Tag Archives: brand

Moving From Photoshop And Illustrator To Sketch: A Few Tips For UI Designers

I’ve been a long time Photoshop and Illustrator user. Both programs are really useful and powerful, and they’ll remain a key part of any digital artist’s or designer’s toolset, including mine. However, for all user interface, web and icon design workflows, I recently converted to Sketch. Here is why.

Moving From Photoshop And Illustrator To Sketch: A Few Tips For UI Designers

While Photoshop is awesome at what it does, defining what it is might not be so easy anymore. I remember watching a storyboarding tutorial by Massive Black’s El Coro (unfortunately, it doesn’t seem to be available for sale anymore). In it, he says that 17 or so years ago, Adobe had no idea that digital artists were using Photoshop to digitally paint pictures! So, it had to catch up with its own user base by adding more — you guessed it — painting features.

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Moving From Photoshop And Illustrator To Sketch: A Few Tips For UI Designers

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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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 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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Top 7 Ways to Build Brand Loyalty

Brand Consistent

Modern customers scour websites and research products they’re thinking of buying before making their actual purchase. When customers are 60% to 80% of the way down the funnel before they talk to anyone at your business, you can’t rely on traditional methods to generate loyalty. At the same time, fewer and fewer clients remain loyal to one specific brand. Loyal customers are profitable customers: repeat customers are cheaper to market to, spend more, and make more frequent purchases. Yet, only 27% of initial sales go on to become repeat customers. Companies need to invest in building loyalty among their customers….

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Top 7 Ways to Build Brand Loyalty

The Beginner’s Guide To Making Facebook Advertising Convert

beginners guide to facebook ads

Most people use Facebook ads to pump up their visitor numbers. Wait, what? Let me be clear. They don’t wake up with that goal in mind, but it’s usually what ends up happening. I see this all the time with clients I work with. The problem isn’t that they can’t set up the Facebook ad campaigns or get visitors to their websites. It’s the next step where things go haywire. The visitors they’re paying for don’t download ebooks, sign up for accounts or buy products. The reason for this simply is that the thing they offer doesn’t appeal to those…

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The Beginner’s Guide To Making Facebook Advertising Convert

How Hotjar Gained 60+ New Trial Signups a Month with a Single Overlay

Hotjar’s content experiment with overlays is turning website visitors into new customers. Here’s how.

If you Google “Content is king,” here’s what you’ll find: More than 37 million Google results that justify how important content is online.

It’s a tired phrase, but it’s true. At Unbounce, for instance, our blog has been invaluable in growing our digital footprint and our business.

Every once in a while, you hear a story about someone who uses content to earn new customers and new revenue. And, they make it seem pretty easy (like “Why didn’t I think of that?”).

Well, Nick Heim, the Director of Inbound Marketing at Hotjar, has done just that. He offered website visitors an ebook at just the right time and in just the right way by using an overlay.

Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.

Overlays, a type of Unbounce Convertables, allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.

By implementing a Convertable into his campaign, Nick isn’t just bringing in new leads, he’s actually turning website visitors into paying Hotjar users. So how’s he doing it?

Let’s start from the beginning

The TL;DR? Hotjar implemented a new Convertable on their pricing page, which resulted in new signups. The overlay offered visitors an ebook, The Hotjar Action Plan, in exchange for their first name and email address.

Hotjar Pricing Page Overlay

The overlay converted 408 visitors in the first three weeks, 75% of which were not existing Hotjar customers.

Once a visitor converted on the overlay they received an email from Hotjar right away. Non-customers received an email with the ebook as a PDF, along with an offer to try out Hotjar for an extended period of time.

Nick explains:

For non-users, we sent them a quick instant thank you email followup that contained the asset and offered a 30 day trial of the Hotjar Business Plan. This is double the trial length a new user would usually receive by signing up through our site.

Here’s what the actual email looks like:

Hotjar follow up email

Hotjar makes good use of the email they sent to preexisting customers, too. That variation contains the ebook as well as a simple question about what type of content they’d like to see — allowing Hotjar to continue delivering value to their customers. #winwin

The overlay strategy

The overlay Nick built was set to appear only to first-time visitors who are exiting the Hotjar pricing page.

According to Nick,

This was more of a visitor experience decision than anything. We didn’t want to come off as badgering visitors in the research phase [of the buying process].

Hotjar Convertable Setup
Setting trigger rules in the Unbounce builder.

So, did it work?

“Absolutely, we’re getting 60-70 new users per month as a result of the Convertable,” said Nick.

From the overlay, about 3% of page visitors convert on the page.

Hotjar Convertable Results

Of those that converted on the overlay, 75% were not current Hotjar customers and about 19% of the non-users who received their follow-up email with the PDF have become new Hotjar customers.

Already an Unbounce customer? Log into Unbounce and start using Convertables today at no extra cost.

Experimenting the Hotjar Way

Nick explained that his team at Hotjar hadn’t implemented overlays into their lead gen strategy before using the Unbounce Convertable; “this was a total experiment. We wanted to be able to nurture the new leads coming from different channels and bring them back.”

Nick pointed out that, “these things [overlays] can be used really wrong. You need to be careful and consider the human on the other end. Think about the entire process.”

For their experiment, Nick said, “[we didn’t have] hard goals, but we wanted to prove whether there was a case for using overlays.” Nick pointed out that it can be difficult to measure the negative effects of user experience — especially without a baseline to measure your results against.

“We wanted to see if the risk was worth the reward. We did get the quantitative results — which for us, measure better than industry standards.”

Hotjar’s Golden Rules for Using Overlays

Through this trial experience, Nick and his team at Hotjar established some general guidelines for using overlays. Nick shared his golden rule for delighting visitors with overlays (opposed to pestering them).

Start by asking yourself these questions:

First, is it appropriate to use an overlay in this part of the user journey?

If the answer is yes, ask yourself “What’s the least annoying way to accomplish that?” If the answer is no, don’t use it.

Second, “Does it solve the problem [website visitors] are looking to solve?” Nick emphasized that the offer on the overlay needs to align to the problem that people are trying to solve.

Finally, how do you know if you’re offering the right thing? Nick says, “Ask people! This is an awesome way to improve your content.”

Hotjar's golden rules for using overlays

Should you use Convertables?

Overlays give us marketers an opportunity to present the right people with the right offer at the right time. Of course, they can also be used to do the opposite, and, as Nick says, “you don’t want to leave someone with a bad taste in their mouth,”

Like any good data-driven marketer, you’re going to want to take it for a test drive. Like Hotjar, try experimenting with overlays to decide they’re a good fit. At the end of the day, it’s your customers and your brand that will decide if overlays work in your marketing strategy.

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How Hotjar Gained 60+ New Trial Signups a Month with a Single Overlay

Optimizing Mobile Home Page Increases Conversions for Wedding Shoes Website

Elegant Steps offers a large selection of wedding shoes in the UK, both online and in store. More than 50% of its users are new, female users discovering the website organically through mobile. The bulk of them are brides-to-be who are looking for wedding shoes.

Problem

After looking at Elegant Steps’ Google Analytics (GA) data, it was found that while its desktop website was converting at 2%, the mobile version was converting at a much lower 0.6%.

Observations

Hit Search, a digital marketing agency, used VWO to help Elegant Steps dig deep into the problem. They used GA, heuristic analysis, and VWO’s scrollmaps and heatmaps capabilities to find that:

  • Hardly any visitors were scrolling enough to reach the Shop by Brand section on the home page.
  • Elegant Steps’ 3 main USPs, including free shipping, weren’t appearing above the fold on mobile.
  • The text on the home page image was hard to read because it was the same color as the background.

This is how the home page looked on mobile:

elegant_control_jpg

Hypothesis

Armed with these observations, Niall Brooke from Hit Search set about optimizing the mobile home page to fix the problems. It was decided to:

  • Introduce the Shop by Brand section higher up on the page, as the presence of an established name is known to help instill trust and assuage fears.
  • Many studies have found that unexpected shipping cost is the biggest reason for cart abandonment. It was hypothesized that displaying “Free Shipping” above the fold will help reduce bounce and encourage users to continue down the conversion funnel.
  • Change the CTA copy from the generic “Shop Wedding Shoes” to the possessive, “Find my new wedding shoes.”
  • Change the text color on the image for the text to be readable.

This is how the variation looked:

elegant_variation_jpg

Test

Hit Search ran the new version of the home page against the original only for mobile visitors, using VWO’s targeting capability. Niall set VWO’s Bayesian-powered statistics engine to “High-Certainty” mode, and the results kicked in within a month.

Results

“The results were positive with almost a threefold increase in conversions and almost a 50% drop in bounce rate,” said Niall.

In his closing thoughts, Niall had this to say, “VWO is a brilliant all-round conversion optimization platform which we use on a daily basis to perform user analysis, A/B and split tests,” he added.

Mobile an afterthought?

According to a 2015 report, the average conversion rate for mobile websites in the US was 1.32%, significantly lower than its desktop counterpart (3.82%). Though studies have suggested that visitors mostly use mobile for research purposes and make the actual purchase through desktop website, there’s no denying that online retailers are still leaving money on the table. We would love to your thoughts about optimizing mobile websites. When does it become important for you to start looking at mobile optimization? Just hit us the comment section below.

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The post Optimizing Mobile Home Page Increases Conversions for Wedding Shoes Website appeared first on VWO Blog.

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Optimizing Mobile Home Page Increases Conversions for Wedding Shoes Website

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

16 Overlay Examples Critiqued for Conversion

overlay-teardown-650
When it comes to overlays, everyone’s a critic — especially your prospects. Image via Shutterstock.

These days, cyberspace is about as cluttered as my closet.

And in that deep sea of endless streams and notifications and other dopamine-releasing distractions, getting your offer seen can be challenging to say the least.

Luckily, overlays can help mute some of that background noise by focusing your visitor’s attention on one (hopefully) compelling offer.

But your job doesn’t end there.

Once you get your prospect’s attention with an overlay, it’s your job to use design and copywriting best practices to keep their interest.

What are these best practices I speak of? Let’s take a look at some overlay examples we spotted in the wild for some concrete examples of what you should — and shouldn’t — do.

Be immediately clear on the value of your offer

I have to admit that when I first saw this overlay, I found the tongue-in-cheek copywriting delightful.

The headline was clever and had me nodding my head:

1-copy

And while the self-aware overlay is a cute idea, you know what’s less cute? Just how quickly your prospect will look for that “x” button if the value of the offer isn’t abundantly clear.

Don’t make readers work to find out what your offer is. It’s fine to be cutesy, as long as you’re explaining what’s in it for them. See how Groove clearly explains the benefit of signing up for their newsletter?

2-copy

The transparency of this offer makes it appealing, and the specificity of Groove’s current monthly revenue adds credibility.

Pro tip: When you’re pushing a subscription, your copy has to do a lot of work because there’s no immediate value. Test including a tangible offer like a free ebook.

It’s not about you!

This overlay by the Chive has personality, but not much persuasive power:

3-copy

The headline – “the best newsletter in the world”  – is playful (if a little cocky), but it fails to communicate what makes the newsletter great and why readers should care.

They’re so caught up in self-praise that they forget to explain what’s in it for the reader. How will signing up for this newsletter impact the reader’s life?

This overlay by GetResponse is guilty of a similar infraction, and to be frank, the tone is a little despie:

4-copy

This overlay uses “I” and “us” language without ever explaining the benefits of the offering — not to mention it never really explains what GetResponse is.

This is problematic, because the overlay appears on a page giving away an ebook only marginally related to their core offering — so it’s safe to assume that not everyone will know what GetResponse is.

I’d test an overlay that includes a compelling, customer-focused unique value proposition and a clear hero shot so people can quickly understand what they’re dealing with at a glance.

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Lead with what’s in it for them

So what does customer-focused copy look like? Preneur Marketing’s overlay leads with a headline that explains in detail what the reader will get when they sign up:

5-copy
So much specificity!

But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?).

A great thing to test would be a hero shot representative of the actual offering, like the one in this overlay by Acquire Convert:

6-copy

Use overlays to counter objections

No matter which stage of the buyer journey your prospect is at, their inner monologue will include some objections to your offer. Overlays are a great way to counter them.

For example, have a look at this overlay by Gr8fires, which appeared for visitors to their ecommerce store. They knew visitors to that page were likely shopping around for the best deals and were likely already thinking, “I don’t know how much stove installation is going to cost.”

To counter that objection, Gr8fires created an overlay with an “installation calculator” that detailed the costs associated with installing their product. See how the headline mirrors the conversation in the prospect’s head?

7-copy
The results of Gr8fires’ overlay campaign were incredible: 300% increase in monthly sales leads and a 48.54% lift in sales. Image source.

This example is particularly wonderful because it accomplishes something for both the marketer and the prospect. On the prospect’s end, it delivers great value in exchange for a very small commitment (entering name and email). On the marketer’s end, it helps to educate prospects on a larger-ticket item that typically requires more convincing.

A real win-win scenario. Beautiful, isn’t it?

Don’t be a negative Nelly

If you’ve seen overlays across the web, you’ve likely noticed that “yes” button text is often juxtaposed with “no” hyperlink text in close proximity. And you’ve likely noticed that the “no” hyperlink text is often sassy.

I see this everywhere online — marketers resorting to language like:

8-copy
Nobody thinks this.

Or this one:

9-copy
Come on.

Don’t forget this one:

10-copy
Really?

Or finally, this example, which borders on offensive:

11-copy
This is getting out of hand.

It should go without saying, but you should never talk down to prospects simply because they might not want your offering.

Not only does that create friction to completing the form, it can also damage your brand’s image and credibility.

This example by Narcity misses the mark for a different reason:

12-copy

This overlay forces a lie in order to opt-out: “I’m already subscribed.”

This is problematic for two reasons:

  1. If people are subscribed then they shouldn’t be seeing this to begin with
  2. It creates cognitive dissonance, forcing prospects to stop and think.

In short, it creates a jarring experience that doesn’t make you wanna fill in the form.

So what should you be doing?

Mirror the voice in your prospect’s head

Don’t talk down to your visitors with “I can’t stand exclusive offers” opt-out copy.

Stop and reflect on what they’re likely thinking when they click that “no” button. The folks at TVLiftCabinet.com keep it classy:

13-copy

When at a loss, stick with a straightforward, “No thanks, I’m not interested.”

Make it easy to say yes

There are tons of other things you can test to make your overlay offers irresistible to visitors.

  • Test fewer form fields to reduce perceived friction on your forms:
14-copy
Adding too many form fields can have a negative impact on conversion rates.
  • Make visitors feel like they’re being offered something exclusive:
15-copy
16-copy

Whatever you do, never forget that your prospect’s attention is a valuable commodity.

And once you have it, you should respect it by doing everything you can to deliver meaningful value.

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16 Overlay Examples Critiqued for Conversion