Tag Archives: business

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What Is a Good Conversion Rate? The Answer Might Surprise You

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What is a good conversion rate for your online business? And how do your company’s conversion rates stack up against your competition’s? These are questions I field every day, both from business owners who are struggling and from companies that are killing it. I get it — everyone wants to crush the competition and boost their revenue — but how do you know if you’re making the grade? I’m passionate about metrics because I always want to win. You might feel the same way. To win, though, you have to understand the psychology behind your target customer’s decisions and find…

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What Is a Good Conversion Rate? The Answer Might Surprise You

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Ranking in Search in 2018: A Q&A With SEO Pros Rob Bucci and Cyrus Shepard

If Benjamin Franklin were alive today, he’d say there are only three things certain in life: death, taxes, and Google changes.

As search behaviour evolves and machines get smarter, Google naturally adjusts what it serves up. And these changes are often quick enough to feel a bit overwhelming (we’re right there with ya)! But in light of information we have about what Google actually values these days, we have more to work with than ever before. If we know how to execute.

Two people who know a lot about Google’s ranking factors are Rob Bucci, CEO of STAT Search Analytics and Cyrus Shepard, Partner at Zyppy and former Head of SEO and Content Development at Moz. Both speakers at this August’s Call to Action Conference, they’re bona fide search experts who spend their time demystifying the ways of our ranking overlords for marketers like you and me.

So we peppered them with a few questions we couldn’t wait until August to find out—like what’s changed, stayed the same, and how to best achieve SEO success in 2018. Get the goods below and learn more about their upcoming talks at CTAConf right here.

Want to get incredible insights from Rob and Cyrus in person? Use the code “CTAConfSEO” at checkout to get 15% off all ticket rates for the conference until July 31.

Rob Bucci on local search and getting snippeted

SEO-obsessed Rob founded STAT Search Analytics, a rank tracking and SERP analytics platform, in 2011. Since then, he’s worked with clients like eBay, Pinterest, Cars.com, and Thomas Cook Airlines to understand their unique search opportunities and win more business.

He’s also a frequent speaker on search, data mining, and all things analytics. In his Call to Action Conference talk, What Google Serves Up For Local Searches, he’ll dive into the nooks and crannies of (you guessed it) local intent, local search, and how to adeptly navigate Google’s interpretations of both to get in front of the right audience. Read below for a peek at what he’ll share on stage.

Hayley Mullen: Your talk at CTAConf is all about interpreting how Google handles local search. So, how are they doing?

Rob Bucci: Knowing that, with location tracking, etc., you can’t always rely on searchers to explicitly state when their intent is local, you need to look at keywords where that intent can be implied. The question then—before you can optimize accordingly—is whether Google is actually any good at interpreting that implicit local intent. And is it comparable to stated local intent?

For example: [sushi near me] would indicate that close proximity is essential; [sushi in Vancouver] seems to cast a city-wide net; and just [sushi] is largely ambiguous—are you hungry for knowledge about sushi or actual sushi? And what happens with a query like [best sushi], which indicates that quality takes priority over proximity?

It’s Google deciding what those queries mean, so it’s important to understand that decision. There’s no point in optimizing for something that Google can’t or isn’t doing. What we’ve found is that Google is doing a decent job of it, and that there are definitely different ground rules when it comes to different kinds of local intent.

HM: Knowing what you do about Google’s interpretation of local intent, what is the biggest mistake marketers can make when it comes to localized ads?

RB: This isn’t a mistake that’s been made, rather, a heads up based on findings from the research I’ll be presenting. But something to keep in mind is that ads are more likely to appear when a location is specified in the search query, like the city name or neighbourhood. So, if you’re looking for less paid competition, it’s a good idea to target keywords that aren’t geo-modified.

HM: Should local search be a priority for everyone? When does it matter more than less, depending on a business’ needs?

RB: For Google, every SERP is a localized one. We know that it’s one of the more influential factors that Google filters its search results through. So, even if local isn’t important for your business, it’s still worth tracking a sample of your keywords in specific locations so you can see what your searchers are actually seeing.

HM: Let’s talk featured snippets. You’ve said they’re rising in importance, appearing in just 9% of searches two years ago compared to 31% by the end of last year. When creating content, what can we do for the best chance at being “snippeted”?

RB: Focus on creating great content and optimizing that content to appear on the first page. At STAT, we’ve found that 99% of snippets are sourced from ranks two through ten, with a majority coming from ranks three through four (when rank one is the snippet).

You’ll also want to research the types of formats appearing in the featured snippets for keywords you’re targeting, for instance paragraph, list, or table, and match them.

HM: Say I only have one day to try and improve my rankings. What should I focus on first to make the biggest impact?

RB: First thing’s first: spend the time making sure that your Google My Business listings are all accurate, consistent, and complete.

Want even more actionable marketing tips? Read our interview with fellow CTAConf 2018 speaker and product positioning genius April Dunford for advice on successfully launching a new product or offering into a noisy market.

Cyrus Shepard on what matters now for ranking in 2018 (and beyond)

Cyrus Shepard has been in the SEO game for nearly ten years, most recently heading up SEO and Content Development at Moz before founding his own digital agency, Zyppy. He’s written on pretty much every facet of search optimization (check out his Moz profile) and spoken at conferences around the world—with Call to Action Conference up next.

In his talk, SEO Success: One Engagement Metric to Rule Them All, Cyrus will cover what Google’s really watching when it comes to rankings and how to use that information to turn clicks into conversions. So we mined his SEO brain for a preview.

Hayley Mullen: It can feel like Google’s constantly updating its ranking factors. What should always be a priority when we’re trying to rank?

Cyrus Shepard: Google updates its algorithms hundreds of times a year, although only a few of those could be considered major core algorithm updates. That said, the critical SEO success factors stay incredibly consistent. These include:

  • Content that answers the user query
  • Content that’s crawlable and accessible to search engines
  • The quality and quantity of links

HM: What’s been the most significant change in Google’s ranking factors, in your opinion? What do you anticipate for the near and distant future?

CS: The most significant change in the past couple of years, in my opinion, has been the rise of featured snippets. For the first time, we’re actually seeing fewer clicks per impressions as Google is more frequently delivering answers directly in search results.

For websites that win featured snippets, they can often expect more traffic and less visibility. For everyone else, they can expect traffic and visibility to slightly decrease.

HM: Oof—what does that mean for marketers overall?

CS: It’s definitely a dilemma that I don’t have an answer for right now. On one hand, the “no click” search is a growing risk. On the other hand, Google continues to send billions of visits to publishers.

The challenge is that Google maintains monopoly power over search results, so we’re forced to play by Google’s rules and, say, optimize for featured snippets. We continue to give away more data to Google with the understanding that they will reward us with more web traffic, but the amount of data we give keeps rising while Google keeps more of the traffic for themselves.

HM: How much of a difference does speed really make, specifically in regards to AMP (accelerated mobile pages)? What are the top three things we can do to satisfy Google’s need for speed?

CS: Speed is hugely important and not only for AMP. Speed is a huge ranking factor because it impacts so many other elements that impact your search visibility. For example, bounce rate is highly correlated with speed—a site that loads a second slower is abandoned at a much higher rate. This will affect multiple aspects of SEO down the line.

In regards to AMP, they actually have advantages beyond speed that some folks aren’t aware of:

  • These pages can qualify for Google News carousels
  • Google marks them with an AMP symbol, which can increase clicks
  • Chrome pre-renders AMP results, making them load instantly

HM: Your talk at CTAConf is all about what Google’s watching in terms of how people interact with your site. Without giving away the most important point, what’s the one thing Google’s always taking into consideration (and one thing that doesn’t matter as much as we may think)?

CS: Google is likely always evaluating user satisfaction. User satisfaction goes by different names, including task completion, pogo-sticking, dwell time, and more. The basic idea is “does this page answer the user query?” or “does this user need to search other webpages for the right answer?” Exactly how Google does this is up for debate.

A metric that likely doesn’t matter as much as people think is bounce rate. That doesn’t mean it’s not a useful metric—but bounce rate alone doesn’t tell us much.

And with that, our search for answers on search just got a little easier. There’s a lot more knowledge to be shared at Call to Action Conference from both Rob and Cyrus—just two of the many reasons you should totally come! “Use the code “CTAConfSEO” at checkout until July 31, 2018 for 15% off all single, group, and customer ticket rates. You’ll not only learn how to tame the search beast, but hone your chops in every facet of digital marketing too.

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Ranking in Search in 2018: A Q&A With SEO Pros Rob Bucci and Cyrus Shepard

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9 Tips to Get More Email Subscribers by Increasing Email Conversions

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My email list is one of my most valuable assets. I have tons of email subscribers even though I regularly scrub my list, and I’ve converted many subscribers to paying clients. I started in the same place as everyone else, though: zero email subscribers. Whether your list includes 10 subscribers, 100 subscribers, or 1 million subscribers, you probably want more. That’s the nature of marketing. So, how can you increase conversions to build your email list further? That’s the question I’m going to answer today. I’ll cover several topics, so here’s a list in case you want to skip around:…

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9 Tips to Get More Email Subscribers by Increasing Email Conversions

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How to Convert Website Visitors into Customers (9 Effective Ways)

Figuring out how to convert website visitors into customers requires not only strategy, but extensive testing. You can learn from others what worked for them, but your website audience is unique. That’s probably why you’re reading this article. You want to know the best place to start. Then, you can test different solutions to increase your conversion rate. I’m a big fan of growth hacking. In other words, my goal is always to get the biggest possible results in the shortest possible time frame. That requires aggressive marketing and strategic application of data. You might take a different approach. Whatever…

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The Ethics Of Persuasion




The Ethics Of Persuasion

Lyndon Cerejo



(This article is kindly sponsored by Adobe.) A few months ago, the world was shocked to learn that Cambridge Analytica had improperly used data from a harmless looking personality quiz on Facebook to profile and target the wider audience on the platform with advertisements to persuade them to vote a certain way. Only part of the data was obtained with consent (!), the data was stored by the app creator (!!), and it was sold to Cambridge Analytica in violation of terms of use (!!!). This was an example of black hat design, a deceptive use of persuasion tactics, combined with unethical use of personal information.

On the other hand, the last time you shopped on eBay, you may have noticed the use of multiple design elements encouraging you to buy an item (“last item”, “3 watched in the past day”). While these design techniques are used to persuade users, they are usually not deceptive and are considered white hat techniques.

A third example comes from Google I/O 2018 last month when the world heard Google Duplex make a call to a salon for an appointment and carry out a fluent conversation mimicking human mannerisms so well that the person at the other end did not realize she was talking to a machine. The machine did not misrepresent itself as human, nor did it identify itself as a machine, which, in my book, puts it in a gray area. What’s stopping this from being used in black hat design in the near future?


examples of persuasive tactics


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As you see from the three examples above, the use of persuasive tactics can fall anywhere on a spectrum from black hat at one extreme to white hat at the other, with a large fuzzy gray area separating the two. In today’s world of online and email scams, phishing attacks, and data breaches, users are increasingly cautious of persuasive tactics being used that are not in their best interest. Experience designers, developers, and creators are responsible for making decisions around the ethical nature of the tactics we use in our designs.

This article will present a brief history of persuasion, look at how persuasion is used with technology and new media, and present food for thought for designers and developers to avoid crossing the ethical line to the dark side of persuasion.

History Of Persuasion

Persuasion tactics and techniques are hardly new — they have been used for ages. Aristotle’s Rhetoric, over 2000 years ago, is one of the earliest documents on the art of persuasion. The modes of persuasion Aristotle presented were ethos (credibility), logos (reason), and pathos (emotion). He also discussed how kairos (opportune time) is important for the modes of persuasion.

Fast forward to today, and we see persuasion methods used in advertising, marketing, and communication all around us. When we try to convince someone of a point of view or win that next design client or project, chances are we are using persuasion: a process by which a person’s attitudes or behavior are, without duress, influenced by communications from other people (Encyclopedia Britannica).

While Aristotle first documented persuasion, Robert Cialdini’s Influence: The Psychology of Persuasion is more commonly referenced when talking about modern persuasion. According to Cialdini, there are six key principles of persuasion:

  1. Reciprocity
    People are obliged to give something back in exchange for receiving something.
  2. Scarcity
    People want more of those things they can have less of.
  3. Authority
    People follow the lead of credible, knowledgeable experts.
  4. Consistency
    People like to be consistent with the things they have previously said or done.
  5. Liking
    People prefer to say yes to those that they like.
  6. Consensus (Social Proof)
    Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own.

We have all been exposed to one or more of these principles, and may recognize them in advertising or when interacting with others. While that has been around for ages, what is relatively new is the application of persuasion techniques to new technology and media. This started off with personal computers, became more prominent with the Internet, and is now pervasive with mobile devices.

Persuasion Through Technology And New Media

Behavior scientist B.J. Fogg is a pioneer when it comes to the role of technology in persuasion. Over two decades ago, he started exploring the overlap between persuasion and computing technology. This included interactive technologies like websites, software, and devices created for the purpose of changing people’s attitudes or behaviors. He referred to this field as captology, an acronym based on computers as persuasive technologies, and wrote the book on it, Persuasive Technology: Using Computers to Change What We Think and Do.


Captology describes the shaded area where computing technology and persuasion overlap


Captology describes the shaded area where computing technology and persuasion overlap (recreated from BJ Fogg’s CHI 98 paper, Persuasive Computers). (Large preview)

Interactive technologies have many advantages over traditional media because they are interactive. They also have advantages over humans because they can be more persistent (e.g. software update reminders), offer anonymity (great for sensitive topics), can access and manipulate large amounts of data (e.g. Amazon recommendations), can use many styles and modes (text, graphics, audio, video, animation, simulations), can easily scale, and are pervasive.

This last advantage is even more pronounced today, with mobile phones being an extension of our arms, and increased proliferation of smart devices, embedded computing, IoT, wearable technology, Augmented Reality, Virtual Reality, and virtual assistants powered by AI being embedded in anything and everything around us. In addition, today’s technological advances allow us to time and target moments of persuasion for high impact, since it is easy to know a user’s location, context, time, routine, and give them the ability to take action. This could be a reminder from your smartwatch to stand or move, or an offer from the coffee shop while you are a few blocks away.

Ethics And New Technology And Interactive Media

The use of persuasion in traditional media over the past decades has raised questions about the ethical use of persuasion. With new media and pervasive technology, there are more questions about the ethical use of persuasion, some of which are due to the advantages pervasive technology has over traditional media and humans. Anyone using persuasive methods to change people’s minds or behavior should have a thorough understanding of the ethical implications and impact of their work.

One of the key responsibilities of a designer during any design process is to be an advocate for the user. This role becomes even more crucial when persuasion techniques are intentionally used in design, since users may be unaware of the persuasion tactics. Even worse, some users may not be capable to detect these tactics, as may be the case with children, seniors or other vulnerable users.

BJ Fogg provides six factors that give interactive technologies an advantage over users when it comes to persuasion:

  1. Persuasive intent is masked by novelty
    The web and email are no longer novel, and most of us have wizened up to deceptive web practices and the promises of Nigerian Princes, but we still find novelty in new mobile apps, voice interfaces, AR, VR. Not too long ago, the craze with Pokémon Go raised many ethical questions.
  2. Positive reputation of new technology
    While “It must be true — I saw it on the Internet” is now a punchline, users are still being persuaded to like, comment, share, retweet, spread challenges, and make fake news or bot generated content viral.
  3. Unlimited persistence
    Would you like a used car salesman following you around after your first visit, continually trying to sell you a car? While that thankfully does not happen in real life, your apps and devices are with you all the time, and the ding and glowing screen have the ability to persistently persuade us, even in places and times that may be otherwise inappropriate. This past Lent, my son took a break from his mobile device. When he started it after Easter, he had hundreds of past notifications and alerts from one mobile game offering all sorts of reminders and incentives to come back and use it.
  4. Control over how the interaction unfolds
    Unlike human persuasion, where the person being persuaded has the ability to react and change course, technology has predefined options, controlled by the creators, designers and developers. When designing voice interfaces, creators have to define what their skill will be able to do, and for everything else come back with a “Sorry I can’t help with that”. Just last month, a social network blocked access to their mobile website, asking me to install their app to access their content, without an escape or dismiss option.
  5. Can affect emotion while still being emotionless
    New technology doesn’t have emotion. Even with the recent advances in Artificial Intelligence, machines do not feel emotion like humans do. Back to the Google Duplex assistant call mentioned at the beginning, issues can arise when people are not aware that the voice at the other end is just an emotionless machine, and treat it as another person just like them.
  6. Cannot take responsibility for negative outcomes of persuasion
    What happens when something goes wrong, and the app or the technology cannot take responsibility? Do the creators shoulder that responsibility, even if their persuasion strategies have unintended outcomes, or if misused by their partners? Mark Zuckerberg accepted responsibility for the Cambridge Analytica scandal before and during the congress hearings.

With these unfair advantages at our disposal, how do we, as creators, designers, and developers make ethical choices in our designs and solutions? For one, take a step back and consider the ethical implication and impact of our work, and then take a stand for our users.

Many designers are pushing back and being vocal about some of the ethically questionable nature of tech products and designs. There’s Tristan Harris, a former Google Design Ethicist, who has spoken out about how tech companies’ products hijack users’ minds. Sean Parker, Napster founder and former president of Facebook, described how Facebook was designed to exploit human “vulnerability”. And Basecamp’s Jonas Downey ruminates on how most software products are owned and operated by corporations, whose business interests often contradict their users’ interests.

Design Code Of Conduct

AIGA, the largest professional membership organization for design, has a series on Design Business and Ethics. Design Professionalism author Andy Rutledge also created a Professional Code of Conduct. Both are very detailed and cover the business of design, but not specifically ethics related to design that impacts or influences human behavior.

Other professionals who impact the human mind have ethical principles and codes of conduct, like those published by the American Psychological Association and the British Psychological Society. The purpose of these codes of conduct is to protect participants as well as the reputation of psychology and psychologists themselves. When using psychology in our designs, we could examine how the ethical principles of psychologists are applicable to our work as creators, designers, and developers.

Principles And Questions

Using the Ethical Principles of Psychologists as a framework, I defined how each principle applies to persuasive design and listed questions related to ethical implications of design. These are by no means exhaustive but are intended to be food for thought in each of these areas. Note: When you see ‘design’ in the questions below, it refers to persuasive techniques used in your design, app, product or solution.

Principle A: Beneficence And Nonmaleficence

Do no harm. Your decisions may affect the minds, behavior, and lives of your users and others around them, so be alert and guard against misusing the influence of your designs.

  • Does your design change the way people interact for the better?
  • Does the design aim to keep users spending time they didn’t intend to?
  • Does the design make it easy to access socially unacceptable or illegal items that your users would not have easy access to otherwise?
  • How may your partners (including third-party tools and SDKs) or “bad guys” misuse your design, unknown to you?
  • Would you be comfortable with someone else using your design on you?
  • Would you like someone else to use this design to persuade your mother or your child?

Principle B: Fidelity And Responsibility

Be aware of your responsibility to your intended users, unintended users and society at large. Accept appropriate responsibility for the outcomes of your design.

  • During design, follow up answers to “How might we…?” with “At what cost?”
  • What is the impact of your design/product/solution? Who or what does it replace or impact?
  • If your design was used opposite from your intended use, what could the impact be?
  • Does your design change social norms, etiquette or traditions for the better?
  • Will the design put users in harm’s way or make them vulnerable, intentionally or unintentionally (Study Estimates That Pokémon GO Has Caused More Than 100,000 Traffic Accidents)? How can it be prevented?

Principle C: Integrity

Promote accuracy, honesty, and truthfulness in your designs. Do not cheat, misrepresent or engage in fraud. When deception may be ethically justifiable to maximize benefits and minimize harm, carefully consider the need for, the possible consequences of, and be responsible for correcting any resulting mistrust or other harmful effects that arise from the use of such techniques.

  • Do you need users’ consent? When asking for their consent, are they aware of what exactly they are consenting to?
  • What’s the intent of the design? Is it in the best interest of the user or the creator? Are you open and transparent about your intentions?
  • Does your design use deception, manipulation, misrepresentation, threats, coercion or other dishonest techniques?
  • Are users aware or informed if they are being monitored, or is it covert?
  • Is your design benefiting you or the creators at the expense of your users?
  • What would a future whistleblower say about you and your design?

Principle D: Justice

Exercise reasonable judgment and take precautions to ensure that your potential biases, the limitations of your expertise does not lead to, or condone unjust practices. Your design should benefit both the creators and users.

  • Does your design contain any designer biases built in (gender, political, or other)?
  • Does your design advocate hate, violence, crime, propaganda?
  • If you did this in person, without technology, would it be considered ethical?
  • What are the benefits to the creators/business? What are the benefits to the users? Are the benefits stacked in favor of the business?
  • Do you make it easy for users to disconnect? Do users have control and the ability to stop, without being subject to further persuasion through other channels?

Principle E: Respect For People’s Rights And Dignity

Respect the dignity and worth of all people, and the rights of individuals to privacy, and confidentiality. Special safeguards may be necessary to protect the rights and welfare of vulnerable users.

  • Are your designs using persuasion with vulnerable users (children, seniors, poor)?
  • Does your design protect users’ privacy and give them control over their settings?
  • Does the design require unnecessary permissions to work?
  • Can your design use a less in-your-face technique to get the same outcome? (e.g. speed monitors on roads instead of surveillance)
  • Does your design make your users a nuisance to others? How can you prevent that?

Conclusion

If you have been designing with white hat techniques, you may appreciate the ethical issues discussed here. However, if you have been designing in the grey or black area, thank you for making it all the way to the end. Ethics in persuasive design are important because they don’t prey on the disadvantages users have when it comes to interactive technology. As creators, designers, and developers, we have a responsibility to stand up for our users.

Do good. Do no harm. Design ethically.

Resources

Books

This article is part of the UX design series sponsored by Adobe. Adobe XD tool is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
(ra, il, yk)


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The Ethics Of Persuasion

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15 High-Converting Lead Magnet Examples and Ideas

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Generating good lead magnet ideas can become a long process. Simply throwing together an e-book or whitepaper just because other businesses do it would be a mistake. High-converting lead magnet ideas offer so much value that your target audience can’t say no. The more you refine your lead magnet, the more qualified your leads become because you’re offering exactly what those leads need at the exact right time. Lead magnets can work for nearly all audiences, including those of B2B and B2C businesses. They’re powerful because they open the door to further communication between the business and the lead. But…

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15 High-Converting Lead Magnet Examples and Ideas

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Conversion Wireframing: A Revenue Oriented Design Process

Even though there is growing wisdom around the best product teams involving design, business and engineering heads from the very start, there is, quite often, still a divide between the design process and business needs. As someone who has both a Business and Design background, I have found it useful in client work to draw from both areas from the very start. Here are a few ways you can design web experiences that are not only user-centric but also conversion-centric. But first: What is wire framing? For the non-design heads, wireframes are essentially a schematic or blueprint that define the information…

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Conversion Wireframing: A Revenue Oriented Design Process

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SEO Tools and Tips To Boost Your Rankings

Why do I need the best SEO tools when I can promote my business through social media platforms? How does SEO help my business? Doesn’t paid advertising get better results? Isn’t SEO dead? If you are still asking these questions, it means that you have pretty much written off SEO. And if that is the case, you’re making a big mistake. Ranking at the top of search engine results is what adds to the credibility of your business, and greatly increases visibility for your brand. Paid ads or PPC may drive more revenue for your brand, but you need to…

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The 5 pillars of digital transformation strategy at Mark’s: An interview with changemaker, Johnny Russo

Totally. Within the Education or the People pillar is the use of data and how much more important that is…Read blog postabout:The 5 pillars of digital transformation strategy at Mark’s: An interview with changemaker, Johnny Russo

The post The 5 pillars of digital transformation strategy at Mark’s: An interview with changemaker, Johnny Russo appeared first on WiderFunnel Conversion Optimization.

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The 5 pillars of digital transformation strategy at Mark’s: An interview with changemaker, Johnny Russo

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See The Landing Pages These Shopify Merchants Used to Scale Ad Revenue 33X

Year round Liz and Bill Farrell, a husband and wife team, work the dirt at Fat Stone Farm in Lyme, Connecticut with their two kids.

After making the move from cubicles to the great outdoors, the Farrells realized they loved growing fresh food, and creating healthy, farm-grown products ranging from elderberry apple shots to their own maple syrup.

Now—when you think of a typical farmer’s marketing strategy—you might picture a hand-painted sign at a local market, but Liz and Bill run a digital elderberry empire.

The couple started as Shopify merchants and then partnered with digital agency Webistry to take their business to new heights. They wanted to see better return on ad spend, and prepare for winter (their best sales season of the year).

It was a perfect partnership from the start, but nobody could predict that a combo of Unbounce landing pages, popups, a Shopify integration, and near obsessive audience building and retargeting on Facebook would:

  • Lower cost-per-acquisition from $145 (at its highest) to just $1.55(!) for the company’s Elderberry Apple Shots and DIY Gummy kits.
  • Increase return on ad spend for their Elderberry Apple Shot campaigns from 1.66X to an incredible 33.12X.
  • Deliver a cost-per-lead for a sweepstakes campaign of just $0.51.
  • See sweepstakes conversion rates from ad click to entry of up to 79.55%.
  • And garner Facebook relevance scores of 8s and 9s.

Overall, with Webistry’s help, Fat Stone Farm tripled ROAS in just five months (December ‘16–April ‘17), and—via continued optimizations—reached returns of 33X over a year and three months.

Here’s their epic ecommerce story, and the paid media tactics that could work for you too.

Winter is Coming

Historically, sales of Fat Stone Farm’s Elderberry Apple Shots go up in winter to help fight off flu season. So in early winter 2016, Bill and Liz approached Jonathan Naccache, Co-Founder at Webistry to prep some advertising.

The agency discovered that they couldn’t look to AdWords for a huge win. The search volume for elderberries or related products wasn’t super high, and this approach simply wasn’t scalable. Instead, they needed to generate extremely targeted custom audiences on Facebook (which can be difficult because prospects on Facebook aren’t necessarily screaming about their love of elderberry – these prospects need to be uncovered).

In Webistry’s approach, each ad campaign would target a group of interests that could coincide with elderberry products. They’d target Facebook users who’s interests included: alternative medicine, natural remedies, homesteading, or those engaging with popular health blogs like Mother Earth News and Wellness Mama.

It took a lot of research, and as Jonathan says this is where the agency advantage comes into play: “having access to several strategic minds, resources and thorough research gets you a significant edge right off the start.”

The First Ad to Shopify Landing Page Combo

From December 2016 to January 2017, Webistry ran campaigns on Facebook targeting each of the audience segments they’d identified might be interested in the elderberry shots.

Here’s an example of some of the ads (corresponding to fall and winter seasons):

Pictured above: the ads Webistry ran to the associated landing page.

All elderberry apple shots ads led to this Unbounce-built PPC landing page, which converts at 4.7% (lifetime average conversion rate). A conversion in this case was a purchase via the ‘add to cart’ button):

Notice the benefit copy from the ad headlines is carried through to the Unbounce landing page. Click to see a larger version.

And while the orange ‘add to cart’ button on the page looks deceptively simple, it’s actually where the magic happens. Instead of redirecting prospects to the brand’s Shopify store, Webistry fashioned custom javascript to make the button integrate seamlessly with Shopify and offer a slick, on-page checkout experience:

Interested in adding a Shopify cart to your Unbounce landing pages? Webistry shared the custom Javascript in our community. Head over, grab the script, and drive purchases on your own pages.

Two months into this campaign, return on ad spend was 1.66X, and cost-per-purchase was fluctuating between $19 and $145. Jonathan knew they could improve upon these early results and began targeting audiences of vegetarians, vegans, healthy eating affectionados, and homesteaders.

And so, in April 2017 the agency launched a new landing page campaign for smoothie lovers.

The idea was to position the elderberry product as the ideal ingredient to add to a smoothie. Here’s a sample ad used to launch this campaign:

And of course, the landing page this ad pointed to:

This beautiful landing page converts traffic to purchase at 9.44%

Beyond driving sales, the agency realized there was potential for lead capture here too (as a means of remarketing to especially interested prospects later), so they added an on-exit popup to this page. It offered up a free smoothie recipe book and integrated with a Mailchimp autoresponder.

With an 18% conversion rate, here’s the popup built in Unbounce:

The smoothie campaign helped drop cost-per-purchase down to ~$9.65, and Bill and Liz saw a return on ad spend of 3X from their initial investment after just five months of executing this strategy.

This was great, but Webistry wanted to help Fat Stone Farm stay present in their potential buyer’s world year round. They could lie low waiting for winter again all summer, or they could start developing highly refined retargeting and lookalike audiences to reach all year long.

The Sweepstakes That Raised the Stakes

In May 2017, continuing in the off-season, it was time to start preparing for their next winter. Fat Stone Farm was seeing major benefits from refined Facebook audience targeting, so Jonathan and the team extended this strategy with sweepstakes.

They used weekly sweepstakes as a means to gauge and track prospect’s interest in the products, then later in the winter, they created Facebook lookalike and retargeting audiences to get in front of similar groups of interested people regularly.

As Jonathan shares, this allowed the team to generate even better target audiences:

“Our goal was to create campaigns that helped us measure different levels of interest, and to identify these audiences by tracking every event with a pixel. We had a drip campaign setup, and non-winners of the first sweepstakes were given access to a second sweepstakes.”

That is – those who didn’t win each week were offered access to another sweepstakes prize (either the breakfast pack or gummy pack product). This helped introduce prospects to other Fat Stone Farm products and gauge interest for these versus a complementary offering like smoothies.

Here’s a sample ad for the sweepstakes:

And here’s the first landing page touchpoint:

Click the image above for a closer look.

If you didn’t win, you might be sent a second offer in the sweepstakes, with a chance to win an Elderberry Gummy Kit via the landing page below:

Click the image above to see the full landing page.

Of the people who clicked through on the Facebook ad and reached the first landing page above, 18.79% converted. Moreover, of the people who did not win the first sweepstakes, but clicked through the email announcing the second sweepstakes, 79.55% converted via the landing page.

Hot tip: Webistry embedded a third party tool called ViralSweep on these pages. It’s a sweepstakes application to help manage entries, select a winner at random, and allows people to win bonus entries by referring friends via social.

Not only did this campaign collect over 15,000 relevant leads that Fat Stone Farm could remarket to year long with terrific offers, but it reduced cost-per-lead down to a mere $0.51.

Which brings us to…

Winter Season, 2018

After all the ad testing, landing page alterations, and lessons along the way, Webistry re-launched the sales campaigns using six months of audience-segmented data.

They launched the gummy kits as a standalone product landing page (vs. the sweepstakes page) and continued to sell the Elderberry Apple Shots. The best part? From January to March 2018 Webistry achieved the highest return on ad spend for Bill and Liz since starting to work with them: a whopping 33.12X.

Additionally, this season they saw the lowest cost-per-acquisition of just $1.55.

As Bill Ferrell says of the partnership with Webistry:

“These guys are worth every penny. Excellent results (very high CTRs, good CPA, [and] lots of new customers!). The Webistry co-founders are hands-on, creative, and keep tweaking throughout. Their attentiveness to the campaigns and my crazy ideas have exceeded my expectations month after month.”

Berry good results indeed.

Continue at source – 

See The Landing Pages These Shopify Merchants Used to Scale Ad Revenue 33X