One page, one purpose. If you’ve spent any time in the CRO world, or read even a single article on landing page optimization, you’ll have heard this catchy little slogan. And yet, unlike the majority of marketing advice containing little substance, this is a phrase which can drastically change the effectiveness of your site’s pages. How? By focusing your page’s intent. Having only one purpose removes extraneous CTAs, helps target your messaging, and makes it easier to track actual success. I mean, if your page has 10 CTAs (and we assume each has an equal chance of being taken) then…
Summer might be over, but the memories of the places you’ve visited and the people you’ve met remain. No matter if you explored an exotic country, packed your car for a road trip or took out the hiking boots to discover the nature around you — traveling is a great opportunity to discover new places, gain a fresh view on things, and make lasting experiences.
To keep the essence of summer alive a bit longer, the creative minds at AgenteStudio dedicated an entire icon set to traveling.
As the Cannes Lions Festival is wrapping up this week, we’re seeing the annual breathless, self-congratulatory statements coming out of agencies with photos of their awards and sun-tanned creative teams sipping champagne.
They should feel proud. They’ve achieved a huge accomplishment that has been the recognized stamp of credibility for advertising creativity since 1954.
How do agencies win at the Cannes Lions festival?
When I worked at the big ad agencies, I was often shocked at how they used clients’ budgets for the purpose of winning awards and self-promotion.
I’ve seen ad agency executives planning how to maximize their billings for minimal work and use their clients’ budgets to submit campaigns for awards.
I vividly remember, shortly before I walked away from my ad agency career, being part of a team that created a poster to promote a lightbulb.
It involved an elaborate set rental, professional photography shoot, intensive image editing, and ultimately cost the client $17,000. For a poster.
It did nothing to communicate the benefits of the lightbulb for consumers. And there was not a single conversation at the agency about how we should measure results, or even what the goal was for the poster.
Was it a failed poster campaign?
It certainly didn’t achieve the goals in the official creative brief.
But, it did win a prestigious award for that agency and the creative director.
It was certainly a clever (if not esoteric) concept with beautiful, subtle photography, but it was entirely useless as an ad.
I watched as the client contacts turned a blind eye to the waste, knowing that they would be repaid with lavish expense account dinners in exchange for handing over their company’s cash.
Today’s CMOs know award-seeking agencies don’t care about their clients. Much less their clients’ customers.
They know that too-clever ads often don’t achieve results. Their digital transformation is changing their priorities. Data-informed ad campaigns are now revealing how ineffective the old gut-feeling approach can be.
They are seeking alternatives, and finding them in the Zen Marketing approach that balances intuition with data, big ideas with bold experiments, inspiration with rigorous validation.
The alternative to cleverness is customer insights that are validated by robust data.
The alternative to awards for cleverness is measurable results lift.
I’m reminded again, in this Cannes Lions Festival season, of why I started WiderFunnel to be the “anti-agency.” And again, why we will never make a recommendation if we haven’t tested its ability to lift the client’s revenue.
So, the next time you’re in an agency pitch where they’re bragging about their awards, don’t walk; run away from hiring them. They’re telling you they don’t care about you.
Why we will never win a Cannes Lion award
Short answer: Because we will never submit for one.
Since the beginning of humankind, philosophers and laypeople alike have pondered the meaning of life. But what I really want to know is: Should copy be clear, clever or concise?
It’s the age-old copywriting question. Sure clever may get you a laugh, a giggle, a chortle, a chuckle… even a guffaw — but if it’s not clear, then does it even matter?
Now I’m not trying to ruffle any feathers. I’m no copywriting expert, so my lowly opinion on the matter is next to irrelevant. But a few months ago Unbounce hosted an event (cough — Call to Action Conference — cough) featuring a ton of talented copywriters, so we asked them for their opinion. And we filmed it.
Check it out.
So what do you think? Do you agree with the experts? Let us know in the comments below — we’d love to hear from you!
What’s happening in the industry? What important techniques have emerged recently? What about new case studies, insights, techniques and tools? Our dear friend Anselm Hannemann is keeping track of everything in the web development reading list so you don’t have to. The result is a carefully collected list of articles that popped up over the last week and which might interest you. — Ed.
Last week I asked for some comments on how web development got more complex in my opinion and I got great feedback. It’s great to see a good discussion as the outcome, and I say “thank you” for all your support!
Right up front, I’ll offer some simple advice: In production, your code should be as performance-friendly as possible. This means, Gzip’ing, concatenating and minifying as many assets as possible, thus serving the smallest possible files and the least number of files. I don’t think anyone would argue that these suggestions aren’t best practices (even if we don’t implement them in every project).
Well-written, readable code doesn’t create mind games and labyrinths when other developers read it.
Disclaimer: This article is published in the Opinion column section in which we provide active members of the community with the opportunity to share their thoughts and ideas publicly. Do you agree with the author? Please leave a comment. And if you disagree, would you like to write a rebuttal or counter piece? Leave a comment, too, and we will get back to you! Thank you.
The expansion of the Web from the PC to devices such as mobile phones, tablets and TVs demands a new approach to publishing content.
Have you ever wanted your users to click a link but didn’t know how to get them to act? When some designers run into this problem, they’re tempted to use the words “Click here” on their links.
Before giving in to the temptation, you should know how using these words on a link can affect how users experience your interface. Not to mention that having proper link titles is a major accessibility requirement since the term ‘click’ is irrelevant to many assistive technologies and isn’t descriptive enough for screen readers.
Depending on who you follow and what you read, you may have noticed the concept of “responsive text” being discussed in design circles recently. It’s not what you might imagine — resizing and altering the typography to make it easier to read on a range of devices — but rather delivering varying amounts of content to devices based on screen size.
One example of this is an experiment by designer Frankie Roberto.
In his book, The Paradox of Choice, Barry Schwartz comes to an interesting conclusion involving human choice. “People choose not on the basis of what’s most important, but on what’s easiest to evaluate.”
Common sense would dictate that if you were given a list of choices, you would choose the one that is most important to you, when in reality humans usually choose the one that is easiest for them to understand and evaluate.