Tag Archives: following

Don’t Settle. Build the Marketing Campaigns of Your Dreams Without a Line of Code

Conquer technical limitations with Zapier and Unbounce

Hi, I’m Corey. Are you an idealistic marketer, like me?

That is—do you plan your marketing campaigns by pretending technical limitations aren’t a thing and just map out the ideal experience you want for your prospects from first impression to final conversion? Like this:

A photo of my actual campaign flow on the whiteboard.

If your whiteboard looks this optimistic, read on. We’ll nerd out together.

After us idealistic marketers are done dreaming about our perfect campaign structure from start to finish, the harsh reality sets in: technical limitations are definitely a thing. When the time comes to figure out how to actually do something a little crazy, like augment lead data or enrich it with extra data pulled from ‘the internet’, things get much trickier. But if you’re dedicated to the campaign you mapped out, you really want to make it happen.

Often, you’ll ask a developer for help and hear, “Sure it’s possible. I’ll just need two weeks to code it up. Log a request and we’ll prioritize it against all the other requests for my genius.”

We both know you’re not logging that request, because it’s not getting prioritized.

Eventually, you run a campaign that looks exactly like what you’ve done before, or what everyone else is doing, because it’s relatively easy for us—lowly marketers—to pull off by ourselves.

It’s infuriating.

Can’t we Execute More Sophisticated Marketing?

Is it too much to ask that we can create whatever the hell we dream up, so we can push the industry forward? To deliver the experience we think could make a difference to our prospects—one they might even enjoy?

Not if we need to rely on devs to help build our lead management or the integrations component of our campaigns for us, unfortunately.

However, I’ve found that more and more often I don’t need to have these futile conversations with developers. Modern martech has brought us tools to help, and the tool that comes up most often for me is Zapier.

Your Marketing on Zapier

Have you ever punched above your weight at work and solved a problem that that you’re totally unqualified to solve? It. feels. so. satisfying. You feel way smarter than you actually are.

I got that feeling when I used Zapier with Unbounce for the first time. I still get that feeling today. If you dream big enough, and can connect the right tools together, you can pull off campaign workflows that feel almost impossible.

Exactly how I felt having used Zapier for the first time.

Most recently, I tried to execute the campaign in the whiteboard photo above (the one above the Dragonball Z meme). The campaign—called Conversion Quest—challenges PPC marketers working in agencies to double the conversion rate of one of their client’s landing pages in 30 days.

When planning this campaign, I wanted to have a prospect fill out the form on a landing page with the current date (when they were “starting their quest”), and their current conversion rate. From there, they’d receive an email confirming their personalized quest goal and deadline by which they’d ideally complete the challenge (The email was to automatically pull in someone’s target conversion rate and their custom due date a month out).

Of course, when I’d planned this flow, there was no technical way to magically include a doubled conversion rate and custom due date directly in each prospect’s followup message. That is until my colleague reminded me of Zapier Formatter, which allows you to manipulate your lead data before it goes into your marketing automation platform (or CRM, or Email Marketing Service, or wherever other tool you can think of). Just 30 minutes later (and without approaching our dev team), I had augmented data going into our marketing automation platform.

Now Conversion Quest runs with custom info in the followup, all thanks to a quick Zap (a preconfigured integration template connecting two or more apps).

Here’s an example of the message I send in that campaign:

Here’s a sample of the email I manipulated data with via Zapier to personalize.

Now, are you going to need to use Zapier so you can build Conversion Quest?

No (that’s my great idea)… But my bet is you’ve got amazing campaign ideas for which Zaps could help you create a consistent (better!) experience for your leads, and help you stop relying on developers. As a bonus, Unbounce now has Integrations Powered by Zapier available right in the builder, so you can do this super quickly, without ever leaving Unbounce.

Here’s just a sampling of the Zaps available right in Unbounce. There are 60+ right in app, and with a Premium Zapier account you can access over 900!

Let’s dig into the versatility for a second.

Leveling up your marketing (without a line of code)

You could use Unbounce’s Integrations Powered by Zapier if…

1. You need to connect a client’s hodgepodge of tools

In this case, you’re a marketing agency that needs to build high-converting lead gen landing pages, overlays or sticky bars that connect to anything and everything your clients use, which could include:

  • Hatchbuck
  • Base
  • Follow Up Boss
  • Agile CRM
  • Pipedrive
  • Salesforce
  • HubSpot CRM
  • Capsule CRM
  • PipelineDeals

A few quick Zaps can connect your lead data to all of the above.

2. You want to use an existing CRM or marketing automation platform, with custom landing pages/Unbounce

If you’re using a tool that requires you to use rigid forms or landing pages, but you’d rather have custom landing pages that look great, convert like crazy and give you more control over the experience, you’d simply Zap together your landing page builder with tools/platforms like:

  • GoToWebinar
  • Marketo
  • Salesforce
  • Pardot
  • MailChimp
3. Your CMS or Marketing Automation tool doesn’t enrich your data for you

With Integrations Powered by Zapier, if you collect a lead in Unbounce, Zapier can enrich the lead’s profile with extra data (using, for example, the lead scoring Zap) en route to wherever you’re storing your leads.

4. Your sales team would like to be notified immediately when a super qualified lead comes in…but they never check their email

For this, you can try sending notifications via the following Zaps:

  • SMS integration
  • Slack
  • Twitter
  • LinkedIn
5. You’d like to route leads to specific salespeople in your CRM depending on the info a prospect submits in a form

Joe Savich from Altos gave this a try in Unbounce, and had high praise for this email parser Zap:

“It’s pretty nice. The integration powered by Zapier was super easy to setup…I was able to create a lead notification with a condition that, depending on which custom field was chosen, would send that lead to the appropriate sales team. My client thinks I am a magician! I could see this being used a lot going forward.”

Overall, of all the feature releases in my 4 ½ years at Unbounce, Integrations Powered by Zapier is my all time favourite. Zaps from right inside our builder empower marketers to do things you shouldn’t be able to do, without developers. And they make you feel really smart.

If you’re committed to driving our industry forward with some next-level marketing (that may look impossible at first glance), I’d urge you to try zapping some connections together and getting creative. You might surprise yourself, or better yet your boss or clients.

Continue reading: 

Don’t Settle. Build the Marketing Campaigns of Your Dreams Without a Line of Code

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…

The post 5 Real-Life Popup A/B Tests That Will Help Boost Your Conversion Rate (Based on Actual Case Studies) appeared first on The Daily Egg.

More:

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

Why Spending $1,000 on Instagram Influencer Marketing is Worth It

instagram influencers

You might have noticed that influential Instagrammers are doing a lot of promotions for brands relevant to their niche. Being such a visual platform, Instagram may be the best platform for you to run your influencer marketing campaign. Maybe you’re tempted to try it out, but you’re not too keen on investing in a platform that you’re not sure would deliver results. So let’s take a look at some of the reasons why it’s worth it to spend your marketing dollars on Instagram influencer marketing. You’ll Reach a Massive Audience While Facebook still dominates social media usage, Instagram is the…

The post Why Spending $1,000 on Instagram Influencer Marketing is Worth It appeared first on The Daily Egg.

Continue reading – 

Why Spending $1,000 on Instagram Influencer Marketing is Worth It

The Crazy Egg A/B Test Planning Guide

A/B Testing, or “Split Testing” as it is also known, can be one of the most useful and powerful tools available for CRO, when used correctly. Without careful planning and analysis, however, the potential benefits of an A/B test may be outweighed by the combined impact of errors, noise and false assumptions. For these reasons, we created The Crazy Egg A/B Test Planning Guide. Our user-friendly guide provides a roadmap through the A/B test planning process. In addition, it serves as a convenient way to record and store your testing history for future review. What is an A/B Test? If…

The post The Crazy Egg A/B Test Planning Guide appeared first on The Daily Egg.

See original article here: 

The Crazy Egg A/B Test Planning Guide

How to Improve Your PPC Reporting (And Your Landing Page Strategy, Too)

Once upon a time, “Pay-Per-Click (PPC)” referred to a digital marketing practice where companies were charged each time somebody clicked on their search engine ads.

But with the rise of social, display and programmatic platforms, PPC marketing has expanded to involve more than search engines alone. These days, PPC specialists run paid campaigns across a variety of channels, and while the territory has changed, the reporting tactics haven’t.

Why your PPC reports aren’t awesome

You’re not alone if you find that the following things are holding you back from the advanced PPC reporting of your dreams.

1. The same words are used for different things

Most PPC specialists still end up pulling the same reports about the same quantitative metrics from Google Analytics. The problem is that different platforms (Facebook Audience Insights, Google AdWords Dimensions tab, Google Analytics, Bing Reporting) speak different languages.

Each platform’s PPC attribution models are different, their user data tracking is different, even some of their definitions are different.

Just look at how we measure “clicks.” On Adwords or Bing, a “click” means someone clicked from an ad through to your website. Meanwhile on Facebook, a “click” could mean clicking from an ad through to your Facebook page, your website, or just reacting to the ad itself.

Cbc GIFs - Find & Share on GIPHY

With different platforms and tools telling you different things, it’s pretty easy to make inaccurate conclusions about your PPC performance.

2. Your reports rely purely on baseline metrics

Tactics and terminology aside, these quantitative metrics don’t paint the full qualitative picture. Seeing that your click-through rates have increased doesn’t necessarily explain why.

If you saw that the cost of bread went down one day, you wouldn’t blindly assume that production of wheat got cheaper overnight. You would look into the expiry date, the shelf date and examine the product to try to understand the story behind the numbers.

So what do your metrics actually mean, and how can they help you drive more qualified traffic to your site? We’re here to help you generate insights from your PPC reports and show you how PPC performance can impact your landing page strategy.

How to Build PPC Reports that Actually Are Awesome

You want your PPC reports to provide takeaways that you can use to optimize your campaigns. There are a few measures you can take, together or on their own, to better understand your campaign performance.

Determine a baseline and track conversions by channel

Surprise, surprise! A conversion is one more metric that differs by channel. This is partly because each platform has a different attribution model, and partly because users have different intentions and behaviours per platform.

For example, cost-per-clicks (CPCs) tend to be cheaper on Bing because there is less competition and a higher conversion rate due to an older demographic:

bing keywords example

On the other hand, it’s easier to max out impression share and budget on Bing because there is less overall search volume compared to Google:

Google keyword example

Similarly, a user landing on your website through a non-branded keyword is less likely to convert than someone clicking through a branded keyword. It can be even harder to identify intent through social platforms, as users scrolling through feeds may come across your ad and engage out of interest but not be ready to convert.

Establishing platform-specific KPIs is an essential step to ensure you know what success looks like on every channel.

Qualify your visitors and monitor by segment

Given that each individual user’s intention varies by platform, it’s important to target your ads where they will be best received.

Instead of assuming every interaction is equal, use your platform insights to identify key audience groups and segment for target personas.

Monitor how your paid traffic fluctuates overall and by target audiences:

  • How do your audiences convert differently across various platforms?
  • How do you measure success differently between your branded and non-branded search campaigns?
  • How are you targeting different user segments through social campaigns?

A great way to identify whether you’re attracting relevant traffic is by keeping a close eye on your Search Query Report in AdWords and Bing. This report allows you to see exactly what people typed into the search engine when your ad appeared, so that you can adjust your keywords accordingly.

Track absolutely everything

Are you noticing an abnormal bounce rate or reduced number of sessions week over week through a specific source or medium? Setting up event tracking through Google Tag Manager can help you better understand on-site behavior and create custom metrics.

Your primary conversion may be an e-commerce purchase, but that doesn’t mean newsletter sign ups aren’t valuable. Tracking micro-conversions can give you a clearer idea of how people are engaging with your site and where there might be gaps in information.

At our Call to Action conference, Dana DiTomaso advocated for Google Data Studio as a great way to combine all your data into custom reports and dashboards.

If you’re doing cross-channel online advertising (which you no doubt are), it’s important to be able to see all your metrics visualized in one place. It makes it easier to draw analyses and gather insights to then share with colleagues or clients.

PPC Reporting + Landing Pages = Even More Awesome

Of course, it’s not enough to just put your conversions and KPIs into a beautiful report — it’s what you do with your PPC insights that matters.

Let’s say you spent years learning how to make smart investments. You met with stockbrokers, studied the market and opened a brokerage account. Would you expect money to just start rolling in? Of course not — because you actually have to invest to see results.

Similarly, in order to make the most of your PPC insights, you have to act on them.

Begin by applying insights from your PPC metrics into your landing pages. You want to customize your landing pages to meet the needs of your key audiences so you can give users exactly what they’re looking for.

To this end, Dynamic Text Replacement (DTR) can be used to sync up search queries to the landing page.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.

Say a website sells furniture. If one user searches for “modern leather sofas” and another for “comfortable leather couches,” the ad copy for each result should reflect the search language.

The ads could then take users to the same landing page, but DTR would generate different titles or subheading text accordingly to match these original search terms. Everything else on the page may be the same, but both users would feel like they found exactly what they were looking for. This keeps landing pages hyper-relevant (and high-converting), and saves hours of redundant work.

Want to preview how you can use DTR to ensure relevance from ad to landing page? Try it out.

Google cares about the relevance of landing pages to ads, and has recently introduced more in-depth Quality Score metrics within the AdWords interface.

This makes it easier to see exactly what is affecting your Quality Score and which area you should improve on, whether it be ad relevance, landing page experience or expected CTR.

By syncing up your ads and landing pages, you can provide a frictionless experience to users and increase conversions.

Strong landing pages can also improve PPC performance as they increase Quality Score and landing page relevance, which lowers your CPC and increases ad ranking. This way, the users receive information that is highly relevant to what they are searching for.

Now to put a now on it

When all is said and done, landing pages should be A/B tested so you know which on-page factors lead to higher conversion rates. That way, your next PPC campaign can be informed by your landing page results, and your future landing pages can be informed by your PPC campaign performance. If that’s not a beautiful full circle, then we don’t know what is.

Continued:

How to Improve Your PPC Reporting (And Your Landing Page Strategy, Too)

How to Create More Actionable PPC Reports (That’ll Improve Your Landing Page Strategy, Too)

Once upon a time, “Pay-Per-Click (PPC)” referred to a digital marketing practice where companies were charged each time somebody clicked on their search engine ads.

But with the rise of social, display and programmatic platforms, PPC marketing has expanded to involve more than search engines alone. These days, PPC specialists run paid campaigns across a variety of channels, and while the territory has changed, the reporting tactics haven’t.

Why your PPC reports aren’t awesome

You’re not alone if you find that the following things are holding you back from the advanced PPC reporting of your dreams.

1. The same words are used for different things

Most PPC specialists still end up pulling the same reports about the same quantitative metrics from Google Analytics. The problem is that different platforms (Facebook Audience Insights, Google AdWords Dimensions tab, Google Analytics, Bing Reporting) speak different languages.

Each platform’s PPC attribution models are different, their user data tracking is different, even some of their definitions are different.

Just look at how we measure “clicks.” On Adwords or Bing, a “click” means someone clicked from an ad through to your website. Meanwhile on Facebook, a “click” could mean clicking from an ad through to your Facebook page, your website, or just reacting to the ad itself.

Cbc GIFs - Find & Share on GIPHY

With different platforms and tools telling you different things, it’s pretty easy to make inaccurate conclusions about your PPC performance.

2. Your reports rely purely on baseline metrics

Tactics and terminology aside, these quantitative metrics don’t paint the full qualitative picture. Seeing that your click-through rates have increased doesn’t necessarily explain why.

If you saw that the cost of bread went down one day, you wouldn’t blindly assume that production of wheat got cheaper overnight. You would look into the expiry date, the shelf date and examine the product to try to understand the story behind the numbers.

So what do your metrics actually mean, and how can they help you drive more qualified traffic to your site? We’re here to help you generate insights from your PPC reports and show you how PPC performance can impact your landing page strategy.

How to Build PPC Reports that Actually Are Awesome

You want your PPC reports to provide takeaways that you can use to optimize your campaigns. There are a few measures you can take, together or on their own, to better understand your campaign performance.

Determine a baseline and track conversions by channel

Surprise, surprise! A conversion is one more metric that differs by channel. This is partly because each platform has a different attribution model, and partly because users have different intentions and behaviours per platform.

For example, cost-per-clicks (CPCs) tend to be cheaper on Bing because there is less competition and a higher conversion rate due to an older demographic:

bing keywords example

On the other hand, it’s easier to max out impression share and budget on Bing because there is less overall search volume compared to Google:

Google keyword example

Similarly, a user landing on your website through a non-branded keyword is less likely to convert than someone clicking through a branded keyword. It can be even harder to identify intent through social platforms, as users scrolling through feeds may come across your ad and engage out of interest but not be ready to convert.

Establishing platform-specific KPIs is an essential step to ensure you know what success looks like on every channel.

Qualify your visitors and monitor by segment

Given that each individual user’s intention varies by platform, it’s important to target your ads where they will be best received.

Instead of assuming every interaction is equal, use your platform insights to identify key audience groups and segment for target personas.

Monitor how your paid traffic fluctuates overall and by target audiences:

  • How do your audiences convert differently across various platforms?
  • How do you measure success differently between your branded and non-branded search campaigns?
  • How are you targeting different user segments through social campaigns?

A great way to identify whether you’re attracting relevant traffic is by keeping a close eye on your Search Query Report in AdWords and Bing. This report allows you to see exactly what people typed into the search engine when your ad appeared, so that you can adjust your keywords accordingly.

Track absolutely everything

Are you noticing an abnormal bounce rate or reduced number of sessions week over week through a specific source or medium? Setting up event tracking through Google Tag Manager can help you better understand on-site behavior and create custom metrics.

Your primary conversion may be an e-commerce purchase, but that doesn’t mean newsletter sign ups aren’t valuable. Tracking micro-conversions can give you a clearer idea of how people are engaging with your site and where there might be gaps in information.

At our Call to Action conference, Dana DiTomaso advocated for Google Data Studio as a great way to combine all your data into custom reports and dashboards.

If you’re doing cross-channel online advertising (which you no doubt are), it’s important to be able to see all your metrics visualized in one place. It makes it easier to draw analyses and gather insights to then share with colleagues or clients.

PPC Reporting + Landing Pages = Even More Awesome

Of course, it’s not enough to just put your conversions and KPIs into a beautiful report — it’s what you do with your PPC insights that matters.

Let’s say you spent years learning how to make smart investments. You met with stockbrokers, studied the market and opened a brokerage account. Would you expect money to just start rolling in? Of course not — because you actually have to invest to see results.

Similarly, in order to make the most of your PPC insights, you have to act on them.

Begin by applying insights from your PPC metrics into your landing pages. You want to customize your landing pages to meet the needs of your key audiences so you can give users exactly what they’re looking for.

To this end, Dynamic Text Replacement (DTR) can be used to sync up search queries to the landing page.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.

Say a website sells furniture. If one user searches for “modern leather sofas” and another for “comfortable leather couches,” the ad copy for each result should reflect the search language.

The ads could then take users to the same landing page, but DTR would generate different titles or subheading text accordingly to match these original search terms. Everything else on the page may be the same, but both users would feel like they found exactly what they were looking for. This keeps landing pages hyper-relevant (and high-converting), and saves hours of redundant work.

Want to preview how you can use DTR to ensure relevance from ad to landing page? Try it out.

Google cares about the relevance of landing pages to ads, and has recently introduced more in-depth Quality Score metrics within the AdWords interface.

This makes it easier to see exactly what is affecting your Quality Score and which area you should improve on, whether it be ad relevance, landing page experience or expected CTR.

By syncing up your ads and landing pages, you can provide a frictionless experience to users and increase conversions.

Strong landing pages can also improve PPC performance as they increase Quality Score and landing page relevance, which lowers your CPC and increases ad ranking. This way, the users receive information that is highly relevant to what they are searching for.

Now to put a now on it

When all is said and done, landing pages should be A/B tested so you know which on-page factors lead to higher conversion rates. That way, your next PPC campaign can be informed by your landing page results, and your future landing pages can be informed by your PPC campaign performance. If that’s not a beautiful full circle, then we don’t know what is.

Source article – 

How to Create More Actionable PPC Reports (That’ll Improve Your Landing Page Strategy, Too)

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….

The post How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey appeared first on The Daily Egg.

Excerpt from: 

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

How To Conduct Competitor Research For Better Conversion Optimization Results

Note: This is a guest article written by Shane Barker, a renowned digital marketing consultant. Any and all opinions expressed in the post are Shane’s.


You want to increase your conversion rate. And you’ve implemented several CRO, or conversion rate optimization, strategies to help you do so. But have you considered researching about your competitors?

Understanding competition is crucial for the success of your business in every aspect. It will help you determine what you’re doing wrong, and what you can do better. It will also help you identify and capitalize on the weaknesses of your competitors.

In this post, you’ll learn the basics of conducting competitor research to enhance your CRO efforts.

#1: Identify Your Top Competitors

Before beginning your research, you need to know whom to research. Who are your biggest competitors? The simplest definition would be businesses where your target customers can get the same kind of services or products you offer.

Include both direct and indirect competitors.

  • Direct competitors are businesses that sell the same products or services as you.
  • Indirect competitors are those who sell products or services that fulfil the same need.

For example, Burger King and McDonald’s would be considered direct competitors because they have similar product offerings, that is, burgers. But Pizza Hut or Domino’s would be an indirect competitor of both Burger King and McDonald’s. Although they’re both fast food joints, Pizza Hut and Domino’s specialize in pizzas while the other two specialize in burgers.

Here are some of the ways you can identify your top competitors to conduct competitor research:

Google Search for Relevant Keywords

Make a list of keywords relevant to your business, and conduct a Google search using those keywords. The businesses that show up on the first page of your search results are your top competitors. List them for further research.

Let’s say you’re a wedding planner based in Sacramento. You can conduct a Google search using keywords like, “wedding planning in Sacramento,” “wedding planner in Sacramento,” “wedding planner Sacramento,” and so on.

Your top competitors in this case are the businesses that show up in the local pack and whose ads are displayed on the top of the page.

image8
You can find more competitors on the actual websites that show up in your search results. For the above example, if there are any sites that list wedding planners in the Sacramento area, you would need to check out those as well.

image1

Use SimilarWeb

SimilarWeb is a highly effective tool for identifying your competitors and determining their performance. All you need to do is type your website URL in the search bar and then click Start.

image5
This step generates an overview of your site’s ranking and traffic, as shown in the screenshot below. As the goal here is to identify competitors, you need to click the option that says, “Similar Sites,” as shown on the left sidebar.

image2
You will then get a list of some of the websites similar to yours, which you can sort based on the extent of similarity or ranking. Add them to your list so that you have a clear idea about who your competitors are.

Additionally, click each of these results to check where the websites stand in terms of ranking, traffic, and so on. This performance analysis can be used as part of the third step in this guide.

image11

#2: Try Out Your Competition

Another important step in competitor research is to experience their services or products first-hand.

When dealing with ecommerce stores, try ordering from them. Analyze every aspect of the purchase process to identify what they’re doing right and what mistakes they’re making.

Maybe they’ve implemented a chatbot to help their shoppers find what they’re looking for quickly and easily. To improve your CRO, consider adding a chatbot to your website as well.

You should also analyze the user experience (UX) of your competitors’ websites. Ensuring a good user experience is an essential part of successful CRO.

To analyze the UX of your competitors, ask yourself questions such as:

  • How easy is it for you to navigate your competitor’s website?
  • Are there too many distractions on any of their webpages?
  • Are you having a tough time reading the copy because of a bad font choice?
  • Is the process of completing a purchase easy?

Additionally, analyze their post-purchase service to see how well they respond to customer complaints. These questions can help you understand more about your competition. Analyze their services to determine what they’re doing well, what you can improve on, and what mistakes you should avoid.

In the case of a brick-and-mortar shop, try visiting the establishment to experience its service. Make a note of the store’s ambiance, how friendly the staff is, how well they present their products, and so on.

You can also ask the opinions of friends and family or your customers who have visited the place.

#3: Analyze Competitor Performance and Strategy

This is one of the most important steps in competitor research. When you think of analyzing their performance and strategy, several aspects may come to mind. Not sure what exactly to prioritize, or where to start?

Analyze the following to conduct your competitor research more efficiently:

Traffic and Ranking

One of the key factors to consider when analyzing the performance of your competitors is their ranking. Find out how they rank for specific keywords, and compare their performance against your own.

For competitor performance analysis, you can use SEMrush, which you can access for free. You also have the option to upgrade to one of their paid plans, which allow for more results and reports per day.

In the screenshot below, the tool gives you a report on the website’s paid and organic search traffic. Using this tool, you can compare the amount of branded traffic and non-branded traffic and get some insight into the PPC campaigns of your competitors.

image7

SEMrush can help you find out what your competitors are doing right so that you can use those opportunities to improve your CRO efforts.

The tool will also give you a list of keywords for which each website is ranked, along with the position and search volume for each keyword.

image6
SpyFu is another useful tool for conducting competitor research. The tool helps you find your competitors on typing your website URL in the search bar.

The most useful aspect of this tool is that it identifies the top organic and paid keywords used by your competitors. It also helps you to identify the keywords you share with your competitors.

image4

Link Profiles

Link profiles is another important aspect to help you conduct competitor research. According to Moz, link profiles are among the top search ranking factors.

A good link profile will improve your website ranking, which will improve its visibility. The more visible your website is, the better your chances are of improving traffic. Increased traffic often leads to higher conversions.

This means that you need to conduct competitor research to find out where they stand in terms of backlinks. Find out which websites are linking to them and how many backlinks they currently have. This will help you determine what backlinking goals you should set and which websites you should target through your backlinking efforts.

You can use basic tools such as Backlink Checker from Small SEO Tools to check which pages are linking to your competitors. For more detailed reports, you can use the two tools mentioned earlier, SEMrush and SpyFu.

SpyFu gives you a list of pages linking to your competitors. In addition, it shows the number of organic clicks and domain strength of the websites linking to your competitors.

image3
SEMrush is even more comprehensive. It gives you a report on the number of backlinks your competitor has and the number of domains linking to these backlinks.

image10

Also, you can use SEMrush to view the top anchor texts being used to link to your competitors.

image9

Landing Page Strategy

In addition to your competitors’ performance, you need to determine their ability to impress their audience. This means that you need to analyze their landing page strategy and identify their strengths and weaknesses.

Ask yourself:

  • How strong is the headline?
  • Is the value proposition clear?
  • Is the landing page design aesthetically pleasing?
  • Are there any visuals on the page?

These are just some of the questions you need to ask when analyzing the landing pages of your competitors.

Pricing Strategy

When you conduct competitor research, it’s also important to analyze their pricing strategy. Their rates maybe are more competitive and, therefore, your target customers are choosing them over you.

What can you do to present your rates in a more appealing manner to enhance your CRO efforts?

  • Are your competitors offering multiple pricing options?
  • Are there any guarantees that make their offers more trustworthy?
  • Do they compare various pricing options?
  • What are the biggest strengths and weaknesses of their pricing strategies?

Next Steps

Now you know more about how to conduct competitor research to improve your conversions rate optimization strategy. Next, you need to make a list of the top strengths and weaknesses of each competitor based on the data you have collected.

For example, one competitor’s top strengths may be an excellent landing page design and a good backlinking strategy. But the same competitor could be lagging in terms of organic search ranking and customer service as well.

From this list, you can identify opportunities to improve your CRO efforts. Your competitor research can also provide you with insights into the mistakes you should avoid and ways to improve your service so that it stands out from your competitors.

Got any questions about the tips provided here? Feel free to ask them or to share your ideas in the comments below.

0

0 ratings

How will you rate this content?

Please choose a rating

The post How To Conduct Competitor Research For Better Conversion Optimization Results appeared first on VWO Blog.

From – 

How To Conduct Competitor Research For Better Conversion Optimization Results

How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Note: This is a guest article written by Sujan Patel, co-founder of Web Profits. Any and all opinions expressed in the post are Sujan’s.


“If you build it, they will come” only works in the movies. In the real world, if you’re serious about e-commerce success, it’s up to you to grab the CRO bull by the horns and make the changes needed to maximize your growth.

Yet, despite the potential of conversion rate optimization to have a major impact on your store’s bottom line, only 59% of respondents to an Econsultancy survey see it as crucial to their overall digital marketing strategy. And given that what’s out of sight is out of mind, you can bet that many of the remaining 41% of businesses aren’t prioritizing this strategy with the importance it deserves.

Implementing an e-commerce CRO program may seem complex, and it’s easy to get overwhelmed by the number of possible things to test. To simplify your path to proper CRO, we’ve compiled a list of ways to optimize your site by channel.

This list is by no means exclusive; every marketing channel supports as many opportunities for experimentation as you can dream up. Some of these, however, are the easiest to put into practice, especially for new e-commerce merchants. Begin with the tactics described here; and when you’re ready to take your campaigns to the next level, check out the following resources:

On-Page Optimization

Your website’s individual pages represent one of the easiest opportunities for implementing a conversion optimization campaign, thanks to the breadth of technology tools and the number of established testing protocols that exist currently.

These pages can also be one of the fastest, thanks to the direct impact your changes can have on whether or not website visitors choose to buy.

Home Page

A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:

  • Minimizing complexity: According to ConversionXL, “simple” websites are scientifically better.
  • Increasing prominence and appeal of CTAs: If visitors don’t like what you’re offering as part of your call-to-action (or worse, if they can’t find your CTA at all), test new options to improve their appeal.
  • Testing featured offers: Even template e-commerce shops generally offer a spot for featuring specific products on your store’s home page. Test which products you place there, the price at which you offer them, and how you draw attention to them.
  • Testing store policies – Free shipping is known to reduce cart abandonment. Implement consumer-friendly policies and test the way you feature them on your site.
  • Trying the “five-second test” – Can visitors recall what your store is about in 5 seconds or less? Attention spans are short, and you might not have longer than that to convince a person to stick around. Tools like UsabilityHub can get you solid data.

Home Page Optimization Case Study

Antiaging skincare company NuFACE made the simple change of adding a “Free Shipping” banner to its site header.

Original

eCommerce conversion Optimization - Nuface Control

Test Variation

eCommerce conversion Optimization - Nuface Variation

The results of making this change alone were a 90% increase in orders (with a 96% confidence level) and a 7.32% lift in the average order value.

Product Pages

If you’re confident about your home page’s optimization, move on to getting the most out of your individual product pages by testing your:

  • Images and videos
  • Copy
  • Pricing
  • Inclusion of social proof, reviews, and so on

Product Page Optimization Case Study

Underwater Audio challenged itself to simplify the copy on its product comparison page, testing the new page against its original look.

Original

Underwater Audio Control

Test Variation

Underwater Control Variation - eCommerce conversion rate optimization

This cleaner approach increased website sales for Underwater Audio by 40.81%.

Checkout Flow

Finally, make sure customers aren’t getting hung up in your checkout flow by testing the following characteristics:

Checkout Flow Optimization Case Study

A Scandinavian gift retailer, nameOn, reduced the number of CTAs on their checkout page from 9 to 2.

Original

nameon-1

Test Variation

nameon-2

Making this change led to an estimated $100,000 in increased sales per year.

Lead Nurturing

Proper CRO doesn’t just happen on your site. It should be carried through to every channel you use, including email marketing. Give the following strategies a try to boost your odds of driving conversions, even when past visitors are no longer on your site.

Email Marketing

Use an established email marketing program to take the steps below:

Case Study

There are dozens of opportunities to leverage email to reach out to customers. According to Karolina Petraškienė of Soundest, sending a welcome email results in:

4x higher open rates and 5x higher click rates compared to other promotional emails. Keeping in mind that in e-commerce, average revenue per promotional email is $0.02, welcome emails on average result in 9x higher revenue — $0.18. And if it’s optimized effectively, revenue can be as high as $3.36 per email.”

Live Chat

LemonStand shares that “live chat has the highest satisfaction levels of any customer service channel, with 73%, compared with 61% for email and 44% for phone.” Add live chat to your store and test the following activities:

Case Study

LiveChat Inc.’s report on chat greeting efficiency shares the example of The Simply Group, which uses customized greetings to assist customers having problems at checkout. Implementing live chat has enabled them to convert every seventh greeting to a chat, potentially saving sales that would otherwise be lost.

Content Marketing

Content marketing may be one of the most challenging channels to optimize for conversions, given the long latency periods between reading content pieces and converting. The following strategies can help:

  • Tie content pieces to business goals.
  • Incorporate content upgrades.
  • Use clear CTAs within content.
  • Test content copy, messaging, use of social proof, and so on.
  • Test different distribution channels and content formats.

Case Study

ThinkGeek uses YouTube videos as a fun way to feature their products and funnel interested prospects back to their site. Their videos have been so successful that they’ve accumulated 180K+ subscribers who tune in regularly for their content.

thinkgeek

Post-Acquisition Marketing

According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one.” Continuing to market to past customers, either in the hopes of selling new items or encouraging referrals, is a great way to boost your overall performance.

Advocacy

Don’t let your CRO efforts stop after a sale has been made. Some of your past clients can be your best sources of new customers, if you take the time to engage them properly.

  • Create an advocacy program: Natural referrals happen, but having a dedicated program turbocharges the process.
  • Test advocacy activation programs: Install a dedicated advocacy management platform like RewardStream or ReferralSaaSquatch and test different methods for promoting your new offering to customers with high net promoter scores.
  • Test different advocate incentives: Try two-way incentives, coupon codes, discounted products, and more.
  • Invest in proper program launch, goal-setting, and ongoing evaluation/management: Customer advocacy programs are never truly “done.”

Case Study

Airbnb tested its advocacy program invitation copy and got better results with the more unselfish version.

airbnb

Reactivation

As mentioned above in the funnel-stage email recommendation, reactivation messages can be powerful drivers of CRO success.

Pay particular attention to these 2 activities:

  • Setting thresholds for identifying inactive subscribers
  • Building an automated reactivation workflow that’s as personalized as possible

Case Study

RailEasy increased opens by 31% and bookings by 38% with a reactivation email featuring a personalized subject line.

raileasy

Internal Efforts

Lastly, make CRO an ongoing practice by prioritizing it internally, rather than relegating it to “something the marketing department does.”

Ask CRO experts, and they’ll tell you that beyond the kinds of tactics and strategies described above, having a culture of experimentation and testing is the most important step you can take to see results from any CRO effort.

Here’s how to do it:

Have an idea for another way CRO can be used within e-commerce organizations? Leave your suggestions in the comments below.

0

0 ratings

How will you rate this content?

Please choose a rating

The post How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth appeared first on VWO Blog.

This article is from: 

How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

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…

The post 7 Ways To Accelerate Product Adoption (Without Spamming Your User Base) appeared first on The Daily Egg.

Link:  

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