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The Complete Guide To Using Personas To Optimize Your eCommerce Website

State Of Buyer Personas 2016 established that approximately 60% of the survey respondents took their first-ever buyer persona development initiative within the last 2 years—a result similar to the previous year survey on personas.

It has been almost two decades since the term “persona” was first coined and used by Alan Cooper in his book “The Inmates Run the Asylum.” However, organizations still struggle to develop personas effectively. As a result, the gap between what the consumer wants and what companies provide has widened.

Look at this survey graph for a quick look into the mistakes that can taint customer-business relations, when the latter does not know its ideal customer well:

thunderhead-biggest-mistakes-companies-make-with-customers-apr2014In this blog post, we walk you through the process of creating effective personas, how your business can benefit from these, and why these should be a part of your conversion optimization strategy. Let’s begin:

How to Create Effective User Personas

To create personas that are effective, it is important to first understand what personas should not be:

  • A demographic profile
  • A market segment
  • A documentation of behavior based on a research that lacks data

Having listed the “nots” of personas, let’s deep-dive into what effective personas comprise and how to develop these. Research, qualitative and quantitative, is the foundation of personas. When based on research, personas unveil:

User Motivation

What your users want to accomplish?
What drives your users’ behaviors?

User Mindset

What do your users think?
What are their expectations?
What will make them buy?

Friction

What could be their reasons for hesitation?
What could be their hindrances?

To develop personas that can give you insights as deep as finding answers to the above questions, and a few more tough ones, we advise you to:

  • Use Qualitative Research.
  • Use A/B Testing.
  • Perform Competitor Analysis.

Using Qualitative Research

Qualitative research tools such as on-page surveys, in-person interviews, and so on can help you uncover the expectations and motivation of a user.

We list some use cases for on-page surveys to help you understand how these can be wisely used for gathering information that is required for developing effective personas:

Use Case 1. Understanding Purchase Decision

Understanding customer motivation for buying a product plays a significant role in replicating the buying behavior. If you knew precisely what motivated a visitor to buy from you, it is the next step to motivate other visitors in the same direction.

What you could ask?
  • Did you find what you were looking for?
  • What motivated you to complete your purchase?
What triggers to use?

Goal Completion: As soon as a user completes a signup form or makes payment for items in the cart, this survey should pop up to understand the true motivation behind the purchase.

Use Case 2. Determining Purchase Satisfaction

It is important to know the purchase satisfaction level to determine if there are reasons that can stop them from buying or make them buy from elsewhere. It can also help you categorize people who have high or low purchase satisfaction levels, if you are able to observe a pattern.

What you could ask?
  • On a scale of 0–10, 0 being the lowest and 10 being the highest, how satisfied are you with your last purchase?
  • The reason behind your rating. What do you think is good/bad about buying from us?

Analyzing the information that you have from your survey:

With regard to the question on purchase satisfaction levels, the information that your users reveal can be smartly analyzed to create user personas. Let’s say that you have an online apparel business. Running such surveys can help you:

  • Identify users who are not at all interested in your product (those who rate you between 0–3), users who do not have a firm opinion on your product (4-7), and users who have purchase satisfaction levels (8–10).
  • Understand the reasons behind high and low purchase satisfaction levels for all categories of users mentioned in the previous point.
  • Identify patterns, if any, in those rating your product high/low. For example, do those who rate the product on a scale of 8–10 buy the product because of “fresh styles and patterns,” do most of these people fall in the age group (20–25), and so on.
  • Build user personas based on this information.
What triggers to use?

Time spent on a page: Show the survey after visitors spend “X” seconds on the first webpage they visit. Target the survey using custom targeting to those who have made an online purchase earlier from you.

Asking these questions at the right time can help you fetch actionable information, uncover user motivations, as well as apprehensions.

Similarly, exit intent pop-ups and in-phone surveys also help you find out if your product/service is providing the value that your users and/or customers expect out of it.

Your qualitative research findings can then be dissected to create personas. Consider an example:

You are an eCommerce business selling antiallergic bedding. Your in-phone customer interview and on-page surveys help you determine one of your persona “Jane” with the following attributes:

  • Aged 32, she has very sensitive skin, which is prone to allergies.
  • She is willing to pay a little more if the product quality is good.
  • She also cares about the product being eco-friendly.

Your qualitative research would further help establish:

Jane’s motivation to buy your product: The bedding suits her needs, is priced just what she thinks is right, and can be found easily online.

Jane’s mindset while making a buying decision: She cares about her health and skin. She will not risk investing in any product that can cause allergies. She is also quality-conscious.

Jane’s bottlenecks to buying: She might return the product if she does not find it comfortable and per the quality that she expects. Style and comfort go hand in hand for her.

When you have conducted qualitative research and listed down motivations, bottlenecks, and mindset, you need to gather insights on what your user/customer is doing online. So the next logical step is to unveil Jane’s onsite behavior.

Running visitor recordings, heatmaps, and form analysis will give you different insights into your buyer’s or user’s onsite motivations, constraints, hesitations, and restraints.

For example, using form analysis can help you identify the form fields that lead to customer hesitation or customers abandoning the form.

VWO Form Analysis
VWO Form Analysis

Using A/B Testing

Let’s say that you have listed a few findings about your personas, after conducting an in-depth research. However, you want to be as sure as possible. The following attributes can be put to test:

  • Comfort vs. Style
  • Discount vs. Buy One, Get One Free
  • Value of free shipping and free returns

A/B testing can help you narrow down to attributes as close as true to your real users. Whatever assumptions, observations, and opinions you have about your users, you can A/B test them to find out what your ideal users associate more with.

Performing Competitor Research

Digital intelligence tools can help you dig deeper into competitor data to analyze their traffic. Using such tools, you can find out where your competitors are putting their effort into—social media, mobile, content, email marketing, and so on.

After you have an idea of where your competitors’ major efforts go into, you can work backward to identify the audience they are targeting for creating user personas. This elaborate and well-researched post on medium will tell you how you can crack competitor research to create user personas for your business.

Benefits of Personas for Your Business

Mathilde Boyer, Customer Experience Director at the House of Kaizen, lists 5 ways in which every business can benefit by using personas.

“Personas shouldn’t only be created to trigger user empathy within an organization. They should be built with a practical application in mind so that they can be instrumental in a Conversion Optimization Strategy. Validating personas through actual user data and connecting them to target audiences increases their ability to drive business strategies.

Creating and leveraging user personas brings 5 key benefits to Marketers and Product Owners.

  1. Connect research insights
    Develop a unified view of your customers and prospects by identifying commonalities and unique attributes to provide a deep understanding of motivations, anxieties, decision making styles and moments when users find inspiration.
  2. Strategically manage marketing budget
    User personas allow you to prioritize target audiences and shift spend based on channel performance for individual audiences. Maximize your marketing investment by focusing your efforts and budget on the profitable leads.
  3. Develop powerful brand and product storytelling
    User personas can be leveraged to tailor storylines and bring your value proposition to life. They are key to understand aspirations, desires and perceptions of your customers. They are also crucial to strike the right note with unique content created to move buyers from interests to purchase.
  4. Go beyond marketing silos
    User personas allow you to ensure continuity and complementarity of messaging and creative across all user touchpoints (ads, website, emails, offline campaigns, customer service script, sales pitch, etc.).
  5. Prioritize product roadmap
    User personas should be a valuable levier to inform your product development cycles and ensure that new features are developed to solve evolving prospects’ problems and needs.”

Other than the benefits that Mathilde talks about, personas are also helpful in bringing uniformity to every department of the business regarding who their customer is. From customer service representatives to sales to marketing to the administrators, everyone is aligned to consumer goals. This helps everyone across the business keep their ideal customers happy, and thus increase overall satisfaction as well as retention.

Why Should Personas Be a Part of Your CRO Program

Protocol80 compiles some interesting facts on why personas are awesome. We list 2 of these here as evidence on why personas should be a part of your conversion optimization program.

“In the case of Intel, buyer personas surpassed campaign benchmarks by 75%. They were more cost efficient than the average campaign by 48% DemandGen Report.

In the case of Thomson Reuter, buyer personas contributed to a 175% increase in revenue attributed to marketing, 10% increase in leads sent to sales, and a 72% reduction in lead conversion time.”

Personas can help you improve conversions by:

  • Improving your personalization efforts.
  • Helping enhance product user experience.

Improving Personalization – Content

Personas help bring in more clarity on crafting tailored content that appeals to the target audience of the business. Consider an example:

You are an eCommerce business. One of your user persona is say, Mary – The Loyal, with some of the following characteristics:

  • Visits your website frequently
  • Makes a purchase every month or two
  • Shares reviews
  • Does not purchase expensive products
  • Does not buy more than 2 or 3 products in a single visit
  • Is fashion-conscious, but does not compromise with quality

As you understand the buying behavior of this user persona, you can run campaigns with content specifically focussed at converting these users. For example, when Mary-the loyal visits your website again, you can personalize recommendations based on her last purchase, which might interest her into making a purchase.

Here are 11 examples of personalization that you can read about. We simply love how Netflix serves content based on past user views.

Enhancing User Experience – Design and Development

At the design and development level, personas work as a research tool for businesses intending to enhance browsing/buying experience for their online users. These personas that are based on usage goals, browsing and exploring behavior, as well as pain points, tell the why behind the actions that users take on a website.

Such information is critical for designing any product or service. Understand, relate to, and remember the ideal user Mary-The Loyal throughout the entire product development process. The following design and development problems can be sorted by making user personas a part of the process.

  • When design teams do not have an understanding of which design elements on the website to prioritize. In this case, design and development teams end up wasting time on either developing or optimizing features that their ideal customer, Mary-The Loyal, does not use.
  • When design teams are finding it difficult to pitch their proposal to the management. This is where they can use actual data to enhance their idea and show the actual problem they are trying to solve by making the proposed changes.

Mathilde adds to how personas help enhance user experience.

“From a UX perspective, user personas are crucial to prevent self-referential design as they allow to focus the efforts on the needs of the customers and help be mindful of designing experiences as if we, marketers, were the end users.

Data-driven personas are also the foundation to map out customer journeys and ensure full alignment between user needs or perceived needs and the relevancy and length of the experience they have to go through to achieve them.

Personas become extremely powerful when they are taken beyond their naturally descriptive focus and provide a predictive view on how your product or service improves your ideal customers’ lives once they’ve used it for a certain time. The predictive side of personas is a key asset to design future-proof products and experiences.”

To Wrap It Up

When you make personas a part of your strategy, you are trying to maximize value for your ideal users. Here’s how Alan Cooper explains this concept in The Inmates Are Running The Asylum:

“The broader a target you aim for, the more certainty you have of missing the bull’s-eye. If you want to achieve a product-satisfaction level of 50%, you cannot do it by making a large population 50% happy with your products. You can only accomplish it by singling out 50% of the people and striving to make them 100% happy. It goes further than that. You can create an even bigger success by targeting 10% of your market and working to make them 100% ecstatic. It might seem counterintuitive, but designing for a single user is the most effective way to satisfy a broad population.”

Ultimately, filling the gap between the product value as perceived by your ideal user and the actual value that your product provides, will help you convince and convert your users into buyers.

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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Note: This is a guest article written by Sujan Patel, co-founder of Web Profits. Any and all opinions expressed in the post are Sujan’s.


“If you build it, they will come” only works in the movies. In the real world, if you’re serious about e-commerce success, it’s up to you to grab the CRO bull by the horns and make the changes needed to maximize your growth.

Yet, despite the potential of conversion rate optimization to have a major impact on your store’s bottom line, only 59% of respondents to an Econsultancy survey see it as crucial to their overall digital marketing strategy. And given that what’s out of sight is out of mind, you can bet that many of the remaining 41% of businesses aren’t prioritizing this strategy with the importance it deserves.

Implementing an e-commerce CRO program may seem complex, and it’s easy to get overwhelmed by the number of possible things to test. To simplify your path to proper CRO, we’ve compiled a list of ways to optimize your site by channel.

This list is by no means exclusive; every marketing channel supports as many opportunities for experimentation as you can dream up. Some of these, however, are the easiest to put into practice, especially for new e-commerce merchants. Begin with the tactics described here; and when you’re ready to take your campaigns to the next level, check out the following resources:

On-Page Optimization

Your website’s individual pages represent one of the easiest opportunities for implementing a conversion optimization campaign, thanks to the breadth of technology tools and the number of established testing protocols that exist currently.

These pages can also be one of the fastest, thanks to the direct impact your changes can have on whether or not website visitors choose to buy.

Home Page

A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:

  • Minimizing complexity: According to ConversionXL, “simple” websites are scientifically better.
  • Increasing prominence and appeal of CTAs: If visitors don’t like what you’re offering as part of your call-to-action (or worse, if they can’t find your CTA at all), test new options to improve their appeal.
  • Testing featured offers: Even template e-commerce shops generally offer a spot for featuring specific products on your store’s home page. Test which products you place there, the price at which you offer them, and how you draw attention to them.
  • Testing store policies – Free shipping is known to reduce cart abandonment. Implement consumer-friendly policies and test the way you feature them on your site.
  • Trying the “five-second test” – Can visitors recall what your store is about in 5 seconds or less? Attention spans are short, and you might not have longer than that to convince a person to stick around. Tools like UsabilityHub can get you solid data.

Home Page Optimization Case Study

Antiaging skincare company NuFACE made the simple change of adding a “Free Shipping” banner to its site header.

Original

eCommerce conversion Optimization - Nuface Control

Test Variation

eCommerce conversion Optimization - Nuface Variation

The results of making this change alone were a 90% increase in orders (with a 96% confidence level) and a 7.32% lift in the average order value.

Product Pages

If you’re confident about your home page’s optimization, move on to getting the most out of your individual product pages by testing your:

  • Images and videos
  • Copy
  • Pricing
  • Inclusion of social proof, reviews, and so on

Product Page Optimization Case Study

Underwater Audio challenged itself to simplify the copy on its product comparison page, testing the new page against its original look.

Original

Underwater Audio Control

Test Variation

Underwater Control Variation - eCommerce conversion rate optimization

This cleaner approach increased website sales for Underwater Audio by 40.81%.

Checkout Flow

Finally, make sure customers aren’t getting hung up in your checkout flow by testing the following characteristics:

Checkout Flow Optimization Case Study

A Scandinavian gift retailer, nameOn, reduced the number of CTAs on their checkout page from 9 to 2.

Original

nameon-1

Test Variation

nameon-2

Making this change led to an estimated $100,000 in increased sales per year.

Lead Nurturing

Proper CRO doesn’t just happen on your site. It should be carried through to every channel you use, including email marketing. Give the following strategies a try to boost your odds of driving conversions, even when past visitors are no longer on your site.

Email Marketing

Use an established email marketing program to take the steps below:

Case Study

There are dozens of opportunities to leverage email to reach out to customers. According to Karolina Petraškienė of Soundest, sending a welcome email results in:

4x higher open rates and 5x higher click rates compared to other promotional emails. Keeping in mind that in e-commerce, average revenue per promotional email is $0.02, welcome emails on average result in 9x higher revenue — $0.18. And if it’s optimized effectively, revenue can be as high as $3.36 per email.”

Live Chat

LemonStand shares that “live chat has the highest satisfaction levels of any customer service channel, with 73%, compared with 61% for email and 44% for phone.” Add live chat to your store and test the following activities:

Case Study

LiveChat Inc.’s report on chat greeting efficiency shares the example of The Simply Group, which uses customized greetings to assist customers having problems at checkout. Implementing live chat has enabled them to convert every seventh greeting to a chat, potentially saving sales that would otherwise be lost.

Content Marketing

Content marketing may be one of the most challenging channels to optimize for conversions, given the long latency periods between reading content pieces and converting. The following strategies can help:

  • Tie content pieces to business goals.
  • Incorporate content upgrades.
  • Use clear CTAs within content.
  • Test content copy, messaging, use of social proof, and so on.
  • Test different distribution channels and content formats.

Case Study

ThinkGeek uses YouTube videos as a fun way to feature their products and funnel interested prospects back to their site. Their videos have been so successful that they’ve accumulated 180K+ subscribers who tune in regularly for their content.

thinkgeek

Post-Acquisition Marketing

According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one.” Continuing to market to past customers, either in the hopes of selling new items or encouraging referrals, is a great way to boost your overall performance.

Advocacy

Don’t let your CRO efforts stop after a sale has been made. Some of your past clients can be your best sources of new customers, if you take the time to engage them properly.

  • Create an advocacy program: Natural referrals happen, but having a dedicated program turbocharges the process.
  • Test advocacy activation programs: Install a dedicated advocacy management platform like RewardStream or ReferralSaaSquatch and test different methods for promoting your new offering to customers with high net promoter scores.
  • Test different advocate incentives: Try two-way incentives, coupon codes, discounted products, and more.
  • Invest in proper program launch, goal-setting, and ongoing evaluation/management: Customer advocacy programs are never truly “done.”

Case Study

Airbnb tested its advocacy program invitation copy and got better results with the more unselfish version.

airbnb

Reactivation

As mentioned above in the funnel-stage email recommendation, reactivation messages can be powerful drivers of CRO success.

Pay particular attention to these 2 activities:

  • Setting thresholds for identifying inactive subscribers
  • Building an automated reactivation workflow that’s as personalized as possible

Case Study

RailEasy increased opens by 31% and bookings by 38% with a reactivation email featuring a personalized subject line.

raileasy

Internal Efforts

Lastly, make CRO an ongoing practice by prioritizing it internally, rather than relegating it to “something the marketing department does.”

Ask CRO experts, and they’ll tell you that beyond the kinds of tactics and strategies described above, having a culture of experimentation and testing is the most important step you can take to see results from any CRO effort.

Here’s how to do it:

Have an idea for another way CRO can be used within e-commerce organizations? Leave your suggestions in the comments below.

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7 Ways To Accelerate Product Adoption (Without Spamming Your User Base)

speed up product adoption

We tend to make a big deal about leads in the marketing space, and not without good reason. Everything starts with leads. However, for software companies, the real goal is product adoption. We need people actively and consistently using our product. Regardless of our business model, success occurs when users experience that “aha” moment that takes our product from an experiment to a core part of their day-to-day work. So how do we move people from lead to product adopter? How to we give them that “aha” moment? Two words: Strategic Repetition Repetition is a POWERFUL psychological force. Studies have…

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7 Ways To Accelerate Product Adoption (Without Spamming Your User Base)

Glossary: Link Juice

what is link juice

Link juice is a non-technical SEO term used to reference the SEO value of a hyperlink to a particular website or webpage. According to Google, a multitude of quality hyperlinks (or just “links”) are one of the most important factors for gaining top rankings in the Google search engine. The term “link juice” is SEO industry jargon. It’s often talked about in relation to link building efforts such as guest posting, blogger outreach, linkbait and broken link building. How Does Link Juice Work? Link juice, link authority, and backlink authority are all different words that mean essentially the same thing….

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Glossary: Link Juice

How to Micro Test New Product/Service Ideas Using AdWords

Launching a new business idea or deciding to develop a new product for your company is not without risk. Many of the best business ideas have come from inspiration, intuition or in-depth insight into an industry. While some of these ideas have risen to dominate the modern world, such as search engines, barcodes and credit card readers, many fine ideas still result in bankruptcy for their company, due to insufficient demand or failure to properly research customer desire. If you build it will they come? Often smart business entrepreneurs can still make big mistakes. With new product, service or business…

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How to Micro Test New Product/Service Ideas Using AdWords

Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

unnamed

I know you’re busy, so let’s cut to the chase.

Unbounce’s Call to Action Conference is back on June 25th – June 27th in beautiful Vancouver, Canada.

What’s in it for you?

First off, we’ve carefully curated a star-studded speaker lineup that includes the likes of Mari Smith, Scott StrattenKindra Hall and Rand Fishkin. See the full agenda here. (Fun fact: We made a pledge to have 50% female speakers this year, and we stuck to it.)

insidepost3

Additionally, unlike other conferences where you’re torn between tracks, this conference is single-track. No need to miss a thing or weigh up your love for PPC or CRO. You can have it all and bring back stellar takeaways to your team on each of their respective specialities. #Teamplayer

We’re also working closely with our speakers to ensure talks are as actionable as possible. (This is our conference’s promise).

Explore the topics below to see featured talks and get a sense for the ones most exciting to you:

PPC
SEO
Copywriting
Social
CRO

Jonathan Dane — The PPC Performance Pizza

Jonathan DaneIn this session, Johnathan will cover 8 ways to make any PPC channel work with positive ROI. He’ll guide you through a simple framework, The PPC Performance Pizza, that will double performance on any PPC channel, from Google Adwords to Facebook.

You’ll learn:

  • How to use search, social, display, and video PPC to your advantage
  • Which channels and offers work best in tandem for more conversions
  • The frameworks KlientBoost uses to double your performance within 90 days

Rand Fishkin — The Search Landscape In 2017

Rand FishkinMuch has changed (and is changing) in SEO, leaving us with an uncertain future. In this talk, the one and only Rand Fishkin will share his view on the search landscape 2017, dive into data on how users behave in search engines, explain what the election of Donald Trump means to site owners and, most importantly provide you with the essential tactics every marketer should embrace to be prepared for the changes.

You’ll learn:

  • How has search behavior changed and what does it mean for marketers seeking organic search traffic
  • What new tactics and strategies are required to stay ahead of the competition in SEO
  • How might new US government policies affect the web itself and future platform and web marketing opportunities

Amy Harrison — The Customer Disconnect: How Inside-Out Copy Makes You Invisible

Amy HarrisonWhen you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

You’ll learn:

  • How to recognize if you even HAVE a disconnect
  • How to beat the blank page – know what to include for every piece of copy you create
  • How to make even commoditized products sound different and fresh to your customer

Mari Smith — Winning Facebook Advertising Strategies: 5 Powerful Ways To Leverage Your Results & ROI

Mari SmithFacebook is constantly adding new features, new products and new ad units. What works today and what’s a waste of time and money? How should marketing teams, agencies and brands focus their ad spend for maximum results? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will answer these questions and more.

You’ll learn:

  • Simple processes for maximizing paid reach to build a steady flow of top qualified leads
  • How to make your Facebook advertising dollars go much further, and generate an even higher ROI
  • The top ten biggest mistakes marketers make with their Facebook ads and how to fix them

Michael Aagaard – Your Brain Is Lying To You: Become A Better Marketer By Overcoming Confirmation Bias

Michael AagaardHave you ever resisted or ignored a piece of info because it posed a threat to your worldview? If you answered “yes,” you’re like most other human beings on the planet. In fact, according to the last 40 years of cognitive research, favouring information confirming your worldview is extremely common human behaviour. Unfortunately, being biased towards information confirming what we already believe often leads to errors in judgment and costly mistakes in marketing. But how can we overcome this?

You’ll learn:

  • The facts about confirmation bias and why it is such a dangerous pitfall for marketers
  • A framework for becoming aware of and overcoming your own confirmation bias
  • Hands-on techniques for cutting through the clutter and getting information rather than confirmation

Did we mention the workshops?

We’re bringing back workshops (see Sunday’s tab on the agenda) and we’ve tailored the topics based on your feedback. We’ll be talking hyper-targeted overlays, how agencies can leverage landing pages and getting people to swipe right on your landing page. The best part? They’re all included in your ticket price. Most importantly, marketers who purchase CTAConf tickets, get notified first once registration for workshops opens. Workshops were standing room only last year and we’re bringing them back bigger than ever, so first dibs on registration’s a real bonus.

Finally, we want you to have a ton of fun while you learn. We’re talkin’ 8 food trucks, incredible after parties, all the dog hoodies you can handle, wacky activities and full access to the recordings of every session. SPOILER: we’re looking into renting a Ferris wheel (seriously, this is a thing).

Convinced? Grab your tickets here.

(Hey, blog reader. Yeah, you. We like you. Get 15% off ticket price when you use discount code blogsentme.” That’s cheaper than our early bird price.)

Want to see the excitement in action?

Here’s a peek at what we got up to last year:

The countdown is on

Regardless or whether you’re a PPC specialist, conversion copywriter, full-stack marketer or living that agency life, we’ve got something in store for you. Our workshops and talks touch on everything marketing: pay-per-click, agencies, copywriting, conversion rate optimization, landing page optimization, branding and storytelling, email marketing, customer success, search engine optimization and product marketing.

Check out the full agenda here.

insidepost5

See you at the conference (and on that Ferris wheel)!

Grab your tickets here and remember to use discount code “blogsentme” at checkout for 15% off that ticket price!

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Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

Save the Date for Unbounce’s Call to Action Conference 2017

unnamed

I know you’re busy, so let’s cut to the chase.

Unbounce’s Call to Action Conference is back on June 25th – June 27th in beautiful Vancouver, Canada.

What’s in it for you?

First off, we’ve carefully curated a star-studded speaker lineup that includes the likes of Mari Smith, Scott StrattenKindra Hall and Rand Fishkin. See the full agenda here. (Fun fact: We made a pledge to have 50% female speakers this year, and we stuck to it.)

insidepost3

Additionally, unlike other conferences where you’re torn between tracks, this conference is single-track. No need to miss a thing or weigh up your love for PPC or CRO. You can have it all and bring back stellar takeaways to your team on each of their respective specialities. #Teamplayer

We’re also working closely with our speakers to ensure talks are as actionable as possible. (This is our conference’s promise).

Explore the topics below to see featured talks and get a sense for the ones most exciting to you:

PPC
SEO
Copywriting
Social
CRO

Jonathan Dane — The PPC Performance Pizza

Jonathan DaneIn this session, Johnathan will cover 8 ways to make any PPC channel work with positive ROI. He’ll guide you through a simple framework, The PPC Performance Pizza, that will double performance on any PPC channel, from Google Adwords to Facebook.

You’ll learn:

  • How to use search, social, display, and video PPC to your advantage
  • Which channels and offers work best in tandem for more conversions
  • The frameworks KlientBoost uses to double your performance within 90 days

Rand Fishkin — The Search Landscape In 2017

Rand FishkinMuch has changed (and is changing) in SEO, leaving us with an uncertain future. In this talk, the one and only Rand Fishkin will share his view on the search landscape 2017, dive into data on how users behave in search engines, explain what the election of Donald Trump means to site owners and, most importantly provide you with the essential tactics every marketer should embrace to be prepared for the changes.

You’ll learn:

  • How has search behavior changed and what does it mean for marketers seeking organic search traffic
  • What new tactics and strategies are required to stay ahead of the competition in SEO
  • How might new US government policies affect the web itself and future platform and web marketing opportunities

Amy Harrison — The Customer Disconnect: How Inside-Out Copy Makes You Invisible

Amy HarrisonWhen you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customers don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

You’ll learn:

  • How to recognize if you even HAVE a disconnect
  • How to beat the blank page – know what to include for every piece of copy you create
  • How to make even commoditized products sound different and fresh to your customer

Mari Smith — Winning Facebook Advertising Strategies: 5 Powerful Ways To Leverage Your Results & ROI

Mari SmithFacebook is constantly adding new features, new products and new ad units. What works today and what’s a waste of time and money? How should marketing teams, agencies and brands focus their ad spend for maximum results? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will answer these questions and more.

You’ll learn:

  • Simple processes for maximizing paid reach to build a steady flow of top qualified leads
  • How to make your Facebook advertising dollars go much further, and generate an even higher ROI
  • The top ten biggest mistakes marketers make with their Facebook ads and how to fix them

Michael Aagaard – Your Brain Is Lying To You: Become A Better Marketer By Overcoming Confirmation Bias

Michael AagaardHave you ever resisted or ignored a piece of info because it posed a threat to your worldview? If you answered “yes,” you’re like most other human beings on the planet. In fact, according to the last 40 years of cognitive research, favouring information confirming your worldview is extremely common human behaviour. Unfortunately, being biased towards information confirming what we already believe often leads to errors in judgment and costly mistakes in marketing. But how can we overcome this?

You’ll learn:

  • The facts about confirmation bias and why it is such a dangerous pitfall for marketers
  • A framework for becoming aware of and overcoming your own confirmation bias
  • Hands-on techniques for cutting through the clutter and getting information rather than confirmation

Did we mention the workshops?

We’re bringing back workshops (see Sunday’s tab on the agenda) and we’ve tailored the topics based on your feedback. We’ll be talking hyper-targeted overlays, how agencies can leverage landing pages and getting people to swipe right on your landing page. The best part? They’re all included in your ticket price. Most importantly, marketers who purchase CTAConf tickets, get notified first once registration for workshops opens. Workshops were standing room only last year and we’re bringing them back bigger than ever, so first dibs on registration’s a real bonus.

Finally, we want you to have a ton of fun while you learn. We’re talkin’ 8 food trucks, incredible after parties, all the dog hoodies you can handle, wacky activities and full access to the recordings of every session. SPOILER: we’re looking into renting a Ferris wheel (seriously, this is a thing).

Want to see the excitement in action?

Here’s a peek at what we got up to last year:

The countdown is on

Regardless or whether you’re a PPC specialist, conversion copywriter, full-stack marketer or living that agency life, we’ve got something in store for you. Our workshops and talks touch on everything marketing: pay-per-click, agencies, copywriting, conversion rate optimization, landing page optimization, branding and storytelling, email marketing, customer success, search engine optimization and product marketing.

Check out the full agenda here.

insidepost5

See you at the conference (and on that Ferris wheel)!

Follow this link:

Save the Date for Unbounce’s Call to Action Conference 2017

How PowToon Optimized Its Pricing Page To Increase Revenue

PowToon is a cloud-based animation software company based out of London. Launched in 2012, PowToon has over 12 million users worldwide from various business verticals who use the tool to create fun and engaging explainer videos.

Problem

For any SaaS firm, the pricing page is closest to the funnel. So it makes sense to optimize it for maximum impact on the bottom line. Like most SaaS businesses, PowToon’s pricing model is based on different feature offerings. These include watermark removal, privacy control, quality, and export options, among others. A relatively new entrant to these capabilities is storage.

Powtoon offers three plans:

  • A free plan that offers 100 MB storage.
  • A $19 monthly pro plan that offers 2GB storage.
  • A $59 monthly business plan that offers unlimited storage.

This is how PowToon’s pricing page originally looked:

unlimited_2gb

Test

Dan Rimon, director of product at PowToon, decided to test out different pricing levers. The hypothesis was that the ‘unlimited storage’ feature offered under the business plan was an unquantifiable and vague commodity, whose true value could not be perceived by prospective buyers.

“We didn’t know exactly how our target audience would perceive the ‘storage’ capability. Both our business plans (unlimited and 2 GB) offer practically unlimited storage. The fact that we were not able to crunch the feature in real numbers (unlimited) may have been leading to the wrong perceived value,” said Dan.

The idea was to test different storage values for the Pro and Business plans. Dan tested three versions against the original:

  • 10 GB storage in Business Plan and 10 GB storage in Pro Plan
  • 2 GB storage in Business Plan and 2 GB storage in Pro Plan
  • 10 GB storage in Business Plan and 2 GB storage in Pro Plan

Just to remind the readers, the original version offered Unlimited versus 2 GB storage for the Pro and Business plans, respectively.

Results

The third version with 10-GB storage for the business plan versus 2-GB storage for the pro plan turned out to be the winner. It increased the revenue by 27.9%. Here’s the winning version:

Powtoon Pricing Page A/B testing

Dan attributes the results to a clear distinction between the value perceived in the case of the 10 GB versus 2 GB version.

“We attribute the results of the test to our users’ abilities to really understand the value they were getting. Users responded better to a real number (10 GB) than ‘unlimited’, which frankly sounds lovely but is hard to quantify,” Dan added.

Continuous Process

PowToon has taken the route to continuous testing to optimize its pricing page. Their product team runs a test every two weeks and shares the results and learnings internally, regardless of an inconclusive test. They next tested the way their monthly and annual pricing plans were displayed to find out whether it psychologically impacted the way visitors chose a particular plan. Though the original version outperformed the variation in this case, they nevertheless made this cool video to share the results internally.

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How PowToon Optimized Its Pricing Page To Increase Revenue

How to Convert More Customers by Adding Perceived Value

What separates a Hermès Birkin bag from a high-quality leather handbag you could buy anywhere? A label, a fancy charm, and about $22,000. But unlike the tangible qualities of a purchase, like the grade of leather used or the fact that the utterly useless bag charm is 14 karat gold, the perception of value is what really separates one bag from the other. One bag contains social cachet and the ability to draw envy from other women – intangible benefits so valuable; it justifies the raised price. The nameless bag, however, has its own set of benefits for a different…

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How to Convert More Customers by Adding Perceived Value

How to Use Email Automation to Boost eCommerce Conversions

email automation

It’s not every day that marketers use the words “email” and “CRO” in the same sentence. After all, most email marketing strategies for eCommerce are mainly focused on sending newsletters, promotional emails, transactional emails, and maybe even cart abandonment messages. If you’re really savvy, you might even be sending post-purchase emails to leverage the traffic you already converted in the hopes that those shoppers will come back to buy more. But here’s the thing: When you focus your email marketing efforts solely on the end of your sales funnel, you’re actually neglecting the majority of your site traffic. That’s traffic…

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How to Use Email Automation to Boost eCommerce Conversions