Tag Archives: holiday

How to use pricing psychology to motivate your shoppers: Two test results just in time for Black Friday

Reading Time: 8 minutesBlack Friday, Cyber Monday, holiday sales, and post-Christmas blow-outs: We’re coming up to the biggest buying season of the year….Read blog postabout:How to use pricing psychology to motivate your shoppers: Two test results just in time for Black Friday

The post How to use pricing psychology to motivate your shoppers: Two test results just in time for Black Friday appeared first on WiderFunnel Conversion Optimization.

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How to use pricing psychology to motivate your shoppers: Two test results just in time for Black Friday

Get a Jump-Start on 2017 with These Free Webinars

If you’re like me, your inbox is a mix of professional emails sprinkled with a dash of webinars and a touch of ebooks.

Sometimes, I’ll open one of these hyper-actionable and insightful emails, but no matter how hard I try, I can’t follow through (despite my good intentions).

The truth is, even if I carve out time during the day, I focus on what needs to be accomplished now, and often that doesn’t include improving my marketing skills for the future.

There, I said it.

Now that I’ve revealed the truth, I have to admit that operating this way will only get me so far.

Which is why this holiday season, I’m taking advantage of some much-needed free time to level up my conversion marketing skills. And you can too! 

We’ve handpicked some of our most actionable webinars, filled with expert advice that will not only help you increase your conversions, but also get you on track to becoming the marketer you want to be in 2017.

So instead of spending the holidays eating yourself into a peppermint bark-induced coma, brush up on the skills that will make the most impact in 2017. (Or do both — we vote for both.)

Link: 

Get a Jump-Start on 2017 with These Free Webinars

Happy High-Converting Howl-idays from Unbounce [VIDEO]

screen-shot-2016-12-19-at-10-46-14-am

Working at Unbounce has its perks. But the best perk by far is working with some of the most talented, friendly people dogs.

There’s Darwin, Gonzo, Winnie, Tribble, Stella, Luna, Billy, Kiki, Carter, Izu, Mango, Leo, Ted, Bruno, Molly, Captain, Falcon, Timmy, Hambone and Lola… just to name a few.

Now you might think the life of an Unbounce office dog is all fun and games, but they’re expected to hit their targets just like the rest of us. In fact, they’ve been working tirelessly on a holiday campaign just for you.


So if you’re running campaigns and need to get a hold of us during the holidays, we’re offering email support during our office closure! Simply shoot an email to support@unbounce.com and the lovely peeps in Customer Success will get back to you. Check out our hours below:

December 24
8AM – 6PM PST / 11AM – 9PM EST

December 26 – December 30
8AM – 9PM PST / 11AM – MIDNIGHT EST

December 31
8AM – 8PM PST / 11AM – 11PM EST

January 2
9AM – 9PM PST / NOON – MIDNIGHT EST

January 5
5AM – MIDNIGHT PST / 8AM – 3AM EST

December 25 & January 1
CLOSED

And while we love delighting you all year long, we’re taking a little break from our regular publishing schedule to spend some time with our loved ones. But don’t fret, we’ll be back in action come the New Year.

So happy holidays, from our family to yours! And may you be blessed with conversions galore this holiday season!

Excerpt from: 

Happy High-Converting Howl-idays from Unbounce [VIDEO]

How Big Brands Use Urgency to Drive Conversions During the Holidays

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Hurry! Holiday shopping is upon us, which means big conversion opportunities await. Image via Shutterstock.

What’s worse than not being able to find the perfect Christmas gift for someone you love?

How about finding it, then realizing it’s sold out? Sold out.

The thought alone is enough to cause a pre-Christmas meltdown, but while we’re all fretting over the perfect gift, big-brand retailers and ecommerce site owners are off singing carols, waiting for the dollars to roll in. But how do they do it? How do they make us want to buy so feverishly every year? It’s not as if holiday marketing differs significantly from one year to the next.

Holiday marketing is — and always has been — all about urgency, about creating a real (or at least semi-real) timeframe in which people need to act, or they’ll miss out.

In this post, we’re going to look at how brands including Apple, Toys R’ Us, Target and Starbucks use the power of the ‘limited time only’ offer, to turn browsers into customers, who combined will spend billions of dollars online and in-store over the holidays. Then, we’re going to show you how to apply those same principles to your landing pages, so that you can create high-converting offers in time for the Christmas sales.

Urgency: Nothing new at Target

If anyone knows when these Target ads are from, please drop a comment below. They certainly predate the internet, but look at the copy; it wouldn’t look out of place on landing page made today.

The ad features a catchy headline with a clear CTA (“Charge it!”), a descriptive subheader (“Open to midnight! Every weeknight till Christmas.”) and a few simple visuals to show the reader exactly what to expect.

target-full-page-ad
This ad may be decades old, but the principles that made it a success then still ring true today. Image via Target.

It might be a print ad from the 1950s or 60s, but this Christmas ad from Target has almost everything a great landing page needs. Let’s examine it a bit more closely.

target-headline

We talk about headers and headlines a lot at Unbounce. They’re the first port of call for visitors to your landing page, and if you’re not pitching something worth their time, they’re going to bounce.

Your headline creates intrigue, suggests benefits and, especially in the case of holiday campaigns, creates urgency.

Target’s “Be gifty, be thrifty” approach is cutesy and memorable, but also totally appropriate for introducing a holiday sale — it’s about gifts and savings. But “Be gifty, be thrifty” isn’t strong enough on its own. Adding ‘but hurry!’ turns the appreciative smile that comes with a good rhyme, toward a sense of urgency. Better hurry, this ad says, or all the best deals will be gone. It’s a technique that’s been used since cavemen first scratched ads for saber-toothed tiger skins onto the walls of their caves, and it works every time.

Show ’em what you’ve got

Here’s something else we see on modern landing pages — show the people what you’ve got. It doesn’t matter whether it’s an ad, a landing page or an overlay, it’s a pitch. You’re showing people what you’ve got, and at Christmas time, the best way to show people what you’ve got, is to literally show them what you’ve got.

target-featured-products

Make it easy

There’s another key tactic at play here: Make it easy. That means, make it clear that shopping with you is going to be simple and straightforward (more so than if you were to shop with the competition). Time is short, and you need gifts — we’re here to help. Target makes it easy by telling its customers that their Dayton’s credit cards are good there.

Apply it: Target’s four simple rules for creating urgency

  1. Create an attention-grabbing headline which mentions gifts, savings and timeframe.
  2. Ramp up the urgency by getting specific about limited availability.
  3. Show the people what you’ve got.
  4. Suggest to the people how easy the shopping experience can be.

Buy one get one free at Starbucks

For Starbucks lovers, the BOGOF on holiday drinks offer is legendary. And so is the three-hour window in which you can redeem that offer. You’ll rally your friends, you’ll take a half day if need be, but you’re getting to Starbucks between the hours of 2:00 and 5:00.

starbucks-bogo
One for me, one for you… or maybe two for me, none for you. Image via Starbucks.

The variety of holiday drinks on offer is actually secondary in this ad. The focus here in on getting you into the store at a very specific time (between 2:00 and 5:00, when Starbucks is likely to be less busy because everyone’s at work.)

Where’s the urgency? It’s unlikely that they’ll sell out of your favorite, unless they run out of gingerbread syrup. The urgency lies in getting in before the offer closes. You can always come back tomorrow, but Starbucks has us by the brain and we want it now.

The BOGOF offer is so effective, and not just on Starbucks holiday drinks, it almost doesn’t matter what you’re giving away, because one of them is free. That’s evidenced here by the headline and subheader, which are literally a statement of the what/when/where of the offer — no frills required!

Use images that resonate

You go to Starbucks for one reason and one reason only — coffee. Starbucks creates urgency with its visuals by showing customers what they want to see — red cups.

Apply It: Create urgency using limited time offers

Whether it’s a countdown, an end date or a specific timeframe during which people can redeem your offer, or sign up for your webinar, create urgency on your landing page by guiding visitors towards not only what they can get, but also when. Making your countdown highly visible, with either a static image or an animated countdown, only adds to the sense of urgency, too.

Super crazy Christmas cracker bonanza!

If it looks urgent, it’ll make people feel urgent. Most of us are highly receptive to design elements such as color, font, font size and the shape of various elements. Seeing lots of different sized fonts on an ad can be distracting, but it can also create a sense of urgency and liveliness. Look at this example from Toys R’ Us:

toys-r-us
Only a toy store at Christmas could get away with design this over the top. Image via Toys R’ Us.

Most of this is just branding — it’s the way Toys R’ Us does its thing — but around the holidays, the mixing of lower and upper case letters, the bouncy font and the enlarging of certain words has the effect of creating a sort of… hysteria. That’s perhaps not the right way to describe it, but you get the idea, right? It’s all SAVE! SAVE! SAVE! THOUSANDS! TOYS! SHOP EARLY! BIGGEST EVER! QUANTITIES ARE LIMITED!

Apply it: No holds barred

Let’s just go ahead and list every bit of urgency and sale-related copy in this ad:

  • Biggest Cyber Monday Sale Ever!
  • Online only!
  • Save up to 60% on THOUSANDS of items!
  • Quantities are limited, so SHOP EARLY!
  • Shop now

Liberal use of the exclamation mark, capital letters in the middle of sentences and restrictions on when and where you can shop, turn this ad into an assault on your sense of urgency. You know what they say: Go big, or go home. When you’ve got product to move, and if you’ve got the confidence to shout about it from the rooftops, then you go all in.

Stuff, stuff stuff: Shop now for some stuff

What was true fifty years ago is true now; people love stuff, and if you show it to them in a thoughtful way, they’ll buy it.

apple
Apple might have all the budget in the world, but the principles they leverage are free for the taking. Image via Apple.

This ad from Apple is actually for the Black Friday sales, but it works just as well as a Christmas sales ad. Remember in our first vintage Target ad where they showed us what was on offer? Apple doesn’t just show us what’s on offer, they base their entire design on it.

Normally, it’d be pretty crude (and difficult) to sneak your logo into the same ad five times, but don’t forget, when it comes to Christmas sales and ecommerce, as with your landing page, those who dare, win.

Ready. Set. Shop.

How many times do we need to say this? There’s nothing subtle about creating urgency in Christmas sales ads. Apple’s “Ready. Set. Shop.” headline pulls no punches. This is a race, son, and if you’re not quick, all the best stuff will be gone, gone, gone before grandpa nods off after his second cup of eggnog.

And, like old-school Target wanted you to know that your Drayton’s credit card was ok with them. Apple wants you to know that you can shop online or in-store, it’s totally your choice.

Apply It: Leverage your products

There’s a theme running through most of these Christmas ads, and it’s that your product is your greatest asset when it comes to creating urgency.

There will be people who want what you’ve got, and those people are your target audience. The Christmas sales are not a time to pitch for new customers, necessarily. What they are, is a chance to ride the wave of urgency and raise both awareness and revenue. If that means pushing your product more than usual, now is the time to do it.

As quick as a kiss underneath the mistletoe

There certainly is plenty of room for festive cheer, and we encourage you to Christmas up your landing pages as much as possible. But the fact is, people respond to urgency, we don’t want to miss out. It’s why the same techniques work year upon year, and why creating a high-converting holiday landing page really isn’t so complicated.

Still not sure how to build high-converting holiday landing pages?

Download Unbounce and Campaign Monitor’s free guide: The Ultimate Holiday Email Marketing + Landing Page Guide
By providing your contact information, you’re authorizing Unbounce and Campaign Monitor to contact you with marketing materials. You can unsubscribe at any time.

Excerpt from:

How Big Brands Use Urgency to Drive Conversions During the Holidays

How to NOT Distract, Destroy and Decimate Your Google Shopping Traffic

Google Shopping is taking off like a rocket ship. Consumers love the visually based Product Listing Ads, especially on mobile. Retailers are also taking note, spent big on the channel in 2015. That spending paid off: Research showed that Google Shopping Product Listing Ads (PLAs) drove 15% of retailers’ sitewide revenue during Holiday 2015, up from 9.6% in 2014. It’s safe to say that competition in Google Shopping is sure to continue heating up — especially now that Google Shopping ads dominate the right-hand side of the desktop SERP (pictured): So the time is now for Google Shopping users to…

The post How to NOT Distract, Destroy and Decimate Your Google Shopping Traffic appeared first on The Daily Egg.

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How to NOT Distract, Destroy and Decimate Your Google Shopping Traffic

Happy High-Converting Holidays from Unbounce [VIDEO]

Unbounce holiday video

When you think of Unbounce, a few key things probably come to mind: landing pages, A/B testing, #CTAConf, exceptionally good looking people (okay, maybe not that one). But what about — dun, dun, dun — Canadian?

Yep, Unbounce is proudly Canadian, with headquarters in Vancouver, British Columbia and a satellite office in Montreal, Quebec. Move over, Silicon Valley, there’s a new tech hub in town… Icicle, err, Mountain Range. (Excuse the dad joke.)

In addition to wishing you a happy, high-converting holiday, we’re here to dispel and reinforce some Canadian stereotypes, including:

  • We are cold. Like, all the time.
  • We don’t live in igloos. I mean, that would be super cool, but where would we charge our smartphones?
  • We do wear an obscene amount of plaid. It is fashionable after all.
  • We don’t drink maple syrup. Because that would result in another Canadian stereotype: We all have diabetes.

But there’s more! So without further ado…

If you’re running campaigns and need to get a hold of us during the holidays; we’re offering email support during our office closure! Simply shoot an email to support@unbounce.com and the lovely peeps in Customer Success will get back to you. Check out our hours below:

December 26 – December 27
9AM – 9PM PST / NOON – MIDNIGHT EST

December 28 – December 31
8AM – 9PM PST / 11AM – MIDNIGHT EST

January 2 – January 3
9AM – 9PM PST / NOON – MIDNIGHT EST

December 25 & January 1
CLOSED

And while we love delighting you all year long, we’re taking a little break from our regular publishing schedule to spend some time with our loved ones. But don’t fret, we’ll be back in action come the New Year.

So happy holidays, from the Great White North! And may you be blessed with conversions galore this holiday season!

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Happy High-Converting Holidays from Unbounce [VIDEO]

10 Free Marketing Ebooks That Will Make You a Better Marketer in 2016

The holidays are a time for decompressing, spending time with loved ones and overeating. But they’re also a time to clear your mind and make way for new resolutions and new beginnings.

So this holiday season, why not curl up by the fire with your e-reader and take in one of the actionable marketing ebooks released this year?

Phone and ebook
Is roasting chestnuts even a thing anymore? Curl up by the fire with an actionable marketing ebook. Image via kaboompics.com.

These actionable gems may not be totally free, but we think they’re more than worth trading your email for.

So sit back, pour yourself some eggnog, release your not-so-inner-nerd — and prepare to rock your marketing in the new year.

1. 25 Actionable Social Media Strategies You Can Implement Today by Buffer

Buffer social media strategies ebook cover

If you want to learn more about social media, why not look to the very people who do it to pay the bills? The Buffer team has compiled a list of social media strategies you can implement today to tackle social platforms like Pinterest, Twitter and Facebook.

What to expect:

  • Tactics for keeping your evergreen content alive on social platforms
  • Tips for catering your messaging to each unique social media platform
  • Testing ideas for the placement of social share buttons on your website

2. Social Media Data Cookbook by Hootsuite

Hootsuite ebook cover image

Social media marketers know the importance of collecting data, but knowing where to start can be tricky. The social media management system Hootsuite has put together some helpful recipes that don’t require an entire team of data scientists to implement.

What to expect:

  • Tips on how to make the most of the social media data that you already have
  • Step-by-step instructions for determining the ROI of your social media campaigns
  • A whole lot of additional resources and videos for social media marketers who like to go deep

3. Data-Driven Content Marketing by Uberflip

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Marketers are expected to keep tabs on how their content is performing, but they’re also expected to use that data to inform future content strategy.  If you’re not already doing this, don’t sweat it! This ebook by Uberflip, the content management tool, teaches how to craft an effective content strategy that uses data as its backbone.

What to expect:

  • A comprehensive guide to crafting a content strategy with data at its core
  • Tips on how to measure the effectiveness of your content distribution
  • Step-by-step instructions on how you can use data from your previous campaigns to inspire future content marketing efforts

4. The Performance Marketer’s Guide to Retargeting by Adroll

Adroll ebook cover image

You may have seen those pesky ads following you around Facebook — they’re taunting you with that sweater you’ve been dreaming about or those shoes you were Googling last night. Retargeting has become a necessary part of performance marketing and is essential to many paid acquisition strategies. There’s more to retargeting than meets the eye, and advertising retargeting giant Adroll has broken it down for you.

What to expect:

  • An overview of the basics of retargeting
  • Retargeting strategies for web, social and mobile
  • Tips on how to measure your ads’ performance
  • Case studies, checklists and optimization tips galore

5. The Beginner’s Guide to SEO by Moz

Moz ebook on SEO cover image

SEO isn’t just for performance marketers. It’s a topic that marketers of all stripes need to know about — from content marketers to social media marketers to copywriters and beyond. If you feel like you could use a refresher, check out this beginner’s guide by analytics experts Moz, which covers the history of SEO along with recent changes and developments.

What to expect:

  • An overview of how search engine optimization and search engine marketing work
  • A breakdown of the importance of keywords, title tags, URL structure and other factors that influence SEO
  • Keyword research basics and pointers for measuring your success
  • A series of SEO myths, debunked

6. The Optimization Survival Guide by Optimizely

Optimizely ebook cover image

Whether you’re new to conversion rate optimization (CRO) or a seasoned pro, it’s never too late to build these strategies into your marketing practice. This guide from Optimizely the website optimization platform, is meant to inspire you to “always be testing” — by standing on the shoulders of giants (to the tune of 30+ heavyweight CRO experts).

What to expect:

  • Inspiration and best practices for A/B testing
  • Advice and insights from 30+ industry professionals
  • Strategies on how to overcome roadblocks that are keeping you from A/B testing (and growing your bottom line)

7. The Conversion Marketer’s Guide to Landing Page Copywriting by Unbounce

Unbounce ebook cover image

Marketing campaigns of all flavors depend on strong copywriting to help them succeed — especially when it comes to landing pages. Is your copy converting visitors into customers or is it falling flat? In this ebook, Joanna Wiebe shares her secret recipe to copywriting success.

What to expect:

  • Insights and tips from some of the world’s most successful conversion copywriters
  • Step-by-step copywriting tips for all landing page elements
  • Shortcuts for writing click-worthy calls to action
  • Landing page examples and critiques to illustrate the above

8. The Optimization Benchmark, Q2 2015 by Optimizely

Optimizely Benchmark ebook cover image

What better way to improve your conversion rate optimization strategy for next year than to look back on what has worked for others in 2015? In this report, Optimizely shows you how your organization stacks up against industry standards in a variety of areas: from A/B testing frequency to resources allocated.

What to expect:

  • A rundown of why optimization is essential for growth
  • A glimpse at how successful conversion rate optimizers build their teams
  • Insight into how others are managing and streamlining their experimentation

9. Conversations, Not Campaigns by Marketo

Marketo ebook cover image

Email is still the most direct way to contact your customers or clients, but with open rates plummeting, it can fall flat if you’re not doing it right. As Marketo, the marketing automation software company,  explains in this ebook about the finer points of customer engagement, the most effective way to drive sales is having real conversations.

What to expect:

  • Case studies that illustrate what engaging conversations look like
  • Tricks for scaling one-on-one conversations
  • Email automation explainers and examples

10. Attention-Driven Design: 23 Visual Principles For Designing More Persuasive Landing Pages by Unbounce

Unbounce ebook Attention-Drive Design cover image]

So you’ve built a landing page, now what? If you need help trying to make your landing page, convert we’ve got the solution for you. Written by our very own Oli Gardner (Yes we’re totally plugging ourselves) this ebook comes with 60 pages of crucial explanations of every element that make up attention-driven design and will help your landing page drive more conversions.

Ever have a sneaking suspicion that your landing page could be converting better? Well, you’re probably right — and you can get closer to perfection by employing the principles of attention-driven design, broken down by Unbounce’s Oli Gardner in this ebook.

What to expect:

  • An overview of all 23 visual principles, with useful case studies and examples
  • Psychology and interaction design theory and tips
  • Pointers for designing pages with perfect attention ratio (plus a definition of what attention ratio is, exactly, and why you should give a hoot)

Get ready for the new year

We’ve picked marketing ebooks that touch on everything from content marketing to performance marketing to A/B testing (and everything in between). They cover the full spectrum of marketing and are packed with the tools you need to become the full-stack marketer you resolved to be in 2016.

Did we mention they’re all easily downloadable and perfect for traveling (or for cozying up with on your couch)?

Let us know if we missed any amazing ebooks you think should have been featured by sharing them in the comments below. Happy reading!

Link to original:

10 Free Marketing Ebooks That Will Make You a Better Marketer in 2016

The Ultimate Guide to Running a Holiday Email Campaign [Free Ebook]

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In 2014, 35% of holiday shoppers relied on promotional emails to keep track of all the sweet deals. Can your customers count on you to keep them informed? And when your customers do open and click your emails, are you sending them to the right place?

Eliminate the guesswork with The Ultimate Holiday Email Marketing + Landing Page Guide, a free ebook written by Unbounce and the email experts at Campaign Monitor. It’s packed with the essential advice for running a delightful – and delightfully-successful – holiday campaign.

In this free ebook, you’ll learn how to:

  • Write subject lines that cut through the holiday chaos and make your message heard
  • Deliver personalized recommendations that encourage additional purchases
  • Craft high-converting landing pages for every single campaign
  • Ensure your content looks perfect on any device of any size

At 27 pages, you can finish reading it in the morning, plan your campaign in the afternoon, and reward yourself with some hot cocoa at night. (I recommend a dash of cayenne.)

Continue reading:  

The Ultimate Guide to Running a Holiday Email Campaign [Free Ebook]