Tag Archives: marketing

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Landing Page Essentials: A Free Video Crash Course from Unbounce and Skillshare

Ever heard the saying “Cart before the horse”? Or “You have to crawl before you can walk”? Or “You can’t put lipstick on a landing page with 27 links”?

That last one may be exclusive to landing page software employees, but the sentiment is the same. Unless the foundation of your landing page is strong, any optimization beyond that will be a waste of your time—and ad spend. Because even the slickest, fanciest landing page will leak precious conversions if it lacks certain crucial elements.

For the sake of those ad dollars, let’s go back to basics.

In collaboration with our friends (and customers!) at Skillshare, we’ve created a free video crash course on the fundamentals of a high-converting landing page. Whether you’re building your first page or just want a refresher, you’ll get a checklist to set up each of your pages for success.

The full course, Creating Dedicated Landing Pages: How to Get Better ROI for Your Marketing Spend, is hosted by Unbounce VP of Product Marketing Ryan Engley and comprised of 11 videos totalling a quick 31 minutes. Sign up for a free Skillshare account and dive right into binge mode, or keep scrolling for an overview of what every landing page you create should have.

Bonus: Skillshare is offering 2 free months and access to thousands of other marketing classes just for signing up through our course.

Who’s it for?

Anyone running marketing campaigns! But in particular, those who execute on them.

Whether you’re responsible for launching paid advertising campaigns, build and design landing pages yourself, or work with designers and copywriters to create them, this course will ensure you’ve covered every base to create a compelling and high-converting post-click experience.

In a nutshell: It’s for anyone who runs paid marketing campaigns and wants to get the most bang for their buck.

What will it teach me?

In 11 videos, Ryan will take you through the process of creating a persuasive marketing campaign, cover each step of building a successful landing page within it, and explain the “why” behind it all so you’re taught to fish instead of just being handed the fish.

A few tidbits to start

Attention Ratio

If you’re thinking, “What’s wrong with sending people to my homepage?” then Attention Ratio is a great place to start.

“Your website is a bit of a jack of all trades,” Ryan explains. “Usually it’ll have a ton of content for SEO purposes, maybe information about your team…but if you’re running a marketing campaign and you have a single call to action in mind, your website’s not going to do you any favours.”

The more links you have on your page, the more distractions there are from your campaign’s CTA. You don’t want people to explore—you want them to act. And an Attention Ratio of 1:1 is a powerful way of achieving that.

Learn more about Attention Ratio in chapter three.

Unique Selling Proposition (USP)

Somewhat self-explanatory, your Unique Selling Proposition describes the benefit you offer, how you solve for prospects’ needs, and what distinguishes you from the competition. This doesn’t all have to fit in one sentence, rather, it can reveal itself throughout the page. But if you’re going to focus on one place to do the “heavy lifting,” as Ryan calls it, this place should be your headline and subhead.

Take Skillshare’s landing page for a content marketing course by Buzzfeed’s Matt Bellassai (if his name doesn’t ring a bell, Google him, grab some popcorn, and come back to us with a few laughter-induced tears streaming down your face). Without even looking at the rest of the page, you know exactly what you’ll get out of this course and how it will help you achieve a goal.

Learn more about Unique Selling Proposition in chapter five.

Social Proof

What’s more convincing than word of mouth? Since we don’t advise stalking and hiring people’s friends to tell prospects how great you are, the next best thing is to feature testimonials on your landing page. The key here is that you’re establishing trust and credibility by having someone else back you up.

Customer quotes, case studies, and product reviews are just a few of the many ways you can inject social proof into your landing page. Think of it as a “seal of approval” woven into your story that shows prospects you deliver on the promise of your Unique Selling Proposition.

Customer testimonials serve as the proof in your pudding.

Learn more about Social Proof in chapter eight.

And now for all the bits

Watch all 11 episodes of Creating Dedicated Landing Pages: How to Get Better ROI for Your Marketing Spend to set your landing pages up for success in less time than it takes to finish your lunch break. Beyond being 100% free, it’ll save you a lot of guesswork in building landing pages that convert and precious ad spend to boot. So settle in for a mini binge watch with a sandwich on the company tab—you earned it.

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Landing Page Essentials: A Free Video Crash Course from Unbounce and Skillshare

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Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

Klaviyo brand building

Welcome to Part Three of my blog series covering just a few of the things I learned as an attendee at Klaviyo: BOS – a wonderful two-day summit run by one of my favorite local startups. In Part One I focused on how ecommerce companies can attract and convert website traffic to their businesses with session recaps of “Using Google To Grow Your Online Store,” “SEO for Ecommerce,” and “You Got Them To Your Site – What Now?” In Part Two I shared email design tips for nurturing and retaining website leads from these two top-notch sessions: “Email A/B Testing: Beyond the…

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Expert Brand Building Tips From Klaviyo’s Ecommerce Summit, Part Three

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

Klaviyo:BOS conference notebook

As a marketer, there are only so many conferences I can attend in a year — and this year all three happened to fall within two weeks of each other. By far the best one I attended was Klaviyo: BOS, a two-day summit focused on growth tactics and business strategy for online merchants and ecommerce brands. By the end of Day 1 my notebook was swimming with underlines, stars, and arrows with multiple circles around ideas and topics I wanted to explore once I got back to my co-working space. By the end of Day 2 I was so inspired…

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

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How to Optimize Your Website for SEO and Conversions

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Have you learned how to optimize your website for both SEO and conversions? If not, your website isn’t working as hard as it should. SEO and conversions might exist in separate parts of the marketing sector, but they’re inextricably linked. If you have good SEO, you can attract more traffic and get more opportunities to convert potential customers. A website optimized for conversions typically has better metrics, such as time on page and bounce rate, which means that Google might rank it higher. The following tips and strategies will teach you how to optimize your website for both SEO and…

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How to Optimize Your Website for SEO and Conversions

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8 Surefire Strategies to Boost Your Blog Conversions

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In 2018, marketers are competing for an audience share that is both smart and digitally savvy. That means they can’t rely on the same old marketing strategy to carry blog conversions. If you’ve noticed stagnation in your conversion rate, it may be time to revise your strategy to boost conversions and keep your business growing. Be sure you’re incorporating these eight proven techniques to maximize your blog conversions. 1. Know your Target The most obvious element in conversion is a laser-like focus on the users you’re aiming to attract and convert. Are you posting articles like mad, but lacking the…

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8 Surefire Strategies to Boost Your Blog Conversions

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How to Track User Behavior on a Website Using CRO Tools

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You have the ability to compile more data than you could ever need about your website visitors using conversion rate optimization (CRO) tools. But why should you care about user behavior? After all, CRO is just about maximizing clicks, conversions, and sales, right? Why should it matter what happens in between those actions? I’m here to tell you that it matters — a lot. User behavior gives you insight into how your website visitors act, think, and make decisions. While they’re contemplating a decision — for instance, about whether or not to sign up for your email newsletter — you…

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How to Track User Behavior on a Website Using CRO Tools

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CRO Hero: Claire Peña, Growth Marketing Manager at Splunk

CRO Heroes

Admittedly, Conversion Rate Optimization is not the most sexy term in the marketing world – but if you’ve ever run an A/B test where the variant won by a landslide, or made a website design change that led to a significant increase in product purchases, you know firsthand how exciting and powerful CRO can be in action. Marketers who specialize in conversion rate optimization are often a rare mix of analytical and creative; tactical, and intuitive. They need to get inside a customer’s head, but they also need to dive deep into data. Often, CRO professionals are tasked with: Reducing…

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CRO Hero: Claire Peña, Growth Marketing Manager at Splunk

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The Most Effective Ecommerce Lead Generation Tips and Strategies

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I have some bad news for you. It might hurt. Everything you’ve read about lead generation strategies might not apply to your business. Why? Because ecommerce lead generation is different. If you run a business outside the ecommerce family, feel free to check out another Crazy Egg article that applies to your company. For those of you in the ecommerce market, though, we need to set a few things straight. I’m going to share with you my best tips for effective ecommerce lead generation, and you might notice that they’re not the same as the tactics you might use for,…

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The Most Effective Ecommerce Lead Generation Tips and Strategies

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What is the Best Homepage to Have (3 Real Examples)

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Remind me: How many chances do you get to make a good impression? Oh, that’s right. One. Just one. If you don’t have the best homepage possible, that first impression becomes negative for website visitors. You lose that first impression forever. Will the visitor come back? Maybe. But you’re playing with fire. There aren’t any new statistics on web design aesthetics and first impressions, but an older study demonstrated that 94 percent of people’s first impressions of a business were related to web design. That’s pretty illustrative. If you have a beautiful, functional, easily navigable homepage, you’re more likely to…

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What is the Best Homepage to Have (3 Real Examples)

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Google Marketing Live: An Advertiser’s Take on the Highlights

Updates from the Google Marketing Live keynote

For advertisers, the Google Marketing keynote is a hotly anticipated annual event where we get to hear about all of the new features coming up in Google’s suite of marketing tools. It’s also a great indicator of what’s top of mind for Google, and what betas you can expect to roll out (or bug your Google rep to let you into early).

Yesterday’s presentation kicked off with consumer trends, then covered improvements and launches across a range of Google ad platforms. Throughout the event we heard data control and privacy come up often, reminding us that privacy is still a major theme of 2018. And while professional paid media managers may have found the keynote a bit of a bore, there were some decent things to get excited about too.

If you don’t have an hour to watch the full recording, read on for our key highlights (or skim ‘em, if that’s more your thing).

AdWords is no more

Whoah whoah, don’t panic. The ad platform that you know and love (and rely on for your business) is still intact. In fact, if you follow PPC news or read the Google Ads blog, you probably already heard about the shift from Google AdWords to Google Ads that’s coming at the end of this month. Like the old Google Ads interface, you’ve probably already forgotten about ‘AdWords’, right?

the new Google Ads rebrand takes effect July 24th

What’s actually changed?
Here’s a breakdown of what this rebrand means, and what terms to use so you sound smart in front of your boss and clients:

  • AdWords will become Google Ads.
  • DoubleClick and Google Analytics 360 will now be combined into Google Marketing Platform.
  • DoubleClick Search is now Search Ads 360.
  • The rebrand becomes official July 24th, 2018.

Page speed is critical (and more visibility means more control)

We recently shared that we’re close to launching a beta program for Accelerated Mobile Pages at Unbounce, and that page speed is a top priority for us as a leading landing page builder—so naturally we were nodding along yesterday morning as Anthony Chavez, Product Management Director at Google Ads, explained the impact that page speed can have on conversion rates.

Chavez opened his speed segment by reminding us that:

“even the best ads may not perform if your landing pages aren’t up to par, especially on mobile.”

Chavez admitted that landing page speed is often a lower priority for advertisers, who are focused on optimizing keywords, bids, and ad copy. When that’s not enough, “one of the best ways to get better performance on mobile is to improve the speed of your landing pages,” says Chavez. And we couldn’t agree more.

This is why we were giddy when he announced that Mobile Speed Score is now available in Google Ads. Mobile Speed Score is a new score telling you how fast your ad’s resulting landing pages are. This score is on a ten-point scale (ten being the fastest) and includes secret-sauce factors visible to Google—like the relationship between your mobile landing page speed and conversion rates. Plus, it’s updated daily, so you won’t have to wait weeks to figure out if your speed optimizations are working for you.

New from the Google Marketing Keynote: Landing page speed score

Since it’s a column built into your Google Ads account, you’ll be able to sort and filter the landing pages that could use some love. You can find this new column in the Landing Pages tab of your Google Ads account:

Access your landing page speed score in a new column

Chavez went on to suggest using AMP landing pages as a “powerful and easy way to supercharge your site speed,” something we can definitely agree with. By using AMP landing pages together with Mobile Speed Score, you’ll be leaps and bounds ahead of your competition.

Want to get even further ahead of your competition? Sign up for early access to Unbounce’s AMP beta program right here.

Search ads are going responsive

For a while now Google has been integrating machine learning and automation into its ad platform, and it looks like the future is no different. Much like last year’s launch of Smart Display campaigns, Google dedicated quite a bit of time to explaining Responsive Search Ads. However, this may not come as news to you as the Responsive Search Ads beta has been available to many advertisers for months already.

Similar to how Smart Display campaigns combine images with text on the fly, Responsive Search Ads combine headlines and descriptions from variations you’ve inputted to create an ad that’s deemed “most relevant to the searcher.” Ideally this means your ads will be more catered to each user and query, instead of serving up a rotation of generic ads.

This is a step forward in more personalized search results, but also means less control for advertisers, and makes it complicated to test ad copy. One big benefit, however, is that these ads can show up to 90% more copy than Expanded Text Ads, meaning you take over more real estate on the SERP. If this is the future of search ads, SEOs should be worried.

Your ad could show up to three 30-character headlines (vs. just one) and two 90-character description lines (compared to one 80-character description line). And PPC-er’s seem to be on board with this extra space, with the reaction mostly positive, if not a little hesitant:

Not seeing Responsive Search Ads as an option in your account? The beta is still rolling out to English-language advertisers and will be rolling out to more advertisers and languages throughout 2018.

Also, if you still prefer man over machine, you can continue to use Expanded Text Ads in your campaigns.

Even more assorted product updates & improvements

Better cross-device tracking

Tracking users across devices has always been a pain for paid advertisers, but this has been improving over the years. Google reaffirmed its commitment to solving this pain by announcing cross-device reporting and remarketing in Google Analytics (to what sounded like the largest applause of the keynote).

Google Shopping updates

If you’ve ever launched Product Listing Ads (PLAs) on Google Shopping, you know that it can be a whole other beast. Starting this year, Google will be rolling out Automated Feeds which create a feed by crawling your website (no more troubleshooting feeds). Keeping with the theme, Google also talked about the recently launched Smart Shopping campaigns that automatically optimize around a goal.

These changes will make PLAs a lot more accessible to advertisers, but oppositely could increase competition for those of us already advertising on Google Shopping. In fact, Smart Campaigns will soon be integrated with Shopify, meaning Shopify merchants will be able to manage their Smart Shopping campaigns without leaving the platform. This reduces barriers for the 600,000+ Shopify users that may have been previously intimidated by the Google Merchant Center.

Updates to YouTube

On the video side of things, Google announced that later this year they will be bringing a new option to TrueView for Reach ads. In addition to a call to action button, the new Form Ads will allow you to collect leads through a form directly on the ad. Because we didn’t see any examples of how these would look in the wild, I’ll say it sounds like this feature won’t be released very soon. For now though, I can guess it will be something similar to Facebook’s Lead Ads, maybe even more simple.

They also kept YouTube on the machine learning bandwagon, announcing Maximize Lift Bidding. They describe this as a bidding strategy to help you “reach people who are more likely to consider your brand after exposure to an ad.” Google added a bit more context to this feature—currently in beta—on its blog, saying, “it automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.”

We’ll have to wait until it rolls out officially later this year to learn even more.

Machine learning for small business

If you run a small business, Google used a small slice of the keynote to remind you that you’re still an important customer. They announced the upcoming launch of something called Smart Campaigns, and—you guessed it—it involves machine learning. Google Ads is a sophisticated platform, but can still be intimidating for a small business, or a non-marketer.

Using information scanned from the company’s website and their Google My Business listing, the Smart Display campaign automatically generates ads on both search and display. The goal is to get small business owners up and running with ads as quickly as possible and to help them overcome the learning curve that can come with online advertising (or the cost of hiring an agency). After launch, the campaigns automatically optimize themselves.

Going further, the campaigns automatically generate quick and simple landing pages for small businesses, for when you’re running without a website. While these landing pages include super basic information like your location and phone number, you don’t get any control over brand messaging or even the images that get selected.

As a paid advertiser by trade myself, I’m wary of handing this much control over my ads to Google’s machine learning, but that doesn’t mean this can’t work for a small business customer. The audience for Smart Campaigns is an advertiser starting from scratch (as in, no website-from-scratch) so there would be no historical performance to compare to.

What all these updates mean

While not everything was technically fresh news at this year’s Google Marketing Live, we still had some interesting key takeaways.

What stood out the most to us at Unbounce was the critical need for fast landing pages, especially on mobile. Undeniably though, the strong thread throughout the keynote was the shift toward machine learning.

My prediction is that—over the coming months and years—Google will shift to more and more “Smart” features and campaigns until eventually machine learning becomes so intertwined that we drop the “Smart.” I’m not quite ready to give Google the wheel on all of my ad copy, bids, and optimization just yet, but I’m curious to see the data and hear the results as we move into this new era of online advertising.

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Google Marketing Live: An Advertiser’s Take on the Highlights