Tag Archives: conversion

Product Marketing Lessons Learned: An Interview with Shopify’s Hana Abaza [Video]

Hana Abaza runs the marketing show over at Shopify Plus, the enterprise arm of e-commerce software giant Shopify. In the interview, we unpack some of the ways they’re increasing product awareness and adoption of a new product – including the genesis of the idea for Shopify Plus, and some product marketing lessons learned.

We also talk about MacGyvering, crazy startup ideas, and a ton of resources you can use for your own product marketing efforts.

Watch My Interview with Hana Abaza on Product Marketing Lessons Learned

Show Notes

Here are all the resources we talked about:

  1. 09:03 Jobs to be Done (JTBD) Framework | Framework
  2. 15:45 Product adoption tips
    Some of Hana’s presentation slides.
  3. 18:00 Partner Marketing
    How Shopify leveraged their partners to create content to influence organic search for a new product.
  4. 20:08 Marketing a product with no pricing on your website
    Is it harder or easier to market an enterprise product when you only have a demo request?
  5. 24:10 Who does product marketing well?
  6. 25:15 First Round Capital Interview with Joanna Lord
  7. 27:14 Intercom Product Marketing
  8. 30:13 MacGyvering
  9. 31:10 Who would Hana take to a deserted island?
    The Unpublished David Ogilvy.
  10. 33:50 Hana’s favourite dad joke
    What do you call cheese that isn’t yours? Nacho Cheese!

Cheers
Oli Gardner

Get back here on Monday where I’ll be showing you how to use Sticky Bars to craft really cool mobile user experiences.

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Product Marketing Lessons Learned: An Interview with Shopify’s Hana Abaza [Video]

How a Two-Step Opt-In Compares to an Exit Popup [A Psychology Principle & Conversion Data]

I’ve no idea how to actually do the two-step. Apparently it looks a little something like this:

It’s way too complex for me. Fortunately, when it comes to marketing, the two-step opt-in form is much simpler.

What is a Two-Step Opt-In Form?

Well for starters it’s a two-time hyphenated term that’s really annoying to type. Functionally though, instead of including a form on your landing page, blog, or website, you use a link, button, or graphic to launch a popup that contains your form.

Why are Two-Step Opt-In Forms Good For Conversion?

There are two reasons why this approach is good for conversion rates, both of which have an element of behavioural psychology.

  • Foot in the Door (FITD): The FITD technique is an example of compliance psychology. By design, it’s good because the form is launched after a user-driven request. They clicked the link to subscribe with the intent to do exactly that, subscribe (or whatever the form’s conversion goal is). The click demonstrates the reaction to a modest request, creating a level of commitment that makes the visitor more likely to complete the form (the larger request) when it’s presented.
  • Perceived friction: Because there is no visible form, the idea of filling out a form is not really top of mind. This reduces the amount of effort required in your visitor’s mind.

What Does a Two-Step Opt-In Form Look Like?

They look a little like this artful sketch I did last night.

Let’s try a demo. You can subscribe to follow along with Product Awareness Month by clicking the banner.

Clicking that banner uses the two-step concept to launch a popup containing the subscribe form.

Pretty simple, right?

You could also click on any of the images below to do the same thing.

I configured all of these with Unbounce Popups by targeting this blog post URL and using the “On Click” trigger option set to function when an element with the ID #pam-two-step-v1 is clicked.

This trigger option is awesome because you can apply it to any element on your pages. And as you’ve just seen, you can have as many different popups as you like, all attached to different page elements.


You Can Also Use a Sticky Bar for a Two-Step Opt-In Form

The functionality is exactly the same if you want to use a Sticky Bar. Click the image below to show a Sticky Bar with a form, at the top of the page.


How Do Two-Step Opt-In Forms Perform?

Great question! I’m glad you asked.

Throughout Product Awareness Month I’ve sprinkled a few two-step opt-in popup opportunities like this one:

I’m also using the exact same popup using the exit trigger, so visitors see it when they are leaving the page (to compare performance). 100% of visitors will get the exit popup (once only), and the on-click triggered links are also available to all (just less likely to be seen).

To compare the data, the exit popup obviously gets seen a lot more as it triggers once for everyone. Conversely, the “On Click” popup gets fewer views because it’s a subtle CTA that only appears in a few places.

You can see some initial conversion rates below from the Unbounce dashboard.

I know, I know, not big sample sizes just yet (I’ll report on this again at the end of the month), but the difference is looking impressive.

The “On Click” triggered popup conversion rate is 1,169% better than the exit popup.

There is the argument around conversions is more important than conversion rate, but that doesn’t take into account any negative perception from the exit popup (thousands of people seeing it and not converting) vs. no negative perception from the on click version.


Convinced yet? I hope so. Now I’d like to challenge you to try your own experiments with popup triggers and the awesome two-step opt-in form.

Sign up for a 30-day trial and build some Popups today. You also get the Sticky Bar and Landing Page products included in your account.

Cheers
Oli

p.s. Come back tomorrow to see a video interview I did with the awesome Head of Marketing at Shopify Plus, Hana Abaza.

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How a Two-Step Opt-In Compares to an Exit Popup [A Psychology Principle & Conversion Data]

What is Keyword Cannibalization?

glossary keyword cannibalization

Keyword cannibalization is what happens when you have multiple pages on your website that all target the same keyword. When more than one page is designed to rank for one particular keyword, you end up competing with yourself. As a result, each page ends up with diminished authority, a lower click-through rate and even lower conversion rates than you’d achieve from having just one target page. Cannibalizing Your Content To put it simply, keyword cannibalization is the act of splitting clickthrough-rate (CTR), links and conversions between two pages that should either be merged together or should be targeting different keywords….

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What is Keyword Cannibalization?

Designing for Subscription: 6 UX Musts for Increasing Sign Ups

Your music is being streamed on all your devices with Apple Music and your favorite shows find a home at Netflix. Your physical store can accept payments via your Shopify subscription and now you can even get your basics like underwear or healthy food delivered to you through services like Stance and Graze respectively. Subscription services are not just the future of e-commerce anymore. They are very much the present. Subscription services are great for consumers as they get to experience much more content than they do with one-off purchases (think entire music libraries instead of a single album). They…

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Designing for Subscription: 6 UX Musts for Increasing Sign Ups

7 Ways to Completely Blow Your Online Advertising Budget

ad budget on fire

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half. – John Wanamaker (1838 – 1922). This statement, at the time it was first made back in the late 1800’s, echoed the sentiments of merchants and advertisers all around. Back then, advertising was less sophisticated – television ads, billboards and methods we consider “traditional” today. It’s next to impossible to measure the effectiveness of these methods. So many years have passed, and so many developments have been made in the world of marketing. Yet, in a world of digital marketing, where we have…

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7 Ways to Completely Blow Your Online Advertising Budget

How to Generate More Sales From an Ambassador Strategy

brand ambassadors

It seems influencer marketing keeps exponentially growing in popularity. Looking at Google Trends, the data agrees: The question is when you’ve established a relationship, what do you do then? According to Tapinfluence, 67.6% of marketers consider finding relevant influencers their largest influencer marketing challenge. But what about after those campaigns have run their course? How do you turn influencer relationships into ongoing relationships geared towards growth? For many industries, ambassador programs are the answer. They empower influencers with effective content while providing a solid and ongoing ROI. Today, I’ll share four steps to executing effective ambassador marketing campaigns. You’ll learn…

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How to Generate More Sales From an Ambassador Strategy

7 Crucial Steps to Convert Casual Visitors into Premium Customers

You have a professional website that looks attractive, your pages load up quickly as well, and you’re a master storyteller. Yet, you’re still struggling to make your casual website visitors make a purchase, or contact you for a quote. It can be very frustrating. However, you’ve got to understand no matter how great your website is, you can’t control people’s decisions 100%. But there are steps you can take to steer their decision making processes in the right direction. There are several reasons why website visitors aren’t converting. Here’s the proven 7-step process to take a ‘casual’ visitor who just…

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7 Crucial Steps to Convert Casual Visitors into Premium Customers

10,000 Hours of Practice Won’t Increase Conversions (But This Will)

It’s a maxim we’ve all heard and one we’re likely just as sick of. A saying which, if you spend any time on LinkedIn or other self-promotional platforms, you’ll find adorning countless updates, “motivational” images, and influencing all kinds of statuses. A belief so ingrained in the modern business psyche that it’s become almost synonymous with success. What’s the belief I’m referring to? Malcolm Gladwell’s idea that with 10,000 hours of practice, you can become an expert at anything. It’s an approach almost every successful person recommends. Countless hours of hustle will have you mastering your craft and reaching some…

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10,000 Hours of Practice Won’t Increase Conversions (But This Will)

Infographic: The Perfect Execution of Conversion Rate Optimization

if CRO is done properly

Today’s infographic is a good primer on what it takes to effectively run a conversion rate optimization campaign. However, one thing that I would like to add to this recipe is documentation. Conversion rate optimization is a science project. You’re dealing with data, hypotheses, results, measurement techniques and sources of error. Sounds like chemistry class right? Proper documentation is extremely helpful for interpreting results, understanding sources of error and providing historical record keeping for future testing. If you’re running conversion rate experiments today, you may have to hand the baton off to someone else when you move on. If you’re…

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Infographic: The Perfect Execution of Conversion Rate Optimization

10 Ways To Build An Actionable Content Marketing Strategy To Boost Conversion Rates

Content marketing is an essential technique that’s considered to bring in a huge return with a potentially low-tier budget.

What’s so special about it?

For one, content marketing can act as a backbone of all your marketing strategies, from paid campaigns to outbound strategies. Every marketing tactic is augmented to an audience with the help of content marketing.

Thanks to content marketing, businesses have been able to increase their website reach, conversion rates, lead generation, and more.

Even then, there have been common misconceptions that content marketing isn’t the best way to improve your conversions. We can see that 38 percent of organizations are yet to give content marketing a serious chance. This leads to a lower emphasis on content marketing as a growth and conversion-driving method.

B2B Content Marketing

Source

Here are 10 reasons that contribute to a poor content marketing strategy and its effect on your low conversion rates.

1. Aggregate Resources to Run Content Marketing

One of the challenges marketers face is the shortage of resources.  

This may be true for an organization that reaches a certain level of maturity, but content marketing still gets you results even with minimal resources.

There are 2 crucial parts of content marketing which are discussed as follows:

  • Team: A significant problem stated by CxO’s and marketers in various organizations is about building a team. Content marketing requires dedication and a clear strategy, but building a team is not a necessity. All you need is a clear content promotion and distribution strategy. And this has been validated by growing startups time and again.B2C marketing team size
  • Marketing Tools: Scarcity of marketing tools can also stall the progress of your marketing efforts. Generally, one can do most of the stuff manually, but the downside to the manual approach is a lot of time gets wasted. Here are a mix of free and premium tools that one can use as tools to streamline their content marketing efforts –
    • Keyword Research: Google Keyword Suggest, Google Trends, SEMRush, and Ahrefs.
    • Writing tools: Microsoft Word, Hemingway Writer, and Dropbox Paper.
    • Content Ideation and research tool: Buzzsumo, Alltop, Uber Suggest, and Google Search Suggestions.
    • Content Distribution (Social and Organic): Buffer, Meet Edgar, Contently, Stumbleupon, Feedly, and LinkedIn Pulse.
    • User Engagement tracking: VWO, Kissmetrics, Mention, Google Analytics, and more.

It’s a myth that content marketing requires a lot of resources that come at a premium. As a result, it is considered out of reach for most of us. However, if you put a little effort in finding the right set of tools, you’ll have these just with little spending.

2. Figure Out the KPIs for Your Content Strategy

Figuring out the critical KPIs, or key performance indicators, will tell you if you are achieving your target and if not, how much effort has to be put in. The KPIs you choose should indicate your progress toward your goal.

For content marketing, here are a few KPIs that you should always document:

  • Time spent on a blog or other content pieces
  • Forms filled for gated content like eBooks, Whitepapers, and so on
  • Bounce rate of your blog and averages views
  • Subscribers gained for a newsletter/email list
  • Social media shares
  • Conversion rate/Desired action was taken
  • Inbound links generated
  • Comments posted on your blog

For example, if you want to increase conversions and sign up customers for a trial, you would be measuring conversion rate as one of your KPIs.

3. Map Your Content Strategy to Your Marketing Funnel

Whilst creating a content marketing strategy, it is important that the creation procedure relates to various stages of your marketing funnel.

If a standard marketing funnel is divided into 4 stages, it is imperative that the content strategy is in line with it.

Content Marketing and Funnel Journey

A guideline, like the one above, can you give a clear picture about creating an effective content strategy. This strategy can guide your audience or customers at every stage of their journey.

4. Streamline Your Content Strategy

It’s a nightmare for marketers to streamline their content strategy. And it’s a task that a content marketer has to overcome, as the smoother the process to churn out quality content, the smoother it is to engage with your target audience.

Here is a quick strategy flow that you can follow to streamline your process:

Build a Content Calendar

  • Build a content calendar even when you are planning to publish a couple of articles over a month or so.
  • Strategize your content marketing around content bundles. Target no more than 2 keywords for a month.
  • Using the 2 keywords, share multiple content collaterals on your website as well as on guest blogs and web pages for a month.
  • Depending on your team size, you can scale from just 2 keywords to more.
  • In the next month, move to the next set of keywords from the pool of your target keywords.
  • For each month, repeat Steps b and c.

Automate your social media distribution

  • The most common reason that discourages marketers to use social media to market their content is the distribution part. Posting on social media becomes tedious when you publish over 10–12 social updates daily.
  • To solve this problem, use social media automation.
  • Use tools like Buffer and Hootsuite to automate content distribute among social websites like Twitter, Facebook, and LinkedIn.
  • To monitor social media activity, you can either use the analytical dashboard provided by different social media websites or a tool like Mention or Brand24.

Build and follow an outreach program

  • Outreaching is crucial if you want to promote your brand and build links. It also puts you in the spotlight with influencers and provides the much-needed exposure.
  • Email and social media are the two best channels for an outreach program.
  • If you’re starting out, you can use various templates available on the Internet. We like these ideas shared by HubSpot and Mailshake.
  • Automate your outreach campaigns by using tools like Gmass or Ninja Outreach. Set up automatic follow-ups so that you can focus on what really matters.

With these 3 elements of content marketing in place, you will realize how effective content marketing is. Most importantly, you and your team will become a content-generating factory in no time.

5. Solve the Dilemma – Long vs. Short Content Pieces

It’s a common belief that long-form content works better if it were to rank for any given keyword.

While this is true in most cases, yet writing short-form content does not batter your business. The reason behind it is the purpose of your content.

There are various factors that you need to consider before concluding that “My blog post has to be a long one.” Don’t compromise on the quality of your post because it needs to have a certain length.

Instead, pay attention to these factors:

  • Target Audience: When you are ideating your content strategy, it is important to figure out your audience. See who you are targeting, what problems you are trying to alleviate for your audience, and where you fit in. Now, devise the purpose of your post.
  • Writing Style: Some content writers and marketers have the habit of writing unnecessarily lengthy content. Some want to keep their content short and to the point. If you’re changing your writing style, be steady.
  • Type of Content: Not all content can be words. As a business, you need to have diverse content creation and distribution strategy. Most successful business owners and individuals invest in a variety of content verticals like blogging, infographics, eBooks, Whitepapers, video walkthroughs, and more.
  • Content Posting-Frequency: The length of your blog posts also matters on your posting frequency. To post articles or other content pieces every few days, you would have to write brief and small pieces of content. However, people who tend to post once in a week or two tend to write longer content. Avoid being stringent to a strict deadline if you or your team feel that you are compromising on the quality of your content.
  • Post Format: The format of your post has a lot of impact on the readability. If you lean toward writing short paragraphs with a good amount of whitespace and images, you can produce a short form or long form content and both can be equally engaging.

6. Don’t expect to get fast results without a proper structure

While marketers may agree that content marketing is a lengthy process and does not get immediate results, at times, it may be the only way to build authority for your business.

To elaborate we are going to discuss the CRM Industry. CRM stands for Customer Relation Management systems.

What is a CRM?

A CRM system gives other teams, such as sales, customer service, business development, or marketing, a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all at a central location. The purpose is to make information about every customer interaction available to anyone in your company who might need it. [Source]

The CRM industry is a crowded and competitive space. CRM is the backbone of any brand’s sales and marketing process.

Giants like Salesforce and SAP are battling it out in the open; and brands like Hubspot, Pipedrive, FreshWorks, and others are being billed as the up and coming CRM platforms.

Yet, the industry is still blooming. How do you then outrank the competition?

Paid advertising and outbound marketing are a costly affair.

We will share a small story about a fairly new SaaS company named Pipedrive that tapped content marketing to not only get noticed but also get lot of conversions.

Pipedrive is a young CRM platform that has been targeting small- to mid-level businesses. It focuses on content marketing efforts to improve its conversion rates.

Pipedrive devised a content strategy around sales management (a highly competitive keyword on Google and in the CRM universe). It took 3 months for it to rank from nothing to the first position on Google.

“Sales management” has a monthly search volume of approximately 10k with a high competitive score.

After a lot of brainstorming and coming out with a well-laid strategy, Pipedrive’s content marketing team could deliver in under 3 months.

So, before you play down content marketing as a strategy, think about Pipedrive—a nascent CRM platform that is now present in 140 countries with 4 offices across the globe.

You can read the complete case study here.

Content marketing might not bring you fast results, but planned execution can bring in massive results in 6 months.

7. Focus on Social Media

Marketers disregard social media as a viable, alternative method to build traffic and drive user engagement.

We were able to identify 2 major reasons for it:

  • Marketers believe that social media is meant only for businesses, which are targeting millennials and tech-savvy consumers.
  • Social media efforts result in wastage of valuable time. Marketers believe that if they can create quality content, search results will automatically bring in customers, en masse.

There are additional points other than the above reasoning.

  1. Almost 2 billion people are using social in one form or another. If you are not leveraging social media, you are losing a huge chunk of the audience.
  2. I’m sure, you’ve heard the phrase, “Putting all your eggs in one basket.” This phrase means banking excessively on just one method for achieving success. In content marketing, while search results bring in a major chunk of your audience, a simple change in the Google algorithm can completely block your traffic. So, there is a need to explore other channels as well to maintain a consistent traffic flow.
  3. You can’t build a relation without interacting with your customers and clients. Social media is one of the best ways to start building one.

8. Don’t Write Content Just around Your Brand

A common habit among marketers is of focusing their content only on their own product or service. To your target audience, this comes off as too promotional, so at times, the audience complains that it’s hard to trust such brands.

This can become a major problem for marketers who are trying to cultivate a meaningful relationship with their audience that benefits both parties.

Then what should you do?

The key purpose of content marketing is to develop a worthwhile relationship with the target audience. The readers should relate to you as a brand that genuinely treats a customer’s problem as its own problem.

Start looking for challenges your audience is facing. Create content that offers effective countermeasures to help overcome those challenges.

When your audience notices that your content is consistently relevant, they will keep coming back for more.

9. Invest in Content Marketing

Many organizations start delving into content marketing because they think the investment is zero or next to zero.

While this concern is true to an extent. You should understand that quality content creation has no importance if it’s not promoted on the right channel at the right time.

Promotion depends on your audience type.

For example, for targeting B2B audience, you may use professional networks like LinkedIn and GrowthHackers as well as public platforms like Twitter by using retargeting and online behavior.

Investing a small amount (a few hundred dollars a month) can help you promote your post to not just a few hundreds, but many thousands.

10. Write for the Web

Writing on the web is different from other forms of writing. Choose a topic and run a search query on Google, and you’ll find a sea of similar articles.

Therefore, it’s important to stand out.

Here is a popular framework that can help you improve the usability of your blog post and allow it to be more in sync with your audience.

Starting Afresh

Even if you have failed with content marketing at some point in your professional lives, that’s not the end you can try again.

To get results from your content marketing efforts, you need to give it a lot of time.

Look for small wins to gain the initial momentum. For example, set a target of building 5 inbound links to your website in the first month, or get 500 shares about your blog in 2 weeks’ time. When you start achieving your subgoals while going for the bigger goal, it becomes more quantifiable and attainable.

If you’re serious about content marketing, I’m looking forward to learning what sort of problems you faced or are facing during your journey in this field. Did you solve it, or are you working toward it? We would love to hear from you in our Comments section.

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10 Ways To Build An Actionable Content Marketing Strategy To Boost Conversion Rates