Tag Archives: product-marketing

9 Creative Sticky Bar Examples – Plus 21 New Unbounce Templates

alt : https://unbounce.com/photos/sticky-bar-condoms.mp4https://unbounce.com/photos/sticky-bar-condoms.mp4

Sticky Bars are the less intrusive cousin of the noble Popup. They appear at the top or bottom of the page (and sometimes the sides) when a visitor arrives, leaves, scrolls down or up, stays on the page for a certain time period or clicks a link or button. They have a million useful use cases, some of which you may not have considered.

In today’s Product Awareness Month post, I’ll be sharing:

  • 9 Sticky Bar Examples From Out in the Wild: These are examples the team has found on other folks websites, and a couple of our own.
  • 21 New Unbounce Sticky Bar Templates: Check out our latest designs that you can use today.

To get things started, here’s an example that I’ll talk about later in the new templates section. Click to show a Sticky Bar with a countdown timer.

I’d love to see your Sticky Bars too, so drop me a link in the comments, please.

9 Creative Sticky Bar Examples to Inspire Your Next Campaign

Discounts and newsletter subscriptions are valid, common and effective use cases, but I want to explore different types of interaction design, or campaign concepts that can compliment what you’re already using them for.

#1 Maybe Later

If you’ve been following along with Product Awareness Month (PAM), you’ll have seen the “Maybe Later” concept. This is where an entrance popup morphs into a persistent Sticky Bar when your visitors click the middle “Maybe Later” button instead of yes or no.

You can see a live demo of how it works here. A popup will appear when you arrive. Click “Maybe Later”, then refresh the page and a Sticky Bar will appear, and can be configured to show up site-wide until you convert or say “No Thanks”.


#2 Sticky Bar to Popup

This concept is the exact opposite of “Maybe Later”, and it uses a concept known as a two-step opt-in. Instead of showing a form on the Sticky Bar, it just shows a button to express interest.

Click-Through Sticky Bar

When you click the Sticky Bar CTA it launches a popup to collect the email address. This two-stage concept can increase conversions because the first click establishes intent and a level of commitment to continue – while not showing a scary form right away. I’ll be discussing the two-step opt-in in a future post.

Lead Gen Popup


#3 Sticky Video Widget

You’ve seen these on many blogs I’m sure. It’s really cool functionality for increasing engagement in your videos. You can see a demo here. And instructions on how to implement it can be found in the Unbounce community here.


#4 E-commerce Product Reminder

This example is really cool. As you scroll down a product page on an e-commerce site, an “Add to Cart” Sticky Bar appears when you scroll past the main hero image.


#5 E-commerce Checkout Discount Nudge

This Sticky Bar sticks with you for every step in the photo creation and checkout process. Clearly, they are comfortable with the coupon being applied to the sale because it’s an incredibly competitive business niche and let’s face it when you see a coupon code field you go searching for one. So why not just offer it straight up.

For the record, trying to buy canvas prints to deliver to family in the UK is a freakin’ nightmare. I had to try 8 different sites before one of them would allow me to put a Canadian address in the billing info fields. They are losing a TON of money by not realizing that customers can be in other places.


#6 On-Click Side Slide

On-click Sticky Bars and Popups are the best kind when it comes to a permission-based interaction. You make something interesting and ask people to click on it. In this example, there is an element on the left side of the page which slides in from the side when clicked.

Unbouncer Noah Matsell created a similar thing in Unbounce (see demo here). It doesn’t actually use a Sticky Bar. Instead it’s just a box with text in it. I love how it works. Try it out, and think about all the cool stuff you could stick in a sidebar.


#7 EU Cookie Policy

European Union laws around privacy are some of the toughest in the world, and for the last few years, the EU Cookie Privacy Law required that all EU businesses, as well as international businesses serving EU customers, show a privacy statement with a clickable acknowledgment interaction. I’m not a lawyer so I don’t know all the ins and outs, but needless to say, it’s a great use case that you may not even know that your web team or legal team actually needs.

Coming up in May is the new GDPR legislation which will usurp this law, but offer its own needs and requirements, so stay tuned for more on that, and how you should be dealing with it. In fact, I did a quick poll on Twitter to see what people thought about the cookie law and got an interesting mix of responses. Don’t be in the “Haven’t dealt with it yet” camp when it comes to GDPR. That could get you dinged.

We released a new Cookie Bar template below that you can use until you deal with the new legislation.

#8 Microsite Navigation

Another example from earlier in Product Awareness Month. You can use a Sticky Bar as the connective global navigation that turns a group of landing pages into a microsite.

A really simple way to create a multi-page marketing campaign experience.

#9 Net Promoter Score (NPS)

Net Promoter Score surveys are a method of measuring how your customers feel about your product or service. Based on a scale from 0-10 and the question “How likely are you to recommend company name to a friend?”

Co-founder Carter Gilchrist made this NPS demo to show how it works:


Follow our Product Awareness Month journey >> click here to launch a popup with a subscribe form (it uses our on-click trigger feature).


21 New Unbounce Sticky Bar Templates You Can Use Today

We just released a whole bunch of new Sticky Bar and Popup templates which you can see inside the Unbounce app screenshot below. I chose a few of them to showcase below based on some of the examples I discussed above.


Sticky Bar Template #1: Countdown Timer

Countdown timers are great for creating a sense of urgency, and can have a positive influence on conversions as a result.


Click to show this Sticky Bar at the bottom | at the top.


Sticky Bar Template #2: Location Redirect

If you have multiple websites or online stores, you can use Location Targeting (Unbounce supports city, region, country, and continent) to let people know there is a local version they might want to switch to.


Sticky Bar Template #3: Product Release

Announce product releases on your website to drive people to the features page of the new product.


Sticky Bar Template #4: Cookie Privacy Law

As I mentioned earlier, this is big for companies in Europe, and also businesses who have European customers. On May 25, 2018 this law will be usurped by the new General Data Protection Regulation (GDPR).


Sticky Bar Template #5: Product Beta Access

Build an email list for an upcoming beta release.


Sticky Bar Template #6: Product Hunt Launch

Product Hunt can be a great place to launch new products. To be successful you need to get upvotes and you can use a Sticky Bar to send people there from your website.

Check Out Our Sticky Bar Live Demo

We built a cool tool that shows what Sticky Bars and Popups look like on your site. Simply enter your URL here to preview. It even grabs your brand colors and in this case, Amanda from Orbit Media makes a cameo appearance.

Cheers
Oli Gardner

p.s. You should check out The Landing Page Analyzer. Why? Because – hyperbole alert – it’s the single greatest tool in the history of the world when it comes to grading your landing pages.

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9 Creative Sticky Bar Examples – Plus 21 New Unbounce Templates

How to Turn a Long Landing Page Into a Microsite – In 6 Easy Steps

Landing pages can get really long, which is totally fine, especially if you use a sticky anchor navigation to scroll people up and down to different page sections. It’s a great conversion experience and should be embraced.

However, there are times when having a small multi-page site, known as a microsite (or mini-site) can offer significant advantages.

This is not a conversation about your website (which is purely for organic traffic), I’m still talking about creating dedicated marketing-campaign-specific experiences. That’s what landing pages were designed for, and a microsite is very similar. It’s like a landing page in that it’s a standalone, controlled experience, but with a different architecture.

The sketch below shows the difference between a landing page and a microsite.

The landing page is a single page with six sections. The microsite has a homepage and 5 or 6 child pages, each with a persistent global navigation to conect the pages.

They are both “landing experiences”, just architected differently. I’ve noticed that many higher education landing experiences are four-page microsites. The pharmaceutical industry tends to create microsites for every new product campaign – especially those driven by TV ads.

What are the benefits of a microsite over a long landing page?

To reiterate, for most marketing campaign use cases, a single landing page – long or short – is your absolute best option. But there are some scenarios where you can really benefit from a microsite.

Some of the benefits of a microsite include:

  1. It allows more pages to be indexed by Google
  2. You can craft a controlled experience on each page (vs. a section where people can move up and down to other sections)
  3. You can add a lot more content to a certain page, without making your landing page a giant.
  4. You can get more advanced with your analytics research as there are many different click-pathways within a microsite that aren’t possible to track or design for on a single page.
  5. The technique I’m going to show you takes an Unbounce landing page, turns it into a 5-page microsite.

How to Create a Microsite from a Long Landing Page

The connective tissue of a microsite is the navigation. It links the pages together and defines the available options for a visitor. I’ll be using an Unbounce Sticky Bar as the shared global navigation to connect five Unbounce landing pages that we’ll create from the single long landing page. It’s really easy.

First, Choose a Landing Page to Work With

I’ve created a dummy landing page to work with. You can see from the zoomed-out thumbnail on the right-hand side how long it is: 10 page-sections long to be specific. (Click the image to view the whole page in a scrolling lightbox.)

The five-step process is then as follows:

I’ll explain it in more detail with screenshots and a quick video.

  1. Create the microsite pages, by duplicate your landing page 5 times
  2. Delete the page sections you don’t want on each microsite page
  3. Create a Sticky Bar and add five navigation buttons
  4. Set the URL targeting of the Sticky Bar to appear on the microsite pages
  5. Add the Unbounce global script to your site
  6. Click “Publish” << hardly a step.

Step 1: Create Your Microsite Pages

Choose “Duplicate Page” from the cog menu on your original landing page to create a new page (5 times). Then name each page and set the URL of each accordingly. In the screenshot below you can see I have the original landing page, and five microsite pages Home|About|Features|FAQ|Sign Up.

Step 2: Delete Page Sections on Each Microsite Page

Open each page in the Unbounce builder and click the background of any page section you don’t want and hit delete. It’s really quick. Do this for each page until they only have the content you want to be left in them. Watch the 30 sec video below to see how.

Pro Tip: Copy/Paste Between Pages

There is another way to do it. Instead of deleting sections, you can start with blank pages for the microsite, and copy/paste the sections you want from the landing page into the blank pages. This is one of the least-known and most powerful features of Unbounce.

The best way is to have a few browser tabs open at once (like one for each page), then just copy and paste between browser tabs. It’s epic! Watch…

Step 3: Create the Navigation With a Sticky Bar

Create a new Sticky Bar in Unbounce (it’s the same builder for landing pages and popups). Add buttons or links for each of your microsite pages, and set the “Target” of the link to be “Parent Frame” as shown in the lower-right of this screenshot.

Step 4: Set URL Targeting

This is where the connective tissue of the shared Sticky Bar comes together. On the Sticky Bar dashboard, you can enter any URLs on your domain that you want the bar to appear on. You can enter them one-by-one if you like, or to make it much faster, just use the same naming convention (unique to this microsite/campaign) on each of the microsite page URLS.

I used these URLs for my pages:

unbounce.com/pam-micro-home/
unbounce.com/pam-micro-about/
unbounce.com/pam-micro-features/
unbounce.com/pam-micro-faq/
unbounce.com/pam-micro-signup/

For the URL Targeting, I simply set one rule, that URLs need to contain “pmm-micro”.
For the Trigger, I selected “When a visitor arrives on the page.”
for the frequency, I selected “Show on every visit.” because the nav needs to be there always.

Step 5: Add the Unbounce Script

We have a one-line Javascript that needs to be added to your website to make the Sticky Bars work. If you use Google Tag Manager on your site, then it’s super easy, just give the code snippet to your dev to paste into GTM.

Note: As this microsite solution was 100% within Unbounce (Landing Pages and Sticky Bar), you don’t actually have to add the script to your website, you can just add it to the each of the landing pages individually. But it’s best to get it set up on your website, which will show it on your Unbounce landing pages on that domain, by default.

Ste 6: Hide the Sticky Bar Close Button

As this is a navigation bar, and not a promo, we need to make sure it’s always there and can’t be hidden. It’s not a native feature in the app right now, so you need to add this CSS to each of the microsite pages.

 .ub-emb-iframe-wrapper .ub-emb-close 
  visibility: hidden;
 

Click Publish on #AllTheThings!

And that’s that!


You can see the final microsite here.
(Desktop only right now I’m afraid. I’ll set up mobile responsive soon but it’s 2am and this blogging schedule is killing me :D).


I’ve also written a little script that uses cookies to change the visual state of each navigation button to show which pages you’ve visited. I’ll be sharing that in the future for another concept to illustrate how you can craft a progress bar style navigation flow to direct people where you want them to go next!

A Few Wee Caveats

  • This use of a Sticky Bar isn’t a native feature of Unbounce at this point, it’s just a cool thing you can do. As such, it’s not technically supported, although our community loves this type of thing.
  • As it’s using a shared Sticky Bar for the nav, you’ll see it re-appear on each new page load. Not perfect, but it’s not a big deal and the tradeoff is worth it if the other benefits mentioned earlier work for you.

Aall in all, this type of MacGyvering is great for generating new ways of thinking about your marketing experiences, and how you can guide people to a conversion.

I’ve found that thinking about a microsite from a conversion standpoint is a fantastic mental exercise.

Have fun making a microsite, and never stop experimenting – and MacGyvering!
Cheers
Oli

p.s. Don’t forget to subscribe to the weekly updates for the rest of Product Awareness Month.

From – 

How to Turn a Long Landing Page Into a Microsite – In 6 Easy Steps

6 Really Bad Website Popup Examples

If you want to craft a delightful marketing experience and you’re using popups, you need to make sure you hold them to the same high standards as the content they are covering up. You can learn a lot by looking at bad website popup examples.

Once you understand what not to do, you’ll default to starting your own popup designs from a better baseline.

What does a bad popup design actually look like?

Well, it depends on your judging criteria, and for the popup examples below, I was considering these seven things, among others:

  1. Clarity: Is it easy to figure out the offer really quickly?
  2. Relevance: Is it related to the content of the current page?
  3. Manipulation: Does it use psychological trickery in the copy?
  4. Design: Is it butt ugly?
  5. Control: Is it clear what all options will do?
  6. Escape: Can you get rid of it easily?
  7. Value: Is the reward worth more than the perceived (or actual) effort?

The following popup examples, each make a number of critical errors in their design decisions. Take a look, and share your own worst popup design examples in the comments!


#1 – Weather Channel Rudeness

What’s so bad about it?

Okay, I get it Weather.com, ads are one of, or your only, revenue stream. There are plenty of sites who ask you to turn off an ad blocker to read the full article. I don’t have a problem with it, and the main paragraph of text here is okay.

What I *do* have a problem with is the copy on the CTA. “Turn off your ad blocker”.

Really? You can’t even say please? That’s just obnoxious.

Fun fact, the Canadian version of the site doesn’t have this popup. Go figure. ;)
(I had to VPN to get the U.S. version.)

Submitted by Ramona from Impact)


#2 – Mashable Shmashable

What’s so bad about it?

If you peer into the background behind the popup, you’ll see a news story headline that begins with “Nightmare Alert”. I think that’s a pretty accurate description of what’s happening here.

  • Design: Bad. The first thing I saw looks like a big mistake. The Green line with the button hanging off the bottom looks like the designer fell asleep with their head on the mouse.
  • Clarity: Bad. And what on earth does the headline mean? click.click.click. Upon deeper exploration, it’s the name of the newsletter, but that’s not apparent at all on first load.
  • Clarity: worse. Then we get the classic “Clear vs. Clever” headline treatment. Why are you talking about the pronunciation of the word “Gif”? Tell me what this is, and why I should care to give you my email.
  • Design: Bad. Also, that background is gnarly.

#3 – KAM Motorsports Revolution!

What’s so bad about it?

It’s motorsports. It’s not a revolution. Unless they’re talking about wheels going round in circles.

  • Clarity: Bad. The headline doesn’t say what it is, or what I’ll get by subscribing. I have to read the fine print to figure that out.
  • Copy: Bad. Just reading the phrase “abuse your email” is a big turn off. Just like the word spam, I wasn’t thinking that you were going to abuse me, but now it’s on my mind.
  • Relevance: Bad. Newsletter subscription popups are great, they have a strong sense of utility and can give people exactly what they want. But I don’t like them as entry popups. They’re much better when they use an exit trigger, or a scroll trigger. Using a “Scroll Up” trigger is smart because it means they’ve read some of your content, and they are scrolling back up vs. leaving directly, which is another micro-signal that they are interested.

#4 – Utterly Confused


(Source unknown – I found it on confirmshaming.tumblr.com)

What’s so bad about it?

I have no earthly clue what’s going on here.

  • Clarity: Bad. I had to re-read it five times before I figured out what was going on.
  • Control: Bad. After reading it, I didn’t know whether I would be agreeing with what they’re going to give me, or with the statement. It’s like an affirmation or something. But I have no way of knowing what will happen if I click either button. My best guess after spending this much time writing about it is that it’s a poll. But a really meaningless one if it is. Click here to find out how many people agreed with “doing better”…
  • It ends with “Do Better”. I agree. They need to do a lot better.

#5 – Purple Nurple

What’s so bad about it?

  • Manipulation: Bad. Our first “Confirm Shaming” example. Otherwise known as “Good Cop / Bad Cop”. Forcing people to click a button that says “Detest” on it is so incongruent with the concept of a mattress company that I think they’re just being cheap. There’s no need to speak to people that way.
  • I found a second popup example by Purple (below), and have to give them credit. The copy on this one is significantly more persuasive. Get this. If you look at the section I circled (in purple), it says that if you subscribe, they’ll keep you up to date with SHIPPING TIMES!!! Seriously? If you’re going to email me and say “Hey Oli, great news! We can ship you a mattress in 2 weeks!”, I’ll go to Leesa, or Endy, or one of a million other Casper copycats.


#6 – Hello BC

What’s so bad about it?

Context: This is an entry popup, and I have never been to this site before.

  • Relevance: Bad. The site is Hellobc.com, the title says “Supernatural British Columbia”, and the content on the page is about skydiving. So what list is this for? And nobody wants to be on a “list”, stop saying “list”. It’s like saying email blast. Blast your list. If you read the first sentence it gets even more confusing, as you’ll be receiving updates from Destination BC. That’s 4 different concepts at play here.
  • Design: Bad. It’s legitimately butt ugly. I mean, come on. This is for Beautiful Supernatural British Columbia ffs. It’s stunning here. Show some scenery to entice me in.
  • Value: Bad. Seeing that form when I arrive on the page is like a giant eff you. Why do they think it’s okay to ask for that much info, with that much text, before I’ve even seen any content?
  • Control: Bad. And there’s not any error handling. However, the submit button remains inactive until you magically click the right amount of options to trigger it’s hungry hungry hippo mouth to open.

Train. Wreck.


Well, that’s all for today, folks. You might be wondering why there were so few popup examples in this post. Honestly, when the team was rallying to find me a bunch of examples, we all struggled to find many truly awful ones. We also struggled to find many really awesome ones.

This is where YOU come in!

Send me your terrible and awesome popup examples!

If you have any wonderfully brutal, or brutally wonderful examples of website popup design, I’d really appreciate a URL in the comments. If you could share the trigger details too that would be rad (e.g. exit, entrance, scroll, delay etc.).

Tomorrow’s Post is about Awesome Popup Examples! YAY.

So get your butt back here same time tomorrow, where I’ll be sharing my brand new Popup Delight Equation that you can use to grade your own popup designs.

Cheers,
Oli

p.s. Don’t forget to subscribe to the weekly updates.

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6 Really Bad Website Popup Examples

Technology isn’t the Problem, We Are. An Essay on Popups + 5 Horrific Popup Examples

Before I bring the heat, I want to talk a bit about what it’s like, as a marketer, to be marketing something that’s difficult to market.

You see, there’s a common problem that many marketers face, and it’s also one of the most asked questions I hear when I’m on the road, as a speaker:

“How do I great marketing for a boring product or service?”

That’s a tough challenge for sure, although the good news is that if you can inject some originality you’ll be a clear winner, as all of your competitors are also boring. However, I think I can one-up that problem:

“How do I do great marketing for something that’s universally hated, like popups?”

We knew we had a big challenge ahead of us when we decided to release the popups product because of the long legacy of manipulative abuse it carries with it.

In fact, as the discussion about product direction began in the office, there were some visceral (negative) reactions from some folks on the engineering team. They feared that we were switching over to the dark side.

It makes sense to me that this sentiment would come from developers. In my experience, really good software developers have one thing in common. They want to make a difference in the world. Developers are makers by design, and part of building something is wanting it to have a positive impact on those who use it.

To quell those types of fears requires a few things;

  • Education about the positive use cases for the technology,
  • Evidence in the form of good popup examples, showcasing how to use them in a delightful and responsible manner,
  • Features such as advanced triggers & targeting to empower marketers to deliver greater relevance to visitors,
  • And most important of all – it requires us to take a stance. We can’t change the past unless we lead by example.

It’s been my goal since we started down this path, to make it clear that we are drawing a line in the sand between the negative past, and a positive future.

Which is why we initially launched with the name “Overlays” instead of popups.

Overlays vs. Popups – The End of an Era

It made a lot of sense at the time, from a branding perspective. Through podcast interviews and public speaking gigs, I was trying to change the narrative around popups. Whenever I was talking about a bad experience, I would call it a popup. When it was a positive (and additive) experience, I’d call it an overlay. It was a really good way to create a clear separation.

I even started to notice more and more people calling them overlays. Progress.

Unfortunately, it would still require a lot of continued education to make a dent in the global perception of the terminology, that with the search volume for “overlays” being tiny compared to popups, factored heavily into our decision to pivot back to calling a popup a popup.

Positioning is part of a product marketer’s job – our VP of Product Marketing, Ryan Engley recently completed our most recent positioning document for the new products. Just as the umbrella term “Convertables” we had been using to include popups and sticky bars had created confusion, “Overlays” was again making the job harder than it should have been. You can tell, just from reading this paragraph alone that it’s a complex problem, and we’re moving in the right direction by re-simplifying.

The biggest challenge developing our positioning was the number of important strategic questions that we needed to answer first. The market problems we solve, for who, how our product fits today with our vision for the future, who we see ourselves competing with, whether we position ourselves as a comprehensive platform that solves a unique problem, or whether we go to market with individual products and tools etc. It’s a beast of an undertaking.

My biggest lightbulb moment was working with April Dunford who pushed me to get away from competing tool-to-tool with other products. She said in order to win that way, you’d have to be market leading in every tool, and that won’t happen. So what’s the unique value that only you offer and why is it important?

— Ryan Engley, VP Product Marketing at Unbounce

You can read more about our initial product adoption woes, and how our naming conventions hurt us, in the first post in the series – Product Marketing Month: Why I’m Writing 30 Blog Posts in 30 Days.

Let’s get back to the subject of popups. I think it’s important to look back at the history of this device to better understand how they came about, and why they have always caused such a stir.

Browser Interaction Models & the History of the Popup

The talk I was doing much of last year was called Data-Driven Design. As part of the talk, I get into interaction design trends. I’ve included the “Trendline” slide below.

You can see that the first occurrence of a popup was back in 1998. Also, note that I included Overlays in late 2016 when we first started that discussion.

Like many bad trends, popups began as web developers started trying to hack browser behavior to create different interruptive interaction modes. I know I made a lot of them back in the day, but I was always doing it to try to create a cool experience. For example, I was building a company Intranet and wanted to open up content in a new window, resize it, and stick it to the side of the screen as a sidebar navigation for the main window. That was all good stuff.

Tabbed browsers have done a lot to help clean up the mess of multiple windows, and if you couple that with popup blockers, there’s a clear evolution in how this type of behavior is being dealt with.

Then came the pop-under, often connected to Malware virus schemes where malicious scripts could be running in the background and you wouldn’t even know.

And then the always fun “Are you sure you want to do that?” Inception-like looping exit dialogs.

Developers/hackers took the simple Javascript modal “Ok” “Cancel” and abused it to the point where there was no real way out of the page. If you tried to leave the page one modal would lead to another, and another, and you couldn’t actually close the browser window/tab unless you could do it within the split second between one dialog closing and the next opening. It was awful.

So we have a legacy of abuse that’s killed the perception of popups.

What if Popups Had Been Built Into Browsers?

Imagine for a moment that a popup was simply one of many available interaction models available in the browsing experience. They could have had a specification from the W3C, with a set of acceptable criteria for display modes. It would be an entirely different experience. Sure, there would still be abuse, but it’s an interesting thought.

This is why it’s important that we (Unbounce and other like-minded marketers and Martech software providers) take a stance, and build the right functionality into this type of tool so that it can be used responsibly.

Furthermore, we need to keep the dialog going, to educate the current and future generations of marketers that to be original, be delightful, be a business that represents themselves as professionals, means taking responsibility for our actions and doing everything we can to take the high road in our marketing.

Alright, before I get to the really bad website popup examples, I’ll leave you with this thought:

Technology is NOT the problem, We Are.

It’s the disrespectful and irresponsible marketers who use manipulative pop-psychology tactics for the sake of a few more leads, who are the problem. We need to stop blaming popups for bad experiences, and instead, call out the malicious marketers who are ruining it for those trying to do good work.

It’s a tough challenge to reverse years of negative perception, but that’s okay. It’s okay because we know the value the product brings to our customers, how much extra success they’re having, and because we’ve built a solution that can be configured in precise ways that make it simple to use in a responsible manner (if you’re a good person).


Follow our Product Marketing Month journey >> click here to launch a popup with a subscribe form (it uses our on-click trigger feature).


5 Really Bad Website Popup Examples

What does a bad popup actually look like? Well, it depends on your judging criteria, and for the examples below, I was considering these seven things, among others:

  1. Clarity: Is it easy to figure out the offer really quickly?
  2. Relevance: Is it related to the content of the current page?
  3. Manipulation: Does it use psychological trickery in the copy?
  4. Design: Is it butt ugly?
  5. Control: Is it clear what all options will do?
  6. Escape: Can you get rid of it easily?
  7. Value: Is the reward worth more than the perceived (or actual) effort?

#1 – Mashable Shmashable

What’s so bad about it?

If you peer into the background behind the popup, you’ll see a news story headline that begins with “Nightmare Alert”. I think that’s a pretty accurate description of what’s happening here.

  • Design: Bad. The first thing I saw looks like a big mistake. The Green line with the button hanging off the bottom looks like the designer fell asleep with their head on the mouse.
  • Clarity: Bad. And what on earth does the headline mean? click.click.click. Upon deeper exploration, it’s the name of the newsletter, but that’s not apparent at all on first load.
  • Clarity: worse. Then we get the classic “Clear vs. Clever” headline treatment. Why are you talking about the pronunciation of the word “Gif”? Tell me what this is, and why I should care to give you my email.
  • Design: Bad. Also, that background is gnarly.

#2 – KAM Motorsports Revolution!

What’s so bad about it?

It’s motorsports. It’s not a revolution. Unless they’re talking about wheels going round in circles.

  • Clarity: Bad. The headline doesn’t say what it is, or what I’ll get by subscribing. I have to read the fine print to figure that out.
  • Copy: Bad. Just reading the phrase “abuse your email” is a big turn off. Just like the word spam, I wasn’t thinking that you were going to abuse me, but now it’s on my mind.
  • Relevance: Bad. Newsletter subscription popups are great, they have a strong sense of utility and can give people exactly what they want. But I don’t like them as entry popups. They’re much better when they use an exit trigger, or a scroll trigger. Using a “Scroll Up” trigger is smart because it means they’ve read some of your content, and they are scrolling back up vs. leaving directly, which is another micro-signal that they are interested.

#3 – Utterly Confused


(Source unknown – I found it on confirmshaming.tumblr.com)

What’s so bad about it?

I have no earthly clue what’s going on here.

  • Clarity: Bad. I had to re-read it five times before I figured out what was going on.
  • Control: Bad. After reading it, I didn’t know whether I would be agreeing with what they’re going to give me, or with the statement. It’s like an affirmation or something. But I have no way of knowing what will happen if I click either button. My best guess after spending this much time writing about it is that it’s a poll. But a really meaningless one if it is. Click here to find out how many people agreed with “doing better”…
  • It ends with “Do Better”. I agree. They need to do a lot better.

#4 – Purple Nurple

What’s so bad about it?

  • Manipulation: Bad. Our first “Confirm Shaming” example. Otherwise known as “Good Cop / Bad Cop”. Forcing people to click a button that says “Detest” on it is so incongruent with the concept of a mattress company that I think they’re just being cheap. There’s no need to speak to people that way.
  • I found a second popup example by Purple (below), and have to give them credit. The copy on this one is significantly more persuasive. Get this. If you look at the section I circled (in purple), it says that if you subscribe, they’ll keep you up to date with SHIPPING TIMES!!! Seriously? If you’re going to email me and say “Hey Oli, great news! We can ship you a mattress in 2 weeks!”, I’ll go to Leesa, or Endy, or one of a million other Casper copycats.


#5 – Hello BC

What’s so bad about it?

Context: This is an entry popup, and I have never been to this site before.

  • Relevance: Bad. The site is Hellobc.com, the title says “Supernatural British Columbia”, and the content on the page is about skydiving. So what list is this for? And nobody wants to be on a “list”, stop saying “list”. It’s like saying email blast. Blast your list. If you read the first sentence it gets even more confusing, as you’ll be receiving updates from Destination BC. That’s 4 different concepts at play here.
  • Design: Bad. It’s legitimately butt ugly. I mean, come on. This is for Beautiful Supernatural British Columbia ffs. It’s stunning here. Show some scenery to entice me in.
  • Value: Bad. Seeing that form when I arrive on the page is like a giant eff you. Why do they think it’s okay to ask for that much info, with that much text.
  • Control: Bad. And there’s not any error handling. However, the submit button remains inactive until you magically click the right amount of options to trigger it’s hungry hungry hippo mouth to open.

Trainwreck.


Well, that’s all for today, folks. You might be wondering why there were so few popup examples in this post, keep reading and I’ll explain why.

Coming Up Tomorrow – Good Popups, YAY!!!

One of the most interesting things I’ve noticed of late is that there is a shift in quality happening in the popup world. When the team rallied to find the bad popup examples above, we found at least 10x as many good ones as bad. That’s something to feel pretty good about. Perhaps the positive energy we’re helping to spread is having an impact.

So get your butt back here tomorrow to see 20+ delightful website popup examples. More importantly, I’ll also be sharing “The Delight Equation”, my latest formula for measuring quantifying how good your popups really are.

See you then!

Cheers
Oli

p.s. Don’t forget to subscribe to the weekly updates.

Continue reading:

Technology isn’t the Problem, We Are. An Essay on Popups + 5 Horrific Popup Examples

Technology isn’t the Problem, We Are. An Essay on Popups.

Today I want to talk a bit about what it’s like, as a marketer, to be marketing something that’s difficult to market.
Stop blaming the popups for what bad marketers do.
You see, there’s a common problem that many marketers face, and it’s also one of the most asked questions I hear when I’m on the road, as a speaker:

“How do I great marketing for a boring product or service?”

That’s a tough challenge for sure, although the good news is that if you can inject some originality you’ll be a clear winner, as all of your competitors are also boring. However, I think I can one-up that problem:

“How do I do great marketing for something that’s universally hated, like popups?”

We knew we had a big challenge ahead of us when we decided to release the popups product because of the long legacy of manipulative abuse it carries with it.

In fact, as the discussion about product direction began in the office, there were some visceral (negative) reactions from some folks on the engineering team. They feared that we were switching over to the dark side.

It makes sense to me that this sentiment would come from developers. In my experience, really good software developers have one thing in common. They want to make a difference in the world. Developers are makers by design, and part of building something is wanting it to have a positive impact on those who use it.

To quell those types of fears requires a few things;

  • Education about the positive use cases for the technology,
  • Evidence in the form of good popup examples, showcasing how to use them in a delightful and responsible manner,
  • Features such as advanced triggers & targeting to empower marketers to deliver greater relevance to visitors,
  • And most important of all – it requires us to take a stance. We can’t change the past unless we lead by example.

It’s been my goal since we started down this path, to make it clear that we are drawing a line in the sand between the negative past, and a positive future.

Which is why we initially launched with the name “Overlays” instead of popups.

Overlays vs. Popups – The End of an Era

It made a lot of sense at the time, from a branding perspective. Through podcast interviews and public speaking gigs, I was trying to change the narrative around popups. Whenever I was talking about a bad experience, I would call it a popup. When it was a positive (and additive) experience, I’d call it an overlay. It was a really good way to create a clear separation.

I even started to notice more and more people calling them overlays. Progress.

Unfortunately, it would still require a lot of continued education to make a dent in the global perception of the terminology, that with the search volume for “overlays” being tiny compared to popups, factored heavily into our decision to pivot back to calling a popup a popup.

Positioning is part of a product marketer’s job – our VP of Product Marketing, Ryan Engley recently completed our most recent positioning document for the new products. Just as the umbrella term “Convertables” we had been using to include popups and sticky bars had created confusion, “Overlays” was again making the job harder than it should have been. You can tell, just from reading this paragraph alone that it’s a complex problem, and we’re moving in the right direction by re-simplifying.

The biggest challenge developing our positioning was the number of important strategic questions that we needed to answer first. The market problems we solve, for who, how our product fits today with our vision for the future, who we see ourselves competing with, whether we position ourselves as a comprehensive platform that solves a unique problem, or whether we go to market with individual products and tools etc. It’s a beast of an undertaking.

My biggest lightbulb moment was working with April Dunford who pushed me to get away from competing tool-to-tool with other products. She said in order to win that way, you’d have to be market leading in every tool, and that won’t happen. So what’s the unique value that only you offer and why is it important?

— Ryan Engley, VP Product Marketing at Unbounce

You can read more about our initial product adoption woes, and how our naming conventions hurt us, in the first post in the series – Product Marketing Month: Why I’m Writing 30 Blog Posts in 30 Days.

Let’s get back to the subject of popups. I think it’s important to look back at the history of this device to better understand how they came about, and why they have always caused such a stir.

Browser Interaction Models & the History of the Popup

The talk I was doing much of last year was called Data-Driven Design. As part of the talk, I get into interaction design trends. I’ve included the “Trendline” slide below.

You can see that the first occurrence of a popup was back in 1998. Also, note that I included Overlays in late 2016 when we first started that discussion.

Like many bad trends, popups began as web developers started trying to hack browser behavior to create different interruptive interaction modes. I know I made a lot of them back in the day, but I was always doing it to try to create a cool experience. For example, I was building a company Intranet and wanted to open up content in a new window, resize it, and stick it to the side of the screen as a sidebar navigation for the main window. That was all good stuff.

Tabbed browsers have done a lot to help clean up the mess of multiple windows, and if you couple that with popup blockers, there’s a clear evolution in how this type of behavior is being dealt with.

Then came the pop-under, often connected to Malware virus schemes where malicious scripts could be running in the background and you wouldn’t even know.

And then the always fun “Are you sure you want to do that?” Inception-like looping exit dialogs.

Developers/hackers took the simple Javascript modal “Ok” “Cancel” and abused it to the point where there was no real way out of the page. If you tried to leave the page one modal would lead to another, and another, and you couldn’t actually close the browser window/tab unless you could do it within the split second between one dialog closing and the next opening. It was awful.

So we have a legacy of abuse that’s killed the perception of popups.

What if Popups Had Been Built Into Browsers?

Imagine for a moment that a popup was simply one of many available interaction models available in the browsing experience. They could have had a specification from the W3C, with a set of acceptable criteria for display modes. It would be an entirely different experience. Sure, there would still be abuse, but it’s an interesting thought.

This is why it’s important that we (Unbounce and other like-minded marketers and Martech software providers) take a stance, and build the right functionality into this type of tool so that it can be used responsibly.

Furthermore, we need to keep the dialog going, to educate the current and future generations of marketers that to be original, be delightful, be a business that represents themselves as professionals, means taking responsibility for our actions and doing everything we can to take the high road in our marketing.

I’ll leave you with this thought:

Technology is NOT the problem, We Are.

It’s the disrespectful and irresponsible marketers who use manipulative pop-psychology tactics for the sake of a few more leads, who are the problem. We need to stop blaming popups for bad experiences, and instead, call out the malicious marketers who are ruining it for those trying to do good work.

It’s a tough challenge to reverse years of negative perception, but that’s okay. It’s okay because we know the value the product brings to our customers, how much extra success they’re having, and because we’ve built a solution that can be configured in precise ways that make it simple to use in a responsible manner (if you’re a good person).


Get your butt back here tomorrow to see 20+ delightful website popup examples. More importantly, I’ll also be sharing “The Delight Equation”, my latest formula for measuring quantifying how good your popups really are.

See you then!

Cheers
Oli

p.s. Don’t forget to subscribe to the weekly updates.

Continue reading: 

Technology isn’t the Problem, We Are. An Essay on Popups.

25 Things You Can Do With Unbounce that Your UX/Web Team Will Love

It’s Day 3 of Product Marketing Month. Today’s post is about discovering new use-cases for your products that can be useful for different functional users in your customer’s company. — Unbounce co-founder Oli Gardner

If you read the opening post of Product Marketing Month, you would have read about the concept of Productizing Our Technology (POT).

Productizing Our Technology
By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, could inform future product direction.

When we created an initial list of product ideas, expanding upon what the base product can already do, I realized that — as we’ve moved from a single product to multiple — we’d not changed our perception of who the functional buyer persona is.

If you look at the table below, notice how product #1 is a standalone landing page used primarily for paid ad campaigns, but products #2 and #3 are designed to be used primarily on your website.

PRODUCT
#1 Landing Pages #2 Popups #3 Sticky Bars
Primary Use Case Use standalone landing pages to convert more of paid (AdWords) traffic. Use on website pages to convert more organic traffic. Use on website pages to convert more organic traffic.
Primary Persona Campaign Strategist Website Owner Website Owner
Secondary Persona Designer Campaign Strategist Campaign Strategist
Tertiary Persona Copywriter Web Designer / Developer Web Designer / Developer

Note: that for the personas listed, these are intentionally general, as it’s still part of our discovery. My goal is simply to show that they are most likely different.

We didn’t immediately realize that the teams using these products may not even be in the same department (marketing vs. web team vs. software development), for example. Or if they are in the same department (marketing), they might not work together on a daily basis.

This is a huge problem because it assumes that someone who runs paid campaigns is also going to be optimizing the organic traffic to a website, and is no doubt one of the reasons for low adoption of product #2 and #3.

A WTF Moment – How Could We Be So Blind?

When we talked to our customers and community members, we uncovered a startling fact: most people thought that the new products could only be used on Unbounce landing pages.

WUUUUTTTT! Not true.

Yes, you can, if you want. But the primary use case for the new products is for your website. We really didn’t see this misconception coming, which shows how important it is to always talk to your customers.

Who uses your products?

If you have more than one product, or if the users of your single product have different job roles, are you targeting and communicating with them in different ways? Or have you assumed that everyone will understand the same messaging?

Web developers are not very likely to be downloading an ebook about marketing, and thus will not be on our mailing list to hear about new products that could, in fact, make their job easier and more productive.

So, today, I’m going to share some of the functional use cases of popups and sticky bars that would be used by the UX and web teams that work on and manage your website. This is a very different market than we normally speak to, but super important as some of our research has indicated after the initial launch.

As I explore these use cases, try to follow along with your own products, to see if there are ways that you can create new mini products from the technology you possess.

Productizing Unbounce Technology
(Click image for full-size view)

Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.

To recap, each mini product is labelled as either NOW/MVP/NEW depending on how easy it is to create with our current tech:

NOW: These products are possible now with our existing feature set.
MVP: These products are possible by adding some simple scripts/CSS to extend the core.
NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.

The core technology is denoted as LP (Landing Pages), POP (Popups), SB (Sticky Bars).

In the table below you’ll find 25 of the ideas we came up with — that I selected from of a total of 121.

# Product Name Product Description Where Used Core Tech Core Features Extras
NOW: Can be built with existing features
1 Microsites By using the URL targeting feature, a single Sticky Bar with links to multiple Landing Pages can effectively create a microsite. Landing Pages LP + SB Targeting: URL
Trigger: Entry
N/A
2 EU Cookie Law Bar You’ve probably seen them all over the place. “All websites owned in the EU or targeted towards EU citizens, are now expected to comply with the law.” The EU has always been very strict and this requirement is why these bars have been popping up everywhere. Good news is, they’re wasy to make with geo-targeting. Website SB Targeting: Geo
Trigger: Entry
N/A
3 Two-Step Opt-In Form Instead of showing a lead gen form, you use a button or link that shows the form in a popup when clicked. This can help remove the perceived friction that a form conveys, and applies a level of commitment when the button is clicked that makes people more likely to continue and fill out the form. Website, Landing Pages POP Trigger: Click N/A
4 Cart Abandonment Use an exit Popup on your ecommerce product/cart/checkout pages to provide an offer to encourage a purchase. Website POP Trigger: Exit N/A
5 Multi-location GEO Redirect If you have websites for multiple countries, you can present the entry Popup that uses geolocation to ask if the visitor would like to visit the site in their own country. Website POP Targeting: Geo
Trigger: Entry
N/A
6 Poll/Survey Add a form to a Popup of Sticky Bar to present poll or survey questions. Website POP or SB Trigger: Entry, Exit, Scroll Down, Scroll Up, Delay N/A
7 NPS Survey Present a Net Promoter Score in a Sticky Bar to ask your visitors and customers to rate how likely they are to recommend your product or brand to others. Website, Landing Pages SB Targeting: None, Cookie
Trigger: Exit, Scroll, Delay
N/A
8 Outage Notification Present an entry Popup or Sticky Bar when there is site maintenance happening. SB or POP Website Targeting: URL, Cookie N/A
9 Tooltips Present a popup when someone clicks to show more info/instructions. Website, Landing Pages POP Trigger: Click N/A
10 Referrer Contextual Welcome Present a contextually relevant message to people arriving from another site. Website, Landing Pages POP or SB Targeting: URL, Cookie, Geo
Trigger: Entry
N/A
11 Co-marketing Contextual Welcome Present a contextually relevant message to people arriving from a campaign run by you and a comarketing partner. This could show the relationship (both logos) and the joint offer. Website, Landing Pages POP or SB Targeting: Referrer, URL, Cookie
Trigger: Entry, Scroll Up, Scroll Down,
Exit, Delay
N/A
12 Mobile GPS: Closest Store Present a Sticky Bar when someone on a mobile site would benefit from knowing where the closest store is to them (potentially with an incentive to visit the store). Website, Landing Pages SB Trigger: Entry, Scroll Up, Scroll Down,
Exit, Delay
N/A
13 Holiday Hours Announcement Show details of changes in store hours. Could be used on exit to provide some urgency “We’re closing in 1 hour”. Website, Landing Pages SB or POP Trigger: Entry, Exit N/A
MVP: Can be built with existing features
14 Sticky Navigation By removing the standard close button [x] from a Sticky Bar and adding smooth scroll anchor links, you can create a sticky navbar which can help increase page engagement. Website, Landing Pages SB Trigger: Entry CSS: Hide close button
Javascript: Smooth scroll
15 Mobile App-Style Navigation By placing a Sticky Bar at the bottom of the page (on mobile), using icons/text, you can create a mobile experience that looks and feels like an app. Check out plated.com on your phone as an example. Adding smoothscroll Javascript lets you use the nav to scroll up and down the page. Mobile Website, Mobile Landing Pages SB Trigger: Entry CSS: Hide close button + mobile only
Javascript: Smooth scroll
16 Mobile Hamburger Menu A hamburger menu is the three lined icon that opens up a navigation menu. They typically slide in and out from the left side or top.Check out a demo in the Unbounce Community. Mobile Website SB Trigger: Click jQuery: Slide in/out
17 Progress Bar Similar to a microsite, a progress bar could be targeted to appear on several pages. Using cookie targeting and CSS the progress bar could be updated to show which pages (steps) have been completed and which steps are remaining. Website, Microsite, Landing Pages SB Targeting: URL, Cookie jQuery: Set/Read cookies
CSS: Prev/next step visual state
18 “Maybe Later” Maybe Later is a new concept for ecommerce entrance popups that I will explore in depth on day 9 of Product Marketing Month. A large number of ecommerce sites have discounts/offers that show on arrival. This can often be a major disruption to the experience, even if the offer is of interest. The way ML works is that the popup would present 3 options: Yes/No/ML. If “Maybe Later” is clicked, the Popup closes and a persistent Sticky Bar appears at the bottom of the page to act as a subtle reminder of the offer – ready for when the visitor wants it. Website POP + SB Targeting: Cookie jQuery: Set/Read cookies, Log “Maybe Later” click
19 Video Interaction Offers Having a CTA embedded in a video is great, but it’s very limited in its ability communicate more than a few words.This product idea enables you to launch a popup when the video is complete, or when it’s paused, or when you’ve watched a series of videos. It’s seriously badass. Click here to visit a demo of this concept (created by Unbouncer, Noah Matsell). Website, Landing Pages POP Targeting: Cookie jQuery
20 End-of-video Talk to Sales Present a popup to someone who completes a video such as a demo. Website, Landing Pages POP or SB Trigger: Custom script jQuery
21 Sticky Video Widget You may have seen this on news blogs, where a video at the top becomes a smaller video stuck to the side or bottom of the window as you scroll. It’s a great way to ensure higher engagement with the video. Noah made a demo of a sticky video widget in the Unbounce community. Blog SB Trigger: Scroll CSS
22 Guided Tour Show a popup that begins a guided tour of the page/product. If you close it, the tour is over. If you click a next button it closes and a new popup is opened, positioned close to the feature it’s describing. Website, In-app POP Trigger: Click jQuery
NEW: Can be built with existing features
23 Ship it Faster By setting a cookie based on the shipping method on an ecommerce site, an exit Popup or Sticky Bar could be used to suggest a different shipping method (more expensive) to get it delivered faster. A smart upsell feature. Ecommerce Website POP or SB Targeting: Cookie
Trigger: Exit
Feature: Dynamic Text Replacement
jQuery
24 Out of Stock By setting a cookie based on stock availability on an ecommerce site, an exit Popup or Sticky Bar could present an email address field to ask if the visitor would like to be notified when the item is back in stock. Ecommerce Website POP or SB Targeting: Cookie
Trigger: Exit
jQuery
CSS
25 Sold Out: You Might Like By setting a cookie based on stock availability on an ecommerce site, a Popup or Sticky Bar could be shown that presents a set of recommended products related to an out of stock item. Ecommerce Website POP or SB Targeting: Cookie
Trigger: Exit
Feature: Dynamic Text Replacement
jQuery
CSS

As you can see, there are a ton of new use cases for the products, which are useful to a completely different set of functional users. Unless we do something to specifically target these new functional users, adoption won’t be our only problem, acquisition will be too.

How can you target different functional users?

Approach 1: Product Pages for Organic & Paid Traffic

One way to start validating these use cases is to create new product pages for them to see if you can attract some organic traffic. In our case, this would allow those searching for this type of product to arrive on our website where we may be able to demo the product as part of the experience.

Approach 2: Cross-Function Advocate Email Marketing

Another approach is to explicitly connect the different team members, through suggestive email copy. For instance, we could email our customers and educate them that our product can help others on their team – getting the conversation started. This has the benefit of communicating through an established brand advocate.

Prioritizing Product Development

One of our goals with POT is to gather insights into which new product ideas are in demand. There will without question be an increase in technical support questions based on the implementation requirements of these ideas, but I consider that a good problem to have. If there’s enough call for full productization, that’s a great way to increase adoption and the stickiness of our products.

How many new products could YOU build?

I’d love to hear in the comments how you can imagine doing this with your own software/products/services. Please jump into the comments and let me know. If you’re worried about your competitors stealing your ideas (I definitely thought about that when I decided on this approach – but I’m erring on the side of our core Transparency value), you could simply mention how many you think you could come up with, which is also very cool.

Now, everybody POT!
Cheers
Oli Gardner

p.s. Tell your web/UX teammates about this blog post :D

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25 Things You Can Do With Unbounce that Your UX/Web Team Will Love

50 Creative Ideas Your Marketing Team Can Use to Improve SaaS Product Adoption & Awareness

It’s Day 2 of Product Marketing Month. Today’s post is all about accelerating your marketing teams productivity with some creative new SaaS product adoption ideas. — Unbounce co-founder Oli Gardner

You don’t need a big budget or a six-week-long strategic planning session to get started with product marketing. Sure, you’ll need to do this eventually, but it shouldn’t put on hold your product adoption and awareness tasks. Educating customers and prospects about the power and utility of what you’ve worked so hard to build is easier than you think, and today I’ll show you exactly how we think about SaaS product adoption and awareness at Unbounce.

Back in 2012 we launched The Landing Page Conversion Course (LPCC for short), and as part of the rollout, I sat down and rattled off 25 quick and easy things we could do to create awareness. It took me less than ten minutes. I then grabbed Cody and Dan, and headed to a local bar to continue the session. Between the three of us, we notched it up to sixty before our first pint was done.

Getting scrappy is a great way to mobilize your team. These impromptu brainstorms not only created over 50 ideas we could implement really quickly, but it uncovered some that would become part of a larger strategic vision. Also, one of our dogs is called Scrappy, and he’s very cute.

Last week I sat down and repeated this exercise for the new products Unbounce: popups and sticky bars. Even though my focus was our own products (you can check them out via the 3 orange buttons in the nav ^^^), the majority of this list can be applied to any business, SaaS in particular.

You can create your own list like this too

I’d encourage you to repeat this exercise, starting by yourself, and then with some team members. Encourage them to come up with crazy and ridiculous ideas, as this will help expand your minds into ideas you’d typically consider off limits. After all, setting up a stall outside a conference (not your own), handing out bacon to tired hungover attendees as they arrive in the morning, might seem bizarre, but I guarantee you’ll be the favorite sponsor of the event.

Help us out by sharing your best ideas

With the collective wisdom of all of you reading this, we should easily be able to come up with 50 or 100 more ideas, so please drop them in the comments below and if they’re awesome I’ll add them to the master list with your name/company/product listed beside them.

Below are 50 ideas you can get started on today, broken into two parts, SaaS product adoption, and SaaS product awareness.


Part One: SaaS Product Adoption Tips

Click on the ideas to show the full description and instructions.

Take a first pass at it yourself, then run a brainstorm with a shared Google doc. Take a different approach from a conventional brainstorm (where you plaster a wall with sticky notes). Instead, have everyone bring their laptop to the session. Have the team verbalize their ideas, and then enter them into the shared doc. It’ll make the process much faster.

The primary technique for content marketing is to provide educational content that helps people become better at their job – in the hopes that they will eventually end up buying your product. This is great, except for when they don’t know what your product is or why they should care.

To enhance the impact of your content, try showcasing it directly in your content. This won’t apply to every business, but if you offer any kind of website tech you can try it. If you do it right, you can create an experience that is better than the content alone.

For example click here to see a sticky bar appear at the top of the page.

I just demoed our sticky bar product by asking for your participation.

The on-click trigger is one of many options available in Unbounce, including scroll down, scroll up, entrance, exit, and timed delay.

Brainstorm ways that you might be able to show your product in the context of your content.

If your software involves building something, a great way to help with onboarding and adoption is to drive first-time evaluators into a self-guided experience within a template. That way you can show them exactly how to use the product, inside the product! #inception

Here’s the “Builder Basics” template we created for this purpose. You can use it to get the full builder experience in less than 10 minutes or less, which is perfect for showcasing initial value and improving your Time to Value (TTV) metric.

This concept allows people to try your tool without needing to already have an idea they want to build and launch. You can also use it to specifically guide people to using the features you’ve identified as having the ability to create those all-important ah ha moments.

This is something we’ve wanted to do at Unbounce for years, and it finally became a reality in December. Essentially it’s a live session inside the Unbounce builder so people can get a hands-on experience without signing up.

With an interactive sandbox experience like this, the only barrier to entry is the complexity of the product or the clarity of how you communicate its use. And because we’ll be linking to ours from tens of different campaigns and contexts, we’re using entrance popups to speak directly to the message and source that led people to the demo, as well as introduce how the demo works.

You can check out the try-before-you-buy demo here.

Entry popups are a brilliant way of scaling this idea as we can use referrer or URL or cookie targeting to show the right message to the right people.

We gave some of the top brands that use Unbounce beta access to the popups release, which was a great way to source a high-profile testimonial, like this one from Campaign Monitor.

Not everyone likes to consume content the same way. To combat this, on our demo page we offer three lengths of video: 2 mins, 10 mins, 30 mins, and live 1-on-1 sessions.

A delightful and unexpected postcard can be a lovely touch, and if people have signed up for your product or products, you’ll most likely have their mailing address. It’s important to remember that your product marketing should be focused on your customers as much as those who are prospects. Your goal here for a single product is getting dormant accounts to adopt the product. For multiple products your goal is awareness and adoption or ones that people haven’t used yet.

Something else we’ve learned is that, beyond email onboarding, those handy product tours in app can be a great way of guiding someone through new additions to a SaaS product (or otherwise). You can try out something like Appcues to add a guided tour when you go from one product to two to ensure 1) people notice something’s new, and 2) they can discover its features in a quick, interactive way.

Largely we’ve talked about awareness in this post, but product marketing needs to go beyond this, too. It’s all about who can successfully use your product, fulfilling its initial promise of value. As legendary onboarding expert Samuel Hulick advises, you need to determine all the ah-ha moments leading up to where customers find value. I.e. in a journey, what exact tasks do people need to complete before they’ll see even the smallest amount of value you advertised?

As an example, for Unbounce popups and sticky bars, we identified that for evaluators to be successful in their trial using these, they must a) build b) publish c) add the line of javascript to their site d) collect 10+ conversions. (Ten or more helps us ensure they aren’t 1-2 from simply testing the product themselves).

It’s key once you outline your product’s ah ha moments that whatever they are, they’re trackable from inside your product. This ensures you can truly measure adoption and understand where people get stuck.

Taking Sam’s advice above, when we identified our ah-ha moments to product adoption, we started tracking them, made our dashboards, and then began creating educational content designed to help people over tricky steps. You can do the same for your products, too. Either via emails, or something like a skip ahead guide for product setup, similar to the one we made:

The resource above was delivered to those who started a trial within their onboarding emails. They could skip through the progress bar of ah-ha moments or must-do tasks to see value quickly.

Part Two: SaaS Product Awareness Tips

Click on the ideas to show the full description and instructions.

Get everyone on the marketing and customer success/support team to write one letter per day for 30 days. Cap the time at 15 minutes per letter. If possible take a look at how they use your product: “I loved your landing page for the blah blah” etc. (check with your boss or legal as to whether it’s okay to mention their work – in my experience as long as you’re not making it public it’s very cool).

Here’s the product marketing kicker: don’t sell or mention the product in the letter – keep it personal and thankful – but follow your signature with a fun and made up job title that mentions the new product or feature.

For example: Oli Gardner, Chief Unbounce Sticky-Bar-with-Geo-Targeting Champion

I just mentioned the new product, and one of its features. In a delightful manner.

Bonus points if you create some content (like a custom landing page) that ranks for the keywords in that job title (and has your face on it).

Side benefit bonus: your coworkers get to rewrite their own job title every day for a month.

Ask your entire company to change their email signature to promote your new products. This can gain some exposure to different segments of potential customers. For example, your developers run in different circles than marketing, so their email conversations might connect with a different functional buyer persona. This also has the benefit of mobilizing the whole company with the same message, which is beneficial in its own right. Here’s an example email that our events manager sent to the company to help increase awareness for an event we were hosting at Hubspot’s INBOUND conference.

(Click for full-size image)

We like to have fun with our Out Of Office email autoresponders at Unbounce. Something funny or different can be a delightful way to respond to your customers and prospects when there might be a delay in responding. From a product marketing perspective, you can use this opportunity to talk about your new products or features. Try emailing me at oli@unbounce.com to see my current OOO autoresponder.

Try running a 5-second test using UsabilityHub.com to see what percentage of people can determine what your product(s) is in five seconds. Not only will you get a sense of how many can figure it out quickly, but you’ll get insights about how people might be misinterpreting your value prop. To turn this experiment into a product marketing effort, you can recruit free test participants via social media or an email list, effectively getting your product’s UVP in front of people.

If you look at the top of this page and scroll, you’ll see how the navigation bar sticks to the top (and gets slimmer to maximize the viewport). Our web developer made this. You can use a sticky bar to do something similar. If you click here, you’ll see a sticky bar with the same content appear, and because it was created in the Unbounce builder, a developer would never have been needed.

Note: I made it appear at the bottom because if it appeared at the top you wouldn’t really see it because it’s so similar to the header.

Add a link to your Twitter bio that leads to a product landing page. Double down by asking your employees/coworkers to change their Twitter header image for a period of time. You can’t add links in the main body of the bio, but you can add one below.

With a “Did you know that we have this product/feature?” to gauge awareness and create it at the same time. Have Yes/No/Tell me more options, with a link out to a landing page or product page if they say “Tell me more” or “No”. The product marketing gold in this one is that if they say “No”, you’ve made them aware of the product by simple virtue of asking the question. BOOM.

Offer early access to your product (or a free account) to influencers in your industry. If they get value from using it, ask for some social sharing love, and ask them for a testimonial you can use as social proof on upcoming campaigns and your website. We recently released an amazing Landing Page Analyzer and asked Rand Fishkin if he’d try it out and provide a testimonial. Here’s what he sent back to me:

Brilliant.

As I mentioned above, we called our new products by an umbrella term “Convertables”, including in the Unbounce app sidebar. We’ve now removed that and replaced with “Popups & Sticky Bars”. Sometimes you gotta get out of your own way, and call a spade a flippin’ spade.

Note that this was a fairly simple interface change, but there is still a massive amount of code that our engineering team had built based on the previous hierarchy. That will remain for now as we run these experiments, but it was a substantial barrier in getting buy-in to make these changes.

Overall, if you’re not being 100% clear about the context of use in the naming of your products, don’t stick with a name because you came up with it, be prepared to pivot for the sake of both awareness and adoption.

Reach out to your favourite podcasts to get on them as a guest. It helps if you have an influencer on your team. Typically, most interviewers will give you at least a small window to give your product a shout out.

Position yourself as an expert (I’d say thought leader but that term is kinda gross), by hosting or giving big-time participation to a Twitter chat session. If one exists related to what you do, join in, and offer to co-host or just help out. If there isn’t one, just f#**** make one. Start something. It’s not that hard. If it fails, so what?! Try things. Try things all the time. You’ll become a better marketer if you try.

You heard me. Get a plane flying over your city writing a romantic red script-style message in the sky. This tip comes courtesy of my wife Nicole, cos she’s hilarious.

Another gem from Nicole. Clarity is the most important part of your product’s value proposition, and as you will find out if you follow my advice with a 5-second test, not everyone gets it. I can’t imagine a more fun way to get your team describing what you do. Have them all mime it, then make a video and share it with the world. I guarantee a great time, and you’ll probably also have a team more aligned on your value prop – and perhaps some ideas for a better headline.

Wistia does a great job of this (after all they are a professional video hosting company with amazing viewer analytics, HD video delivery, and marketing tools to help understand your visitors.) << See how I did some product marketing for them there? At many conferences, you’ll see some fun and useful videos in every break where they share video production tips and some light hearted comic relief.

This is something we tried at CTA Conf in 2017 and it was awesome. In the “Product” tent, we had a bunch of workstations set up with gamified tasks which exposed the best product features. Two of the best were:

Drag & Drop Match
For this challenge, we had two screens: one showing a completed landing page and the other where the Unbounce app was open and you had to replicate the completed page from jumbled components. You had to match the two pages by dragging elements, changing widths, colors and page sections.

Lock Box
There was a locked box with sweet sweet swag inside, and to get the combination, you had to trigger a popup or sticky bar using all of the available triggering settings: click, entrance, exit, scroll down, scroll up, and timed delay. Each one had a number on it that made up the combination for the lock.

So good.

We also had some quiz questions that people could answer to get more tokens. It’s a wonderful way of marketing your products while also giving people some cool swag to remind them of you often. Your swag does need to be legit, otherwise people won’t really care enough to participate.

This is really simple and obvious, yet hardly anyone does it. Take the content you write for your blog and repurpose it in as many other formats and places as possible. For Medium write a more personal and transparent version, for LinkedIn create a shorter version and link back to the main article. Stick some slides containing visual highlights on Slideshare.

Have you talking to the camera and/or showing the coolest features of the product – and tailor them for specific search terms. For instance, we have a feature called Dynamic Text Replacement, that allows you to pass keywords from your AdWords campaigns to your landing page, increasing the relevance and often your Quality Score too. So for that we’d want to create a video called “How to use Dynamic Text Replacement to increase AdWords Quality Score”, and another called “How to use Dynamic Keyword Insertion (DKI) to increase AdWords Quality Score”, as that’s an industry term for the same thing. And always have a CTA at the end of the video, driving people to a landing page.

If you have any email drip campaigns running, add a p.s. at the bottom of each email with a mention of your new product. As always, send it to a dedicated landing page if you can.

Update your Twitter profile header image, and include a text bit.ly link (or similar). This will let you track its impact. You can see mine here.

If you have any content or tools that are in Google Sheets you can add a Google Analytics event pixel to know how many times it’s opened and which tabs are being viewed. This could help you understand what’s drawing people’s attention.

Here’s how to do it. Choose (and protect) a cell somewhere in your sheet(s), and paste this code into it:

=image(googleanalytics(“UA-xxxxxxxx-1″,”Doc Name”,”Sheet Name”))

Obviously replace the xxxxxxxx with your GA account ID, and the doc and sheet names.

When customers are on our free plan, there is a small “Built with Unbounce” strip at the bottom of the page. Link this to your best product demo.

Here’s what mine looks like currently. It talks directly about Product Marketing Month, and this now appears at the end of the 300 blog posts I’ve written!

If you put on events (meetups or a conference), bring out your inner child and write & sketch cute product references on the sidewalks around the event location. Pro tip: the curb beside a crosswalk traffic light is the best spot as people have to stand and wait. It really works, after all, the “Look Right” paint that we’re all use to seeing was created because British wartime prime minister Sir Winston Churchill was visiting New York City and got smoked by a cab because he was looking the wrong way (cars drive on the left in the UK).

If you segment your customer list by those who have adopted your product, a simple thank you card is a lovely surprise. Make sure you include a link to a landing page to ask them for feedback or a testimonial. You should always be sourcing fresh commentary to add to your marketing collateral. A bonus for this approach could be that you might get some love on social media which helps spread the word through your customer’s networks.

On mother’s day record videos of your coworkers’ moms describing what your product does. Gold, Jerry, gold. Dads for father’s day. A robot text-to-speech audio generator for cyber Monday. Spread that golden poop on social.

Look at Google Analytics for your top 20 highest traffic blog posts, then comb through them for opportunities to add a contextual explicit ask of the reader. Such as: “You can create a blah blah, like that blah blah in the photo, by using blah blah, click here to see it in action.” Pro tip: try to put this in the first two paragraphs, as older blog posts, even with high traffic, can often be bounce traps where people run at the slightest hint of a bygone expiry date.

Following on from the last one, if you show an old date, many people will leave. Remove it, and some people spend their time wondering when it was published. It’s a constant dilemma for marketing teams.

No harm in experimentation though, so throw in a single line of CSS to set the ID or class of the meta info (date etc.) to hidden. .blogMetaEtc: display:none !important; will most likely work.

Replace .blogMetaEtc with the actual class or ID. Then after a week/month (depending on traffic levels), look in GA to see if the bounce rate or time on page is different.

Note that both of those metrics can be a bit shady if it’s the only page they visit on your site, as GA can only produce a real number if you visit more than one page. But you might spot something. If you DO find that people spend more time on the “no date” version, you can focus on getting more product mentions on those posts.

Mind blown, amiright?! Might seem basic, but how often does your team Tweet about new products or product features, or customer case studies etc.

Probably very rarely.

So just ask them! But don’t waste people’s time with a long-winded and generic, “Can you Tweet this?” email.

That shit drives me bonkers, it’s total amateur hour.

Send them a three-line email that says, “Hey team, it would really help if you could give our new product launch/feature some love on social.

Here’s a Click-to-Tweet ready to go, and here’s one for LinkedIn.” etc. etc. for the social channels that matter for you.

Include a p.s. “p.s. I would like to bug you to help like this once per month, so expect emails with that frequency. Thank you!” << letting them know it’s a regular thing will A) make you do it regularly, which you should be, and B) stop you from having to grovel every time you send an email like that. You can even have a consistent “Product Marketing Tweet Request #23” in the subject line. Super clear, super simple, super respectful of people’s time.

Grab 20 people from your office and go do a dance outside the local art gallery. Choose some awesome 80s music and wear company t-shirts underneath a plain white/white/green one. Rip ‘em off and dance like tomorrow is a great day for signups.

Captions can really increase the number of times your video is watched as many people can’t or don’t want to turn up the volume. Facebook’s Power Editor can automatically caption your videos. Give it a try, and if it’s not an accurate enough translation you can still do it manually.

If you didn’t get a chance to read the first post in Product Marketing Month, you might not know that the blog design you’re looking at was a very rapid overhaul for this category only. It took one of our developers a days work to set up a different WordPress template that is way more product focused.

Start by doing a Google image search for your brand, company, products, founders, and see what shows up. I guarantee you’ll see a bunch of old logos and old product screenshots, not to mention some old hair (on the founders) :D Find those images and update them.

Wistia has shown that the default image on your videos is critical to optimizing for more plays. If your product marketing involves videos, then you need people to press play or what’s the point? This post has some great ideas.

This doesn’t have to be your core product. It can be anything that you’re releasing. We launched the Landing Page Analyzer there and managed to get to the #2 spot for the day, earning us a place in the PH newsletter.

Similar to how some ecommerce stores have a small notification appear when “Ashley from Minnesota just bought the Hawaiian Luau Shirt in Blue”, you too can share feedback from your customers and funnel this positive feedback directly onto your site via sticky bars designed to look like small push-style notifications.

In SaaS, for example, you can use a Hotjar poll to collect 2-month onboarding feedback, and then use sticky bars to funnel a the positive feedback onto your site using the on-scroll trigger. This can help address purchase anxiety by helping current prospects see who’s already starting trials and providing terrific feedback about their onboarding experience.

If you’ve got proper app security, it’s likely that your customers are automatically logged out after a given period, and will often see the login screen. This is a perfect opportunity to showcase your new products or even old ones that need a bit of love. This was a big learning for us, as we were only starting to use a portion of it (but look at all that space!!).

In Unbounce, one of the buttons you push most often is to “create”. People are very used to hitting this button, making it the perfect place to add an interstitial notification.

An interstitial is just a fancy way of saying a gateway experience that you pass through.

Something along the lines of “Did you know that you can also create website popups and sticky bars with Unbounce?” We haven’t done this yet, but the idea came from the product team during a brainstorm.

Personally, I think it’s genius.

If you have a login link on your website (don’t we all?), check Google Analytics to see how many people are clicking on it. It’s very common behaviour for people to come to your homepage every time they want to log in, which in and of itself is critical info as you should be filtering it from your website traffic.

Like the in-app “Create” button, this is a brilliant way to present an interstitial popup to tell returning customers about your latest and greatest, with a simple button to continue on their way.


Phewf! That was a lot of tips. I hope they help you get more people seeing and using your products. Let’s open this puppy up! Share your own tips below and if they rock, I’ll add ’em to the post (with attribution).

— Cheers
Oli Gardner

More: 

50 Creative Ideas Your Marketing Team Can Use to Improve SaaS Product Adoption & Awareness

Product Awareness Month: Why I’m Writing 30 Blog Posts in 30 Days

alt : https://unbounce.com/photos/30-in-30.mp4https://unbounce.com/photos/30-in-30.mp4

We Have 1.06 Products.

I wrote that statement on a whiteboard at the start of a website brainstorm session.

What does 1.06 products mean?

1.06 sums up my frustration at the adoption rate of our new products. Yup, Unbounce is now more than just a landing page builder. We released two new products, namely “overlays” and “sticky bars”, and we grouped them together under an umbrella term “Convertables”.

The number 1 represents our flagship industry-leading landing page product (100% of our customers have adopted it), and the .06 represents the tragic adoption rate of our new products (6%).

And yes, you’d be correct if you noted that “Convertables” isn’t a real word, but then neither is Unbounce, so we went with it after a notable amount of company-wide polling, and general corporate groupthink. More on that later.

So, how does this scenario result in me writing 30 blog posts about our products?

Rewind to October 5th: I was in a meeting with fellow co-founders Rick, Carl, and Carter, openly expressing my frustration with the adoption numbers, and Carter interrupted me to ask, “Okay, fine, but what are you going to do about it?”.

Then this video happened…

Awesome, right?! Yeah, it is, until the moment I realized it’s been exactly 301 days since I last wrote a blog post (I’ve been focusing on public speaking), making this level of bravado a tad audacious at best. Aaand, yes I realize I was a little intoxicated in the video.

But, I’ve learned over the years, that being a bit ridiculous in my promises is the only way I really know how to get shit done. When I tell everyone that I’m doing something big, the self-imposed peer pressure is what motivates me to make sure I complete my mission.

Enter Product Awareness Month (PAM)

This brings me to our blog. We’ve never written much about our products on the blog, in fact, we’ve actively avoided it to let the content speak for itself as an educational pillar of the community, and to remain non-salesy.

I’ve realized though, that it doesn’t make much business sense to be that overtly humble in all marketing communications. There has to be a way to balance exposing people to your product without it detracting from the experience.

It’s my fault in many ways. When I started our blog back in 2009, I had a mission to be different from our competitors, to not come across as a salesperson, and just to provide value and entertaining content that stood out.

We dominated the realm of conversion content for many years, but in an increasingly competitive SaaS martech space, our content is no longer number one, and it’s time that we change our approach.

Which is why we’re doing a blog takeover for the whole of January.

Our goal is to explore a blog topic we’ve not covered before, but also to expose a transparent window – transparency is one of our six core values at Unbounce – into our journey as a company, as a marketing team, and myself personally, to become better at marketing our new products.

For me, it’s the first time I’ve ever been involved in product marketing, which will make it a fascinating personal journey reinventing myself as a different kind of marketer.

I’m also cutting the number of speaking gigs I do in 2018 in half, because let’s be honest, in this moment, the success of Unbounce can be more rapidly impacted by me staying home than being on the road.

Transparency

Along the way, I’ll be opening up the Unbounce vault to share our core metrics with you. This will include our churn and product adoption metrics, which we hope to be able to lift in a big way throughout this 30-day experiment. There will be data check-ins throughout, with a halfway report, and then a full “Results Show” at the end.

I’ll also be digging into our analytics to see what the engagement and attribution looks like for every one of the 30 blog posts.

Some of the content will revolve around the learnings and experiences of becoming a better product marketer, and the rest will be an exploration of the ways we’re trying to rethink what our products are, what they mean to our customers, and how we can do a better job communicating their benefits (with some case studies and new ways of thinking – I hope).

I say “I hope” because I’m writing this as you read it. That’s what tends to happen when you commit to something as absurd as 30-in-30.

Follow Along << Mid-Post CTA

I encourage you to follow along by subscribing to our weekly update emails at the bottom of the page. I’m really keen to have our community (that’s you) help us explore how to do this properly, and hopefully, we’ll all learn how to do a better job of marketing our products.

This is a screenshot of the subscribe form at the bottom of the post. Thought you should know.

You can also subscribe by clicking here to launch a popup (using the on-click trigger feature) which contains the subscribe form. << product marketing much?

Aaand I’ve configured it so you’ll see an exit popup when you leave this page. Note, that I’m doing this to show the product in a relevant and hopefully useful manner.

Unbounce Product Adoption Metrics

How do we measure adoption at Unbounce? To understand, it helps to explain a little about how we define a customer. In the old days, a customer was any signup, someone who started a 30-day trial. Over time we learned we should be measuring a little deeper into the customer lifecycle, and decided a customer was someone who paid us twice; once after the 30-day trial, and again after sixty days.

In 2017 we modified this further to someone who pays us three times, giving us a much better sense of true churn numbers.

To be considered a customer who has adopted our products, we have an additional set of app usage criteria:

For landing pages adoption means: a customer who has built and published one or more pages, has set up a custom domain, configured an integration with another tool, and has paid us three times.

For “Convertables” (Overlays & Sticky Bars) adoption means: a customer who has built and published a popup or sticky bar, installed our one-line global Javascript on their website, received at least 10 conversions, and has paid us three times.

Full transparency: 6% adoption for a new product sucks.

So what went wrong? Why was adoption so low?

Well, first, and most importantly, product marketing is really hard.

We also made a few (well intended) mistakes, namely…

Mistake #1: We called a popup an overlay.
Mistake #2: We created a fictitious umbrella term “Convertables” for only two child products, and for a few months, only one child product.
Mistake #3: We assumed that people would find and use these two products, hidden behind said umbrella term in the app.
Mistake #4: We assumed that the functional user of our landing page product would be the same person who needs to use popups and sticky bars.

How do we un-f*** this problem?

The first thing we’re doing is removing public-facing mentions of the term “Convertables”. This has excited the marketing team because it’s much easier to market something when you know how to describe it, and a multi-product value prop is much harder than a single-product value prop.

Beyond that, the approach I’m taking is a combination of four primary tenets:

  1. First, is a concept I call “Productizing Our Technology” or POT for short. This is about discovering new and novel ways that our platform can be used, that people either haven’t imagined or simply didn’t know was possible.
  2. Second, is exploring the entire Unbounce ecosystem, from the app, to the website, our content channels, and our community, to see how we could do a better job of exposing the benefits of our products to those who can benefit from them.
  3. Third, is using the Product Awareness Month blog takeover to create interactive demonstrations right here on the blog – the goal of which is to reduce the Time to Value (TTV) by creating more obvious ah-ha moments.
  4. Fourth, understanding who the various target personas and functional users of the different products are, and adjusting our targeting and marketing communications to find and speak to those potentially different users.

In regards to #3 the blog takeover, if you take a look at the top of the screen, you’ll see a header bar like this:

Or this one, if you have scrolled down the page:

If you look at the hierarchy of information from left to right, you see: 1) Who we are: logo, 2) What we do: value prop, 3) How to take action: the three big orange buttons.

This is hugely different to the rest of the blog, which retains the navigation of the whole site (I’ve thought that was incongruent for a long time).

My hope is that the new header bar helps more people know what we do, and how our products can help. I’ll be tracking engagement with the 3 CTAs and comparing these 30 posts against our other blog content in terms of its ability to get people to sign up.

Productizing Our Technology: Landing Pages, Popups, & Sticky Bars

I had my own ah-ha moment when I started imagining all the ways that I could hack/modify/extend the ways the Unbounce conversion platform can be used. We have 3 core pieces of product technology (not including our AI/Machine Learning efforts that will power our technology in the future): landing pages, popups, and sticky bars.

By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, might inform future product direction.

Take a look at the spreadsheet below. This is my POT matrix. The complete sheet currently houses over 120 new product ideas.

Productizing Unbounce Technology
(Click image for full-size view)

Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.

Each product is flagged as being in one of three states:

NOW: These products are possible now with our existing feature set.
MVP: These products are possible by adding some simple scripts/CSS to extend the core.
NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.

I’ll be explaining these use cases in greater detail as the month progresses, and I’ll be building some of them directly into these blog posts as I write them. << FTR this will involve me reverting to my long-extinct coding background to hack the shit out of the blog to show you what I’m talking about.

Please Follow Along

That’s the intro, that’s what happened, and what we’re going to do to try and fix it. Subscribe to the weekly email updates, join the discussion in the comments, and chat directly with me on Twitter.

There is also a calendar at the bottom of every post that will link to all 30 PMM topics as they roll out.

What’s coming on day 2 of PMM?

Tomorrow’s post is called “50 Creative Ideas Your Marketing Team Can Use to Improve SaaS Product Adoption & Awareness”. It’s based on the results of rapid-fire brainstorms which exposed quick-win tactics all product marketers can use to expose your products in small and simple ways, to build to a critical mass of awareness.

This should be very relevant to anyone in marketing, and doubly so to those working for a SaaS business.

Here’s to kicking off 2018 in a blaze of product marketing glory.

Cheers,
Oli Gardner

p.s. Please jump into the comments below to let me know what products you’re currently trying to take to market.

Original article: 

Product Awareness Month: Why I’m Writing 30 Blog Posts in 30 Days

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