Tag Archives: videos

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Landing Page Video Best Practices – Is Animated or Live Action Better?

landing page video 2018

Just because landing page videos have been seen to increase conversions doesn’t mean you can throw up any shoddy video and expect results. There are a few landing page video best practices that you’ll want to review first, such as whether to use live-action style or animation. The answer to this question depends on your industry, competition and several other factors to be discussed in this piece. As a general rule, taking the road less traveled to differentiate yourself from your competition is a good start. But I don’t want you making important decisions without knowing the pros and cons…

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Landing Page Video Best Practices – Is Animated or Live Action Better?

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3 Best Ways to Increase Conversions Through Influencer Content

The power of a word of mouth is incredible and it should never be underestimated. People refer other users’ recommendations way too often to neglect them. That is where the power of influencer content comes into play. Due to the massive reach and engagement, the opinion of a thought leader helps build brand awareness and increase conversion rates for your brand. The outcome however will depend on how well you formulate your influencer marketing. Working with the niche influencers is not only a good way to promote your product, but also to create quality content. Focus on long-term benefits, and…

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3 Best Ways to Increase Conversions Through Influencer Content

How to Utilize UX Design for Improving Your Ecommerce Business

What are the features that define user-friendly navigation, efficient checkouts and streamlined product filters? How can we make e-commerce websites more effective by using user experience (UX) design to increase conversions? Here are the key e-commerce elements that can benefit from better UX design: Responsiveness The most important – and obvious – thing in user experience design is to remember that you are always designing for the user, not yourself. The user journey through your e-commerce website starts with your website visitors using a device to get there. It is essential to understand what devices your users will be using…

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How to Utilize UX Design for Improving Your Ecommerce Business

How To Turn Your iPhone Into A Video Marketing Machine

These days, being able to produce video is becoming more of a necessity than a “nice-to-have” for online marketers. Check out these stats: Creating a video of a product increases the likelihood of a purchase by 144% Having a video on your homepage can increase conversion rates by 64-85%. 100 million hours of video was watched on Facebook just over a year ago. Guess what that number is now? As the figures show, video is the future, and video marketing is the key to the right promotion of your product or service. Lucky for us, the iPhone shoots beautiful video…

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How To Turn Your iPhone Into A Video Marketing Machine

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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Note: This is a guest article written by Sujan Patel, co-founder of Web Profits. Any and all opinions expressed in the post are Sujan’s.


“If you build it, they will come” only works in the movies. In the real world, if you’re serious about e-commerce success, it’s up to you to grab the CRO bull by the horns and make the changes needed to maximize your growth.

Yet, despite the potential of conversion rate optimization to have a major impact on your store’s bottom line, only 59% of respondents to an Econsultancy survey see it as crucial to their overall digital marketing strategy. And given that what’s out of sight is out of mind, you can bet that many of the remaining 41% of businesses aren’t prioritizing this strategy with the importance it deserves.

Implementing an e-commerce CRO program may seem complex, and it’s easy to get overwhelmed by the number of possible things to test. To simplify your path to proper CRO, we’ve compiled a list of ways to optimize your site by channel.

This list is by no means exclusive; every marketing channel supports as many opportunities for experimentation as you can dream up. Some of these, however, are the easiest to put into practice, especially for new e-commerce merchants. Begin with the tactics described here; and when you’re ready to take your campaigns to the next level, check out the following resources:

On-Page Optimization

Your website’s individual pages represent one of the easiest opportunities for implementing a conversion optimization campaign, thanks to the breadth of technology tools and the number of established testing protocols that exist currently.

These pages can also be one of the fastest, thanks to the direct impact your changes can have on whether or not website visitors choose to buy.

Home Page

A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:

  • Minimizing complexity: According to ConversionXL, “simple” websites are scientifically better.
  • Increasing prominence and appeal of CTAs: If visitors don’t like what you’re offering as part of your call-to-action (or worse, if they can’t find your CTA at all), test new options to improve their appeal.
  • Testing featured offers: Even template e-commerce shops generally offer a spot for featuring specific products on your store’s home page. Test which products you place there, the price at which you offer them, and how you draw attention to them.
  • Testing store policies – Free shipping is known to reduce cart abandonment. Implement consumer-friendly policies and test the way you feature them on your site.
  • Trying the “five-second test” – Can visitors recall what your store is about in 5 seconds or less? Attention spans are short, and you might not have longer than that to convince a person to stick around. Tools like UsabilityHub can get you solid data.

Home Page Optimization Case Study

Antiaging skincare company NuFACE made the simple change of adding a “Free Shipping” banner to its site header.

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eCommerce conversion Optimization - Nuface Control

Test Variation

eCommerce conversion Optimization - Nuface Variation

The results of making this change alone were a 90% increase in orders (with a 96% confidence level) and a 7.32% lift in the average order value.

Product Pages

If you’re confident about your home page’s optimization, move on to getting the most out of your individual product pages by testing your:

  • Images and videos
  • Copy
  • Pricing
  • Inclusion of social proof, reviews, and so on

Product Page Optimization Case Study

Underwater Audio challenged itself to simplify the copy on its product comparison page, testing the new page against its original look.

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Underwater Audio Control

Test Variation

Underwater Control Variation - eCommerce conversion rate optimization

This cleaner approach increased website sales for Underwater Audio by 40.81%.

Checkout Flow

Finally, make sure customers aren’t getting hung up in your checkout flow by testing the following characteristics:

Checkout Flow Optimization Case Study

A Scandinavian gift retailer, nameOn, reduced the number of CTAs on their checkout page from 9 to 2.

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nameon-1

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nameon-2

Making this change led to an estimated $100,000 in increased sales per year.

Lead Nurturing

Proper CRO doesn’t just happen on your site. It should be carried through to every channel you use, including email marketing. Give the following strategies a try to boost your odds of driving conversions, even when past visitors are no longer on your site.

Email Marketing

Use an established email marketing program to take the steps below:

Case Study

There are dozens of opportunities to leverage email to reach out to customers. According to Karolina Petraškienė of Soundest, sending a welcome email results in:

4x higher open rates and 5x higher click rates compared to other promotional emails. Keeping in mind that in e-commerce, average revenue per promotional email is $0.02, welcome emails on average result in 9x higher revenue — $0.18. And if it’s optimized effectively, revenue can be as high as $3.36 per email.”

Live Chat

LemonStand shares that “live chat has the highest satisfaction levels of any customer service channel, with 73%, compared with 61% for email and 44% for phone.” Add live chat to your store and test the following activities:

Case Study

LiveChat Inc.’s report on chat greeting efficiency shares the example of The Simply Group, which uses customized greetings to assist customers having problems at checkout. Implementing live chat has enabled them to convert every seventh greeting to a chat, potentially saving sales that would otherwise be lost.

Content Marketing

Content marketing may be one of the most challenging channels to optimize for conversions, given the long latency periods between reading content pieces and converting. The following strategies can help:

  • Tie content pieces to business goals.
  • Incorporate content upgrades.
  • Use clear CTAs within content.
  • Test content copy, messaging, use of social proof, and so on.
  • Test different distribution channels and content formats.

Case Study

ThinkGeek uses YouTube videos as a fun way to feature their products and funnel interested prospects back to their site. Their videos have been so successful that they’ve accumulated 180K+ subscribers who tune in regularly for their content.

thinkgeek

Post-Acquisition Marketing

According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one.” Continuing to market to past customers, either in the hopes of selling new items or encouraging referrals, is a great way to boost your overall performance.

Advocacy

Don’t let your CRO efforts stop after a sale has been made. Some of your past clients can be your best sources of new customers, if you take the time to engage them properly.

  • Create an advocacy program: Natural referrals happen, but having a dedicated program turbocharges the process.
  • Test advocacy activation programs: Install a dedicated advocacy management platform like RewardStream or ReferralSaaSquatch and test different methods for promoting your new offering to customers with high net promoter scores.
  • Test different advocate incentives: Try two-way incentives, coupon codes, discounted products, and more.
  • Invest in proper program launch, goal-setting, and ongoing evaluation/management: Customer advocacy programs are never truly “done.”

Case Study

Airbnb tested its advocacy program invitation copy and got better results with the more unselfish version.

airbnb

Reactivation

As mentioned above in the funnel-stage email recommendation, reactivation messages can be powerful drivers of CRO success.

Pay particular attention to these 2 activities:

  • Setting thresholds for identifying inactive subscribers
  • Building an automated reactivation workflow that’s as personalized as possible

Case Study

RailEasy increased opens by 31% and bookings by 38% with a reactivation email featuring a personalized subject line.

raileasy

Internal Efforts

Lastly, make CRO an ongoing practice by prioritizing it internally, rather than relegating it to “something the marketing department does.”

Ask CRO experts, and they’ll tell you that beyond the kinds of tactics and strategies described above, having a culture of experimentation and testing is the most important step you can take to see results from any CRO effort.

Here’s how to do it:

Have an idea for another way CRO can be used within e-commerce organizations? Leave your suggestions in the comments below.

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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

How To Leverage Facebook’s Live 360 Videos

facebook 360

In case you hadn’t noticed – though I’m guessing you have – consumption of online video has been steadily rising in recent years. According to a forecast by Cisco, video will represent 80% percent of all consumer-based internet traffic by 2019. In the information age, the average person has a shorter attention span than a goldfish, and unless your content is extra special, people are unlikely to pay attention. A compelling video stands out from generic mass marketing and communicates your message more impactfully than text-based content. In terms of generating engagement, text-based content simply can’t compete with sensory-rich, emotive…

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How To Leverage Facebook’s Live 360 Videos

The Small Business Guide on How to Create Simple Branded Videos

the small business guide on how to create simple branded videos

2015 may have been touted as the year of the video in the marketing world, but despite that, branded videos have continued earning their space within every marketer’s toolkit throughout the entirety of 2016. While it may seem that only big companies have the resources at hand to create extraordinarily well made branded videos, you should not let the highly visual, artistically edited elements convince you that you cannot replicate a similar video for your business. You do not have to be a world-class creative mind with a massive budget to produce viable video content that people actually want to…

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The Small Business Guide on How to Create Simple Branded Videos

Web Development Reading List #162: Server Side React, Inclusive Design And The Web Worldwide

We shouldn’t let ourselves get distracted by people who work on different projects than we do. If a developer advocate works on a web-based QR code application, for example, their way of tackling things most certainly won’t fit your project. If someone builds a real-time dashboard, their concept won’t relate to the company portfolio website you’re building. Bear in mind that you need to find the best concept, the best technologies, the best solution for your specific project.

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Web Development Reading List #162: Server Side React, Inclusive Design And The Web Worldwide

Never Bring an Opinion to a Data Fight: Day 1 of the Call to Action Conference

Why do people come to marketing conferences?

Some might say it’s for the networking, parties, workshops and insightful talks… or for more wacky stuff, like a money tornado booth, t-rex VR simulations and human inflatable foosball.

Testing out important conference equipment #CTAConf

A video posted by Dustin Bromley (@dustinjbromley) on

But some of the juiciest takeaways come from presentations about A/B tests that thought leaders are running, and how unexpected changes can yield big results.

… However, these aren’t always the kind of insights that will move the needle for your business. Without context — without your own data sets — these types of “takeaways” are really just opinions.

Telling your colleagues, “So-and-so changed their button copy to increase conversions, and I think we should do the same!” just won’t cut it anymore. As Orbit co-founder Andy Crestodina put it:

Never bring an opinion to a data fight. Because the highest-paid person’s opinion (HiPPO) always wins… unless you have data.

CI1KDeKUMAApabp Many of the talks at day one of the Call to Action Conference broke down processes and tips for being a more responsible data-driven marketer: Google Analytics reports you can run and templates for building a tracking plan.

Juicy. Here’s a taste.

We’ve become comfortably numb

Morgan Brown, COO of Inman News, thinks that marketers have become far too comfortably numb with the little data they have access to:

Even if you use Google Analytics, you’re still missing out on a large part of the picture.

Clicks, visitors and time on page provide you some insights, but if you can’t see your customer from the moment they touch your company — from the beginning to the end of the lifecycle — you’re flying blind. But whose job is it to dig into the data to ensure your team isn’t flying blind? Andy says it’s on everyone:

Analytics isn’t something that’s just one specialist’s responsibility.

That said, it doesn’t hurt to build a bomb-ass team to manage your data and growth. Morgan advises against hiring “another marketer.” Instead, bolster your growth team with individuals who live numbers — people who treat new customer acquisitions (and customer churn) with the same diligence as accounts receivables/payables.

Eventually, machines will tell us what’s important

As advancements in machine learning technology accelerate, we’re approaching an era where we won’t need to be so hands-on with data.

Machines will identify opportunities and provide testing recommendations for marketers, massively increasing the scale and impact of conversion optimization.

The future of marketing and conversion rate optimization, according to Unbounce co-founder Oli Gardner, is in megavariate testing — mass split tests hypothesized and deployed by machines. CTAs will automatically be positioned to where they’re most likely to be clicked. Videos will be placed for optimal interactions.

Imagine a Slack bot that sends you a message with an A/B test recommendation — just type “yes” to switch the test live. That’s the future.

But…

We’re not there yet, so start hoarding your data

According to Andy, fewer than 30% of small businesses are using analytics — and those who are proactive about collecting data will have the competitive advantage. Morgan urged attendees to track all activity happening on their websites:

Stuff it into a data warehouse and let it sit there. It’ll at least be there when you need it.

If you don’t have the bandwidth to set up that kind of tracking, Morgan suggests you should at the very least be documenting important user flows — end-to-end tracking of your customer’s lifecycle:

Don’t settle for anything less than complete waterfalls.

Don’t have the time or know-how to set that kind of stuff up? Tough, says Morgan. Bribe an engineer colleague or friend. (… Or, uh, steal Morgan’s Tracking Plan Blueprint here.)

Develop a culture of experimentation

Tracking and collecting data isn’t enough. Here’s how Andy put it:

When you look at your analytics dashboard in the morning, the line goes up and you smile. Or the line goes down and you frown. And then you go back to checking your email. But you need to take action.

Morgan agreed that you’ve got to just do it. He’s found that all rapidly growing companies (think Uber, Airbnb and Facebook) have one main thing in common: a culture of experimentation and aggressive optimization.

Rapid experimentation — and the accelerated learning that comes with it — is key to fast growth.

Behind every conversion

While it’s tempting to get swept up in data and numbers, Andre Morys (founder of Web Arts AG) reminds us that every conversion is the result of user motivation.

Yes, data can tell us a lot in terms of user behaviour, but user motivation is harder to distil down to pure numbers. It relates to an individual’s implicit goals (owning a BMW for status) versus their explicit goals (owning a vehicle for transportation needs).

In order to tap into these implicit goals, Andre suggests asking yourself, “Who is your customer? What real problem are you solving?”

Morgan opts for a slightly different route, instead using surveys — such as pricing surveys, net promoter score surveys and customer satisfaction surveys — to get a pulse on his customers and prospects.

Whatever the route you take, it’s important to not lose sight of the people behind the clicks.

Because at the end of the day, Morys reminds us, conversions are really just people.

Psst. There’s one day of the Call to Action Conference left and we don’t want you to miss out on any of the learnings — sign up for all the notes here.

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Never Bring an Opinion to a Data Fight: Day 1 of the Call to Action Conference

Never Stop Learning With Conference Live Streams And Videos

What makes a great conference? It fuels your ideas and polishes up your skills. It fosters your professional growth and takes your work to the next level. Luckily, a lot of conferences provide videos of their talks after the event has ended, some do even stream live to pass on their knowledge even if you couldn’t attend.
The videos collected in this round-up revive the spirit of the conferences they were recorded at and cater for a lot of fresh insights and light-bulb moments to make the learning never stop.

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Never Stop Learning With Conference Live Streams And Videos