Tag Archives: engagement

4 Ways to SEO Proof Your Influencer Marketing Strategy

influencer marketing and SEO

A few years ago, there was a joke that was going around on the internet. It goes something like this: “What is the best place to hide evidence of your wrongdoings? Page 2 of Google Search results!” While the joke itself may have been created in good humor, it does imply something extremely important. It’s crucial for businesses to compete for higher visibility in search results. Consumers are more dependent on the internet than any other medium, making search ranking crucial for businesses to attract potential customers. More often than not, people only look at the first page of search…

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4 Ways to SEO Proof Your Influencer Marketing Strategy

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)

An Animated Infographic on How to Build Successful Sales Funnel

sales funnel

So you’ve started a business, and you’re trying to make sure everything goes perfectly. This obviously means you’ll want to be prepared to drive sales on your website so you can generate revenue. And for this, you’re going to need an effective sales funnel that will lay out a strategy for attracting, engaging, and converting your audience. Build a Strong Foundation on Audience Insights A good understanding of your audience is crucial if you want to know how to enhance their purchase journey and ensure that they turn into paying customers. That’s why even before you start building your sales…

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An Animated Infographic on How to Build Successful Sales Funnel

8 Things You Need to Know to Improve Your Influencer Marketing Campaign

influencer

You’re going to start your very first influencer marketing campaign, and you want to make sure it’s a success. Or maybe you’ve executed a few campaigns before, and you want the next one to deliver better results. Either way, knowing how to manage your campaign effectively is crucial if you want influencer marketing to work for you. While it’s not always easy to manage influencer marketing campaigns, you’ll find it much easier if you remember the following steps: 1. Set Up a Goal You should always start with a defined goal, regardless of whether it’s influencer marketing or any other…

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8 Things You Need to Know to Improve Your Influencer Marketing Campaign

How to Use MailChimp’s Instagram Ad Integration

mailchimp instagram

Marketing automation platform MailChimp recently announced that Instagram ads can now be purchased, created, and managed right from your MailChimp dashboard. With email being 40% more effective than Facebook and Twitter marketing combined, MailChimp wondered – what if we combined the best of both worlds? MailChimp already unveiled their Facebook Ads integration earlier this year and made the bold statement to MailChimp users that combine email marketing and Facebook ads see an average ROI of 51% as opposed to interest-based marketing alone. Now, Facebook’s subsidiary, Instagram, is also getting in on the action. This means that, by using MailChimp, you…

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How to Use MailChimp’s Instagram Ad Integration

9 Customer Re-Engagement Emails You Need to Steal

emails you should steal

If you had one shot at a 100% guarantee that your customers will open every email you send, how would you do it? Will you tempt them with massive discounts on your products and services? Will you extend their free trial period? Will you add a free upgrade to their account? Whatever method you choose; one thing remains true: Forever does not exist. Your customers will get tired of you eventually. Acceptance Is Key Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career,…

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9 Customer Re-Engagement Emails You Need to Steal

Cross-Platform Native Apps With A Single Code Set Using Telerik NativeScript

Mobile applications are now a critical part of most enterprises, and there are many ways to create them, but what are the differences between these options and how do you choose between them? Do you choose to create native applications as Google and Apple intend? Do you choose to develop a mobile web hybrid application? Or do you find a middle ground?

Cross-Platform Native Apps With A Single Code Set Using Telerik NativeScript

We’re going to look at some of the common problems with developing mobile applications, both native and hybrid, and how NativeScript by Telerik fills the gap. We’ll proceed to develop a NativeScript Android and iOS application from scratch (using the supplied source code), and then convert the same application to use the bleeding-edge Angular 2 JavaScript framework.

The post Cross-Platform Native Apps With A Single Code Set Using Telerik NativeScript appeared first on Smashing Magazine.

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Cross-Platform Native Apps With A Single Code Set Using Telerik NativeScript

The one segment you probably aren’t (but should be) looking at

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Let’s say you’re segmenting traffic to your website.

You’re segmenting traffic because, in a digital world brimming over with messages, you want to make sure that the messaging on your site is Relevant to the right user at the right time.

And segmentation allows for personalization.

You believe that a more customized user experience will lead to more orders, demo requests, phone calls etc. So, you have structures in place to deliver appropriate messages to your different audiences, each with distinct needs and expectations.

But I must ask, how are you segmenting your visitors?

You might be grouping them by device, by traffic source, by demographic data.

General_Segments
People often segment general visitors by device, by traffic source, and by demographic data.

And these buckets are all viable:

  • Your desktop visitors may behave differently than your mobile visitors
  • Visitors coming from a Facebook ad may respond better to social proof triggers than those coming from organic search
  • Older visitors may browse your products differently than younger visitors

But the ultimate goal of segmentation, like conversion optimization, is to increase conversions. With that in mind, this post is all about that one segment you probably aren’t looking at: converters versus non-converters.

To clarify, your converter segment is not necessarily the same thing as your repeat-customer or Loyalty segment. Your converter segment includes anyone who converts, whether or not they’ve converted before.

Rather than focusing on different general visitor segments, you should turn your attention to the behaviors that differentiate visitors who convert from visitors who don’t.

When you focus on general visitor segments, you’re working from the top of the funnel to the bottom. Why not work from the bottom of the funnel, up? After all, that’s where the money is!

Correlation vs. Causation

First things first: when you’re looking at differences between converters and non-converters on your site, you must be wary of correlation versus causation.

It’s almost impossible to know whether converters are behaving in a distinct way because they’re already motivated to buy (correlation) or because the elements on the page have enabled those distinct behaviors (causation).

For example, does a converter browse more products than a non-converter because they’re already motivated to buy before arriving on-site? Or does an on-site UI that emphasizes browsability encourage converters to browse (and therefore convert)?

It’s similar to the search bar quandary: typically, visitors who search convert at a higher rate. But do they convert because they search (causation) or do the search because they’re already more motivated to buy (correlation)?

It’s a bit of a “the chicken or the egg” situation.

Fortunately, at WiderFunnel, we’re able to test on many retailers’ websites and take note of certain patterns. On multiple instances with different clients, we have observed clear and drastic differences in key user behavior metrics between visitors who convert and visitors who don’t convert.

These differences paint a picture of how your visitors shop. You can use this information to improve your UX and add features that’ll help your general visitors behave more like converters than non-converters. The hope is that encouraging non-converters to mimic the behavior of converters will lead to them actually becoming converters.

Moral of the story: If you observe impactful differences between converters and non-converters on your site, you should create a hypothesis that targets these differences.

WiderFunnel Optimization Strategist, Nick So, recently ran a test that did just that.

Let’s buy some shoes

One of our biggest clients is a global shoe retailer. Over the past 6 months, Nick noticed some patterns in their analytics:

  1. A high percentage of visitors that convert (like 60%) are returning visitors
  2. Converters visited 186% more pages per session on average and spent more time on page per session than non-converters
Converter_Stats
Converter vs. Non-Converter behavior on this client’s site.

Meaning, the majority of converters on this site have already been to the site at least once before and they seem to spend much more time browsing than their non-converting counterparts.

Nick So

It’s common sense that visitors who convert behave differently than those who don’t. But it wasn’t until we pulled the report and saw how big the difference was in their shopping behavior that we really thought to go down this path.

Nick So, Optimization Strategist, WiderFunnel

In previous testing, Nick had also observed that visitors to this site are responsive to features that increase the browsability of multiple products. He’d noticed the same sensitivity with some of our other retailer clients, where features that made it easier to compare products helped conversions.

We decided to run with this data. Our hypothesis was based on the idea that visitors who convert are most likely returning visitors, therefore, pointing them toward products they’ve already viewed will guide them back into the funnel.

The hypothesis: Increasing the browsability of the site by displaying recently viewed products to increase relevance for the visitor will encourage higher engagement and increased return visits, which will increase conversions.

Nick and the team tested a single variation against the Control homepage. The Control featured a “Recommended Products” section just below the hero section, displaying four of the client’s most popular product categories.

In our variation, we replaced this with a “Your Recently Viewed Products” section. We wanted to target those visitors who were returning to the site, presumably to continue in the purchasing process. The products displayed in this section were unique to each returning visitor.

Converter_Test
The Control (left-hand) versus our variation (right-hand), which highlighted “Your Recently Viewed Products”.

Our variation won, consistently outperforming the Control during this test. This client saw a 6.9% increase in order completions.

Bottom to top

When you’re segmenting your audience, don’t forget about the segment that floats at the bottom of the funnel. Instead of identifying the differences that characterize visitors coming to your site, why not work backwards?

Look at the behavioral differences that distinguish converters from non-converters and test ways to help non-converters mimic the behaviors of converters.

Have you noticed drastic behavioral differences between your visitors who convert and those who don’t convert? Do you tap into this particular segment when you plan tests? Tell us all about it in the comments!

The post The one segment you probably aren’t (but should be) looking at appeared first on WiderFunnel Conversion Optimization.

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The one segment you probably aren’t (but should be) looking at

Can Negative Reviews Increase Conversions?

It’s finally happened. After years of running a successful business you’ve finally got your first negative review. You know the effect customer reviews can have on your sales. Positive social proof helps drive sales and conversions whilst negative reviews and comments can immediately turn new prospects away from your business. So what do you do? […]

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Can Negative Reviews Increase Conversions?

5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts

A/B testing is without doubt the poster-boy of conversion optimization methods. And if you are a regular reader of this blog, you are probably investing a lot of resources into your A/B tests.

Thanks to these efforts, a decent percent of your visitors might convert, but chances are that you are missing an even greater number. Is there a way to supercharge your results?

Yes! Yes! Yes!

Although A/B testing is a great way to find your best message, it has its limits as well: you simply can’t communicate to everyone. You may find the message that resonates with the largest visitor segment, but there will be other segments that are not receptive to your primary message.

That’s where traditional retargeting comes into play: you target your abandoning (non-converting) visitors at a later time. It gives you a second chance to communicate to them — and to convince them.

But retargeting has its limits as well: you can only reach a limited percent of your abandoning visitors, and it costs you money – quite a lot in fact, and unless you’re a big brand with a healthy retargeting spend, it’s very likely that you aren’t reeling in all abandoning users.

What if I showed you a way to get a second chance to convert visitors BEFORE they left your site? What if I told you, that with onsite retargeting you can double your chances to convert, and you can try your second best message?

So What Is Onsite Retargeting?

We call the traditional, PPC based retargeting offsite retargeting — because you retarget visitors AFTER they’ve left your site.

But there are ways to get a second chance with your visitors BEFORE they leave your site – and second chances are rare in online marketing. What would a second page view mean for your optimization efforts?

Onsite retargeting is about monitoring the behaviour of your visitors, and if their behaviour indicates that they are about to leave your site, retargeting them with a secondary message at the right moment.

This message is usually presented in a special type of popup (it is usually referred to as exit-intent popups), but there are several other display formats available.

As a great example here you can see the onsite retargeting message Visual Website Optimizer is using on their website:

Onsite Retargeting - VWO
And when you click on YES:

Onsite Retargeting VWO - Form Field

What Kind of Behaviour Indicates User’s Exit Intent?

The most widely accepted indicator of exit intent is movement of the mouse. When a visitor moves the mouse out of the page with the ‘right’ speed and the ‘right’ velocity, your message should appear.

But you can use other engagement related metrics as well, like showing a popup based on time spent on page (are they browsing that page too long?), or scroll behavior (have they finished reading the content, and now scrolling back? It is especially useful in mobile browsers), etc. The best onsite retargeting platforms support several popup trigger events.

Now that you know what onsite retargeting is about, let’s see how you can use it to boost your A/B testing results.

#1: Target Multiple Customer Segments

The primary message to visitors is usually centered around selling, or some harder conversion, like requesting a quote. Which is justified, since you paid a lot to acquire them, and this is where you make your money, right?

Right, but most of your visitors will not be ready to buy (or even sign up for a free trial) the first time they visit your site. Why? Because a visitor could be in any stage of the buying process:

Buying Stages of Customer

Can you communicate to visitors in all stages? Not likely, but you can definitely double your chances with onsite retargeting. You can push your sales messages to visitors in more advanced stages (who are already considering buying a solution for their needs), and you can back this primary message up with onsite retargeting campaigns specifically designed to convert early-stage visitors.

As a B2B software solution Antavo.com has a complex value proposition, which makes converting early stage visitors into leads difficult. That’s why they promote an easier conversion goal (a free introductory guide) to early stage customers:

Popup For Early Stage Buyer

Everyone loves FREE. Offering a free giveaway as an incentive is a great way to get people to sign up for your subscriber list. It’s a direct application of Cialdini’s principle of reciprocity — by giving something for free, a user is much likelier to return the favor by sharing his contact details. An ebook is one of the best free giveaways.

#2: Improve User Eperience

Optimizing for conversion often means that you have to push your offers in a more intrusive manner than you feel comfortable with. For example, you have to emphasize your lead magnet and your subscription box on your blog – but let’s admit that does not usually add to user experience. When you have to make a choice between user experience and conversions, picking one is never easy.

You must be thinking: right, and how will a popup help with that? The words ’pop-up’ and ’better user experience’ are rarely used together. We are used to annoying popups, which jump up at just the worst moment, blocking our view of the actually relevant content.

Well, onsite retargeting can help with that. First of all, the retargeting message will be triggered at just the right moment.  After all it will be shown when the visitor has just finished reading, and is about to leave your site – you are not distracting them while they are still browsing.

Plus, onsite retargeting allows you to optimize the original content better for user experience. You can make that subscription box a little less loud, and show your offer in an eye-catching format when visitors are about to leave.

You can also use onsite retargeting to forward visitors to other content that may interest them. This way you can have multiple opportunities to get that conversion. For example udemy.com uses onsite retargeting to promote their most popular categories:

Redirect to More Relevant Content - Udemy

Is this kind of message annoying for an engaged visitor? Not likely. Can it help you? Sure it can: you can redirect your visitors to your best content, and increase the chance of converting them.

#3: Redirect Users to Most Optimized Pages

You might have hundreds of landing pages (or regular pages) with significant traffic, but chances are you do not have the resources to optimize all these pages to the same level. More than likely there are a few top pages that you concentrate your optimization energies on.

Onsite retargeting can help you there as well: you can redirect abandoning visitors to these most optimized pages.

Bitninja, a leading server-security startup uses onsite retargeting to push users towards their most optimized sign up page (for free trial).

Redirect to Best Optimized Pages

Using onsite retargeting they increased the number of trial users by 65%.

#4: Personalize Display Messages

You have lots of visitor segments and customer groups, and they don’t respond the same way to each message. You should try to communicate messages that are relevant to the particular segment.

You can do that with onsite retargeting campaigns. Digital Marketer promotes the most relevant giveaway to each visitor of theirs.

If their visitor is interested in Facebook advertising? They show them a Facebook-related lead magnet:

Onsite Retargeting - Example

Are they interested in blogging? Show them a blogging related content:

Another Instance of Onsite Retargeting

And if they know nothing about the visitor’s interest? A universally relevant message is shown:

Without Segmentation - Generic Message

#5. Double A/B Testing Opportunities

Who told you that you can only test the primary message? You can test your onsite retargeting messages as well, and essentially double your test opportunities.

Conversific.com tested two different headlines in their onsite retargeting message, and the winner variation outperformed the other by 47 percent.

A/B Testing Popup Headlines

Is Onsite Retargeting For You?

If you are serious about improving conversions, then onsite retargeting is a great option to look into.

You want to use an onsite retargeting solution that allows you to easily set up and test different ideas without the need of coding. With the right software setting up your onsite retargeting campaigns can be done in hours, or in days at maximum if you have a more complex website with lots of different messages to communicate.

When done correctly, onsite retargeting will help you make your A/B testing efforts more effective by recovering users before they abandon your page, and giving you a second chance to convert them.

It’s your time to tell us now. Have you used onsite retargeting and how was your experience? Share your views, let’s all head back home a little wiser.

(Note: This is a guest post authored by Csaba Zajdo, founder of Optimonk, an award winning onsite retargeting platform.)

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5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts