Tag Archives: company

How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

Google Survey

Facebook is still primarily a leisure social network: people browse it to connect with their friends, find interesting news and, of course, check out cat pictures. Therefore, most marketers believe that advertising on Facebook is useless for B2B. They’ll point to lower click-through rates for B2B Facebook ads, and higher costs per click, and go back to focusing on Google Adwords. Facebook is a great tool for B2C promotions, where marketers can offer discounts, promote sales and retarget buyers. But these tactics are not always suitable for the B2B crowd. That’s fair. But guess what? Companies are made of people….

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How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

What Makes a Great Press Webpage?

press page

PRs and SEOs love press releases. You get an SEO boost, earning links from journalists in your space across a bunch of different sites. And you get traditional PR benefits. But focusing on your press page could bring much bigger dividends. Think of a press page in the context of broader strategy. If you’re emailing and phoning publications trying to get yourself or your client mentioned, you’re doing ‘outbound PR’ – the PR equivalent of cold calling. Surprise, surprise: journalists don’t really like it, and as Bloomberg’s David Lynch warns, ‘you’re going to strike out most of the time.’ A…

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[Case Study] Ecwid sees 21% lift in paid plan upgrades in one month

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What would you do with 21% more sales this month?

I bet you’d walk into your next meeting with your boss with an extra spring in your step, right?

Well, when you implement a strategic marketing optimization program, results like this are not only possible, they are probable.

In this new case study, you’ll discover how e-commerce software supplier, Ecwid, ran one experiment for four weeks, and saw a 21% increase in paid upgrades.

Get the full Ecwid case study now!

Download a PDF version of the Ecwid case study, featuring experiment details, supplementary takeaways and insights, and a testimonial from Ecwid’s Sr. Director, Digital Marketing.



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A little bit about Ecwid

Ecwid provides easy-to-use online store setup, management, and payment solutions. The company was founded in 2009, with the goal of enabling business-owners to add online stores to their existing websites, quickly and without hassle.

The company has a freemium business model: Users can sign up for free, and unlock more features as they upgrade to paid packages.

Ecwid’s partnership with WiderFunnel

In November 2016, Ecwid partnered with WiderFunnel with two primary goals:

  1. To increase initial signups for their free plan through marketing optimization, and
  2. To increase the rate of paid upgrades, through platform optimization

This case study focuses on a particular experiment cycle that ran on Ecwid’s step-by-step onboarding wizard.

The methodology

Last Winter, the WiderFunnel Strategy team did an initial LIFT Analysis of the onboarding wizard, and identified several potential barriers to conversion. (Both in terms of completing steps to setup a new store, and in terms of upgrading to a paid plan.)

The lead WiderFunnel Strategist for Ecwid, Dennis Pavlina, decided to create an A/B cluster test to 1) address the major barriers simultaneously, and 2) to get major lift for Ecwid, quickly.

The overarching goal was to make the onboarding process smoother. The WiderFunnel and Ecwid optimization teams hoped that enhancing the initial user experience, and exposing users to the wide range of Ecwid’s features, would result in more users upgrading to paid plans.

Dennis Pavlina

Ecwid’s two objectives ended up coming together in this test. We thought that if more new users interacted with the wizard and were shown the whole ‘Ecwid world’ with all the integrations and potential it has, they would be more open to upgrading. People needed to be able to see its potential before they would want to pay for it.

Dennis Pavlina, Optimization Strategist, WiderFunnel

The Results

This experiment ran for four weeks, at which point the variation was determined to be the winner with 98% confidence. The variation resulted in a 21.3% increase in successful paid account upgrades for Ecwid.

Read the full case study for:

  • The details on the initial barriers to conversion
  • How this test was structured
  • Which secondary metrics we tracked, and
  • The supplementary takeaways and customer insights that came from this test

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[Case Study] Ecwid sees 21% lift in paid plan upgrades in one month

Google AdWords Launches Greater Visibility Into Quality Score Components (And What This Means For You)

A recent update to Google AdWords is changing the way performance marketers understand their landing pages’ Quality Scores. Image via Shutterstock.

While Quality Score is a critical factor in your ad performance, it’s always been a bit of a mystery wrapped in an enigma. Marketers have never been able to natively view changes to Quality Score components in AdWords directly. That is — even though expected click through rate, ad relevance and landing page experience scores are the elements contributing to your Quality Score, you haven’t been able to see these individual scores at scale (or for given timeframes) within your AdWords account, or export them into Excel.

Which is why, up until now, some especially savvy marketers have had to improvise workarounds, using third-party scripts to take daily snapshots of Quality Score to have some semblance of historical record — and a better-informed idea as to changes in performance.

Fortunately, an AdWords reporting improvement has brought new visibility into Quality Score components that could help you diagnose some real wins with your ads and corresponding landing pages.

What’s different now?

As you may have already noticed, there are now seven new columns added to your menu of Quality Score metrics including three optional status columns:

  • Expected CTR
  • Ad Relevance and
  • Landing Page Experience

And four revealing historical keyword quality:

  • Quality Score (hist.)
  • Landing Page Experience (hist.)
  • Ad Relevance (hist.)
  • Expected Click Through Rate (hist.)
what's new
Image courtesy of Google’s Inside AdWords blog

This is not new data per se (it’s been around in a different, less accessible form), but as of this month you can now see everything in one spot and understand when certain changes to Quality Score have occurred.

So how can you take advantage?

There are two main ways you can use this AdWords improvement to your advantage as a performance marketer:

1. Now you can see whether your landing page changes are positively influencing Quality Score

Now, after you make changes to a landing page — you can use AdWords’ newest reporting improvement to see if you have affected the landing page experience portion of your Quality Score over time.

This gives you a chance to prove certain things are true about the performance of your landing pages, whereas before you may have had to use gut instinct about whether a given change to a landing page was affecting overall Quality Score (or whether it was a change to the ad, for example).

As Blaize Bolton, Team Strategist at Performance Marketing Agency Thrive Digital told me:

As agency marketers, we don’t like to assume things based on the nature of our jobs. We can now pinpoint changes to Quality Score to a certain day, which is actual proof of improvement. To show this to a client is a big deal.

Overall, if your CPC drops, now you can better understand whether it may be because of changes made to a landing page.

2. You can identify which keywords can benefit most from an updated landing page

Prior to this AdWords update, ad relevancy, expected click through rate and landing page relevancy data existed, but you had to mouse over each keyword to get this data to pop up on a keyword-by-keyword basis. Because you couldn’t analyze the data at scale, you couldn’t prioritize your biggest opportunities for improvement.

Hovering over individual keywords
Image courtesy of Brad Geddes and Search Engine Land

However, now that you can export this data historically (for dates later than January 22, 2016), you can do a deep dive into your campaigns and identify where a better, more relevant landing page could really help.

You can now pull every keyword in your AdWords account — broken out by campaign — and identify any underperforming landing pages.

An Excel Quality Score Deep Dive
Now, an Excel deep dive into your AdWords campaigns can help you reveal landing page weaknesses.

Specifically, here’s what Thrive Digital’s Managing Director Ross McGowan recommends:

You can break down which of your landing pages are above average, or those that require tweaking. For example, you might index your campaigns by the status AdWords provides, assigning anything “Above Average” as 3, “Average” as 2 and “Below Average” as 1. You can then find a weighted average for each campaign or ad group and make a call on what to focus on from there.

What should you do when you notice a low landing page experience score?

As Google states, landing page experience score is an indication of how useful the search engine believes your landing page is to those who click on your ad. They recommend to, “make sure your landing page is clear and useful… and that it is related to your keyword and what customers are searching for.”

In short, it’s very important that your landing pages are highly relevant to your ad. Sending traffic to generic pages on your website may not cut it. Moreover, once you are noticing low landing page engagement scores, it’s time to try optimizing these pages with some quick wins.

In the words of Thrive’s Ross McGowan:

Figure out what a user wants, and do everything you can to tailor the on-page experience to them. Whether that be [using] Dynamic Text Replacement, A/B testing elements to get the best user experience, or spending less time on technical issues and more on writing great content.

Finally, for more on AdWords’ latest improvements, AdAlysis founder Brad Geddes has written a great article on Search Engine Land. His company had enough data on hand to attempt a reverse-engineer of the formula for Quality Score to get a sense of how changes to one of the QS components would impact overall score. His recommendation is much the same as Ross’, in that, if a landing page’s score is particularly low, your best bet is to focus on increasing user’s interaction with the page.

Want to optimize your landing pages?

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Google AdWords Launches Greater Visibility Into Quality Score Components (And What This Means For You)

How to Use Smarter Content to Build Laser-Focused Lists of Qualified Prospects

Laser Focus Content Marketing

Many companies invest a lot of time and money in content marketing. But very few are ever really successful with it. That’s because a lot of companies approach to content marketing as some sort of hands-off sorcery. They write blog post after blog post and then sit around and wait for something to happen (hint: nothing will happen). Instead, you should think of content as a type of currency – a strategic asset that you can use within a framework to drive business results. This requires a plan and a strategy for how you will use content and then which…

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How to Use Smarter Content to Build Laser-Focused Lists of Qualified Prospects

How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets

seo hacks

SEO can be expensive, but there are plenty of promotional opportunities that are free and cost-effective if you focus on value exchange and relationships. (Never invest in low-quality spam though — make sure any link building is strategic and carefully supervised). Warnings aside, there are ways to hack around tight budgets and achieve more for less with your link building. You don’t always have to invest in expensive advertising and publishing fees to gain good SEO traction. Here are some ways to get links, mentions, and shares without spending too much money (or time). Most of these tactics will help…

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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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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 Crazy Egg Guide to Facebook Marketing

The Crazy Egg Guide to Facebook Marketing

If you’re only going to use one social media site for marketing, the chances are it’s going to be Facebook. The now-ubiquitous social networking site has come a long way since its Harvard University origins and has been open to the public since September 2006. Over the years, it has added features that have become synonymous with social media as a whole, including photo sharing, video sharing, messaging and live video. It has also become a platform for other apps and games, has acquired other popular social and messaging networks (most notably Instagram and WhatsApp) and includes advertising. Facebook by…

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10 Questions to Ask Yourself When Your Conversion Rates Are Below Average

10-questions-ab-test-blog
Don’t wait until it’s too late. Check and maintain your conversion rates often, just like you would your car. Image via Shutterstock.

A major faux pas I often see with conversion rates is that businesses only seem to to address them when alarms are triggered.

Conversion rates require ongoing maintenance and should be regular focal points in your optimization and marketing efforts. Like a vehicle engine, they should be checked and maintained regularly.

When conversion rates aren’t what you had expected, it’s not uncommon for marketers and business owners to start making knee-jerk tweaks to on-page elements, hoping to lift conversions through A/B testing. While there may be some benefit to tweaking the size of buttons and adjusting landing page headlines and CTAs, there’s a great deal more to conversion optimization.

You must take a scientific approach that includes qualitative and quantitative data, rather than an à la carte strategy of piecing together what you think might be most effective.

Before making any changes to your landing pages, ask yourself these 10 critical questions:

1. Is there an audience/market fit for the product?

Analyzing the market for your product is something you do in the early stages of product development before launching. It’s part of gathering initial research on your audience and what they want or need. When you experience conversion problems, you may want to revisit this.

Use keyword tools, and platforms like Google Trends to discover the volume of interest in your particular product. If the traffic shows a steady or growing interest, then how well does the product in its current form align with the needs of the people searching for it?

Revisit your audience research and review the needs and problems of your customer. Make sure your product addresses those needs and provides a solution. Then look to how you position the product to ensure customers can see the value.

2. How accurate is your audience-targeting strategy?

There’s nothing quite as frustrating as watching hundreds of people visit your product or landing pages, only to be left with empty carts and no opt-ins.

visitors-no-conversions

It’s not easy to figure out what’s holding them back, but one of the first questions you should ask is whether you’re targeting the right people.

You may very well have a great product for the market, but if you’re presenting it to the wrong audience then you’ll never generate significant interest. This holds true for major, established brands as much as new startups.

Don’t start A/B testing without reading this ebook!

Learn how to build, test and optimize your landing pages with The Ultimate Guide to Landing Page Optimization.
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3. Has trust been established?

Asking people to hand over personal and financial information on the web requires a huge leap of faith. You need to establish trust before asking them to add a product to their carts and complete the checkout process or even to give you their email address.

One study from Taylor Nelson Sofres showed that consumers might terminate as many as 70% of online purchases due to a lack of trust. People may really want what you’re selling, but if they don’t trust you, then they’ll never convert.

There are several ways to establish and grow trust, which include:

establish-trust
Testimonials, notable recognitions and brand affiliations help to build trust among prospective customers. Image via ContentMarketer.io.

4. Do customers understand the benefits and value?

For customers, everything comes down to value, which is the foundation of your unique selling positions (USP.) You can’t just convince someone to buy something through conversion tricks like big buttons and snappy graphics. If they don’t understand the product’s value or how it might benefit them, then they have no reason to buy.

You have to communicate the value of your products accurately and succinctly, breaking down what you’re selling to the most basic level so your customer sees the benefits, rather than just the features.

Here’s a great example that I took from Unbounce:

unbounce-lp-benefits

This landing page put a big the value proposition right up front, mixing in high-impact benefit statements that help seat the value with the audience.

5. What is the purchase experience really like?

It’s important to understand the journey your customer has to follow in order to reach the point where they’re willing to convert. While your landing pages or ecommerce site might look clean, the next step toward a conversion could make the whole thing come crashing down.

Providing top-notch user experiences across all devices is imperative, which includes minimizing the number of clicks necessary to complete the transaction.

Complicated site navigation and checkout processes are among the top causes of cart abandonment. Test your conversion paths internally, and consider trying out a service like UserTesting.com to get unbiased consumer feedback on your UX.

6. Where are the leaks in the funnel?

Figuring out where people exit your site can be a good indicator of why people leave —– at the very least, it can help you narrow down where to start your investigation. Working backwards from the exit point can uncover friction points you didn’t even know existed.

Open your analytics and monitor the visitor flow. Pay close attention to where traffic enters, the number of steps users have to take while navigating from page to page, and trace the point where they typically exit.

Chart your own journey through your website while examining the on-page elements and user experience. Be sure to compare visitor behavior with your funnel visualization to determine when a leak is actually a leak.

7. What are the biggest friction points?

Friction in your sales funnel can be defined as anything that gets in the way of a conversion, either by slowing it down or stopping it completely. Some friction points might include:

  • Slow load times
  • Too many form fields
  • Too many clicks to complete an action
  • Hidden or missing information (like withholding shipping or contact information)
  • Poorly written copy and readability issues
  • Stop words
  • Garish design

(For additional insights into possible friction points in your own funnel, this article from Jeremy Smith, posted on Kissmetrics is a wealth of knowledge.)

You can reduce friction on your own site by taking small steps and testing them to see how they alter your conversion rates. Ask as few questions as possible, avoid overwhelming the customer with too many options, aim for clean and pleasing designs and hire a pro copywriter to make a stronger connection through words.

One of the simplest examples of improvement through the removal of friction comes from Expedia.

expedia-split-test
One seemingly insignificant change can have a dramatic impact on conversion. Image source.

By removing the “company name” field — just a single field on the submission form — Expedia made it easier for people to complete the form. That reduction in friction led to a $12 million increase in profit.

Given the size of Expedia and the volume of traffic they see, you could expect to see a lift like this through A/B testing. Changes don’t always being about such dramatic results, but you’ll never know the potential unless you start testing to remove those friction points in your funnel.

8. How do my customers feel about the process?

When you have concerns about your conversion rates, often the best place to turn for insights are the consumers.

Use feedback tools like a consumer survey to reach out to current customers, as well as those who abandoned their carts midway through the shopping experience. Ask them to provide information on why they made a purchase, why they chose not to, difficulties they experienced while on your site, feedback on design, etc.

This approach not only provides quality insight into what could be the likely cause of poor conversions, but also shows customers (and potential customers) that you’re making an effort to improve your site based on their feedback.

9. What does the data say?

Whenever possible, you want to make changes based on the data you’ve accumulated. Don’t focus solely on the conversion metrics of your website; analyze the data from your social ads and insights, visitor flow, bounce rates, time spent on page and more. Let the data drive your actions; otherwise you’re just firing wildly into the dark and hoping to hit your target.

Whether we’re talking about the ROI for content marketing or boosting ecommerce sales, data always matters. When you make changes, measure the new data and monitor those changes against the original. It’s the only way to know if you’re headed in the right direction.

10. How are my competitors selling this?

While I always warn people not to follow their competitors, you should still be aware of what they’re doing to leverage competitive insights garnered from their market research.

If your conversions are plummeting for specific products or services, look to the competition. How are they positioning their products? What are they doing differently to hook and engage the target audience? Draw comparisons and see how they align with the insights you’ve gleaned from your data to determine which elements you should test and improve upon.

Over to you for the questions

Now it’s time to look at your funnel and start asking the tough questions:

  • Do you need to re-verify product/market fit?
  • How accurate is your audience targeting?
  • Does your audience trust you?
  • Do your customers understand the benefits and value?
  • What’s the purchase experience like for the customer?
  • Where are the leaks in the funnel?
  • Are there major friction points killing conversions?
  • What feedback can customers offer about the process?
  • What does your data say about the conversion process?
  • What are your competitors doing right?

Remember to pay close attention to the numbers and make your changes based on data — not assumptions.

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10 Questions to Ask Yourself When Your Conversion Rates Are Below Average