Tag Archives: label

Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check


In 2018, video marketing has become ubiquitous in news feeds and it’s one of the best tools for persuasion you have available to you. In fact, 72% of businesses say video has improved their conversion rates. Naturally, because your landing pages are designed to persuade and convert, it makes total sense you’d want to use videos to boost the power of your offer.

But how do you know if visitors are actually interacting with your landing page videos? If you’re spending money on producing video content (especially if it’s offer-specific), you’ll want to know if your target audience is engaging.

While some of you may have access to a video marketing platform and resulting analytics, this post is going to share how you can get view information for YouTube video players using the free tool Google Tag Manager.

Once you follow the steps below for your Unbounce pages, you’ll be able to see:

  • If visitors are actually watching the videos on your landing pages
  • The duration of how long visitors are watching for, and
  • Where visitors are dropping off (this can help you understand what content to modify to keep visitors engaged).

First up: Add Google Tag Manager to Track Your Landing Page Videos

This is really easy to do in Unbounce. First:

  1. Head to the Script Manager under your Settings tab.
  2. Then, click the green “Add a Script” button.
  3. Next, select the Google Tag Manager option.
  4. Assuming you’ve already signed up for Google Tag Manager, you can add your Container ID.

Set up of Google Tag Manager

Lastly, attach your domain to the script, and you’re all set!

Once you have the script saved, use Google Tag Assistant to confirm the tag is working. After setting up this Tag Manager, next we’ll want to define how we want to track user interactions with our YouTube embeds, which brings us to…

Create Tags to Track Video Engagement

On September 12, 2017, Google Tag Manager released the YouTube Video Trigger which finally gave marketers the opportunity to track engagement from embedded YouTube videos within Google Analytics. Tag Manager added built-in video variables, and we want to confirm they are selected before creating any tags or triggers.

When you get to the Variables page in Google Tag Manager:

  • click on the red Configure button, and simply check the boxes for all the video variables, as seen in the image below:

Configuring Built in Variables

Next, we can create our trigger. Triggers control how the tag will be fired. The only option we need is the YouTube Video trigger type.

From here you can select the specific information you want to capture. These actions include when a user starts a video, completes a video, pause/seeking/buffering, and the duration of how much of the content they actually watch.

See how people are engaging (or not) with landing page videos

In the image above, we see just one option of a trigger you can create. If you choose to select ‘Progress’, you have to choose either Percentages or Time Thresholds. It has to be one or the other. You can’t do both. Using Percentages, you can add any number you like (i.e. it doesn’t have to be the numbers I used in the example above). Tag Manager will automatically add 100 for a completion.

On the other hand, if you choose ‘Time thresholds’, you will add the numbers (in seconds) you’d like to have recorded in Google Analytics. If your campaign focus is on views, I’d stick with Percentages. But, if you want to see where users are dropping off to help you improve the content of your videos, Time Thresholds is a good choice.

Lastly, choose when the trigger will fire. By default Tag Manager will fire the trigger on all videos, but you can choose to fire on only some videos.

You can also make your video triggers a lot more specific. The image below shows several options you have to fire the tag on a variety of custom variables for your YouTube videos. If you only want to track videos on certain landing pages, you can do that, but if you only want to track certain videos no matter what the landing page is, you have that option too. Create the trigger which will give you the data you need to make better decisions about the videos on your landing pages.

Now let’s set up the tag!

The image below is just one example of a completed tag set up. Here, you can change the Category, Action, and Label to capture the appropriate video data you want to collect. You can also research and find some cool custom versions of these tags like Simo Ahava’s YouTube Video Trigger. There are many options out there, so find the tag which works best for you.

Now that we can track the YouTube video interactions, let’s view the data.

View the Events Report in Google Analytics

In Google Analytics, head over to Behavior > Events. In the Overview or Top Events sections, you can see the Event Category lists of whatever you are tracking. While Event Category is the default view, you can switch to Event Action or Event Label to get deeper data depending on how you set up your tag.

So, how do you relate YouTube video tracking with our landing pages? Easy. Click on Secondary dimension, search for “landing pages” and select it. From here you’ll be able to see the page URL path alongside the current view you have pulled up.

We now have the data in Google Analytics to view which videos users interact with the most, how long are users watching the embedded YouTube videos, and which landing pages are actually seeing video engagement.

Now You Have Data to Improve the Videos on Your Landing Pages

If you find visitors barely watch your videos (think viewing less than 30% of the content), you now have data to push your team to modify the length of the videos, for example, or get to your key message differently (perhaps you have a really long intro?).

If the data shows users aren’t watching your videos at all, you may want to replace the video on your landing page with other, more customized options, or even text that sums up the value props presented. Finally, if you identify really popular videos, it could be a great opportunity to determine if there are opportunities for reuse on other relevant pages, too.

Overall, you won’t know whether page visitors resonate with the videos on your landing pages unless you track this. Let me know in the comments below if you have any questions on the setup above – happy to jump in with answers.

Taken from: 

Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check

UX In Contact Forms: Essentials To Turn Leads Into Conversions

Do you like filling out forms? I thought not. It’s not what we want from a service. All the user wants is to buy a ticket, book a hotel room, make a purchase and so on. Filling in a form is a necessary evil they have to deal with. Does this describe you? So, what actually affects a person’s attitude to submitting a form?
It might be time-consuming. Complicated forms are often hard to understand (or you just don’t feel like filling it in).

See the original post:

UX In Contact Forms: Essentials To Turn Leads Into Conversions

From Idea To Reality: Designing An App With Sketch And Xcode

Everyone has an idea for a mobile app, from your mom to the guy you met in line at the grocery store. You might even be one of those people, if you are reading this tutorial. Building your own app really gives you the ability to create anything you can imagine. For some people, the idea is the easy part; when it comes to making it a reality, they have no clue where to start.

Read this article: 

From Idea To Reality: Designing An App With Sketch And Xcode

How To Design Better Buttons

Buttons are a common element of interaction design. While they may seem like a very simple UI element, they are still one of the most important ones to create.
In today’s article, we’ll be covering the essential items you need to know in order to create effective controls that improve user experience. If you’d like to take a go at prototyping and wireframing your own designs a bit more differently, you can download and test Adobe XD for free.

Read More: 

How To Design Better Buttons

How To Make And Maintain Atomic Design Systems With Pattern Lab 2

The benefits of UI design systems are now well known. They lead to more cohesive, consistent user experiences. They speed up your team’s workflow, allowing you to launch more stuff while saving huge amounts of time and money in the process. They establish a common vocabulary between disciplines, resulting in a more collaborative and constructive workflow.
They make browser, device, performance, and accessibility testing easier. And they serve as a solid foundation to build upon over time, helping your organization to more easily adapt to the ever-shifting web landscape.

This article is from: 

How To Make And Maintain Atomic Design Systems With Pattern Lab 2

Hook ‘Em: The 4-Point Approach to Writing an Effective Blog Post for Your Business

Fishing rod
Image by Jay Mantri.

Never before has there been a better time to reach consumers directly.

But the bar to reach them has also never been higher, with two million blog posts published each day.

People today are completely overwhelmed with choices. (And we know what happens when consumers are faced with too many options.)

They’re being bombarded by blog content all day, everyday, and as a result attention spans have never been lower (less than a goldfish even).

The trick, is to make your brand’s blog posts (a) entertaining enough to stand out from the crowd and get attention, yet (b) possess enough commercial intent to also support your business objectives.

Fortunately, there are a few shortcuts you can implement to repeatedly save you time and drastically increase your odds of standing out.

After reading the next few sections, you’ll know how to craft an effective blog post start-to-finish, giving your content a fighting chance in a crowded online environment.

Part #1: Capture attention with an irresistible headline

As much as we’d like to believe otherwise, people do buy a book based on the cover.

And they buy wine because of the label.

wine bottle

Wine snobs everywhere just groaned, but that’s what a good brand does. It creates a mental shortcut for consumers, which helps them choose in the face of overwhelming choices.

When it comes to online content, it all starts with your headline. It’s the easiest way to quickly get a lot across with a few succinct words. However, the best headlines for commercial content aren’t just ridiculous Buzzfeed listicles.

buzzfeed headlines

Instead, the best commercial headlines play on a deeper, almost primal motivation to capture attention.

The trick here is that you’re not selling topic XYZ, you’re talking about. You’re selling the end result or outcome the reader gets (remember that whole benefits, not features thing?).

Thankfully, there’s an amazing free resource at Headline Hacks that will provide a few templates to follow. Here’s a few quick examples from our own blog.

Example #1: Protect yourself from external threats

The best way to grab attention is through negative messaging. Help protect people from external threats they might be encountering, like this Dreaded AdWords Plateau.

Adwords plateau headline

Example #2: Simplify your chaotic life

People are completely overwhelmed (no need to beat that dead horse again). The promise of simplicity and shortcuts work wonders, like this free one-day content strategy.

Data-driven content headline

Example #3: Teach someone how to do XYZ

Related to the previous example, where you’re providing a tutorial overview or tactical step-by-step approach, like how this agency used personalization to grow its business.

Personalization headline

Part #2: Hook the reader with a compelling “lead”

The job of the first line in an article or blog post is to get you to read the second line… says every lame copywriting book.

Journalists call this passage the “lede” (the douchey version of “lead”), and it helps you quickly establish what the story’s about before diving into the useful stuff.

The idea is that once your headline’s done its job of piquing interest, you have a few seconds to follow up and build anticipation for what’s to come.

Here are three tried-and-true approaches.

Approach #1: Anecdote & story

When people are continuously bombarded by messages and their attention span is almost nonexistent, storytelling helps to provide a simple vessel to get a point across and help people remember it. Anecdotes work the same way, albeit from a personal point of view.

In this post, Joanna Wiebe opens with the Brady Bunch. Yes, the Brady Bunch.

Brady Bunch copy

People read that, and immediately everyone starts nodding their heads in agreement saying, “Yes, Peter was a silly man”.

Depending on your audience, pop culture references can be a big hit. Especially ironic, hipster-esque ones like the Brady Bunch (and I mean that in the best way possible).

Approach #2: Pattern interruption

One of the best ways to stand out, is to literally stand out.

Creating cognitive dissonance by using “pattern interruption” can help you break the mold of what people are expecting to see, which creates intrigue and interest.

You can also create pattern interruptions by using “open loops”. For example, simply asking a question, without answering, can help you skyrocket email responses:

Pattern interruption

Think about one of your favorite sitcoms. Writers create several storylines that intertwine, so instead of finishing one before starting another, they leave “open loops” that keep the viewer interested and engaged to see how it all connects at the end of the day.
For example, Tracey and Jenna get into some crazy argument. But before we can see them hash it out, they cut to Jack and Liz in the writers’ room.

30 Rock

Approach #3: Emotional appeal

People only pay attention to what they care about. You can’t force them to consume your content or share your posts.

And people only buy (as in “purchase” or “buy-in”) when something touches or affects them emotionally (no matter how compelling your ROI spreadsheet is).

How’s this for an example? A personal story that people can empathize with, like overcoming the odds with a debilitating disease and struggling to keep up with medical bills. What kind of heartless bastard wouldn’t read that?!

Emotional appeal

Bonus Approach: All three-in-one like a boss

Want to see all of these in action at the same time? Read this, be amazed and I dare you not to sob like a baby.

Bonus approach

Part #3: Agitate problems before solving them

What do bad blog posts and bad first dates have in common?

They go straight for the sale.

When writing effective blog post copy, don’t forget the foreplay. Build tension, then release.

Diving straight into into the “solution” without proper build up, slow jamz, dimmed lighting and a bubble bath prevents casual readers (who don’t understand a topic like you do, and who are probably multitasking already) the chance to understand and empathize with what you’re saying.

Straight for the sale
Your message, although on-point, falls limp. (Pun definitely intended.)

The easiest way to start addressing your premature solutions is to start with the Problem, Agitate, Solution (PAS) formula.

To illustrate, we’re going to use some examples from this case study that covers the creation of this blog post for a client.

Act I: Problem identification

First and foremost, you need to address the root problem head on. These are typically some form of outcome or end-goal that someone won’t be able to attain unless they read the rest of your article.

For example, you can state the problem to build interest, but then add additional context (agitate the pain points) to help people understand what they’re dealing with.

Problem identification

Act II: Agitate pain points

Now that readers identify the very same problem in their own lives, you can address issues and pain points caused by the problem that the reader is probably already experiencing. These symptoms cause the reader’s some level of discomfort, and by agitating them further the reader becomes aware that a solution may be necessary.

You can even use an Open Loop before introducing the solution to keep people guessing and reading longer.

Pain points

Act III: Solve by providing path to outcome

Only when the reader knows there’s a problem can you help solve it. You have the reader’s undivided attention, so your explanation and solution will resonate more.

Here’s where you lay out the specific steps or actions it will take to solve the problem and attain the original promise.

Path to outcome

Part #4: Conclude with an objective

So far so good!

You’ve grabbed attention, opened with a bang and avoided the awkward premature solution.

Now all you have to do is close the deal.

You summarize the main points of the article, wrap up the tiny details and then…?

Crickets.

That’s why people bounce.

Wrapping up an post is straightforward. You’re highlighting key takeaways and giving people something to do (whether that’s explicitly or implicitly)

Ultimately, you need to figure out what you want readers to do now? You have them baited and hooked, so what’s the next step?

It’s NOT “click here to buy XYZ”.

Most people reading blog posts are at the beginning of a relationship. So while they might be aware of the problem or need in their lives, they’re not quite sure about you yet.

Providing an actionable tip could be a concrete, simple way for readers to take action based on what they just learned. Here’s one from Kaleigh Moore on Copyhackers:

Copyhackers actionable tip

Getting readers to take even the smallest step initially is tough, but worthwhile, because engagement builds trust (which is required to sell). And bringing attention to a benefit they experience (as the result of your advice) will do more to build trust that you’re credible, legitimate and worth investing more into.

Alternatively, your primary call to action (CTA) could be a way for readers to get more information on a specific topic, which will help them achieve a desired outcome or avoid an undesired one (the very same one they just spent five minutes of their lives reading about).

For example, you can read all about these 3 copywriting formulas. Then at the end, there’s a simple, relevant way to get even more on the topic by watching a webinar recording:

Copywriting webinar CTA

This is right from HubSpot’s content mapping playbook. First a blog post brings in a new visitor looking to fix a problem. Then a webinar engages the visitor deeper. Last but not least a pricing comparison or demo can help the visitor see the value your solution provides (relative to alternatives). Now instead of 99% of your website visitors bouncing, you’re able to start building a relationship by nurturing your leads until they’re ready to talk.

And once in a rare while, the heaven’s will part, the light shines down, you get a link from The New York Times and a few weeks later it directly delivers a customer worth $25,000+.

New York Times link

The best part

The best part here (besides that I’m almost done talking) is that you don’t have to possess some mystical creativity DNA strand in order to create compelling online content that builds your business.

How content marketing works
Content marketing fails for other reasons (see slide 29 here).

Instead, you need to understand your customers and audience. Figure out what they like and dislike. Then talk about those things. Consistently.

That’s it.

You don’t have to pimp your brand every second. Or talk about your boring company’s un-unique features.

Every other one of the two million blog posts published today already have that covered for you.

The best way to stand out is to simply to care about your customers and what they’re going through.

Then make it clear to them via blog posts that you understand.

And you’re here to help.

unbounce-blog-cta-ebook

Link: 

Hook ‘Em: The 4-Point Approach to Writing an Effective Blog Post for Your Business

WordPress Shortcodes: A Complete Guide

WordPress shortcodes were introduced in version 2.5 and since then have proved to be one of the most useful features. The average user acting as editor has the ability to publish dynamic content using macros, without the need for programming skills.
When a shortcode is inserted in a WordPress post or page, it is replaced with some other content. In other words, we instruct WordPress to find the macro that is in square brackets ([]) and replace it with the appropriate dynamic content, which is produced by a PHP function.

See the article here: 

WordPress Shortcodes: A Complete Guide

Improve The User Experience By Tracking Errors

It’s easy to see your top-visited pages, navigation patterns and conversion metrics using visitor-tracking tools like Google Analytics. However, this data doesn’t show the roadblocks that users typically run into on your website. Tracking and optimizing error messages will help you measurably improve your website’s user experience. We’ll walk through how to add error tracking using Google Analytics, with some code snippets. Then, we’ll assemble the data and analyze it to figure out how to improve your error message drop rates.

Taken from:

Improve The User Experience By Tracking Errors

Website Archives Design: Good Practices and Examples

The archive is one of those often-overlooked parts of a website that doesn’t get the attention it deserves. Too often it’s thrown on a page that’s no different from any other page on the website, or it’s ignored altogether. The archive offers a lot of room for creativity, though. Whether you opt for an abbreviated one in the sidebar or footer or devote an entire page to it, the archive an opportunity to make your design stand out.

Excerpt from: 

Website Archives Design: Good Practices and Examples

Principles Of Effective Search In E-Commerce Design

While product findability is a key factor of success in e-commerce, it is predominantly enabled by simple search alone. And while simple search usually doesn’t fulfill complex needs among users, website developers and owners still regard advanced search as just another boring to-do item during development. Owners won’t go so far as to leave it out, because every e-commerce website has some kind of advanced search functionality, but they probably do not believe it brings in much revenue.

Read this article – 

Principles Of Effective Search In E-Commerce Design