When high potential projects fall apart, it’s often a failure of collaboration and alignment. The tools, the assumptions, the opportunity, and the intentions may line up, but if people don’t communicate or don’t have a clear map to help them move in the same direction, even the best projects falter.
Communication failures are human problems, so they’re messy and hard to solve. They involve feelings and a willingness to have uncomfortable conversations.
Since the early days of the web, designers have been trying to lay out web pages using grid systems. Likewise, almost every CSS framework attempts to implement some kind of grid system, using floats and often leaning on preprocessors. The CSS Grid Layout module brings us a native CSS Grid system for the first time—a grid system that does not rely on document source order, and can create complex layouts which are easily redefined with media queries.
You’re going to start your very first influencer marketing campaign, and you want to make sure it’s a success. Or maybe you’ve executed a few campaigns before, and you want the next one to deliver better results. Either way, knowing how to manage your campaign effectively is crucial if you want influencer marketing to work for you. While it’s not always easy to manage influencer marketing campaigns, you’ll find it much easier if you remember the following steps: 1. Set Up a Goal You should always start with a defined goal, regardless of whether it’s influencer marketing or any other…
Moz’s Whiteboard Friday on IA and SEO I’ve always had a thing for site architecture and designing sites that are both user AND search engine friendly. However, it can be a bit challenging. Especially for those who have been doing SEO for a while. We all want to over-optimize every web page as much as possible. Well, stop doing that! In this video, Rand does a great job of explaining what you need to keep in mind when you’re designing a website that has both a good user experience and SEO. A Few Key Takeaways From The Video: Good information…
This week, I spent two jam-packed days at Unbounce’s fourth-ever Call To Action Conference. The one-track event featured some of today’s most influential digital marketing speakers like Mitch Joel, Kindra Hall, and Rand Fishkin.
Session topics ranged from integrity in marketing, to performance marketing success, to the marriage of SEO and conversion optimization. But most shared a common theme: Don’t forget about the real person behind that click.
Knowledge bombs were dropped, important conversations were had, and actionable insights were shared. So, in today’s post, I’m going to share some of my most important takeaways from CTA Conf.
If you attended the conference, please share your favorite takeaways in the comments below!
Unbounce Co-Founder, Oli Gardner, kicked things off on the first day.
Fun fact: Due to technical difficulties, Oli ended up acting out his entire opening video sequence (and most of the subsequent videos in his presentation). He handled the hiccup like a pro, of course, and launched into a great session on data-driven design.
One of the strongest points that Oli made was that digital marketing trends self-perpetuate, regardless of whether or not they are helpful to a user.
I know we, as data-driven marketers, ‘know’ this fact. We complain about ‘best practices’, and buzzwords, and yet we still get totally caught up in trends.
Remember when explainer videos became the end-all, be-all for homepages?
What happened? Hundreds of blog posts were written about explainer videos, and hundreds of explainer videos were produced to talk about how great explainer videos are. And then, every homepage on the internet featured an explainer video.
But…were all of those explainer videos really what customers needed? In some cases, but certainly not in all.
Instead, Oli spoke about the need to “mend trends”, and make design decisions based on data, rather than the most popular trend at the time.
We hold the same view at WiderFunnel. You can A/B test explainer video after explainer video. But to create truly impactful experiences, you have to go back to the research phase.
Use the data you have to drill into what you think are you most important business problems. And test hypotheses that attempt to solve for those problems.
2. Choose people, not personas
I’m not a big fan of personas. I’ve never kicked it with a persona.
– Wil Reynolds
But, without personas, how do I write the right copy for my customers at the right time?!
Conversion copywriter extraordinaire, Joel Klettke, spoke about how to read your customer’s mind. He emphasized the need to get past user personas and keywords, and focus on customer motivation instead.
We get stuck behind our screens, and start writing about ‘synergies’ and features that our customers really don’t care about.
– Joel Klettke
He outlined a framework for getting your customers to tell you about their pain points, anxieties, desired outcomes, and priorities, in their own words:
Note: I didn’t dig too deeply into the framework, here. But Joel put together a resource for CTA Conf attendees, and graciously gave me the green light to share it. Check it out here!
On Day 2, Claire Suellentrop built on this idea of the dated persona.
She explained that marketers collect many data points about our prospects, like…
Gender, age, location
Title, company, industry
Married, no kids, one puppy
…but asked whether or not all of that data actually helps us determine why a real human being just bought a new backpack from Everlane.
As an alternative, she suggested the Jobs To Be Done framework. JTBD refers to your customer’s struggle to make progress on something. When your customer overcomes that struggle, the job is done, and they have made progress.
The framework looks a little something like this:
“When ____________ (event that triggers the struggle), help me ______ (struggle / job) so I can __________ (better life / done).”
To identify your customers’ struggle, Claire suggests actually asking your customers. She outlined several sample questions:
“Take me back to life before [product]. What was it like?”
“What happened that compelled you to start looking for something different?”
“What happened when you tried [product] that made you confident it was right for you?”
“What can you do now that you couldn’t do before?”
One of my favorite speakers on Day 1 of CTA Conf was Kindra Hall. (Not surprising, as she is the storytelling expert).
Kindra dug into strategic storytelling in marketing. According to her, you should use a story every time you need to communicate value in your marketing.
Storytelling is powerful because real life humans are attracted to great stories. (And marketers talk to people after all).
Stories, according to Kindra, stick with us and make us do stuff because storytelling is a co-creative process.
“As I am telling you my story, you are creating your own in your mind. I am giving you my words, but you are meeting me half way, and we are creating a shared memory,” Kindra explained.
The most powerful moment in her talk came when she challenged the audience with the biggest storytelling mistake:
Too often, we allude to the story, but don’t actually tell it.
– Kindra Hall
She showed two example videos to illustrate her point. In the first, a company founder almost told her compelling story about losing both of her parents, but glossed over the details. The result was a pretty video, with pretty music that almost created feeling.
In the second video, the founder told her full story, explaining how losing her parents shaped her company and product. The difference in emotional impact was kind of incredible.
And making your customers feel is a huge part of making your customers act. Because we — consumers, people, humans — don’t buy products or services…we buy feelings.
Founder of Seer Interactive, Wil Reynolds, danced his way onto the stage, and delivered a really strong talk on SEO, conversion optimization, and the importance of people signals.
He didn’t mince words, explaining that marketers too often put conversions before customers. We ask “how do I get?” when we should be asking, “how do I help my customer get what they need?”
When you do an amazing job on search, you get to help people who are lost solve their problems.
– Wil Reynolds
Wil painted a picture of how we, as marketers, are letting our own wants override solving our customers’ problems. In the world of search, Wil pointed out that Google rewards pages that solve the searchers’ query. So solve the searchers’ query!
Much like we allude to stories, but often don’t tell them, we talk about listening to our customers, but often don’t really listen.
Instead of showing them product comparisons when they search “best CRM platform”, we pay to show them a landing page that claims “My product is the best! Get in my funnel!”
This isn’t just an issue in search or performance. In conversion optimization, there is an emphasis on velocity over user research. There is pressure to test more, and test faster.
But, we must take the time to do the research. To get as close to our customers’ problem, and tailor our marketing experience to their needs.
Building on Wil’s session on Day 1, SEO wizard, Rand Fishkin, gave the audience actionable tips around how to optimize for searcher intent.
Rand pointed to conversion optimization.
At its core, conversion optimization is about getting into your customers’ minds, and testing changes to get closer to the best possible customer experience. To give your customer what they need, you must soothe their pain points, and provide a solution.
You can apply this same concept to SEO: If you 1) gain a deep understanding of what searchers are seeking, and 2) determine why some searchers come away unsatisfied, you can optimize for searcher task accomplishment.
Unfortunately, Rand pointed out, there is still a conflict between SEO and CRO, because conversion rate and searcher satisfaction are sometimes in direct opposition.
For example, let’s say you want to get more blog subscriptions, so you add a pop-up to your blog post. This may lead to a higher conversion rate on the page, but lower searcher satisfaction. Some readers might bounce, which may lead to lower organic traffic.
But, Rand ended on a high note:
You can win with long-term thinking. By always asking, ‘are we building a brand that’s helping people succeed?’
One of the final speakers on Day 1 was marketing thought-leader, Mitch Joel, who shook things up a bit. Mitch spoke about what it means to be disruptive (and how to not fear disruption).
When I ask C-Suite marketers to define disruption, the definition is never consistent. In fact, I often don’t get a definition of disruption, I get a definition of destruction.
– Mitch Joel
He asked, if disruption is the big bad wolf, who are the heroes in this marketing story?
Well, like the three little pigs, Mitch discussed three ways to be disruptive rather than be disrupted:
Transformation: Business transformation is not your products or services, etc. It’s inside out. And it starts with technology. You need to be using the same tech, same form of communication that your customers are using.
Innovative marketing: Innovation is not re-allocation of resources. It isn’t investing more in Google Adwords versus another channel. Real innovation is about making and creating new products and experiences that we can use to market with.
Micro-transactions: Marketers and businesses get caught up in the macro transaction, in the purchase. But we live in a world of micro-transactions. This is the customer journey, and it is extremely important to understand.
Mitch Joel emphasized the fact that if you can apply these ‘three little pigs’ to your business model, you will be in a great place, though he recognized that it’s not always easy.
Senior Conversion Optimizer at Unbounce, Michael Aagaard, closed out the two-day conference. His message was a simple but powerful warning against the trap of confirmation bias.
We, as humans, are not interested in information, but confirmation.
– Michael Aagaard
Confirmation bias refers to our tendency to search for and recall information in ways that confirm our existing beliefs, hypotheses, and expectations. And it is a threat to data-driven marketing.
When you A/B test, you are searching for objectivity. You are trying to figure out which variation your users prefer, outside of your own opinions and beliefs about what works best.
But it’s rarely that simple, even if you are a pro.
Michael showed us a landing page that he analyzed for a client, featuring a stock photo hero image. He said he had railed against the photo, and shown the client examples of the hundreds of other stock photos featuring the same model.
But, when he tested the landing page, he found that the original version, featuring the ‘terrible’ stock photo, was the clear winner.
“Maybe,” he said, “users don’t spend hours scouring the internet for stock photo sinners like I do.”
He urged the audience to be bold enough to be wrong, to challenge our hypotheses, and get out of the marketing bubble when we are trying to solve problems.
If we don’t get out of the marketing bubble, we end up making assumptions, and designing experiences for ourselves.
– Michael Aagaard
Go hang out with your customer success teams and sales teams; get outsider input on your ‘great’ ideas. Go find your own natural skeptic, and challenge your hypotheses.
Were you at CTA Conf 17? What were your most important takeaways? Who were your favorite speakers, and why? Let us know in the comments!
Launching a new business idea or deciding to develop a new product for your company is not without risk. Many of the best business ideas have come from inspiration, intuition or in-depth insight into an industry. While some of these ideas have risen to dominate the modern world, such as search engines, barcodes and credit card readers, many fine ideas still result in bankruptcy for their company, due to insufficient demand or failure to properly research customer desire. If you build it will they come? Often smart business entrepreneurs can still make big mistakes. With new product, service or business…
I’d like to meet the person who goes into IKEA to pick up a new fridge and walks out with only the fridge. If you’re like me, you inevitably wind up with a car full of junk products, an ice cream in one hand and two hotdogs in the other.
That’s because IKEA stores aren’t designed to help you achieve a single goal.
They don’t care about the “optimal route” to the cash register — they want you to snake in and out of the showrooms. They want you to stop and fantasize about chopping imaginary vegetables on their impeccable countertops.
If you’re shopping for a new fridge and you know that’s all you need, you’re better off going to an appliance showroom, where the goal is clear: Get your gadget and get out.
This focus on a singular goal is the same focus that lies at the heart of our latest ebook:
Maximize Conversions Using Conversion-Centered Design
Download this ebook and become an expert at building delightful, high-converting marketing campaigns.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.
For a marketer, conversion means convincing a visitor to do one thing and one thing only. Not one of many things, not accomplishing it in under seven seconds, not successfully navigating from one point to another — just completing a single business-driven objective.
Conversion-Centered Design (CCD) helps you design experiences that guide the visitor towards completing that one specific action, using persuasive design and psychological triggers to increase conversions. In other words, it’s about persuasion.
And as you’ll learn, persuading your prospects to take the desired action you want them to take doesn’t have to be difficult (especially when you’re not distracting them with 99¢ hotdogs).
The theory behind each of the 7 CCD principles (Attention, Context, Clarity, Congruence, Credibility, Closing, Continuance) and how they affect conversion rates.
How to leverage the principles to create and optimize high-converting marketing campaigns.
Why landing pages are instrumental to improving the ROI of your marketing campaigns.
Music plays an important part in all cultures and comes in many forms. It’s a great way to stimulate our thinking and our creativity, and music instruments often even support therapy and healing.
Designed by the team behind IconCrafts, this music instrument icon set is dedicated to all music lovers. It consists of 39 carefully crafted vector icons. All icons are available as 48, 64 and 128px PNG (+ @2x 256px versions + sprites), as well as SVG files.
Imagine a web component distributed as a single .
In many projects, responsive images aren’t a technical issue but a strategic concern. Delivering different images to different screens is technically possible with srcset and sizes and <picture> element and Picturefill (or a similar) polyfill; but all of those variants of images have to be created, adjusted and baked into the logic of the existing CMS. And that’s not easy.
On top of that, responsive images markup has to be generated and added into HTML as well, and if a new image variant comes into play at some point (e.