Tag Archives: year

We Want to Put You on a Plane to Call to Action Conference [CONTEST]

Image via Shutterstock.

If you’re an active social networker, you already know that travel photos and social media go together like… aerial shots of brunch and social media.

So when we decided to throw a social media contest together for our upcoming Call to Action Conference, it seemed only fitting to make it travel themed. Not just because we like taking 10-second mental vacations by staring at pretty pictures of pretty places. But because Unbounce has done a little travelling itself.

After expanding to the German, Brazilian and Spanish markets over the past year, we opened an official Berlin office in January. Four walls, front door, ever-flowing kaffee and all. We’re thrilled that this year’s conference is the first we’ll host as a truly international company — and we want to celebrate by putting you on a plane with a free ticket to Call to Action Conference 2017.

The details

What we want to know is:

What’s your favourite place in the world?

Tweet and/or Instagram a photo of wherever that may be (be it from your iPhoto gallery or Google Images, we can’t tell and we don’t care) with the caption:

“Fly me to #CTAConf @unbounce and make me love Vancouver as much as I love [insert location]”!

The winner will be announced at noon PST on Friday, June 3rd and receive a $1,000 flight voucher as well as a free ticket to Call to Action Conference, worth $999.

Click below for more contest details if you want them. And if you’re thinking, “What is CTAConf and why do I want a ticket to it?” then see what all the hoopla’s about.

Originally posted here – 

We Want to Put You on a Plane to Call to Action Conference [CONTEST]

Glossary: Influencer Marketing

glossary Influencer Marketing

Influencer marketing is the activity of engaging with influential people in order to obtain press and/or get content disseminated to large audiences. Influencer marketing leverages the influence or reach of leaders in a particular industry, field, or even sub-culture. For example, a renowned surgeon is an influencer in the field of medical science and an athlete is an influencer in the sports/fitness industry. Companies encourage relevant influencers to recommend their products or services to their followers. Examples of Influencers Marketing An example of influencer marketing is the promotion of J.K. Rowling’s Harry Potter books. Millions of people have read them…

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Glossary: Influencer Marketing

Design & UX Trends to Boost Conversions in 2017 [INFOGRAPHIC]

As more of our interactions — both business and personal — migrate online, intuitive design and user experience have never been more important.

The fast pace at which the digital world is changing means there’s always a new trend on the up and up promising to skyrocket our results.

Last year we saw the rise of mobile-first design, full-width hero images and user-driven storytelling. This year we’re seeing a big push toward hyper-personalization, bots and even (shameless plug) targeted overlays.

Ultimately, though, we marketers are most interested in trends that make the most impact where it truly counts… conversions.

The brilliant folks at The Deep End Design have whittled down the ever-growing list of design and UX trends to bring you only the most promising ones.

Of course, as with all trends, we don’t truly know their worth until we can test them out for ourselves. So don’t take this list as gospel. Rather, use it as a jumping off point when planning initiatives for the upcoming quarter and beyond.

design ux trends 2017 blog

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Design & UX Trends to Boost Conversions in 2017 [INFOGRAPHIC]

Design and UX Trends to Boost Conversions in 2017 [INFOGRAPHIC]

As more of our interactions — both business and personal — migrate online, intuitive design and user experience have never been more important.

The fast pace at which the digital world is changing means there’s always a new trend on the up and up promising to skyrocket our results.

Last year we saw the rise of mobile-first design, full-width hero images and user-driven storytelling. This year we’re seeing a big push toward hyper-personalization, bots and even (shameless plug) targeted overlays.

Ultimately, though, we marketers are most interested in trends that make the most impact where it truly counts… conversions.

The brilliant folks at The Deep End Design have whittled down the ever-growing list of design and UX trends to bring you only the most promising ones.

Of course, as with all trends, we don’t truly know their worth until we can test them out for ourselves. So don’t take this list as gospel. Rather, use it as a jumping off point when planning initiatives for the upcoming quarter and beyond.

design ux trends 2017 blog

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Design and UX Trends to Boost Conversions in 2017 [INFOGRAPHIC]

Strategies You Need To Try in 2017, According to 13 Digital Marketing Experts

marketing-resolutions-2017-650
Image via Shutterstock.

Has anyone in the history of the world ever kept a New Year’s resolution?

I know I haven’t. But that doesn’t stop me from making them year after year and convincing myself that this will be the year for life-altering change. And then my credit card gets charged for my monthly gym membership and I realize I haven’t been in three months… (Where did the time go?)

The problem is, New Year’s resolutions are frequently impulse decisions — we take on ambitious goals without considering how they fit into our day to day lives.

Similarly, it’s easy to walk away from a marketing article with the intention of implementing X tactic. But without taking a step back and seeing how it fits into your overall strategy, you’re about as likely to actually do the work as I am to actually do my workout.

When we spoke to 13 of North America’s most influential digital marketing experts about their plans for 2017, a lot of them shared plans to take a step back and rethink their marketing strategy from a new perspective — rather than take on more tactics.

Here’s some of what they shared.

Scrutinize then optimize your current channels

You may be open to experimenting with new channels, but how often do you take stock of the ones you’ve been using forever? Why did you start using them in the first place?

The answer may be that you’re using them simply because you always have and don’t know anything else…

When we spoke to our digital marketing experts, many of them shared their plans to pull the plug completely on certain channels so they could focus on experimenting with new ones.

Larry Kim, Founder and Chief Technology Officer of Wordstream and Inc columnist, spoke of his experiments with using LinkedIn Ads for lead generation:

larry-kimUnfortunately it didn’t work because the cost per click was around $10 and very limited ad targeting options (e.g., no remarketing or custom list support).

But there were other channels that worked well:

There were many new channels that we tried out or doubled down on that worked spectacularly well for us – and I wrote them all up, including our approach and the results – the new channels included the use of RLSA, Facebook and Twitter Ads, posting content to Medium, changing our SEO tactics, and experimenting with off-topic content.

John Rampton, CEO of Due, was disappointed in the results from Facebook advertising campaigns, but it’s worth noting that he suspects it may have had more to do with targeting oversights:

john-ramptonIn 2016, the most underwhelming marketing tactic we tried were Facebook ads, but I think this was because our target audience of small businesses was not on Facebook searching for business solutions.

Similarly, Moz last year experimented with pumping more money into paid advertising, according to co-founder Rand Fishkin. Moz nearly tripled its advertising budget with Facebook, AdWords and retargeting on various platforms.

Rand’s big takeaway from it all?

rand-fishkinBroad targeted advertising is nearly useless. Unless someone has already been to our website, is familiar with our brand and/or is specifically searching for us or a handful of tightly connected search phrases, digital ads produce very little lift in new signups.

Moz has since cut back spend massively and is focused on optimizing its targeting instead.

Jay Baer of Convince and Convert experimented with some free marketing channels in 2016 – notably, cross-posting from his blog to Medium. And while the effort for posting to Medium is minimal, so too have been the returns:

jay-baerSo far, the readership just hasn’t been there. Curiously, I have 53,000+ followers on Medium now, but generate just 3,000-4,000 views across four different posts per month.

These channels may or may not be effective for your audience, but the lesson here is to survey what’s working for you and what’s not.

And then don’t be afraid to kill your darlings (the channels that just aren’t working).

Out with the old, in with the new.

Build genuine relationships with a small group of influencers

It’s easy to get caught up in the dozens of tasks you have to do each day, but if you’re not currently making time to network and build relationships with your peers, 2017 is a great time to start.

It’s the secret sauce of Aaron Orendorff, prolific blogger and Forbes Top 25 Marketing Influencer. Here’s what he told us:

aaron-orendoorfMarketing is not a single player sport. I dug deep on collaboration this year and combined it with unique story angles. This approach created Unbounce’s [highest traffic] post of the year: Clinton vs. Trump: 18 CROs Tear Down the Highest Stakes Marketing Campaigns in US History.

The key to this approach, Aaron explained, is twofold:

First, you have to have killer idea (and, no, “What’s the best blogging tip?” doesn’t count). Second, roll contributions into each other. What I mean is, start with who you know and once you get initial buy-in use their name to get the next one… or just ask if they’ll connect you.

While this personalized approach has worked for Aaron, many marketers are still taking a cold approach, without much success.

Peep Laja of ConversionXL explained that reaching out cold won’t cut it:

1v26cpfbI myself get bombarded many times a day with all kinds of requests (“we linked to you/we mentioned you/give me feedback”), and I totally ignore them.

How do you avoid getting ignored? For starters, quit it with the canned messages.

Sujan Patel of digital marketing agency Web Profits explained that if you’re going to reach out to influencers, you should be doing it for the right reasons — to start relationships:

sujan-patelBegin with just five to ten people… choose people who appeal to you on a personal level – people you think you will genuinely get along with. Look for signs that you share the same interests (outside of your work) and sense of humor.

In other words, reach out only if your intention is to build genuine relationships. You wouldn’t ignore an email from an actual friend, would you?

Pair great content with great (dynamic) visuals

Since 2015, the content marketing world has been abuzz with Rand Fishkin’s concept of 10x content — the idea that you pick a topic and set out to create something 10x better than anything currently out there on the subject.

But with marketers everywhere striving to create 10x content, how then can you continue to stand out from the crowd?

For Sujan Patel, the marketers who will stand out in 2017 are those who pay special mind to design:

10x content isn’t new, but what will differentiate content in 2017 and beyond is content that directly incorporates design and formatting, instead of relying on great content in a long-form blog post.

As an example, Sujan shared a piece of content he created for a client: a guide to building a personal brand, where the content is inextricable from the design. He’s found that the time they spent on visuals is really paying off:

We see email optin rates over 25% and huge share numbers and backlinks from this type of content.

Ian Lurie of digital marketing agency Portent has similar plans to emphasize aesthetics in the New Year:

ian-lurieIn 2017, I’ll be leaning more towards complex layouts and a greater emphasis on graphics. I’ll also be segmenting by screen resolution.

If the prospect of dialling up your visual content production feels daunting, Nadya Khoja of Venngage has some advice:

nadya-khojaI recommend starting out by visiting your top performing content and repurposing it into engaging visuals. You can do this by pinpointing the main takeaways and tips that are highlighted in that content. Use a tool to create the animated graphics or finding a freelancer on a site like Upwork who can quickly transform that information into a compelling video or motion graphic.

Devote more time and tools to understanding your customers’ motives

Abraham Lincoln once said, “Give me six hours to chop down a tree, and I’ll spend the first four sharpening the ax.”

Abe wasn’t a marketer, but he would have been an excellent one — in this blog post, Michael Aagaard, Senior Conversion Optimizer at Unbounce, explained why: you should never start a marketing campaign (chop down a tree) without doing your research (sharpening your axe).

That’s why Michael spends so much of his time conducting customer research and understanding the psychology of decision making. But this year, he took it a step further by socializing his findings to the team:

vubr6m3I spent a good deal of time sharing the insights and results internally so more of our employees could see the value in conducting real customer research rather than relying on assumptions or trends.

And Aagaard can’t stop, won’t stop:

In 2017, I’m going to ramp this up even more – both in terms of the hands-on CRO work I do at Unbounce and in relation to educating our employees and our customers.

Steve Olenski, Sr. Content Strategist at Oracle Marketing Cloud, urged marketers to look into mobile data management platforms (DMPs). He explained that they’re a critical part of the modern marketer’s stack because they enable us to better understand customer behavior:

steve-olenskiWith a mobile DMP, brands can harness and analyze the massive amount of customer data generated by mobile devices — including intent, geolocation, and purchase behavior to better target ads across multiple mobile devices and platforms, from in-app ads on smartphones to mobile web ads and tablet-specific campaigns.

In 2017, commit to collecting more customer information. Because at the end of the day, understanding your audience empowers you to give them more of what they want.

And that keeps them coming back for more.

Be part of the AI and AR conversations

Okay, this one’s a tall order, but it’s one that can’t be ignored for much longer.

Some of the digital marketing experts we spoke to emphasized the importance of keeping your finger on the pulse of cutting edge technology — notably, artificial intelligence and augmented reality.

Today, machine learning systems are being applied to everything from filtering spam emails, to making recommendations for what you should buy or watch (or who you should date).

Unbounce has been investing in applying machine learning to our product — here’s what CEO Rick Perrault had to say:

rick-perrault2016 marked the launch of our effort to apply machine learning to improving conversion results.  We’ve now built machine learning models that can predict conversion rates with reasonable accuracy, and our efforts to create models that provide actionable advice on improving conversion rates are coming along.

Jayson DeMers, CEO of AudienceBloom, has been keeping a close watch on augmented reality, especially after the breakout success of Pokemon Go this year:

jayson-demersxqAR print ads are starting to catch on, with Macallan Whiskey in Esquire Magazine, and Vespa Scooter ads being standout examples here. Axe/Lynx even took things a step further with an interactive “fallen angel” ad in a busy public location. This is a technology in its infancy that’s finally starting to take off.

Whoever innovates here – and does so quickly, early in 2017 – stands to win big.

While you may not necessarily be able to invest in this cutting edge stuff, the least you can do is keep your finger on the pulse of what others are doing. As these technologies progress, they become increasingly affordable and accessible — and you don’t want to be playing catch up when they become ubiquitous.

Down with New Year’s resolutions

I’d like to encourage you to not make a New Year’s resolution this year.

In 2017, make strategic decisions that will actually bring you results.

Over to you — what new things will you test at work in the New Year?

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Strategies You Need To Try in 2017, According to 13 Digital Marketing Experts

The Daily Egg Year-End Roundup: Best Posts of 2016

daily-egg-year-end-roundup

This year we had TONS of great posts that came from our regular contributors as well as industry experts. It’s just hard to remember all the hits! We could dig through Google Analytics and pick out the ones that got the most traffic, but that’s a bit too robotic. And just because a post received a lot of traffic doesn’t mean it’s great – it could’ve just been some SEO luck. So let’s just go with what stood out to us… 1. A Guide To Creating Buyer Personas That Will Improve Your Content Conversion Rates This is really a guide…

The post The Daily Egg Year-End Roundup: Best Posts of 2016 appeared first on The Daily Egg.

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The Daily Egg Year-End Roundup: Best Posts of 2016

Have You Registered for CRO Day 2016?

CRODay blog cover image

Remember when you were a teenager and you wanted to get your [insert body part here] pierced because, “literally everyone is doing it”? And your mom was all, “Oh come on, [insert your first name here], would you jump off a bridge because everyone was doing it?”

Well, in most cases Mom was right. Trends are called trends for a reason: they come, they go and they might leave you with an undesirable extra hole in your head.

There is an exception, though: conversion rate optimization (a.k.a. CRO).

CRO Google Trends graph
Google Trends report for Conversion Rate Optimization over the past 10 years.

Everyone’s doing it — even the presidential candidates. And if you’re not doing it — or you’re not doing enough of it — you could be letting conversions, and thus sales, slip through your fingers and into the hands of your competitors.

So what’s a savvy marketer to do but trawl the internet for posts on “How to Conversion Rate Optimization”? (Please don’t search for that, it’s not English.)

Enter CRO Day.

What is it? CRO Day is a full day of online events for conversion-driven digital marketers. Events include five webinars, two panels, one Slack workshop, one AMA… and a five-second Landing Page Showdown.

When is it? Thursday, September 29, 2016.

Where is it? Your couch, your office, wherever you are most comfortable learning all things CRO. All Unbounce-hosted CRO Day events are 100% online.

Who’s gonna be there? You. And me. But also: Andre Morys, Talia Wolf, David DarmaninPeep Laja and many, many more.

What are the highlights?

  • The Five-Second Showdown. Join 10 conversion experts and host Oli Gardner as they dissect and improve CRO Day attendees’ landing pages based on the ol’ five-second test.
  • An epic panel discussion featuring Joanna Wiebe, Joel Klettke and Kira Hug. The topic? How to Write Killer Copy Without Being Shady.
  • Some of your most burning CRO questions answered, like “I have all this data, but what do I do with it?” and “How can I get more conversions out of your traffic?”
  • Community events! If you’d like to host a webinar or in-person event to celebrate CRO Day or if you want to join in on an existing event, check out our Community Events Agenda on Inbound.Org

Don’t miss out on the online digital marketing event of the year. Register today!

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Have You Registered for CRO Day 2016?

How To Create Icons In Adobe XD

Released in March this year, Adobe Experience Design is a new all-in-one tool that lets you design and prototype websites and mobile apps. XD is still in beta and available for Mac with a Windows version on track for a release later in 2016. It is bound to provide a fast and efficient way to create new user interfaces, wireframes, and visual designs with various devices in mind.

Creating Icons With Adobe XD

As an icon creator, I tried to use XD to create icons from scratch and to apply them to a new user interface. In this tutorial, I want to guide you through the steps it took so you can follow along. We’ll take a look at how to create a set of office icons for a new app. Plus, I’m going to show you how you can use XD’s features to interact with your newly-created user interfaces during the prototyping phase. So, let’s get started.

The post How To Create Icons In Adobe XD appeared first on Smashing Magazine.

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How To Create Icons In Adobe XD

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)

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What does Evolutionary Site Redesign in action look like? Like this.

Reading Time: 2 minutes

TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here.

The company

weBoost homepage
The hero section from weBoost’s (current) homepage.

Our partnership with weBoost began in the summer of 2015. weBoost is an ecommerce retailer and manufacturer of cellular signal boosters. These boosters provide stronger, more reliable cellular signals while simultaneously enhancing the user’s ability to receive and transmit data.

The goals

Beyond the goal of simply increasing ecommerce sales, the weBoost team was looking to fuel their entire marketing program. In order to do that, weBoost executives were also hoping to gain customer insights through WiderFunnel’s proven conversion optimization process: the Infinity Optimization Process™.

At the outset, there were several questions that weBoost was looking to answer through a partnership with WiderFunnel:

  1. What kind of information do we need to provide about our products in order to make the sale?
  2. Are our customers well-informed for the most part, or do they need more technical, descriptive details about our products?
  3. What user flow results in the best conversion rate?
  4. How can we learn about our customers to fuel marketing efforts across the company?

The results

After 7 months of testing, the weBoost website looks dramatically different and the company has seen a lift of over 100% in their year-over-year conversion rate.

The insights achieved along the way have allowed weBoost to broaden their further up-funnel programs as well as boost e-commerce sales. The benefit of conversion optimization, then, is not just about direct sales, but increased brand awareness and overall growth.

And this is only the beginning.

Mike St Laurent

The testing we’ve done with weBoost is a perfect example of evolutionary website redesign (ESR). Their website looks radically different than it did when our partnership began, and it’s converting at a much better rate.

Michael St Laurent, Optimization Strategist, WiderFunnel

How did we do it?

In this case study, you’ll read about several tests we’ve run on 3 key areas of the weBoost site: the homepage, the product category page, and the product detail page. We have been able to redesign the entire website iteratively, based on statistically significant wins on each of these pages: this is evolutionary site redesign in action.

ESR works by implementing a system of continuous A/B split testing throughout an entire website and digital marketing. Rather than relying on gut feeling and flawed intuition, website decisions are made against the crucible of customer actions.

Check out the full case study for the specifics:

  • A shortened weBoost homepage sees huge success
  • A well-intentioned layout change on the category page goes south
  • A stronger scent trail on the product detail page leads to a 27% increase in completed orders

…and more!

Jamie Elgie

WiderFunnel delivers Wilson Electronics [weBoost] a cadence and quality of A/B testing that is game-changing for our brand. Direct sales increases are enabling us to increase our spend on other advertising because of the known performance return. That in turn is driving our overall brand awareness. Put simply, WiderFunnel does not just help us sell directly; it is rocket fuel for our entire cross-channel marketing program.

– Jamie Elgie, Chief Marketing Officer, weBoost

Read the full case study here

Learn more about how the weBoost website underwent a dramatic transformation through evolutionary site redesign (and how it’s now converting at a much better rate). Read the full case study here.

The post What does Evolutionary Site Redesign in action look like? Like this. appeared first on WiderFunnel Conversion Optimization.

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What does Evolutionary Site Redesign in action look like? Like this.