Tag Archives: conversion

Get a Glimpse into the Future of PPC From Microsoft’s Senior Manager of Global Engagement

Purna Virji on AI and PPC
As I learned at the start of February, if you’re a lucky enough to get one-on-one time with Purna Virji, Senior Manager of Global Engagement at Microsoft, you ask her about the future of search, AI, and pay per click (because she makes everything sound pretty exciting).

Purna—named the #1 most influential PPC expert in the world by PPC Hero in 2016—is on the forefront of what’s coming down the pipeline in our industry. She’s joining us February 21st as a speaker for Marketing Optimization Week to share her insight into AI, and today we’re sharing a sneak peek of what to expect in that session.

Watch our chat below, or read on for the condensed Q&A.

Jen: What do you imagine the day-to-day life of a marketer will be like with access to exciting AI? You grab your morning coffee, log on to your computer, then what?

Purna: [Then] you’ll be getting all kinds of wonderful notifications about performance, new insights, and ideas for engaging with your audience. AI solves some of our biggest problems—including [how to] engage with people in this world full of distractions.

AI is super helpful because it can analyze all of the different data and touchpoints to see what’s working (or not), and it can help us get really good at personalization and engaging with people in the way they’d like to be engaged with.

It also gives us new interfaces. Things like chatbots or digital assistants, as well as virtual reality. So if I interest somebody through a chatbot to look at the latest collection of shoes, I can just put on my HoloLens and take a look at a 3D hologram in front of me of all the latest styles.

It’s really about cool ways to engage with brands and people in a very seamless manner.

Jen: You’re speaking at Unbounce’s Marketing Optimization Week February 21st on how to prepare for AI’s emerging role in marketing. As a preview, can you share one of those things we can all prep for?

Purna: Yes! I think one of the things marketers can prepare for is to understand what AI can do for us and try to touch the waters a bit more with a chatbot. [In my talk] I’ll be giving people some tips for how to incorporate a chatbot within search. For example, Bing offers a conversational bot right in the SERPs, so I’ll give some tips on how you can set this up and a strategy you can use for your bot.

Jen: Chatbots are very hot right now.

Purna: It’s because they’re so easy and convenient. You’re already using a platform you’re familiar with—whether it’s Skype or Facebook Messenger or Kik—or whatever platform you use to talk to your friends. In that same platform, I can order a pizza or check on a status of my order, or do anything I need to do with a brand in that same place. There’s no multiple hops that have to happen.

Jen: It seems like, for customers, chat is very natural. It’s how we already go about our world.

Purna: yes—conversation is the first thing we learn. From babies to now arguing about who’s going to take the trash out. Conversation is [still] at the forefront of all of our lives.

Jen: Here at Unbounce we’re a Conversion Platform for marketers, and many of our customers pair landing pages with PPC in social or search. How do you see AI impacting pay per click the most in the next few years?

Purna: I think AI will have a couple of different roles…

For one —it’s going to make it easier to hone into the right person. We’re already seeing some signs of this with our much more advanced audience targeting, such as in-market audiences—which lets you slice and dice audiences based on people who are more likely to buy —so it’s going to [enhance] reaching the right person at the right time.

It’s also going to help us take a lot of the effort and pain out of the administrative side. We saw this with bit automations…it’ll make things like reporting a lot easier, keyword research a lot easier. Anything that’s really a repetitive task can get automated and can be improved by AI. Time savings and more effective ads – it’s a win win for all.

Jen: Y’know, we hear some marketers kind of demonize AI, or see it in a sort of detrimental way. But you don’t see it this way.

Purna: No, I don’t think so. I think the way AI has been designed and actually, the way companies like Microsoft, Google or IBM, who are at the forefront of creating AI…I think the responsibility is on people like us to infuse the technology to respect humans. And, I mean, that’s one of the pillars we’re building our AI on, that it is respectful to the human. It’s there to augment what we can do. It’s not there to replace us or destroy us or anything like that.

All AI is doing is taking what we’re good at and giving us a little super power. It’s like wearing a little jet pack so we can run faster or slide faster. When you think of it that way it’s giving us gifts we didn’t have access to before.

Jen: You’re no stranger to setting up an AdWords or Bing campaign. So, what’s a little known technique that anyone managing paid spend can do today for more impact with their PPC ads?

Purna: I’d say there are two things. The first is to make sure you’re implementing in-market audiences. If someone was to ask me, “what’s one tip for success for 2018?”, I’m a big believer of the power of in-market audiences, it’s still in pilot in open beta so anyone can sign up an be a part of it and test it.

Throughout the testing period we’ve seen such amazing results from many people. It allows you to reach an audience that’s in the market or looking to buy specific products or services you’re selling. We have over 120 different categories, so if you just layer them onto your existing ad groups or campaigns and just adjust the bids accordingly, you have a better chance of reaching people who are interested in what you sell but may not know who you are…you’re just reaching this very qualified audience.

If you can do [this] and combine it with the wonderful landing page learnings you get with Unbounce, I think that’s a really win win solution.

Jen: We know voice search is going to have a much bigger role to play. What should PPC’ers be thinking about to prepare for this?

Purna: We are seeing voice being adopted more and more. We’ve seen Mary Meeker’s internet study…and Google [has shared] that 20% of their mobile traffic is voice now, because voice is easy.

I would say PPC marketers should think about the differences or what’s unique to voice. First, it tends to be much more local. If you’re running local campaigns, you’ll want to think about the queries relating to your business that people may ask if they’re in a hurry or on the go.

And second, all marketers (including SEOs too) should consider: are we providing the right information? I.e. do we have some sort of structured data or schema markup that can give the search engine much more insights into understanding what the page or information is about.

Lastly, [we can] look at the keywords. Voice is of course more conversational and with conversational queries, we tend to have longer phrases, [so] we’re much more clear on the intent. If you can, look at testing some of the most common, broader questions or phrases that get asked and actually test adding them in keywords. Ask yourself what could be the right way to answer [the query].

In the old days (ha, just last year!) we would look for shoes, like mens sandals. We’d go to the website, select colours, size and width. But now with voice, you self-select in the query itself. You say “show me blue strappy summer sandals in size 8”. If I then [have] to go to the website and do the selections again I’m quite annoyed, but if I got to a page that showed just what I was looking for? It’s about making it very seamless for the customer.

Jen: so prepare for more granularity…
Purna: exactly, [it’s] on page as well, which is why it’s important to look at some of the landing page options you have, [and ask] —“are we answering the right questions” in the right way.

Jen: You’ve seen dozens of landing pages for PPC. What do you think is the biggest mistake people make when creating landing pages to pair with their search ads?

Purna: It’s not being specific enough. If [someone’s] looking for something and your ad promises something, does your page deliver on that promise?

For example, if I’m doing a search for waterproof digital cameras and see an ad that talks about waterproof digital cameras on sale, and I go on your landing page and its all of your digital cameras —again you’re giving the searcher more work to do.

You want to make life as easy as possible, answer the right questions, and don’t go too broad. Yes – there’s the temptation, especially with newbie PPC marketers— Let’s just send people to the homepage. As you know that’s just not going to work and they’ll realize that soon.

Also, as you say, the call to action—even sales people fail at this sometimes—you don’t or forget to ask exactly what you want [visitors] to do. So making sure you do that is a huge advantage.

Don’t miss Purna’s session February 21st as part of Marketing Optimization Week. She’ll be joining other experts from Drift, Hanapin, and Emma delivering the latest tactics you can use to see better results. See the agenda here.

Original source:

Get a Glimpse into the Future of PPC From Microsoft’s Senior Manager of Global Engagement

7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018

If you believe that launching an advertising campaign is enough to beat your competitors, we have bad news for you then: those days are far behind us. And truth to be told: most customers opt for skipping an ad as they are fed up with the overly polished professional pictures that seem too good to be true. As Forbes has revealed, customers crave authenticity. Thus, marketers are seeking out ways to deliver the genuine messages that align with their brand principles. For this reason, the collaboration with influencers has been booming over the past few years. The numbers speak for…

The post 7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018 appeared first on The Daily Egg.

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7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018

Sharp Suits & Scrappy Marketing: How Indochino Crafted a Tailor-made Digital Strategy with Unbounce

Similar to how Indochino is revolutionizing menswear with made-to-measure suits, it turns out a custom fit applies to their digital marketing too.

In the past year, the fast-growing apparel brand saw over 50% growth in retail, and opened nine new showrooms across North America. The brand’s marketing team of just 12 people are used to acting fast, but until about a year ago, the team faced a bottleneck threatening their nimbleness and the effectiveness of their PPC ad spend.

As Lisa Craveiro, Director of Acquisition told us, the company’s blog and website CMS templates couldn’t be easily customized to suit their pay-per-click needs. When Lisa’s team needed to publish relevant content (for pointing paid ad traffic to), changes to the site couldn’t be published fast enough.

To ensure return on their ad spend, Lisa and the team rolled out two key tactics:

  • First, they experimented with mock editorial pieces created in Unbounce to better convert Facebook ad traffic.
  • And second, the team built several location-specific landing pages for marketing different showrooms and educating prospects on their unique customer experience.

Over just nine months, Lisa’s team secured 800+ showroom bookings via their new Unbounce landing pages, 40 online transactions of purchased suits, and 750 newsletter signups.

Having over 340,000 visitors directed to a landing page as part of their paid media strategy is just one aspect of how Indochino’s scrappy marketers have been able to grow the brand’s selling appointments 77% year over year. Read on for a peek into their playbook.

A Custom-Fit Ad Approach

Similar to most marketers using Facebook ads, Indochino knew they needed hyper relevant content to point to from ads like these:

Indochino's example Facebook ads

But sending paid traffic to the brand’s blog or site-specific web pages wasn’t a good option as recent as a year ago because the marketing team had little control over the experience.

Lisa Craveiro, Director of Acquisition at Indochino

“Before Unbounce, we didn’t have an informative landing page on the website with a simple, easy navigation path that focused a user’s attention toward our conversion goals. Often existing pages weren’t the most relevant option to land on from a specific ad, or didn’t contain a clear call to action. We needed to quickly build better, high-converting options and Unbounce was perfect for an on-brand look, fast.”

And so Indochino began using Unbounce in a fairly unconventional way. Alongside a designer, the team created mock editorial articles for their Facebook ads to point to. These articles — fashioned to look like blog posts — contained calls to action to “schedule an appointment” in a showroom, but also to “see the suits” for those preferring to browse.

Here’s an example of one of the editorial pieces created with the builder:

Example Mock Article from Indochino

With over 64,000 visitors via their ads, this ‘mock’ article converts at 17.40% with thousands of people clicking through to see showroom locations, go to the website, or see sample suits.

These articles (built in just a few hours) not only provide an especially relevant destination for anyone arriving from a Facebook ad, but they also allow Indochino’s marketers to communicate different value props quickly based on different ad messages.

For example, the brand knows the showroom experience is very valuable and that many men become lifelong customers based on their unique experience being fitted.
Here’s an article Indochino’s marketers whipped up for communicating exactly what to expect in your showroom experience:

Indochino example 2

This listicle style piece converts at 29.63%. The CTA prompts visitors to book an appointment.

The team continues to create mock editorial like this and is always looking to optimize as they go. As Lisa tells us:

“We’re often trying out several value props with these types of mock articles, testing different variations of copy and trying to understand via data which article or angle resonates best with different audiences. They’re a quick way to tell if you’re on the right track with your ad’s messaging.”

Seamless online and offline

On the topic of nine new showrooms launched in North America this year, as Indochino found, once you introduce a new product line, or— in this case—a new retail location, you can’t always update your website right away with location-specific content.

So instead of relying on developers to help update their site with pages specific to each new showroom launch, Indochino turned to landing pages. They created several location-specific pages to explain their fitting process and speak directly to potential customers in a given area.

Here’s an example featuring details on DC’s showroom:

Indochino's DC showroom landing page example

This page, where you can book an appointment or ‘see the suits’, converts at 19.38%.

The team also has a dedicated page for Chicago:

Chicago landing page example

These location-specific pages allow Indochino to get really granular with the targeting of their ads, and the message prospects see upon click through. There’s strong message match from ad to landing page, and visitors see specifics to their location which helps fulfil the promise of the ads.

Want to run location-specific ad to landing page combos like Indochino? Try Dynamic Text Replacement. This Unbounce feature swaps out select keywords or text on your landing page with the exact terms someone has searched, like their location. See a preview of how this works here.

Extending the made-to-measure experience

Beyond highly relevant Facebook ads and location-specific content, Indochino also uses landing pages for lead generation; often for contests and partnering with wedding vendors like The Knot and others.

Here’s a lead gen page Indochino created for a Postmedia National contest:

lead gen landing page example from Indochino

Converting at 15.14%, Lisa said campaigns like this contest allow their marketers to be especially nimble:

“Often marketers can land a great partnership, like we’ve been lucky to do with The Knot and Postmedia, but if you can’t generate relevant landing pages specific to the campaign quickly, you limit the momentum of the partnership along with creative opportunities. With contest pages like this, we can be up and running in a couple of days and immediately see from ad to landing page how we’re performing. It’s helpful for understanding which partnerships we should run again.”

The PPC landing page advantage

On a whole, taking control of the experience after someone clicks an Indochino ad has proven very valuable for this fast-growing menswear brand. By serving up especially relevant content, they’ve seen their paid Facebook posts perform especially well.

You could say, Unbounce was a perfect fit ;)

Read article here:

Sharp Suits & Scrappy Marketing: How Indochino Crafted a Tailor-made Digital Strategy with Unbounce

How Quora Can Help You Drive Massive Traffic and Conversions to Your Website

Many of you are probably familiar with Quora. But not everyone knows that Quora can be turned into a perfect marketing tool that will drive high quality targeted traffic and conversions to your website. I made the most out of Quora and continue to use it as one of my major marketing tools for increasing conversions. How, you ask? I’m one of the most viewed writers on many popular topics including videos, online videos, video production, and explainer videos. My answers gained 1.2 million+ views during the last 10 months. Want to know how to make a go of Quora…

The post How Quora Can Help You Drive Massive Traffic and Conversions to Your Website appeared first on The Daily Egg.

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How Quora Can Help You Drive Massive Traffic and Conversions to Your Website

Your Author Bio Is a Conversion Goldmine

gold mine

Are you treating your author bio as an afterthought? If you’re like most online marketers, the answer is probably yes. Don’t believe me? Just Google ‘author bio optimization’ and see what your search turns up. Not much. Just one or two dated guides. Clearly, digital marketing experts are not seeing the business potential of an optimized author bio. Well, I’ve got news for you. By ignoring your bio, you’re missing out on a lot of business. Your author bio has a lot of marketing potential. It’s an untapped goldmine that can do so much for your business. Would you like…

The post Your Author Bio Is a Conversion Goldmine appeared first on The Daily Egg.

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Your Author Bio Is a Conversion Goldmine

Your Author Bio Is A Conversion Gold Mine

gold mine

Are you treating your author bio as an afterthought? If you’re like most online marketers, the answer is probably yes. Don’t believe me? Just Google ‘author bio optimization’ and see what your search turns up. Not much. Just one or two dated guides. Clearly, digital marketing experts are not seeing the business potential of an optimized author bio. Well, I’ve got news for you. By ignoring your bio, you’re missing out on a lot of business. Your author bio has a lot of marketing potential. It’s an untapped goldmine that can do so much for your business. Would you like…

The post Your Author Bio Is A Conversion Gold Mine appeared first on The Daily Egg.

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Your Author Bio Is A Conversion Gold Mine

4 Ways to Use Advanced Triggers and Targeting to Craft Delightful Popups

I’ve already talked at length about how to design more delightful popups by using The Delight Equation, and today I want to extend that concept by discussing the triggers and advanced targeting you can use to make popup experiences even better.

I think we’d all agree that showing a popup to your visitors on every visit is a bad idea. We can also agree that generic offers and untargeted messaging is a big turnoff.

That’s where triggers and targeting can make a big difference to the user experience.

Advanced Trigger and Targeting Matrix

Below, I’ve sketched out an interaction matrix leveraging the triggering and targeting features that Unbounce Popups & Sticky Bars can use. I’ve filled in a few ideas, and in the rest of today’s Product Awareness Month post I’ll explain how four of these concepts work, including some live demos because it’s really easy and fun to do with Unbounce.

Fair warning. Some of these ideas are a little “out there”. However, I find that being a little ridiculous helps unlock your creativity. And we all need a little more creativity in our marketing.

Use Case #1: Choose Your Own Adventure (CYOA)

Trigger: Entrance, Timed, or Scroll Up
Targeting: URL

This is a great way to learn about the intentions of your visitors.

We’ve been running experiments on our “What is a Landing Page?” page to figure out what people want to do when they arrive. interesting. On that page, I asked the question “What are your landing page needs?” providing three options (each with their own next step CTA):

I’ll be sharing complete results from this experiment at the end of the month.

CYOA Demos

Pro Tip: You can attach a parameter to a URL (?ttdemo1 for instance) which lets you use URL targeting to only show the popup in that instance. Because I want to keep you on this page, I’m just going to provide three links that reload this page, but with individual URL parameters.

  1. Entrance trigger demo
    with URL parameter targeting ?ttdemo1
  2. Scroll Up trigger demo
    with URL parameter targeting ?ttdemo2
  3. Time Delay trigger demo
    with URL parameter targeting ?ttdemo3

To set this up, I simply duplicated the first popup twice, and set the URL targeting and trigger options appropriately.

What’s even cooler is that because I used the URL targeting for any Unbounce.com URL that contains ?ttdemo1, the experience can be shown to anyone, via any link, just by appending the URL parameter. Like this link to our homepage. #mindblownmuch?

Scroll Up and Time Delay are good triggers to use to capture the attention of people who may not have found what they’re looking for. Like U2. Scroll Up is great for mobile as it’s a little bit like an exit signal on desktop.

Make sure you track these pathways in Google Analytics and stick a heat map on the page (I use Hotjar) so you can get a simple visual of where people are clicking. This is one of the original click maps for “What is a Landing Page?”.

Once you’ve learned something about your visitors’ needs you can start making changes to the page to reflect that. I’ll be digging into a concept I’m calling “No-Touch CRO” next week, which has more examples of how you can use Popups and Sticky Bars to learn about your visitors without having to change your site.

Use Case #2: You Didn’t See My Most Valuable Page (MVP)

Trigger: Exit
Targeting: Cookie

Every website has pages that we consider critical to the conversion experience. For you, it might be the features page, the pricing page, or the homepage. It could even be a blog post that’s particularly good at convincing people to sign up.

How dare someone come to your site without visiting your favorite pages! Let’s be realistic though, not everyone has the time, inclination, motivation, or easily identifiable path to get to where you want them to go.

I’m calling this use case “You didn’t see my MVP!” – as it’s designed to at least make sure they’re given an opportunity to see your magic content.

This is how it works:

  1. Drop a cookie on your most valueable page (MVP).
  2. Set up a Popup or Sticky Bar to fire on exit when the MVP cookie is NOT present.

Pretty simple right?

MVP Demo **Desktop Only**

Follow these instructions to see a demo. It’s desktop only because you can trigger an exit popup on a phone.

  1. Click here
    To reload this page adding a URL parameter ?ttdemomvp.
  2. Trigger the exit popup
    Move your mouse out of the browser as if you are going to close it.
  3. Click the button on the popup to visit the MVP page
    The cookie will be set on that page.
  4. Click the back button to return to this page
  5. Refresh this page and try to trigger the exit popup
    Now that the cookie has been set the popup won’t fire, as we’ve already seen your high-converting content.

Use Case #3: Maybe Later

Trigger: Entrance + Click
Targeting: URL + Cookie

“Maybe Later” is one of my favorite concepts to come out of this month’s exploration. You can read the full post about it here, and I’ll provide the elevator pitch below.

“Maybe Later” is a Solution to Increase Engagement and Reduce Frustration

As you can see in the sketch above, instead of the now classic YES/NO popup “Maybe Later” includes a third option called, you guessed it, “Maybe Later”.

It’s more than just a third button, here’s how it works:

  1. The popup appears when you enter the site. You can choose “No” to get rid of it, “Yes” to take advantage of it, or “Maybe Later” to register your interest but get it out of your way.
  2. When you click “Maybe Later” a cookie is set to log your interest.
  3. Now while you are browsing the rest of the site, a Sticky Bar – targeted at the cookie that was set – appears at the bottom (or top) of the page, with a more subtle reminder of the offer, so that you know it there and ready if you decide to take advantage of it.
  4. If you decide against the offer, you can click “No thanks” on the Sticky Bar, the cookie is deleted, and the offer is hidden for good.

The core purpose of this idea is to put the control back with the shopper while creating an effective method for the retailer to engage with you, with your permission.

“Maybe Later” Demo

Follow these instructions and you’ll see “Maybe Later” in action:

Please note: the demo is desktop only right now.

  1. Visit this page (opens in new window).
  2. Click the “Maybe Later” button and the popup will close.
  3. Refresh that page and you’ll see a Sticky Bar with the same offer appear at the bottom.
  4. Come back to this page.
  5. Refresh this page and you’ll see the Sticky Bar here too.
  6. Click “No thanks” to get rid of it when you’ve had enough :D

Use Case #4: Location Redirect

Trigger: Entrance
Targeting: URL + Location

It’s common for e-commerce businesses to have localized websites like amazon.com/amazon.ca/amazon.co.uk etc. But sometimes you need to redirect people to the correct country because the link they clicked is coming from an affiliate (or other) that’s only pointing to the US domain.

The simplest way to handle this scenario is to create a popup that combines an entrance trigger with URL and Geo Location targeting.

You can then target a “We have a Canadian Store, Eh! Wanna go there instead?” message on the U.S. site to visitors who’s location is in Canada.

I created two popups. One to be shown to Canadians, and one to the rest of the world using the location targeting settings.

Click here to see the popup. If you’re in Canada you’ll see a redirect popup, and if you’re anywhere else you’ll see a “Continue to the U.S. store” popup.

And here’s a video of me VPN’ing to New York to show how the popup changes.

There are so many ways you can combine triggers, targeting, and frequency to create popup experiences that treat your visitors with relevance and respect. If you have any cool combos that you’re using, please chuck ’em into the comments so we can discuss how they work.

Cheers
Oli

p.s. Don’t forget to give the 30-day trial of Unbounce a go. You get landing pages, popups, and sticky bars all included in your plan.

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4 Ways to Use Advanced Triggers and Targeting to Craft Delightful Popups

Marketing Optimization Week is coming! 4 Free Days of Advice From Experts in PPC, Automation, AI, and Strategy

Starting to feel like you’ve been working in overdrive to (maybe) bring in only half the leads you used to? Not to mention your paid budget seems to be climbing way outta hand?

Well, it’s definitely not just you. Marketing’s changing and it’s getting tougher to see strong results.

Two weeks ago Facebook tweaked it’s publisher settings, fewer advertisers can justify current CPCs in AdWords, and—while there’s a lot of talk about artificial intelligence—how the heck can you make use of it today, exactly?

Fortunately you’re not alone, and we’ve got your back.

Learn new tactics at Marketing Optimization Week


Dedicated to helping you optimize your marketing, we’re hosting four days of FREE, tactical advice you can implement now to guarantee success in the future and get more results from your existing channels.

From February 20-23, you and your team can tune in to learn from major players in the marketing space with four daily sessions covering PPC, marketing automation, AI and marketing strategy tracks.

We don’t kid around with online events, and this is sure to be one of our best yet. Find the full agenda here, or read on for some highlights.

Learn how (and why) to kiss gated content goodbye with Drift’s David Gerhardt

February 22, 2018. Time: 3:00pm PST | 6:00pm EST | 5:00pm CST

David Gerhrdt – Director of Marketing at Drift

Breaking expectations can help your marketing thrive, and nobody knows this better than David Gerhardt – Director of Marketing at Drift. Having spent the last 6+ years working in SaaS companies including HubSpot and Constant Contact, he’ll reveal insight into Drift’s 2016 decision to do away with gated content and rely on conversations instead.

In this session, get a behind-the-scenes look at the impact the decision to remove forms has had on this leading SaaS business, and what it could mean for yours.

Improve Your AdWords Quality Score with Hanapin’s Jeff Baum and Diane Anselmo

February 22, 2018. Time: 9:00am PST | 12:00pm EST | 11:00am CST

Associate Director of Services, Diane AnselmoJeff Baum, Director of Services at Hanapin Marketing

You already know the importance of your quality score, but making significant improvements to it can be a challenge if you’re not sure where to start.

In this absolutely-don’t-miss session, Hanapin PPC experts Jeff Baum and Diane Anselmo walk you through some changes you can make to your landing pages today to positively impact your quality score.

Get clear on how to prep for AI with Microsoft’s Purna Virji

February 21, 2018. Time: 11:00am PST | 2:00pm EST | 1:00pm CST

Microsoft’s Senior Manager of Global Engagement, Purna Virji

At best, you know AI is already all around us, and at worst you think of it as something to fear. Hear from Microsoft’s Senior Manager of Global Engagement on how AI is going to shake up the industry (for the better) and how you can be ready.

Bringing over 15 years in search experience to the table, Purna’s an expert in SEO, everything Bing, and voice search. You’ll walk away with three critical steps you can take today to set yourself up for AI success.

Secure 10X Results Across Channels with Larry Kim of Mobile Monkey

February 23, 2018. Time: 9:00am PST | 12:00pm EST | 11:00am CST

founder of Mobile Monkey, Larry Kim

Self-professed unicorn obsessor Larry Kim is ready to show us all the magic of a unicorn campaign (campaigns so effective they perform in the top 1–3%).

In this session, learn the WordStream founder’s unusual tips and processes for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, Taboola and other networks, including how to drive exponentially more traffic to your content and convert more of those clicks into sales.

There’s something for everyone on your team

Above are just four of the sessions you can look forward to – there are four days(!) of carefully curated content to enjoy. Registration gets you access to:

  • The Google Ventures Sprint process via your host, Unbounce’s own Alexa Hubley
  • How to have your best year of email ever by Karen Gragg of Emma
  • How to get more out of your marketing tools via integrations by Sean Kennedy of Zapier
  • And much, much more.

Bonus: There’ll be a massive giveaway

During MOW we’re giving away the Ultimate Marketing Optimization kit. The package retails at over $4,000 and includes 2 tickets to Unbounce’s Call to Action Conference in August, a free year of Unbounce Premium, tons of swag, a printed copy of the Conversion Benchmark Report and more.

Here’s how you can gain more entries:

  1. Hop on over to the Unbounce Landing Page Analyzer and get a comprehensive analysis of your landing page based on nine specific performance categories.
  2. Scroll down to the bottom of your customized report and share on Twitter. Make sure to include the #marketingoptweek hashtag.

Best of luck, and we’ll see you February 20th to kick things off.

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Marketing Optimization Week is coming! 4 Free Days of Advice From Experts in PPC, Automation, AI, and Strategy

Product Marketing Lessons Learned: An Interview with Shopify’s Hana Abaza [Video]

Hana Abaza runs the marketing show over at Shopify Plus, the enterprise arm of e-commerce software giant Shopify. In the interview, we unpack some of the ways they’re increasing product awareness and adoption of a new product – including the genesis of the idea for Shopify Plus, and some product marketing lessons learned.

We also talk about MacGyvering, crazy startup ideas, and a ton of resources you can use for your own product marketing efforts.

Watch My Interview with Hana Abaza on Product Marketing Lessons Learned

Show Notes

Here are all the resources we talked about:

  1. 09:03 Jobs to be Done (JTBD) Framework | Framework
  2. 15:45 Product adoption tips
    Some of Hana’s presentation slides.
  3. 18:00 Partner Marketing
    How Shopify leveraged their partners to create content to influence organic search for a new product.
  4. 20:08 Marketing a product with no pricing on your website
    Is it harder or easier to market an enterprise product when you only have a demo request?
  5. 24:10 Who does product marketing well?
  6. 25:15 First Round Capital Interview with Joanna Lord
  7. 27:14 Intercom Product Marketing
  8. 30:13 MacGyvering
  9. 31:10 Who would Hana take to a deserted island?
    The Unpublished David Ogilvy.
  10. 33:50 Hana’s favourite dad joke
    What do you call cheese that isn’t yours? Nacho Cheese!

Cheers
Oli Gardner

Get back here on Monday where I’ll be showing you how to use Sticky Bars to craft really cool mobile user experiences.

See the original post: 

Product Marketing Lessons Learned: An Interview with Shopify’s Hana Abaza [Video]

How a Two-Step Opt-In Compares to an Exit Popup [A Psychology Principle & Conversion Data]

I’ve no idea how to actually do the two-step. Apparently it looks a little something like this:

It’s way too complex for me. Fortunately, when it comes to marketing, the two-step opt-in form is much simpler.

What is a Two-Step Opt-In Form?

Well for starters it’s a two-time hyphenated term that’s really annoying to type. Functionally though, instead of including a form on your landing page, blog, or website, you use a link, button, or graphic to launch a popup that contains your form.

Why are Two-Step Opt-In Forms Good For Conversion?

There are two reasons why this approach is good for conversion rates, both of which have an element of behavioural psychology.

  • Foot in the Door (FITD): The FITD technique is an example of compliance psychology. By design, it’s good because the form is launched after a user-driven request. They clicked the link to subscribe with the intent to do exactly that, subscribe (or whatever the form’s conversion goal is). The click demonstrates the reaction to a modest request, creating a level of commitment that makes the visitor more likely to complete the form (the larger request) when it’s presented.
  • Perceived friction: Because there is no visible form, the idea of filling out a form is not really top of mind. This reduces the amount of effort required in your visitor’s mind.

What Does a Two-Step Opt-In Form Look Like?

They look a little like this artful sketch I did last night.

Let’s try a demo. You can subscribe to follow along with Product Awareness Month by clicking the banner.

Clicking that banner uses the two-step concept to launch a popup containing the subscribe form.

Pretty simple, right?

You could also click on any of the images below to do the same thing.

I configured all of these with Unbounce Popups by targeting this blog post URL and using the “On Click” trigger option set to function when an element with the ID #pam-two-step-v1 is clicked.

This trigger option is awesome because you can apply it to any element on your pages. And as you’ve just seen, you can have as many different popups as you like, all attached to different page elements.


You Can Also Use a Sticky Bar for a Two-Step Opt-In Form

The functionality is exactly the same if you want to use a Sticky Bar. Click the image below to show a Sticky Bar with a form, at the top of the page.


How Do Two-Step Opt-In Forms Perform?

Great question! I’m glad you asked.

Throughout Product Awareness Month I’ve sprinkled a few two-step opt-in popup opportunities like this one:

I’m also using the exact same popup using the exit trigger, so visitors see it when they are leaving the page (to compare performance). 100% of visitors will get the exit popup (once only), and the on-click triggered links are also available to all (just less likely to be seen).

To compare the data, the exit popup obviously gets seen a lot more as it triggers once for everyone. Conversely, the “On Click” popup gets fewer views because it’s a subtle CTA that only appears in a few places.

You can see some initial conversion rates below from the Unbounce dashboard.

I know, I know, not big sample sizes just yet (I’ll report on this again at the end of the month), but the difference is looking impressive.

The “On Click” triggered popup conversion rate is 1,169% better than the exit popup.

There is the argument around conversions is more important than conversion rate, but that doesn’t take into account any negative perception from the exit popup (thousands of people seeing it and not converting) vs. no negative perception from the on click version.


Convinced yet? I hope so. Now I’d like to challenge you to try your own experiments with popup triggers and the awesome two-step opt-in form.

Sign up for a 30-day trial and build some Popups today. You also get the Sticky Bar and Landing Page products included in your account.

Cheers
Oli

p.s. Come back tomorrow to see a video interview I did with the awesome Head of Marketing at Shopify Plus, Hana Abaza.

See the original article here: 

How a Two-Step Opt-In Compares to an Exit Popup [A Psychology Principle & Conversion Data]