Tag Archives: word


Increase Clicks with these 12 Call-to-Action Phrases


What happens when nobody clicks on your call-to-action phrases and buttons? You don’t get any leads. Nor do you generate any revenue. That’s the opposite of the point, right? Which is why I tell business owners and marketers to take the time to refine their CTAs. A poorly-written CTA negates all the hard work you do for the rest of your marketing campaign. Someone who visits your website might be with you up until that point, then decide to bail on the conversion. So, how do you write call-to-action phrases that convert? What is the Psychology Behind CTA Phrases? From…

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Increase Clicks with these 12 Call-to-Action Phrases


Your Website’s Menu Is Costing You Conversions and Here’s What To Do About It

compass nav

As a designer, developer, or marketer, it’s your job to develop something unique for your brand’s website. The reason for this is simple: you want to stand out from the generic chatter surrounding your brand in the market, and a unique style will help you do that. But sometimes being adventurous in design can do more harm than good. Case in point: the navigation. In a web usability report from KoMarketing in 2015, roughly half of their survey’s respondents reported using the navigation menu to acquaint themselves with a new website. On the flip side of that, 37% of respondents…

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Your Website’s Menu Is Costing You Conversions and Here’s What To Do About It

Free Geometric UI Icons With A Fresh And Futuristic Twist (100 Icons, 6 Formats)

How about an icon set that gives your UI designs just that finishing touch they need? One that stands out while keeping the design clear and legible? Vincent Le Moign spent two years on designing such a set, and we are very happy to feature part of it as a freebie today.
The EGO icon collection shines with its well-balanced, geometric style — perfect to make a bold statement without being obtrusive.


Free Geometric UI Icons With A Fresh And Futuristic Twist (100 Icons, 6 Formats)

A/B Testing Basics: Margin of Error


Margin of Error: An expression for the maximum expected difference between the true population parameter and a sample estimate of that parameter. When you are analyzing a statistical experiment or study and progress from discussing the test sample results to discussing the whole population that the sample represents, there will always be a margin of error attached to any estimated values. The margin of error will be stated with a “plus or minus” (+/-) in front of it, meaning you are just as likely to be above or below your estimated value by the same amount. Despite the word “error”…

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A/B Testing Basics: Margin of Error

Freebie: Olympics Sports Icon Set (45 Icons, EPS, PDF, PNG, SVG)

This year, there will be 42 different sports and over 300 events taking place at the Olympics. Perhaps you have a project related to these upcoming games, or maybe you’ll be working on a project which is somehow related? Wouldn’t it be great to have a set of consistent icons for all sports-related activities, just in case? Well, that’s just what we thought.

Freebie: Olympics Sports Icon Set (45 Icons, EPS, PDF, PNG, SVG)

This set of 45 icons was created by the design team at Icons8. Please note that this icon set is licensed under a Creative Commons Attribution 3.0 Unported. You may modify the size, color or shape of the icons. No attribution is required, however, reselling of bundles or individual pictograms is not cool. Please provide credits to the creators and link to the article in which this freebie was released if you would like to spread the word in blog posts or anywhere else.

The post Freebie: Olympics Sports Icon Set (45 Icons, EPS, PDF, PNG, SVG) appeared first on Smashing Magazine.

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Freebie: Olympics Sports Icon Set (45 Icons, EPS, PDF, PNG, SVG)

72 Home Appliance And Real Estate Icons [Freebie]

When it comes to web projects, real estate and home appliances go well together, so today we’re happy to release a lovely free icon set with 72 related icons. The set includes icons in 4 sizes and in 8 formats: AI, CSH, EPS, SVG, PDF, PNG, Sketch and Webfont. The icon set is free to use in personal and commercial projects.
You may choose from five colour themes. (View large version) The icons are available in four versions .

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72 Home Appliance And Real Estate Icons [Freebie]


How This Agency Used Personalization to Land Their Client $21,000 in New Business

These days, the word “personalization” is bandied about in marketing circles more than a hacky-sack at Burning Man.

We know that personalizing our marketing campaigns brings us better quality leads, but it’s not always as simple as it seems to get started; before you can personalize emails, content and offers for people, you need to get to know them.

You can’t land qualified leads without getting to know them first.

So when Cookie Jar Marketing, a boutique marketing agency based in Tel Aviv, Israel, was given a contract to promote the growth of Cloudyn, a cloud monitoring and management platform, they knew that step one was to gain a better understanding of the platform’s customers.

To achieve that, Johnathan Nimrodi (Yoni for short), Cookie Jar’s Content Marketing Manager, devised a content marketing strategy that would:

  1. Help Cloudyn gain a better understanding of their customers by collecting more information about them on an Unbounce landing page, in exchange for an ebook.
  2. Use those learnings to serve up a hyper-personalized offer that was sure to tickle their fancy.

Was Yoni’s strategy successful? Well, let’s put it this way:

That offer, sent out in the form of a personalized email, got a 51% open rate and generated $21,000 a year in revenue for the client.

Not too shabby, right? Let’s take a look at how Cookie Jar Marketing accomplished that.

Building and promoting the content

Before they could collect prospect information on a landing page, Yoni needed a piece of content to give away. As an easy win, he decided to compile several valuable blog posts into one super-comprehensive whitepaper.

The whitepaper focused on different cloud vendors and broke down the features and pricing that one could expect from each. With a very competitive pricing and features structure next to that of the competition, this was a great way for Cloudyn to demonstrate their value to people looking for a cloud solution.

Once that was in place, Yoni began promoting the whitepaper. Using several channels at first, he finally settled on LinkedIn, where he was able to very accurately target the people he was trying to reach, zeroing in on specific industries and job titles.

Cookie Jar’s most successful ad on LinkedIn promoting their whitepaper.

Each LinkedIn ad pointed to an Unbounce landing page, where prospects were asked for some of their information in exchange for the whitepaper. And while Yoni was off to a good start, he wanted to be sure that this landing page was performing at its best potential.

Optimizing landing pages for more than just conversions

The first landing page that Yoni used to promote the whitepaper was very simple. The form for collecting prospects’ information was limited to just four required fields. This first variant converted at 10.7%:

The first iteration of Cookie Jar’s whitepaper landing page.

That conversion rate might be in the a-little-low-to-decent range, but there was more than just the conversion rate that needed optimizing.

Cloudyn uses salespeople to follow up with qualified leads, and they were asking for more information on the prospects. Yoni explained:

When I talked to the salespeople who followed up with leads, they told me that they did not have enough information to be able to ascertain which leads were ‘hot’ and should be called right away, and which should just go into a lead nurturing program.

Yoni asked them what kind of information they would require to make that an easier proposition, and quickly built another variant of the landing page in Unbounce with the extra fields the sales team asked for, seen below.

The longer form on this Cloudyn whitepaper landing page increased conversion by 10%.

On the one hand, adding more fields to a form can sometimes create friction, making prospects feel as though there are more hoops to jump through.

But on the other hand, gathering extra information can help the sales team become more efficient. For example, the new form contained a field called “Annual cloud spend.” If someone were to select $5 million plus, it is probably worth a salesperson’s time to pick up the phone and call them.

Extra fields be damned, the conversions on the page doubled. And not only were there more leads, but the leads they got were far more valuable.

The sales team suddenly had a lot more information to go on, and the leads were doubling with no increase in ad spend, and no delineation from LinkedIn. And this was just the beginning.

When I asked Yoni why he thought the conversion rate had jumped up that much, he replied:

I think that the fact that we were showing them that we cared about who they were made all the difference.

The more questions asked of the visitor, the more they feel appreciated as a potential customer. It creates the impression that they will be offered a personalized service catered to their unique needs and wants. In turn, each of the leads generated through this landing page ended up being far more qualified, creating greater opportunities for the sales team.

Making personal connections

When more information was added into the mix, it wasn’t just the sales team who was better equipped to do their job.

Under the direction of Yoni, the Cookie Jar team was able to use the extra information to personalize emails that went out to prospects who’d filled out the form.

Using Unbounce’s MailChimp integration and field mapping, they tagged all of the fields so when a lead filled out and submitted the form, this information was sent to MailChimp.

Yoni had created an email in MailChimp that would automatically be sent to leads as soon as they filled out the form. And with the information collected on the landing page form, he was able to personalize each email that went out to leads, as you see in the image below:


The personalization of the email didn’t just work, it worked beyond anyone’s expectations. The email got a 51% open rate – and while the clickthrough rate was not amazing, they did get replies to the email that resulted in a demo request rate of an astounding 35%.

The salespeople at Cloudyn and the marketers at Cookie Jar couldn’t have been happier. To date, the whitepaper campaign on its own has resulted in $21,000 worth of business, all from collecting more data and personalizing communication accordingly.

That personal touch

The name of the game for any marketing agency is results. No matter how they’re achieved, the way to keep clients is to make sure that they’re getting a healthy return on their investment. And that’s what Cookie Jar Marketing has done for Cloudyn.

Sometimes you have to go against the grain and so-called “best practices” to achieve those results. Yoni was certain that he’d made the right choice by limiting the number of fields prospects would have to fill out. The reality was that adding more fields and creating more friction resulted in more conversions.

The happy result of those extra conversions is that they had supplied more information, which enabled Yoni to create a personalized email that resulted in demo requests and ultimately, sales.

Cookie Jar Marketing’s clever use of the Unbounce and MailChimp integration is paying dividends for Cloudyn, and it could very well do the same for you.

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How This Agency Used Personalization to Land Their Client $21,000 in New Business


What You Need To Know About Anticipatory Design

The word anticipatory comes from the Latin anticipare, which means “taking care of ahead of time.” We normally associate it with something that happens, is performed or felt in anticipation of something.

What You Need To Know About Anticipatory Design

In a way, most products contain at least one element of anticipation. Aaron Shapiro from HUGE defined anticipatory design as a method where it’s up to the designer to simplify processes as much as possible for users, minimizing difficulty by making decisions on their behalf.

The post What You Need To Know About Anticipatory Design appeared first on Smashing Magazine.


What You Need To Know About Anticipatory Design


A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested

P.S.(the pre-script one): Few days back I did a case study where adding the word “free” increased the button CTR for a company by 99.42%. And when I was looking at this test where a company eliminated the step involving “free”, they actually got a spike in their conversions. No, I am not surprised. A/B testing does question our instincts or what seems right. And a word of caution before I proceed — something that worked for one company, might or might not work for you.

The Company

EzLandlordForms is a typical example of business formed out of, “Solve a pain point. Even better, solve your own pain point!”.

Kevin, the founder, was a landlord back in 2005 when he thought of eliminating the trouble he was facing in creating the perfect lease. He launched the website EzLandlordForms, and since 2006, he along with his team has helped more than half a million landlords manage their properties with great ease. They sell all types of leases – residential, vacation, company, subleases, etc. and have hundreds of free lease forms in printable format.

The Test

To get more revenue from their online business, Brian, the Vice President of EzLandlordForms, signed up for VWO subscription. He tested a number of elements on the website to optimize it. In this case study, I’m going to talk about a test that EzLandlordForms did on their homepage, which increased their revenue per visitor by 20.4% and sales by 32.2%.

The test hypothesis was simple, yet interesting. They wanted to test whether taking the visitors directly to a paid goal from the CTA button was more valuable than a step-by-step approach of taking visitors to free forms first, and then to the purchase goal.

To test this hypothesis, they created 2 more variations of their homepage which was pitted against their original homepage. On their original homepage, the CTA button read “View Free Forms”. Since they offer a lot of printable free forms on their website, the CTA was pretty clear with its verbiage. But the problem was that it wasn’t helping them get paid conversions and account sign-up was a micro-conversion for them. In the words of Brian, “We were concerned the CTA was too indirect, and failed to push users to where they were most likely to convert.

This is how it looked:


Their hypothesis was that by sending people directly to the paid state-specific lease agreements, they could increase their sales. To test this, they created 2 variations. The first variation took them to the intermediate page, same as the control, where they could sign-up for a free account and browse the free forms. The only change in this variation was CTA button text which was changed to “Create Lease”. This, they believed was a direct way to sell visitor paid state-specific leases than asking them to browse through the free ones first.

This is how it looked:

Winning Variation

The second variation went a step further, and even though it had the same text on the CTA button “Create Lease”, it dropped the intermediate page in-between and took users directly to the lease wizard.

The Result

In this test, they tracked 3 goals:

  • Revenue per visitor
  • Purchase conversion rate
  • Free account signup conversion rate

The primary objective of the test was to push people directly to the paid product. The test was run for a duration of 2 weeks and for about 6000 visitors. Second variation, in which they dropped the intermediate step of taking visitors to browse free forms, won and increased the conversion rate of purchase goal by 32.2% and revenue per visitor by 20.4%.

Why did the Second Variation Won?

  • The value proposition offered was different in the variation than in the control. Whereas, the CTA text on control said to view forms, the CTA text on variation was more specific towards the purchase goal and asked the people to create lease.
  • The variation dropped an intermediate step of taking visitors through the free forms. This solved two problems. One, it did not distract(and confuse) people who wanted to buy a state-specific lease by showing the free forms, and two, it eliminated one step towards the purchase goal. And we all know, lesser the friction towards the conversion, higher is the conversion rate.

Let’s Talk

I’d love to hear your thoughts on this case study. Please share them in the comment box below.

P.S.(the postscript one): Please help me realize my sweet dream of getting 500 tweets on my post. If you like the post, do share it with your friends on Twitter. Thanks already! :)

The post A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested appeared first on VWO Blog.

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A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested