Tag Archives: company

Glossary: Guerilla Marketing

guerilla marketing

Guerrilla marketing is a form of marketing that utilizes unconventional tactics to get maximum results when promoting a business or service. As the name suggests, this style of marketing relies heavily upon surprise, creativity and shock and awe tactics. Thus, large quantities of money are not necessarily required to perform guerrilla marketing — making it an ideal strategy for startups, small businesses and enterprises alike. It’s a much more personal form of marketing and tends to humanize even the largest of brands. Regardless of the size of your company, a little excitement and buzz surrounding your brand can always be…

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Glossary: Guerilla Marketing

Lean UX Design for Startups – A Walkthrough

lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

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Lean UX Design for Startups – A Walkthrough

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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What Makes a Great Press Webpage?

[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.



By entering your email, you’ll receive bi-weekly WiderFunnel Blog updates and other resources to help you become an optimization champion.

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

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