJML – How To Make Responsive HTML Email Coding Easy

The 7 Best Ways to Unlock Your ‘Not Provided’ Keywords in Google Analytics

7 best ways to unlock your not provided keywords

Everyone loves a good intrigue. We like to think there is a hidden agenda behind regular, day to day events. This is particularly true in the case with SEOs, many of whom worry that Google is constantly scheming to control the SERPs. Case in point: the ‘Not Provided’ debate, raging since 2013. For the conspiracy theorist in you, the advent of Google Analytics ‘Not Provided’ keywords has likely lead you to assume that the wonder twins are gearing up for a Dr. Evil-esque scheme to destroy the world of online marketing. After all, over the past two years, there has…

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The 7 Best Ways to Unlock Your ‘Not Provided’ Keywords in Google Analytics

The Small Business Guide on How to Create Simple Branded Videos

the small business guide on how to create simple branded videos

2015 may have been touted as the year of the video in the marketing world, but despite that, branded videos have continued earning their space within every marketer’s toolkit throughout the entirety of 2016. While it may seem that only big companies have the resources at hand to create extraordinarily well made branded videos, you should not let the highly visual, artistically edited elements convince you that you cannot replicate a similar video for your business. You do not have to be a world-class creative mind with a massive budget to produce viable video content that people actually want to…

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The Small Business Guide on How to Create Simple Branded Videos

Is App Indexing For Google Worth The Effort? A Case Study

Will the resources spent implementing app indexing for Google search be a boon or a bust for your app’s traffic? In this article, I’ll take you through a case study for app indexing at our company, the results of which may surprise you.
App indexing is one of the hottest topics in SEO right now, and in some sense for good reason. Google has only been indexing apps for everyone for a little more than two years, and with only 30% of apps being indexed there is huge potential for websites to draw additional search traffic to their apps.

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Is App Indexing For Google Worth The Effort? A Case Study

How to Build a Compelling One-Page Story for Your Landing Page

periscope-fi

We are in the middle of a cultural shift. This evolving change is highly visible in the current state of communication. As attention spans continue to shorten, the significance of the novel and long-form is giving way to the 140-character tweet, the ephemeral 10-second Snapchat (with an optional caption) and listicles. While all these forms may have their detractors, their impact is still undeniable. Web design has responded to the pressure of shorter attention spans with placing a higher emphasis on the landing page. When today’s web-savvy visitor lands on your homepage, you have mere seconds before their mind generates…

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How to Build a Compelling One-Page Story for Your Landing Page

Web Development Reading List #166: Efficient Docker, CSP Learnings, And JavaScript’s Global Object

What fuels your work? What fuels your mind? What do you do on a non-productive day or when you’re sad? Nowadays, I try to embrace these times. I try to relax and not be angry at myself for not being productive.
And the fun fact about it? Well, most of the times when I could convince my mind that not being productive is nothing to feel bad about, things take a sudden turn: I get my ideas back, my productivity rises and, in effect, I even achieve more work than on an average day.

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Web Development Reading List #166: Efficient Docker, CSP Learnings, And JavaScript’s Global Object