Tag Archives: september

The CSS Grid Challenge: Build A Template, Win Some Smashing Prizes!

Layout on the web has always been tricky, but with CSS Grid being now supported in all major browsers, most of the hacks that helped to achieve complex layouts have become obsolete. Firefox even has a CSS Grid Inspector built in, so that there’s nothing to hold you back from making even the most challenging flexible layout reality.
To explore the possibilities and features of CSS Grid together, we’d love to invite you to a little contest.

Source – 

The CSS Grid Challenge: Build A Template, Win Some Smashing Prizes!

The 17 Best Digital Marketing Conferences of 2017

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Does the word conference bring up memories of suited professionals droning on about… well, you can’t quite remember what? Awkward socializing, shameless sales pitching, lined paper and branded pens — some conferences can be very beige indeed.

But not all conferences are made equal. In fact, some can lead you to completely change your marketing game for the better by giving you the opportunity to learn firsthand the tricks of the trade from the smartest minds in digital marketing — from SEO royalty Rand Fishkin to Unbounce co-founder Oli Gardner.

We worked our way through the colossal number of upcoming digital marketing conferences to uncover the gems and roundup what we think are the 17 best digital marketing conferences in 2017.

Warning: what you see and learn at these events may totally transform the way you do your digital marketing.

Conference Date Location
SearchLove February 23-24; June 5-6; October 16-17 San Diego; Boston; London, UK
Domopalooza March 21-24 Salt Lake City
ConversionXL Live April 5-7 San Antonio
Hero Conf April 18-20; October 23-25 Los Angeles; London, UK
Marketing United April 19-21 Nashville
Marketing Nation April 23-26 San Francisco
C2 Montreal May 24-26 Montreal, QC
WistiaFest June 11-13 Boston
Unbounce Call To Action Conference June 25-27 Vancouver, BC
MozCon July 17-19 Seattle
Content Marketing World September 5-8 Cleveland
Dmexco Conference September 13-14 Cologne, DE
INBOUND September 25-28 Boston
B2B Forum October 3-6 Boston
RD Summit November 2017 Brazil
Dreamforce November 6-9 San Francisco
Internet Summit November 15-16 Raleigh
Advocamp December 6-8 San Francisco

1. SearchLove: February 23-24 (San Diego) | June 5-6 (Boston) | October 16-17 (London)

searchlove

SearchLove is the creation of online marketing agency Distilled. As the name implies, this conference is all about search marketing; topics covered span from SEO to PPC and content creation. Over two days, learn actionable tactics to get your website ranking higher. Sessions run one after the other, so you won’t have to miss out on anything.

2. Domopalooza: March 21-24 (Salt Lake City)

domopalooza

This one made its way onto our list, as the content is worth more than gold to any marketer who wants to step up their data game. The organizers, Domo, are business intelligence wizards and creators of a data-driven business management platform.

If you fancy going deep into business analytics and learning how to get data insights to inform your marketing activities and your business as a whole, check Domopalooza out. Plus, with performances from Flo Rida, T.I. and Nelly last year, the entertainment bar is set dang high for 2017.

3. ConversionXL Live: April 5-7 (San Antonio)

conversionxl

CXL Live promises to help marketers achieve their ultimate goals: drive more conversions, grow their businesses faster and make more dough. How? Attendees get the opportunity not only to watch “hardcore practitioners” wax lyrical about conversion marketing, they can also chat to the pros in person.

The event lasts three whole days — plenty of time to get as much advice as you need from your favorite conversion marketing experts and start racking up leads like a true conversion pro.

4. Hero Conf: April 18-20 (Los Angeles)  | October 23-25 (London)

heroconf

Not to be confused with a gathering for superheroes of the comic book kind, Hero Conf is “the world’s largest all-PPC event”.

If you’re a pay-per-click fanatic, this one’s for you. Make connections with the best in the PPC business and learn how to optimize your PPC campaigns; for example, which strategies and trends can help you drive more conversions. Besides, when else could you chat about your favorite subject over some nosh with PPC industry experts?

5. Marketing United: April 19-21 (Nashville)

marketingunited

Marketing United is a digital marketing showdown hosted by email marketing connoisseurs Emma. This will be Emma’s third event and, like its previous events, it promises to be full of “ah-hah” moments spanning all areas of digital marketing such as marketing psychology, customer experience and brand building.

Attendees can expect to marvel at inspiring presentations from a killer lineup including speakers from Netflix and Pixar. They will also get the chance to discover the vibrant and unique city of Nashville, renowned for live country music and an iconic food scene (bring on the fried chicken!).

6. Marketing Nation: April 23-26 (San Francisco)

marketingnation

Marketo’s four-day event will equip you with the knowledge you need to improve the way you interact with customers and help you get better results from your marketing efforts. You can also improve your knowledge of Marketo and get Marketo certified by attending University Day, where you’ll learn about the market-leading marketing automation tool through a series of workshops and presentations.

Some big names will be there (previous years’ speakers included Arianna Huffington and Will Smith), as will 6k+ marketers, so you won’t want to miss out!

7. C2 Montreal: May 24-26 (Montreal, QC)

c2montreal

Much like its host city, C2 Montreal is a fusion of creativity and commerce. This three-day international business conference, dubbed the most innovative of its kind, focuses on exploring the impact of current digital trends on business. It will get you thinking outside of the box to reignite your creativity and change the way you do business for the better.

Expect to be challenged and connect with your peers in innovative ways. Expect to come away with a new way of thinking and plenty of inspiration. Expect to discover how marketers will adapt as digital evolves.

8. WistiaFest: June 11-13, (Boston)

wistiafest

This Boston-based event, run by Wistia, is a coming together of the great minds in video marketing. Why should you care? Video marketing is recognized to be one of the most effective marketing tools out there, and WistiaFest will teach you all you need to know about this medium including future trends and, most importantly, how to create ludicrously effective videos for your business. And going by what last year’s attendees tweeted, you’re in for a visual spectacle and an all-round cracking time.

9. Unbounce Call To Action Conference: June 25-27 (Vancouver, BC)

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Familiar with the Unbounce blog? Then you’ll know that Unbounce is all about giving marketers actionable advice across the hottest topics in marketing and — just as importantly — providing a truly delightful experience.

CTAConf is like the Unbounce blog on steroids, featuring some of the best people in the business to give 100% fluff-free, practical tips that attendees can bring into play the next day. And you can be assured there will be a LOT of laughs throughout the day. Prepare to walk away from the day with a shedload of invaluable notes and some hilarious anecdotes.

Thinking of attending CTAConf 2017?

Subscribe to Unbounce Events and get exclusive discounts and the latest conference updates delivered to your inbox.

10. MozCon: July 17-19 (Seattle)

mozcon

MozCon is hosted by search engine marketing powerhouse Moz. (If you’re a marketer who doesn’t know Moz, it’s time to crawl out from that rock you’ve been hiding under.)

Get on top of your search marketing game and learn what’s hot in the world of SEO, social media and community building, straight from the mouths of industry leaders. This is a three-day conference that promises tons of actionable takeaways and socializing opportunities including MozCon’s very own pub crawl, #Mozcrawl. Hop on for some free drinks and great banter.

11. Content Marketing World: September 5-8 (Cleveland)

cmw2017

Content writers far and wide, this is your cue get excited. The biggest gathering of content marketing front runners, CMWorld will give you an overview of upcoming content marketing trends and plenty of ideas for rolling out an effective content strategy. Over the two days, you’ll have a ton of opportunities to network with the industry leaders and your fellow content peers.

12. Dmexco Conference: Sept 13-14 (Cologne, DE)

dmexco

Taking place in the historical German city of Cologne, Dmexco Conference is a two-day event defined as the “global meeting point for the digital economy”. A truly global conference, Dmexco is an outstanding opportunity to meet some digital economy big dogs from some leading global companies (think Bloomberg and Google). Keynotes, seminars and work labs that cover diverse themes in digital are offered in English or German.

13. INBOUND: September 25-28 (Boston)

inbound

Inbound is a mammoth-sized four-day event with over 19,000 attendees and a star-studded list of speakers (last year’s line-up included Anna Kendrick, Alec Baldwin and Serena Williams). It’s an opportunity for sales and marketing pros to rub shoulders with some of the biggest names in the industry and get tips and inspo on taking a business to the next level.

Four days jam-packed with talks, keynotes, workshops, some serious networking and partying. This year’s event promises to be bigger and better than ever.

14. B2B Forum: October 3-6 (Boston)

b2bforum

MarketingProf’s B2B Forum promises to give you the knowledge you need to build a sustainable marketing strategy. Headed up by Ann Handley, it’s also a unique opportunity to network with B2B businesses from across the globe and learn from their successes.

This event is pretty unique as it offers full-day workshops on one of four marketing topics (to be confirmed). So if you want to learn a lot and fast, come along for a marketing crash course.

15. RD Summit: November 2017 (Brazil)

rdsummit

RD Summit in Brazil is the biggest marketing and sales event in Latin America. With more than 5,000 attendees, 50 exhibitors and 120 presentations, this is a large-scale event, yet organized to the finest detail.

If you’re looking to get solid advice on your inbound marketing and sales strategy and network with a large community of marketers, why not head to Brazil in November? Plus, you can sample the delights of the vibrant Brazilian culture, including its iconic food and long beaches.

16. Dreamforce: November 6-9 (San Francisco)

dreamforce

Dreamforce is a behemoth of a conference that attracted nearly 200,000 attendees from over 83 countries last year. We simply couldn’t leave it off the list for its sheer size!

Run by Salesforce, Dreamforce promises to adorn you with the knowledge you need to significantly increase your ROI. Marketers will learn ways to create amazing brand experiences and better connect with customers. They’ll also discover how to make the most of Salesforce in their marketing strategy. With over 2,000 sessions, there’s something for everyone, whether you’re an SMB or a Fortune 500 company. Just make sure you check out the agenda beforehand to select the content that’s relevant to you.

17. Internet Summit: November 15-16 (Raleigh)

internetsummit

Internet Summit is a forum that brings together a whole host of thought leaders in the field of digital commerce.

If you’re looking for practical solutions to apply to your marketing, analytics and user experience strategies and to learn about the latest trends in digital technology, this event has got your covered. And get ready to network with some of the world’s leading brands including Facebook, AOL and The Onion.

BONUS! Advocamp: December 6-8 (San Francisco)

advocamp

You know the old adage: it can cost 5x more acquiring a new customer than retaining an existing one. This is why we recommend Advocamp — a conference that’s all about the customer experience.

Although not strictly a marketing event, Advocamp will give you some great ideas on engaging your current following and fostering a loyal customer base. After all, your marketing efforts will become even more valuable if your leads become happy, long-term customers and advocates of your brand.

There were some top-notch speakers from leading global companies last year including world-class author Daniel Pink and “The most re-tweeted person in the world among digital marketers” Jay Baer. Expect the same in 2017.

Over to you

Whether you’re a content writer, SEO buff or PPC manager, 2017 has got a standout marketing event that can give you the knowledge and contacts you need to be an even better marketer.

So if you’re set on making 2017 your most successful year yet, we encourage you to bite the bullet and sign up for the most relevant event for you. You’ve got nothing to lose and a whole notebook’s worth of valuable insider industry information to gain.

Is a certain awesome marketing conference missing from this list? Don’t be shy. Share it with us in the comments section below.

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The 17 Best Digital Marketing Conferences of 2017

Desktop Wallpaper Calendars: September 2016

We all love a good wallpaper to polish up our desktops. So to provide you with fresh artwork on a regular basis, we embarked on our desktop wallpapers mission eight years ago. Each month we challenge you, the design community, to get your creative juices flowing and produce some inspirational and unique desktop wallpapers.
And, well, also this time designers and artists from across the globe challenged their artistic abilities and contributed their designs for September.

Link to article: 

Desktop Wallpaper Calendars: September 2016

The Recordings, Slides and Notes from Call to Action Conference 2015

cta-conf-2015-img1

Holy crap.

We just wrapped up this year’s Call to Action Conference and our heads are still reeling from all the actionable insights, testing ideas and networking/partying with some of the smartest conversion experts in the entire world.

We’re talking 400+ attendees, 22 speakers, 15 presentations, two live landing page teardowns and enough aha moments to explode your brain:

cta-conf-2015-img2
Enough CRO and marketing goodness to make you wanna bust a move.

…And then there was the brewery tour, zip-lining, exciting announcements, boat parties, after parties and way too much swag:

Enough with the not-so-humble brag.

If you couldn’t make it (or if you did and you just want some mo’), we’ve got a bundle of resources for you: all the presentation recordings, slides and comprehensive notes taken by our very own team of writers:

There you have it. A boatload of marketing content from some of the industry’s brightest minds. In the format of your choice. All fo’ free. It’ll make you feel like you were right there with us.

Uh, just try and pace yourself, okay? Hope you can still get outside this weekend.

Good luck.

Link: 

The Recordings, Slides and Notes from Call to Action Conference 2015

The Landing Page That Won Our Hearts (And Won Its Creator a Trip to CTA Conf)

A couple weeks ago we announced a contest on our blog. It wasn’t the type of contest where the winner just gets an iPad. Nope, not here.

The winner would be sent to Unbounce’s Call To Action Conference in Vancouver this September 13th – 15th. The grand prize was a trip to Vancouver: including the flight, hotel and two conference tickets. The whole shebang!

cta-conf-contest-featured-650

The challenge was simple. Build a landing page in Unbounce (for free) that answers one question:

Why should we send you to the Call to Action Conference?

We were blown away by the amount of thought, creativity, effort, love and landing page expertise that went into these pages. Unbounce’s Senior Conversion Optimizer Michael Aagaard spoke for all the judges when he said, “Wow – it’s difficult to pick a winner!”

Indeed, it was. But the tribe has spoken.

In this post we’ll recognize the winners, their pages, their chops — along with some insights from the judges. We hope you’ll be as inspired as we were.

Gold Medal Winner – Andrea Getman

Andrea - Gold
Click on the image to see Andrea’s landing page in all its glory.

Mission possible! Andrea’s spy-themed landing page has it all.

On top of an action movie trailer that grabs your attention right off the bat, Andrea’s page has a strong headline, clever call to action and strong testimonials to really seal the deal.

Here’s what Kyrie Melnyck, Event Marketing Coordinator at Unbounce, had to say about the page:

We’e putting a ton of effort into this year’s Call to Action Conference, but Andrea looks like she’s putting even more effort into attending! Loved her page, video, testimonials and retargeting (she Facebook stalked me for days…).

What’s Kyrie referring to?

In a stroke of marketing genius, Andrea ran a delightful retargeting campaign that hit up almost everyone who works at Unbounce:

Andrea - Retargeting

Tia Kelly, Customer Success Manager at Unbounce, also thought this idea was neat:

Knowing how much work goes into launching even a simple marketing campaign, I can appreciate the effort Andrea put into her submission. She managed to stay clear about her goal while mixing in some personality. Driving paid social to the landing page was a nice little touch!

There’s more, too. As a landing page optimization veteran, Andrea also conducted an A/B test to see if more explicit directional cues would result in a conversion lift.

Andrea Directional Cues 2
See that little arrow pointing to the CTA button? That’s a directional cue if we ever saw one.

The result?

The variant with the directional cues resulted in a 5.2% conversion lift over her original page without them. Boss.

Congrats Andrea, you’re coming to the Call To Action Conference!

Silver Medal Winner – Syed Raza

Syed - Landing page
Click on the image to see Syed’s landing page and watch his rendition of “People Say I Eat Too Many Chocolate Bars.”

At first glance, Syed’s page had a clean visual aesthetic – but it was his video parody of “People Say I Eat Too Many Chocolate Bars” that really got us. Cody Campbell, Unbounce’s SEO Manager, couldn’t get enough:

Do you remember that acne commercial? I used to imitate it all the time. His video was perfect.

The judges also loved how he used an attention-grabbing picture of himself as a directional cue that focuses the eye on the call to action button.

In the words of Stephanie Saretsky, Multimedia Content Producer at Unbounce:

Syed’s landing page is pure humor. With little images of himself pointing to every call to action, he makes himself the directional cue and makes the CTA hard to avoid.

Syed was another clever contest who retargeted us on Facebook – but he took things a step further by including additional incentive to fill out the lead gen form.

Further down the page prompted people to submit their name and email to receive “The Top 10 Reasons Why Syed Should Be At CTA 2015.”

The email you received after filling out the form was quite simply hilarious:

Syed Email

But it wasn’t all just fun and games – his landing page did its job by converting at a healthy 16.96%. Congrats Syed!

Bronze Medal Winner – Thomas Lerch

Thomas Landing Page
Click on the image to see Thomas’ landing page and watch a true conversion hero.

In a Reddit thread, Thomas said his took almost 50 hours of work. If you watch his hilarious video, you’ll understand why. His video goes over everything he’ll do to make sure the conference is amazing for attendees. As judge Talia Wolf, CEO of Conversioner and CTA Conf speaker put it:

I really like the way Thomas directed his pitch to you. He really kept people engaged and answered the question: what’s in it for Unbounce to have him at the conference versus why it’s good for him. #winner!

But Thomas did a ton to show off his landing page optimization chops, too. As Dan Levy, Content Strategist at Unbounce, pointed out:

Thomas employs a bunch of neat persuasion tactics like urgency/scarcity, social proof and directional cues. It’s clear that Thomas knows his conversion stuff and would add as much to CTA Conf as he’ll get out of it.

Indeed, Dan. We can’t wait to meet you, Thomas!

Honourable mentions

Part of the reason choosing a winner was so difficult was that we had so many awesome submissions. We would be remiss to not highlight some of the other beautiful landing pages and creative ideas.

Tim Ruof

Tim Landing Page
Click the image to see Tim’s entire landing page.

Tim’s call to action went right to Google flights, searching Buffalo to Vancouver. Very clever.

Bethany Bauer

Bethany Landing Page
Check out Bethany’s landing page and you’ll want to go to CTA Conf too.

Bethany, last year’s landing page champion, is already going to this years conference, but she submitted a landing page just for fun? #amazing. As Bethany explained in her submission,  “I wasn’t really trying to win. I just wanted to make something for you since I enjoyed last year’s conference so much.”

Ben Nesvig

Ben Landing Page
Click the image and check out Ben’s landing page in full.

Knowing that not everyone will watch a landing page video, Ben put his video splash image to work – look at the way he points to the call to action button above. #directionalcues

Allison Otting

allison-otting-lp
Click the image to check out Allison’s awesome landing page.

The real star of Allison’s landing page is the awesome copywriting. From her headlines and subheads to her call to action button, her page had us all nodding our heads “yes!”

Clay Coomer

clay-coomer-full
Click the image to see Clay’s landing page in full.

Clay’s landing page included a ton of personality, memes and dancing. And his kids are so cute! We especially loved the “data doesn’t lie” section.

Meagan Smith

meagan-smith-full
Click the image to see Meagan’s landing page.

Meagan’s landing page is hilarious and full of personality! If you choose to accept the mission she puts forth, you’ll see what we mean.

Ian Chapman

ian-chapman-full
Click the image to see Ian’s landing page in its full glory.

Ian’s landing page is well-rounded and persuasive, and if you skip down to his “About me” section, you’ll see a pretty adorable testimonial from his wife. Priceless.

Ian Testimonial

See you at the Call to Action Conference!

Cheers to a seriously badass group of landing page builders – we were blown away by your expertise and creativity.

And congrats to our top three winners: Andrea, Syed and Thomas. We can’t wait to spoil y’all with knowledge, food, beer, adventure and Unbounce hugs. Congratulations!

We hope to see you all at the Call to Action Conference from September 13th – 15th.

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The Landing Page That Won Our Hearts (And Won Its Creator a Trip to CTA Conf)

Ask a CRO Expert: How Do I Know When My A/B Test is Valid?

A/B testing landing pages is a bit like performing surgery. It requires patience and skill, and if you’re not sure why you’re performing the operation in the first place, you’re bound to botch it.

landing-page-mistake

Because testing is a complex science, people have a lot of questions. So we set out to ask conversion rate optimization experts some of the most common ones.

This week, we spoke with our good friend Peep Laja, the man behind ConversionXL and former co-host of Page Fights. Peep will also be a member of our A/B testing super-panel at our Call to Action Conference in September, where you can ask him plenty more questions.

We asked Peep to explain how to know when an A/B test is finished. Read on to find out what he had to say.

When is an A/B test cooked?

When we test our landing pages, we’re looking for something that tells us which elements of our page are working and which are not. In order to get that answer, a test must achieve a certain confidence level.

Here’s a great explanation of what confidence level is from the Unbounce conversion glossary:

The probability that the winning variation of your A/B test had more conversions for reasons other than chance. Before declaring a winner, you want a confidence level of 95% or more, as well as a sufficient number of conversions.

But is that the only factor you should consider before declaring a winner? Here’s what Peep had to say:

When your testing tool says that you’ve reached 95% or even 99% confidence level, that doesn’t mean that you have a winning variation. Around 77% of the A/A tests (same page against same page) will reach significance at a certain point.

What does this mean? First of all, an explanation about A/A tests.

What is an A/A test?

An A/A test is when you pit one landing page against itself.

This is done to validate that you’ve set up your test correctly and that you’re getting roughly the same number of conversions for each variant. If the numbers are significantly different (even though the pages are identical), there may be  an issue with your setup or with the tool you’re using.

More broadly speaking, this serves as a gentle reminder of the importance of taking your time before selecting a winner in any test. If one variation of an A/B test shows better results, it doesn’t immediately mean that it’s the winner. As Peep says:

The reality is that statistical significance is not a stopping rule. That alone should not determine whether you end a test or not.

So, Peep, seriously, when is an A/B test cooked?

Alas, there is no single truth out there, and there are a lot of “depends” factors. That being said, you can have some pretty good stopping rules that will get you to the right path in most cases.

Here are two stopping rules Peep recommends.

Reach your test duration

In order to accurately collect data, Peep says that you should test for at least two to four weeks.


A landing page A/B test should run for a minimum of two weeks. Don’t jump the gun!
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By allowing for more time to pass, you’ll have more well-rounded data with which to analyze your test. That’ll help you account for any anomalies in your data.

Reach your pre-determined sample size

In order to reach a certain confidence level, you need to know how large a sample size you need. In other words, you have to establish how much traffic you’ll need in order to declare a test complete.

This tool made available by A/B testing expert Evan Miller will allow you to answer the question, “How many subjects are needed for this A/B test?”

Screen Shot 2015-08-07 at 11.21.57 AM

Just punch in your numbers and it’ll spit out an appropriate sample size.

Once these two conditions above have been met, and only then, should you check to see if your confidence level is 95% or higher. If not, your test has not provided you sufficient data to make a decision.

Don’t stop ’til you get enough

All too often we see people make changes based on incomplete data.

They end up being disappointed by the results of making that snap decision. Their pages don’t convert better – they may even convert worse. All because not enough time was taken to really evaluate whether the data was ready for analysis.

By taking Peep’s advice, you’ll be able to make decisions with confidence, and start to see results that will turn your frown upside down!


Link – 

Ask a CRO Expert: How Do I Know When My A/B Test is Valid?

This Cognitive Bias Will Help You Create More Persuasive Landing Pages

PSST: This post was written by Talia Wolf of Conversioner. You can see her speak at the Call to Action Conference in September – so get your early bird tickets now.

While we’d all like to think that we act based on reason and logic, the truth is that we have many cognitive biases that affect our decisions.

Back in 1974, psychologists Tversky and Kahneman were the first to theorize and research the anchoring effect: our tendency to rely too heavily on the first piece of information presented to us (the “anchor”) to make subsequent decisions.

Take the release of the original iPad for example. After Steve Jobs showed off the high-resolution screen and impressive features, he asked the audience how much they thought this “revolutionary” new device should cost.

steve-jobs-ipad

“What should we price it at?” asked Jobs. “If you listen to the pundits, we’re going to price it at under $1000, which is code for $999.”

He put a giant “$999” up on the screen and left it there for several minutes.

“I am thrilled to announce to you that the iPad pricing starts not at $999, but at just $499.” On-screen, the $999 price was crushed by a falling “$499.”

Bingo. Because of the anchoring effect, $499 is now considered “cheap.”

Understanding biases like anchoring helps us make sense of our personal decision making process, but it also helps us persuade our prospects and create more powerful landing pages.

Let’s dig into how brands and marketers are currently using anchoring – and how you can too.

Present the most expensive option first

As we saw in the Jobs example, when a higher price is presented first, it becomes the benchmark against which other prices are evaluated.

Joanna Wiebe of Copyhackers saw this first-hand when she ran an A/B test for her client’s pricing plans. The original page ordered the pricing from least expensive to most:

mad-mimi

Whereas the variation presented it in reverse, starting with the most expensive on the left:

mad-mimi-2

The verdict? The variation took the cake with a whopping 500% uplift in click throughs!

Because people read English from left to right, placing the highest price on the left ensured that people would see it first – making it the anchor against which to judge the price of the other plans. And that made the lower plan seem like that much more of a great deal.

The same effect can be achieved by comparing your pricing schemes to that of competitors. Consider this example by analytics tool Hotjar:

hotjar-example-anchoring

By showing potential customers how much they spend on a monthly basis for using a combination of tools ($265/month) versus how much they could be spending by using their all-in-one solution ($29/month), Hotjar positions itself as the product that offers the best value.

Use anchors to put things into perspective

So much of our decision making is governed by how information is presented. A $40 pricing plan might sound like a lot on its own, but using an anchor can help you put things into perspective for prospects.

Consider this campaign that agency Saatchi & Saatchi put together to collect donations and raise awareness for a worthy cause:

people-in-need-anchoring

In this example, the image grabs your attention, stands out and makes the immediate connection between the amount we spend on luxury items versus the small amount it costs to donate.

By showing people the amount of money they spend on their luxury items (the higher price) right above the low cost of the donation, they created a campaign that begged the question: “How can you spend so much on fashion but not be bothered to donate?”

Since 50% of our brain’s capacity is geared towards vision, the images we perceive on a landing page affect our emotional state. Images can communicate an idea, thought or feeling much quicker than text and can be used brilliantly with price anchoring.

Beware of negative anchoring

Anchoring isn’t a magic bullet. Sometimes, displaying multiple elements on your page can create an unwanted anchoring effect.

Have a look at the way Buffer displays their pricing plans:

negative-anchoring-1

As we’ve already covered, they may want to consider leading with the most expensive plan, but beyond that lies a greater issue. Once you choose a monthly plan, a popup comes up summarizing the amount you’re going to pay.

Suddenly, it isn’t the (reasonable) monthly plan you chose but a yearly payment of $2250.

negative-anchoring-2

The initial piece of information I received was $50 per month, but I didn’t get any indication that I was going to be charged annually. The large amount that suddenly appears on my screen comes as a complete shock.

To avoid negative anchoring, Buffer should consider testing the annual price on the pricing page. Why not inform people of the monthly price as well as the summarized annual price? It’d also be a great opportunity to present a discount to those paying for a year upfront.

At the very least, Buffer could test including a note about the annual billing under the call to action button, as on this landing page:

negative-anchoring-3

Wrapping it up

There are many different cognitive biases that have an impact on our decision making and purchasing patterns, but few are as impactful as anchoring. When used properly, anchoring can bring you dramatic improvements in your conversion rate.

To use anchoring on your landing page, pay attention to the initial information a customer is presented with when they land on the page.

  • First, set a goal. Which option do you want people to choose?
  • Then set up an anchor. What will make your goal look like the best possible choice?
  • Don’t forget to test, test, test. You want to be sure you’re not inadvertently creating a negative anchoring effect.

Over to you – do you use anchors on your landing pages? I’d love to hear about them in the comments.


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This Cognitive Bias Will Help You Create More Persuasive Landing Pages

Desktop Wallpaper Calendars: September 2014

We always try our best to challenge your artistic abilities and produce some interesting, beautiful and creative artwork. And as designers we usually turn to different sources of inspiration. As a matter of fact, we’ve discovered the best one—desktop wallpapers that are a little more distinctive than the usual crowd. This creativity mission has been going on for six years now, and we are very thankful to all designers who have contributed and are still diligently contributing each month.

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Desktop Wallpaper Calendars: September 2014

Logotrend 2007: Leaves

In 2007 logo-design leaves stand for fresh ideas or – more generally – for an innovative way of thinking. In Web they are mostly used to communicate light-weight solutions as well as clean and unobtrusive designs. In fact, leaves, plants or ornaments which appear to be related to the nature can be found almost everywhere; it’s a trend that will probably be reversed soon, due to an extreme overuse of the theme in modern designs.

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Logotrend 2007: Leaves