Tag Archives: team

How to blast through silo mentality to create a culture of experimentation

Creating and maintaining a culture of experimentation doesn’t happen in a straightforward, sequential manner. It’s an iterative process. For example,…Read blog postabout:How to blast through silo mentality to create a culture of experimentation

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How to blast through silo mentality to create a culture of experimentation

Sharp Suits & Scrappy Marketing: How Indochino Crafted a Tailor-made Digital Strategy with Unbounce

Similar to how Indochino is revolutionizing menswear with made-to-measure suits, it turns out a custom fit applies to their digital marketing too.

In the past year, the fast-growing apparel brand saw over 50% growth in retail, and opened nine new showrooms across North America. The brand’s marketing team of just 12 people are used to acting fast, but until about a year ago, the team faced a bottleneck threatening their nimbleness and the effectiveness of their PPC ad spend.

As Lisa Craveiro, Director of Acquisition told us, the company’s blog and website CMS templates couldn’t be easily customized to suit their pay-per-click needs. When Lisa’s team needed to publish relevant content (for pointing paid ad traffic to), changes to the site couldn’t be published fast enough.

To ensure return on their ad spend, Lisa and the team rolled out two key tactics:

  • First, they experimented with mock editorial pieces created in Unbounce to better convert Facebook ad traffic.
  • And second, the team built several location-specific landing pages for marketing different showrooms and educating prospects on their unique customer experience.

Over just nine months, Lisa’s team secured 800+ showroom bookings via their new Unbounce landing pages, 40 online transactions of purchased suits, and 750 newsletter signups.

Having over 340,000 visitors directed to a landing page as part of their paid media strategy is just one aspect of how Indochino’s scrappy marketers have been able to grow the brand’s selling appointments 77% year over year. Read on for a peek into their playbook.

A Custom-Fit Ad Approach

Similar to most marketers using Facebook ads, Indochino knew they needed hyper relevant content to point to from ads like these:

Indochino's example Facebook ads

But sending paid traffic to the brand’s blog or site-specific web pages wasn’t a good option as recent as a year ago because the marketing team had little control over the experience.

Lisa Craveiro, Director of Acquisition at Indochino

“Before Unbounce, we didn’t have an informative landing page on the website with a simple, easy navigation path that focused a user’s attention toward our conversion goals. Often existing pages weren’t the most relevant option to land on from a specific ad, or didn’t contain a clear call to action. We needed to quickly build better, high-converting options and Unbounce was perfect for an on-brand look, fast.”

And so Indochino began using Unbounce in a fairly unconventional way. Alongside a designer, the team created mock editorial articles for their Facebook ads to point to. These articles — fashioned to look like blog posts — contained calls to action to “schedule an appointment” in a showroom, but also to “see the suits” for those preferring to browse.

Here’s an example of one of the editorial pieces created with the builder:

Example Mock Article from Indochino

With over 64,000 visitors via their ads, this ‘mock’ article converts at 17.40% with thousands of people clicking through to see showroom locations, go to the website, or see sample suits.

These articles (built in just a few hours) not only provide an especially relevant destination for anyone arriving from a Facebook ad, but they also allow Indochino’s marketers to communicate different value props quickly based on different ad messages.

For example, the brand knows the showroom experience is very valuable and that many men become lifelong customers based on their unique experience being fitted.
Here’s an article Indochino’s marketers whipped up for communicating exactly what to expect in your showroom experience:

Indochino example 2

This listicle style piece converts at 29.63%. The CTA prompts visitors to book an appointment.

The team continues to create mock editorial like this and is always looking to optimize as they go. As Lisa tells us:

“We’re often trying out several value props with these types of mock articles, testing different variations of copy and trying to understand via data which article or angle resonates best with different audiences. They’re a quick way to tell if you’re on the right track with your ad’s messaging.”

Seamless online and offline

On the topic of nine new showrooms launched in North America this year, as Indochino found, once you introduce a new product line, or— in this case—a new retail location, you can’t always update your website right away with location-specific content.

So instead of relying on developers to help update their site with pages specific to each new showroom launch, Indochino turned to landing pages. They created several location-specific pages to explain their fitting process and speak directly to potential customers in a given area.

Here’s an example featuring details on DC’s showroom:

Indochino's DC showroom landing page example

This page, where you can book an appointment or ‘see the suits’, converts at 19.38%.

The team also has a dedicated page for Chicago:

Chicago landing page example

These location-specific pages allow Indochino to get really granular with the targeting of their ads, and the message prospects see upon click through. There’s strong message match from ad to landing page, and visitors see specifics to their location which helps fulfil the promise of the ads.

Want to run location-specific ad to landing page combos like Indochino? Try Dynamic Text Replacement. This Unbounce feature swaps out select keywords or text on your landing page with the exact terms someone has searched, like their location. See a preview of how this works here.

Extending the made-to-measure experience

Beyond highly relevant Facebook ads and location-specific content, Indochino also uses landing pages for lead generation; often for contests and partnering with wedding vendors like The Knot and others.

Here’s a lead gen page Indochino created for a Postmedia National contest:

lead gen landing page example from Indochino

Converting at 15.14%, Lisa said campaigns like this contest allow their marketers to be especially nimble:

“Often marketers can land a great partnership, like we’ve been lucky to do with The Knot and Postmedia, but if you can’t generate relevant landing pages specific to the campaign quickly, you limit the momentum of the partnership along with creative opportunities. With contest pages like this, we can be up and running in a couple of days and immediately see from ad to landing page how we’re performing. It’s helpful for understanding which partnerships we should run again.”

The PPC landing page advantage

On a whole, taking control of the experience after someone clicks an Indochino ad has proven very valuable for this fast-growing menswear brand. By serving up especially relevant content, they’ve seen their paid Facebook posts perform especially well.

You could say, Unbounce was a perfect fit ;)

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Sharp Suits & Scrappy Marketing: How Indochino Crafted a Tailor-made Digital Strategy with Unbounce

A Comprehensive Guide To UX Research

(This is a sponsored article.) Before embarking upon the design phase of any project, it’s critical to undertake some research so that the decisions you make are undertaken from an informed position. In this third article of my series for Adobe XD, I’ll be focusing on the importance of undertaking user research.
Your job title might not be “design researcher”, but that doesn’t mean you shouldn’t at the very least inform yourself of your users and their needs by undertaking at least some initial scoping research before you embark upon a project.

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A Comprehensive Guide To UX Research

Using Design Workouts To Build World-Class Design Teams

What do the makers of the most successful products in the world, whether digital or physical, have in common? I bet they put design and user experience at the center of everything they do. These companies recognize that the smallest detail can make or break a product. The best design ideas, though, are made not in isolation, but by strong, well-rounded teams. So, how do you cultivate a strong design team?

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Using Design Workouts To Build World-Class Design Teams

Table Setting Guides for Great Design

Designing at your desk with Photoshop or HTML and CSS is easy, but getting your bosses and clients to give your work their stamp of approval is often quite a feat. In this webinar, Dan will share some stories of tools, methodologies, and non-traditional deliverables that can help you get the buy-in you need. Follow along to learn how to make everyone you work with say “please” and “thank you!”

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Table Setting Guides for Great Design

Debugging CSS Grid Layouts With Firefox Grid Inspector

You may have heard quite a bit of talk about a CSS feature called “Grid” this year. If you are someone who cringes when you hear the words “CSS” and “grid” in the same sentence, then I highly suggest you check out this new CSS module called CSS Grid.
Browsers render HTML elements as boxes according to the CSS box model, and CSS Grid is a new layout model that provides authors the ability to control the size and position of these boxes and their contents.

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Debugging CSS Grid Layouts With Firefox Grid Inspector

Designing Ethics: Shifting Ethical Understanding In Design

The influence of design is expanding beyond the realms of typography and objects and into healthcare, public policy, education, financial services, and more. Designers working in these emerging design fields are responsible for projects that have significant and fundamental impact on the quality of people’s lives with clear ethical implications.
In healthcare, for example, designers are responsible for creating everything from the industrial designer’s medical device that keeps a heart beating to the service designer’s physical layout of an operating room.

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Designing Ethics: Shifting Ethical Understanding In Design

Product Designer (REMOTE)

Looking for a well-rounded Product designer [REMOTE]
We’re growing our design team and looking for a person who understands product design, business perspective and why we do stuff that we do, but who’s also very good at visual design.
What will you be working on? Semaphore is a continuous delivery service, focused on speed and simplicity. A tool that helps developers write better code. More on semaphoreci.com.
Who you’ll be working with?

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Product Designer (REMOTE)

Level-Up Email Campaigns With Customer Journey Mapping

I became a huge fan of customer journey mapping (CJM) the first time I was introduced to it. And after a few years of mapping, tweaking and presenting maps, my team and I started looking for other more exotic uses of this technique. The law of the instrument at its best, I suppose. Well, seek and ye shall find.
Customer journey mapping is a visualization technique that helps marketing specialists, user experience designers, and product and business owners see the journey people take when interacting with products and services.

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Level-Up Email Campaigns With Customer Journey Mapping

How to use pricing psychology to motivate your shoppers: Two test results just in time for the Holidays

Black Friday, Cyber Monday, holiday sales, and post-Christmas blow-outs: We’re in the middle of the biggest buying season of the…Read blog postabout:How to use pricing psychology to motivate your shoppers: Two test results just in time for the Holidays

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How to use pricing psychology to motivate your shoppers: Two test results just in time for the Holidays