Tag Archives: richard

Get Access to All the Recordings From Marketing Optimization Week

Just last week you may have joined us, along with 8,000 other marketers online for our first ever Marketing Optimization Week. Held over four days (February 20-23), experts from Hanapin, Emma, Zapier, Drift, Microsoft and more shared their tactics for refreshing your marketing and getting past a results slump.

Running 14 sessions total with 13 amazing partners, we were pretty excited to see marketers get so much out of the event:

I presented on the topic of “How to Improve Your Adwords Conversion Rates” as part of the PPC track (we had four tracks in all, including PPC, AI, Marketing Strategy and Automation). Today I’ll share some of the PPC-related takeaways, both from my session and others.

Making the Most of Your PPC Spend

To start, here’s my pop quiz:

If you’ve optimized your AdWords campaigns to no end, but are still seeing smaller and smaller efficiency gains, do you:

  1. Throw more money at it (cost per acquisition be damned!)
  2. Keep on truckin’. (Refine your keyword strategy further and test new ads), or
  3. Start looking at where your ads are pointing to

Call me crazy, but option 3 seems like a no-brainer, right?

It’s like my pal Joe Martinez, Director of Paid Media at Granular Marketing says:

“Ads get traffic. Landing pages get conversions.”

In other words, no matter how good your keyword and bidding strategies are, your ads can’t do the work alone.

The savviest PPC marketers are optimizing as much of the funnel as they can get their hands on, because AdWords CPC’s have nearly tripled since 2012. To ensure you’re not blindly spending, you need to look at where your ads are pointing to.

The question I have is: with landing pages being such low-hanging fruit in terms of paid ad success, why haven’t all marketers figured this out yet?

I tackled this in my presentation covering:

  • What landing page changes you can make now to lift conversion rates
  • How to make these changes without talking to your developer
  • How to set up an A/B test in less than 30 seconds
If you haven’t already, you can sign up to get all the recordings here

Other PPC-Specific Sessions You Can Check out

Throughout the week it was pretty satisfying to see a big focus on post-click optimization as a major area to consider for improving results and getting the most out of your PPC ad spend.

My personal favourite talks within the PPC track were:

  • PPC Woes And What To Do About Them by Beth Thouin and Richard Beck of Acquisio
  • Beef Up Your Quality Score With Landing Page Updates by Jeff Baum and Diane Anselmo at Hanapin, and
  • Unicorn Marketing: Getting Unusually Great Results Across Every Marketing Channel by Larry Kim of Mobile Monkey

Finally, here are some of my top takeaways from the talks above:

1. Optimize your landing pages to get ahead

Acquisio structured their session around addressing the biggest woes PPC marketers face everyday and they provided actionable tips for prolonging the effectiveness of your campaigns past three to four months.

According to Beth and Richard, one of the best ways to get ahead of the competition (and keep your campaigns fresh and high-converting) is to work on your landing pages. Make sure your images are high-quality, pages load fast, and there’s clear message match between your ads and resulting landing pages.

It’s like Richard said during the session: “[forget] the bucket with holes in it! Not having a good landing page is like having a bucket with no bottom in it when it comes to PPC campaigns.”

2. Focus on navigation to increase your Quality Score

So often we get caught up with page load time, copy, and SEO that we forget to focus on intent and how people expect or want to navigate through our landing page information (i.e.: easily). Hanapin’s session went over just how important Quality Score is for PPC campaign performance and how one factor in improving your score via the landing page experience is navigation.

Jeff and Diane use the analogy of a shoe store: the experience after clicking through on a search ad should be akin to walking through a neatly organized shop where everything is labelled, certain types of shoes are grouped together, and you can easily find what you’re looking for in a matter of minutes. When in doubt: the simpler you make your landing page navigation/information hierarchy, the better.

3. Stop trying to optimize donkeys. They will always be donkeys.

During his session at Marketing Optimization Week, Larry Kim outlined the difference between a unicorn and donkey. What’s a marketing unicorn? Typically, these are the pieces of content or campaigns that outperform the rest. They usually make up only a small percentage of everything you run. One of the main points in this talk that resonated with me was that we should stop trying to optimize donkeys and focus exclusively on the unicorns.

Unicorns are unicorns across channels, so when you find one, take it and apply it across your other channels, including PPC. To find unicorns we need to audition lots of content ideas, identify which ones have unusually high engagement rates, and optimize those few for engagement even further.

These takeaways just scratch the surface from Marketing Optimization Week (there are more tracks and engaging speakers). Be sure to grab the recordings and share them with your team!

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Get Access to All the Recordings From Marketing Optimization Week

Lean UX Design for Startups – A Walkthrough

lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

The post Lean UX Design for Startups – A Walkthrough appeared first on The Daily Egg.

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Lean UX Design for Startups – A Walkthrough

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Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk Review of VWO

When was the last time you conducted a usability test (what?) and the reviewer began this way:

I have a lot of tequila in my hand, which is pretty cool.

A good two years back, Will Dayble, UI and UX expert, told the world “Great UI isn’t there.” A user should feel no friction, and be able to use the website as if there is no boundary between them and the website. More importantly, Will realized that this was easier said than done. So, he suggested a way out — design websites like they were meant for drunk users.

Drunk User is a Lot Like The Average User

Inebriated people are distracted, emotional and childish. Also, they really, really don’t care what your site is supposed to do. If they don’t understand your site, they leave. The bottom-line? If even a drunk user can comfortably use your website, the average user is going to find it easy as well.

The only question was, how could you ever tell?

Earlier this year, Richard Littauer, a front-end developer and UX designer, decided to take a bullet for the world of UX. He’d get piss drunk and review websites. Lo and behold, TheUserIsDrunk.com is born. We were thrilled!

Paras, our CEO, wasted no time in paying Richard to get himself wasted and do his thing.

Richard Littauer got himself lots of beer, tequila and VWO. He finished the review and sent us the screen recording.

Here’s a look at how it played out, start to finish, broken down in to 5 different segments with a little time-line to guide you along.

Time Zero: User is Wasted

User is Druser

Signing Up – 1 Minute and 4 Seconds

Signing Up

Smart Code Installation – 1 Minute and 11 Seconds

Installing the Code

First Campaign – 1 Minute and 11 Seconds

First Campaign

The Fumble – 1 Minute and 45 Seconds

The Fumble

Finishing Up – 10 Seconds

The Finish

So, How Easy Is The World’s Easiest A/B Testing Tool?

Here’s what we found most interesting: from his first look at the homepage to making his first A/B test live on VWO, Richard — a drunk user — took exactly 7 minutes and 3 seconds. Let me put that in perspective for you: With VWO, the average Joe can get done with an A/B test in the same time it would take a user to read a great online post.

That is to say, whether you know javascript or jackshit, using VWO to set up a basic test is a breeze.

Go on, sign up here for a 30-day trial, create your first test and make it live! Tell us how fast you are able to do it (wink wink).

Would You Get A Drunk Usability Test Done?

All the fun aside, Richard’s review was incredibly useful to us. It revealed a couple of places that we could improve upon. But it still sounds weird, even outright crazy. It all comes down to this, is a drunk user a good approximation of the average user? What do you think?

Tell us below in the comments section.

And if you do think so, would you have a drunk user review your site?

Fire away @VWO (use #vwoblog) or, let’s keep it private @SharanTheSuresh.

Have a great day people!


Richard, on the VWO Experience (a brief transcript)

..It’s so cool. This is actually..that was incredibly quick..

I feel like I’m getting this really quickly. Like, I think the flow is pretty quick. I messed up a couple of times, probably because I’m mildly inebriated.

So I think I’m doing okay.. and I think your site is well done..and I’m surprised how easy that was. I always thought A/B testing was a total ****ing bitch. It’s really annoying.

That was really easy. You made that easy, which is like a total win for you guys.

Because, I’m drinking Tequila.

Well done!

The post Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk Review of VWO appeared first on VWO Blog.

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Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk Review of VWO

Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk User Reviews VWO

When was the last time you conducted a usability test (what?) and the reviewer began this way:

I have a lot of tequila in my hand, which is pretty cool.

A good two years back, Will Dayble, UI and UX expert, told the world “Great UI isn’t there.” The user should feel no friction, and be able to use the website as if there is no boundary between them and the website. But Will also realized that this was easier said than done. So he suggested a way out — design websites like they were meant for drunk users.

Drunk User is a Lot Like The Average User

Inebriated people are distracted, emotional and childish. Also, they really, really don’t care what your site is supposed to do. If they don’t understand your site, they leave. The bottom-line? If even a drunk user can comfortably use your website, the average user is going to find it easy as well.

The only question was, how could you ever tell?

Earlier this year, Richard Littauer, a front-end developer and UX designer, decided to take a bullet for the world of UX. He’d get piss drunk and review websites. Lo and behold, TheUserIsDrunk.com is born. We were thrilled!

Paras, our CEO, wasted no time in paying Richard to get himself wasted and do his thing.

Richard Littauer got himself lots of beer, tequila and VWO. He finished the review and sent us the screen recording.

Here’s a look at how it played out, start to finish, broken down in to 5 different segments with a little time-line to guide you along.

Time Zero: User is Wasted

User is Druser

Signing Up – 1 Minute and 4 Seconds

Signing Up

Smart Code Installation – 1 Minute and 11 Seconds

Installing the Code

First Campaign – 1 Minute and 11 Seconds

First Campaign

The Fumble – 1 Minute and 45 Seconds

The Fumble

Finishing Up – 10 Seconds

The Finish

So, How Easy Is The World’s Easiest A/B Testing Tool?

Here’s what we found most interesting: from his first look at the homepage to making his first A/B test live on VWO, Richard — a drunk user — took exactly 7 minutes and 3 seconds. Let me put that in perspective: with VWO, the average Joe can get done with an A/B test in the same time it would take a user to read a good online post.

Whether you know javascript or jacks***, using VWO to set up a basic test is a breeze.Tweet: Whether you know javascript or jacks***, using VWO to set up a basic test is a breeze! @VWO http://ctt.ec/55R96+

Go on, sign up here for a 30-day trial, create your first test and make it live! Tell us how fast you are able to do it ;) ..but, I digress.

Would You Get A Drunk User To Review Your Website?

All the fun aside, Richard’s review was incredibly useful to us. It revealed a couple of places that we could improve upon. But it does sound weird, even outright crazy.  It comes down to this, is a drunk user a good approximation of the average user?

What’d you say? Tell us below in the comments section.

And if you do think so, would you have a drunk user review your site?

Fire away @VWO (use #vwoblog) or, let’s keep it private @SharanTheSuresh.

Have a great day people!


Richard, on the VWO Experience (a brief transcript)

..It’s so cool. This is actually..that was incredibly quick..

I feel like I’m getting this really quickly. Like, I think the flow is pretty quick. I messed up a couple of times, probably because I’m mildly inebriated.

So I think I’m doing okay.. and I think your site is well done..and I’m surprised how easy that was. I always thought A/B testing was a total ****ing bitch. It’s really annoying.

That was really easy. You made that easy, which is like a total win for you guys.

Because, I’m drinking Tequila.

Well done!

The post Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk User Reviews VWO appeared first on VWO Blog.

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Beer, Tequila and the World’s Easiest A/B Testing Tool: Drunk User Reviews VWO