Tag Archives: company

The Five Most Important Visual Elements Required for a Successful Company Blog

As a marketer, you cannot neglect the power of content. Sharing valuable information with your audience help you build trust with your audience and develop a strong and influential brand. We know that 61% of US online consumers are making purchases based on recommendations they read on blogs. Therefore, why wouldn’t you do the same thing? Why not set up a blog for your own company or the company you represent? I am not going into the technical details of setting up a company blog or how to make it web-ready for today’s environment, nor will I discuss the content…

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The Five Most Important Visual Elements Required for a Successful Company Blog

CSS Grid Layout

Since the early days of the web, designers have been trying to lay out web pages using grid systems. Likewise, almost every CSS framework attempts to implement some kind of grid system, using floats and often leaning on preprocessors. The CSS Grid Layout module brings us a native CSS Grid system for the first time—a grid system that does not rely on document source order, and can create complex layouts which are easily redefined with media queries.

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CSS Grid Layout

Big Bang Redesign: Smashing Magazine’s 2017 Relaunch, a Case Study

You’ve been there: big bang redesigns are usually a very, very bad idea. Redesigning and rebuilding an existing website from scratch is risky and unpredictable, and in many cases the level of complexity is highly underrated and underestimated. In mid-2016, Smashing Magazine decided to make a big switch from the existing WordPress setup to an entirely new design, entirely new architecture (JAM Stack) and an entirely new, GitHub-based, editorial workflow.

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Big Bang Redesign: Smashing Magazine’s 2017 Relaunch, a Case Study

Product Designer (REMOTE)

Looking for a well-rounded Product designer [REMOTE]
We’re growing our design team and looking for a person who understands product design, business perspective and why we do stuff that we do, but who’s also very good at visual design.
What will you be working on? Semaphore is a continuous delivery service, focused on speed and simplicity. A tool that helps developers write better code. More on semaphoreci.com.
Who you’ll be working with?

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Product Designer (REMOTE)

Product Manager – Mobile Applications – Heni Publishing – (London) – FullTime

The Company:
Heni Publishing is a boutique, fast-growing, arts business based in the heart of Soho. We work with leading artists and estates across publishing, art reproductions, photography, website development, events and art research. For further information, please visit our website www.henipublishing.com.
The Role:
You will be a confident Product Manager with broad experience of working in Agile environments across Web and Mobile Products. Working primarily with external developers, in this role you will be a key part of technical and design events including planning, refinement, review, retrospective, the sprint and daily scrum.

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Product Manager – Mobile Applications – Heni Publishing – (London) – FullTime

How To Do Content Marketing Without Writing Blog Posts

Content marketing is all the rage right now. And for good reason. It’s the best way to bring in new organic traffic to your site. If you want a piece of the organic, SEO traffic pie, you need to be creating new content on a daily basis. Otherwise, you risk falling behind. There are currently millions of blog posts published daily. Meaning you are competing with potentially thousands of other businesses for the same traffic. But what if you don’t have to, want to, or need to blog? What if your business doesn’t make sense for blogging? It’s becoming a…

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How To Do Content Marketing Without Writing Blog Posts

How Just One Ecommerce Popup Offer Helped Canvas Factory Generate 1.1 Million in Revenue

Canvas Factory's Popup Success

When you hear ‘website popup’ in a marketing context, my bet is—as a discerning marketer—you all but cringe. Surely these boxes that jump up in the middle of a screen are for low-level marketers. They’re scammy, make you lose your train of thought, nobody likes them,…you’d never use ‘em.

But can you really hate popups if they’re found to drive results?

As heated as the debate can get, Richard Lazazzera, an ecommerce entrepreneur and Content Strategist at Shopify has a fair point in this reply to a comment on his blog post:

Image via the Shopify blog.

And drive sales they can.

By experimenting with popup overlays, Auckland-based Canvas Factory (an ecommerce shop providing high-quality canvas prints) has found a ton of success engaging prospects at exactly the right time.

Using just one popup that appears across several of their domains, Canvas Factory discovered the targeting that worked best for them, and—most importantly—brought in 1.1 million USD in revenue(!) via their offer.

In today’s post, we’ll share Canvas Factory’s story, along with some lessons learned, so that—if you’re tempted—you too can convert more site visitors.

Canvas Factory’s approach to ecommerce popups

Similar to many ecommerce brands, Canvas Factory wanted to convert more of the visitors leaving their site empty handed. They’d realized some prospects only needed a moderate incentive to get over any purchase anxiety, so they had started offering a small discount via a coupon.

Eventually they wondered if the coupon would perform even better if delivered via a popup at the right moment.

Experimenting, they created this popup overlay in Unbounce for their site:

One of Canvas Factory’s domains outfitted with their popup.

They duplicated this one design eight times for running across different domains on certain URLs. The copy was the same for each, offering $10 off someone’s first order in exchange for an email, and only appeared as someone was actively trying to leave the site, once per visitor.

The main difference was location. The brand ran four of these overlays across their product pages on their Australian and New Zealand domains, while another four appeared on the Canvas Factory blog across the same domains.

How’d the experiment go?

The Unbounce popup overlay has now been running from November 2016 to present and in comparing the period before using the popups to promote this same coupon code to now:

  • Canvas Factory has seen a 6% to 9% increase in use of the coupon, and
  • Subscription to their mailing list has grown by over 14.3%.

Now the brand’s marketers can do a better job actively nurturing prospects claiming the coupon, and re-marketing to successful first-time customers.

But in terms of the bottom line? Managing Director Tim Daley says it best:
Tim from Canvas Factory

“Unbounce played a key part in Canvas Factory’s conversion rate optimization activity for our subscriber campaign. This has contributed to over $1.1 million dollars in purchases.”

$1.1 million the brand may not have otherwise seen had they not tried the overlay? If that’s not making you reconsider whether or not your personal distaste for popups should stop you from trying one out, I’m not sure what will.

That said…

How’d the brand track success?

Tim tells us the coupon use was measured by integrating Unbounce popup overlays with their mail platform and their payment gateway CS-Cart:

“This [integration] allows us, per country level, to collect new subscribers, partition [them] to relevant country and then track their individual and group purchase application of the coupon acquired through the popup.”

Ultimately the integration lets Canvas Factory see:

  • How many customers are using coupons + how many discounts are being used total
  • Total revenue before and after coupons are applied
  • Average order value before and after coupons are applied
  • What kind of customers the brand’s attracting with coupons

All very useful factors in understanding how long a campaign like this is feasible for, and experimenting with different discounts.

Want to push your lead data collected via landing pages, sticky bars, and popup overlays through to your mail platforms and other tools? See our Integrations Powered by Zapier and all the connections available right in Unbounce.

It’s all about location: A lesson on why popups in the wrong place are a big mistake

Your gut feeling that popups can be scammy? It’s not far off. If used incorrectly at the wrong time or on the wrong URL of your site, they certainly can be. We’ve all seen these types of popups and they’re maddening.

In Canvas Factory’s case, it wasn’t as simple as create the popup, set it and forget it. In running their Unbounce popup overlay in several locations, they’ve learned placement and timing is critical.

In Tim’s case, he discovered that the blog wasn’t the proper placement for this particular offer, it was simply too soon in the buyer journey to be offering someone a discount. With posts on the brand’s blog aimed to help you take better photos of your kids and other photography tips, this level of awareness doesn’t really align with wanting to purchase right away.

Overall, Canvas Factory’s blog popup conversion rate was 0.18% versus the up to 11% conversion rate they’d seen on product pages where the purchase intent was likely higher.

As outlined above, aim to align your offers with buyer intent.

The lesson:

If you choose the right place for your offer (pricing pages and high commitment URLs in Canvas Factory’s case), you’ll see results because you offered a timely and relevant incentive. In the wrong place, however, you simply won’t see the results you want, and worse, you’ll irritate and annoy your visitors.

Get actionable tips on where to place your popups, and which types of messages perform best in our Best Practice Guide.

So you shouldn’t use popups on your blog?

No—Canvas Factory’s unique experience isn’t to say that popups on your blog won’t work, because they definitely can. You just have to choose the right kind of offer and perfect targeting. Because your blog readers may not be product aware yet, you need to align your offer with the level of awareness readers do have about your company (i.e. they might be open to a free in-depth ebook about the exact topic they’re already reading about).

You might also try directing your blog traffic to an even higher-converting area of your site.

Here’s a super relevant clickthrough popup Seer’s Wil Reynolds uses to offer up more relevant content on his site:

By proactively serving up what prospects might want next, Seer becomes more trustworthy and keeps people engaged on their site longer (which is a great sign in Google’s eyes). You can make traffic shaping like this the goal of some of your popups in locations where a higher-commitment ask doesn’t make sense.

Try an Experiment Yourself

Overall, popups can definitely be annoying when used aggressively or poorly (there’s no arguing that) but, as we’ve seen with Canvas Factory, proper targeting and relevant offers can make all the difference to both marketers and site visitors who can be receptive to proper incentives at the right time.

If you’ve got a great campaign or offer running, a well-timed and targeted popup could ensure all the right people see it and that you don’t leave opportunities on the table.

Try an Ecommerce popup from Unbounce today

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How Just One Ecommerce Popup Offer Helped Canvas Factory Generate 1.1 Million in Revenue

We’ve Got A Lil’ Announcement To Make: Rachel Andrew Is SmashingMag’s New Editor-In-Chief

Sometimes things evolve faster than you think. Something that started as a simple WordPress blog back in September 2006, has evolved into a little Smashing universe — with books, eBooks, conferences, workshops, consultancy, job board and, most recently, 56 fancy cats (upcoming, also known as Smashing Membership). We have a wonderful team making it all happen, but every project requires attention and focus and every project desperately needs time to evolve and flourish and improve.

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We’ve Got A Lil’ Announcement To Make: Rachel Andrew Is SmashingMag’s New Editor-In-Chief

Understanding The Product Adoption Curve Could Totally Transform Your SaaS Marketing

product adoption curve

Like with any type of marketing, SaaS marketing is all about understanding your customers. If you don’t know your audience like you know yourself, you might as well pack your bags and choose another career. That’s how crucial it is. But sometimes, you can know your audience super well, and you just get…stuck. It’s happened to even the best of businesses. Your product development, marketing, and launch could all be on point, and everything could still go belly up. Maybe you’re only getting a few sales, so you get demotivated. Is your product really good after all? Could you be…

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Understanding The Product Adoption Curve Could Totally Transform Your SaaS Marketing

5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate (Based on Actual Case Studies)

5 tests

Do you think your popups are converting at their highest potential? I’m guessing that unless you’ve been testing them to figure out what makes your audience tick, then probably not. Luckily, you can figure that out by, well,..testing of course :). And if you’re wondering what to assess first, I have some suggestions. As Head of Customer Success at WisePops, an intelligent popup builder, I’ve reviewed hundreds of A/B tests. Based on this experience, I’ll share 5 popup A/B tests which can make a difference for your future and existing campaigns (spoiler: one of our customers almost tripled the number…

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5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate (Based on Actual Case Studies)