Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
What truly makes donors give? What prompts customers to clickthrough some emails but delete others?
While there are many technical factors involved in email marketing, the easiest to change, and the most impactful to the bottom line, is getting your messaging right.
In this Web clinic, we’re reaching outside of our own labs to find one of the most interesting nonprofit tests we’ve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
Optimizing Subscription Paths: How a radical webpage redesign produced a 173%...MarketingExperiments
A customer’s world is constantly changing. Each day, as technology evolves and devices change, so does the customer experience.
This is particularly true for many in the subscription space, as content distribution is at the bleeding edge of all this change.
As subscription marketers, we can often hear that our sites need to “be this” or “do that” in order to stay up with the changing customer experience.
But what really makes a difference? What really works in marketing today? How are customers really being impacted by all these changes?
In this 35-minute Web clinic, we transcended all the speculation and “best practices” to review a recent experiment in which we tested six different radical webpage approaches against each other to determine which would truly generate the most customer response within a market that is frequently inundated with constant change: the publication subscription space.
But the goal of a test was not simply the lift, but gain knowledge. To that end, we walked through this experiment (and many others) as we distilled transferable insights gained from over a decade of testing, so that you can immediately apply the lessons learned from this experiment to your own webpages.
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
What truly makes donors give? What prompts customers to clickthrough some emails but delete others?
While there are many technical factors involved in email marketing, the easiest to change, and the most impactful to the bottom line, is getting your messaging right.
In this Web clinic, we’re reaching outside of our own labs to find one of the most interesting nonprofit tests we’ve seen in recent years.
Why explore tests from nonprofit organizations? Nonprofits face the ultimate challenge. Without an actual product or service to sell, they must convert based on perceived value. If you can understand why people donate to a nonprofit, you can understand how to amp up the perceived value of any product or service's actual value.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter brought three lessons learned from a test that generated a 380% increase in revenue per email for an American think tank.
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.
But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.
He will address some of the most common questions related to managing the messaging:
• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
A Practical Guide to Measuring User ExperienceRichard Dalton
Measuring the success (or failure) of an experience can be a daunting and confusing endeavor. In this presentation Richard shares 11 guidelines to help you quantitatively measure your user experience.
Richard provides techniques and tips for each phase and illustrates their use with real examples from his team’s work at Vanguard. To conclude, he describes some of the cultural and change management challenges involved when an organization uses data to inform design decisions.
This presentation reflects a mock User Acquisition Marketing plan for the task management application Asana. The assumptions on these slides are informed by public information. This presentation served as the final project to my 10-week User Acquisition Marketing course at General Assembly taught by Kate Huyett, Director of User Acquisition and Business Intelligence at How About We.
Please feel free to reach out and say "Hello world!" at VincentVBarr@Gmail.com or visit my website: www.vincentbarr.com
Responsive Design Tested: What a recent experiment reveals about the potentia...MarketingExperiments
To most web designers and forward-looking experts in the field, responsive mobile design is not an optional feature. Mobile users have to be able to view your website on their devices without having to scroll everywhere to read it.
But is responsive design really worth the investment? Has anyone actually pitted a responsive design against a regular desktop design?
These were the questions in the minds of the marketers at a large media company faced with the mobile dilemma.
To answer these questions, the marketers designed a test.
How to Quantitatively Measure Your User ExperienceRichard Dalton
How do you know if the user experience your team is slaving over is succeeding or failing? How can your team use data to make better decisions? Quantitative measures can help answer these questions and can complement more traditional qualitative research methods like usability testing.
Ten simple rules that anyone planning on launching a mobile app needs to follow.
Crafted from several years of blood, sweat and tears in marketing apps, in this presentation we share key statistics on the app industry and the real chance of successfully launching a mobile app.
The ten commandments are based on industry best-practice insight, can be followed by anyone - from a bedroom coder to established big-name publishers.
No importa como pero lo importante es que ganarás al 100%Derek Pippa Feria
¿Quieres utilizar un motor de búsqueda gratuito? Esto es nuevo incluso te paga
Puedes usar mi enlace: https://bit.ly/3y8yq7O
Les juro no es virus
No necesitas dinero Puedes usar este sitio web gratis y te pagarán por paypal
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...donordigital
Mal Warwick | Donordigital Vice President Mwosi Swenson spoke with Jason Wilson of Share Our Strength and Dawn Stoner of Mal Warwick | Donordigital at the Direct Marketing Association Nonprofit Federation Washington Nonprofit Conference on February 27, 2015. Donation page optimization is the least-sexy part of online fundraising — yet investment in this area can mean real money (lots of it, in fact!) from the same traffic to your site. Learn how analytics-driven changes to donation pages that have raised tens of thousands of additional dollars at some of the largest nonprofit programs. Includes a quick review of the tools, technology and methodology needed for effective testing, then dives into best practices and real testing results — things you'd expect, things that you need to know, and things that surprised us all!
How To Kick Ass Online Webinar - Part 3 Digital Leadership Website Sales Funn...Doyle Buehler
How to connect and re-align your website across your entire online platform.
What you actually need for a working, qualifying, sales and leads funnel.
Creating influence beyond your immediate reach through focussed advertising and analytics.
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your ATM, and how to put all of your digital ecosystem pieces together, to work FOR you.
Want to build and maintain a compelling competitive online presence using your ATM? Based upon Doyle Buehler's award winning digital strategy framework, this KPI series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc)
Specifically designed to complement the 5P framework, you will get a step-by-step understanding over 3 webinars that kicks your platform into high gear, with the tools and knowledge to really make things happen online for your business...
Optimizing for Multiple Customer Personas: How a recent test “broke the rules...MarketingExperiments
Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.
But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.
He will address some of the most common questions related to managing the messaging:
• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer in...MarketingExperiments
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In this Web clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
A Practical Guide to Measuring User ExperienceRichard Dalton
Measuring the success (or failure) of an experience can be a daunting and confusing endeavor. In this presentation Richard shares 11 guidelines to help you quantitatively measure your user experience.
Richard provides techniques and tips for each phase and illustrates their use with real examples from his team’s work at Vanguard. To conclude, he describes some of the cultural and change management challenges involved when an organization uses data to inform design decisions.
This presentation reflects a mock User Acquisition Marketing plan for the task management application Asana. The assumptions on these slides are informed by public information. This presentation served as the final project to my 10-week User Acquisition Marketing course at General Assembly taught by Kate Huyett, Director of User Acquisition and Business Intelligence at How About We.
Please feel free to reach out and say "Hello world!" at VincentVBarr@Gmail.com or visit my website: www.vincentbarr.com
Responsive Design Tested: What a recent experiment reveals about the potentia...MarketingExperiments
To most web designers and forward-looking experts in the field, responsive mobile design is not an optional feature. Mobile users have to be able to view your website on their devices without having to scroll everywhere to read it.
But is responsive design really worth the investment? Has anyone actually pitted a responsive design against a regular desktop design?
These were the questions in the minds of the marketers at a large media company faced with the mobile dilemma.
To answer these questions, the marketers designed a test.
How to Quantitatively Measure Your User ExperienceRichard Dalton
How do you know if the user experience your team is slaving over is succeeding or failing? How can your team use data to make better decisions? Quantitative measures can help answer these questions and can complement more traditional qualitative research methods like usability testing.
Ten simple rules that anyone planning on launching a mobile app needs to follow.
Crafted from several years of blood, sweat and tears in marketing apps, in this presentation we share key statistics on the app industry and the real chance of successfully launching a mobile app.
The ten commandments are based on industry best-practice insight, can be followed by anyone - from a bedroom coder to established big-name publishers.
No importa como pero lo importante es que ganarás al 100%Derek Pippa Feria
¿Quieres utilizar un motor de búsqueda gratuito? Esto es nuevo incluso te paga
Puedes usar mi enlace: https://bit.ly/3y8yq7O
Les juro no es virus
No necesitas dinero Puedes usar este sitio web gratis y te pagarán por paypal
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...donordigital
Mal Warwick | Donordigital Vice President Mwosi Swenson spoke with Jason Wilson of Share Our Strength and Dawn Stoner of Mal Warwick | Donordigital at the Direct Marketing Association Nonprofit Federation Washington Nonprofit Conference on February 27, 2015. Donation page optimization is the least-sexy part of online fundraising — yet investment in this area can mean real money (lots of it, in fact!) from the same traffic to your site. Learn how analytics-driven changes to donation pages that have raised tens of thousands of additional dollars at some of the largest nonprofit programs. Includes a quick review of the tools, technology and methodology needed for effective testing, then dives into best practices and real testing results — things you'd expect, things that you need to know, and things that surprised us all!
How To Kick Ass Online Webinar - Part 3 Digital Leadership Website Sales Funn...Doyle Buehler
How to connect and re-align your website across your entire online platform.
What you actually need for a working, qualifying, sales and leads funnel.
Creating influence beyond your immediate reach through focussed advertising and analytics.
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your ATM, and how to put all of your digital ecosystem pieces together, to work FOR you.
Want to build and maintain a compelling competitive online presence using your ATM? Based upon Doyle Buehler's award winning digital strategy framework, this KPI series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc)
Specifically designed to complement the 5P framework, you will get a step-by-step understanding over 3 webinars that kicks your platform into high gear, with the tools and knowledge to really make things happen online for your business...
Secrets to Effective Reputation Management (Property Management Industry)AppFolio
With co-hosts Homes.com and For Rent Media Solutions, we hosted a fantastic webinar called "Secrets to Effective Reputation Management," with presenter Erica Campbell Bryum, Director of Social Media. Attendees walked away with the tools that allow you to react in a confident and timely manner to manage and protect your online reputation.
How to Create Winning A/B Tests through Stronger ResearchVWO
This is the accompanying presentation to a webinar on doing research for A/B testing. It describes how online marketers can create better A/B tests by investing in rigorous, useful research to create great testing hypotheses.
The topics covered are
- Analytics (digging into analytics with an eye on useful insights)
- Usability Testing
- On-site surveys
- Visual Analysis
- And finally, pulling all of these together
Tested conversion optimization tips to increase sales. Hands-on strategies that you can do yourself which include: usability, A/B testing, web analytics and advertising tools, sustained by software vendors’ case studies.
The Fab Five | Inbound Richmond Sept 12 meetupShade Wilson
Slides from the September 12th Inbound Richmond | a HubSpot User Group meet up. This is a combination of a few highlights from presenters at Inbound 2012 and some of the new updates in the HubSpot3 platform release.
Not Just a Pretty Face: Combining Form and Function for Maximum ConversionsWP Engine
The design, UX and ecommerce experts at agency Digital River, who will walk you through steps you can take to optimize the flow within your website and maximize conversions, showing examples and common mistakes made.
To view the on-demand webinar, register now at: https://hs.wpengine.com/webinar-form-function-maximum-conversions
Establishing effective communication skills for auditors slidesJim Kaplan CIA CFE
A key skill for auditors is becoming an effective communicator. Auditors must be able to clearly convey thoughts, ideas, and suggestions during meetings, presentations, interviews, and negotiations with audit clients. As you move through your career, it’s important to develop your own communication style, learn how to respond to the styles of others, get your message across clearly, maintain poise, and project your own professionalism.
This Webinar will help auditors who want to learn key skills related to assertiveness and interviewing.
Learning objectives:
Identify your current level of assertiveness
Identify assertive, non-assertive, and aggressive behavior styles Learn how to apply assertive skills in your professional and personal life
Putting Customers First: How To Build Data-Driven Strategies To Ensure Custom...VWO
When opinions take a backseat and data takes control, you can be sure of incremental revenue by building data-informed digital experiences that your customers will love. In this webinar, learn how to develop an evidence-based approach instead of an opinion-based approach.
Watch webinar recording here - https://vwo.com/resources/webinars/how-to-build-data-driven-strategies-ensuring-customer-loyalty/
Presented at Ford's 2017 Global IT Learning Summit (GLITS)Ron Lazaro
Presentation Details: The best way to think about product discovery is to think about it in relation to product delivery. It's not possible to build a product without doing both discovery and delivery. Discovery encompasses all the activities that we do to decide what to build. It includes all the decisions we make to decide what to build next, whereas delivery is all the activities we do to write code, package releases, ship products. It's how we deliver value to our customers.
Key takeaway for the participants will be to help them understand the difference between Product Discovery and Product Delivery and how to apply techniques in doing both.
EiR & Engineering Continuing Ed: Understanding the Web Site Feedback LoopLaunch Angels
No matter what the target customer, understanding what moves them to adopt your offering or make a purchase is essential. Equally important in the b-to-b and b-to-c arena, understanding the feedback loop is key to the success of any startup. This class will cover the cools and techniques of this important aspect of the lean startup.
This session is part of the continuing education program for Wasabi Ventures EiRs and engineering staff.
If you are interested in joining the alums, email wvacademy@wasabiventures.com
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. As Soon as You Get Back!
• Sign up for WhichTestWon.com Newsletter
• You will receive an email with a real live test where you can vote for
the winner
• After you vote it will take you to the results page
• Tons of tests, tons of information
www.WhichTestWon.com
1/11/12 2
3. What We Have Covered So Far
1. Search Trends 2011
2. 4 Pillars of PPC Advertising
1/11/12 3
4. Today You Will Learn…
1. Introduction to the L.I.F.T model and how to use it to analyze
2. 7 Common Landing Page Mistakes to Avoid
3. 5 Landing Page Tips You Can Discuss With Your Clients Today
4. Testing Tools You Can Suggest Today
1/11/12 4
5. L.I.F.T Model
To read more about the L.I.F.T model visit www.widerfunnel.com
1/11/12 5
6. Value Proposition
1. #1 Factor in Conversion
2. All other components are drivers or inhibitors
1/11/12 6
7. Relevance
1. Does the landing page relate to what the visitor clicked on?
• This is called scent
2. The relevance of the value proposition is critical
3. Your page must use terms your visitor relates to
• Pre-owned vs. used…what are consumers searching for?
4. Your landing page must be consistent with the link the visitor came in
1/11/12 7
8. Clarity
1. Does the landing page clearly articulate the value proposition?
2. Clarity is the most common aspect marketers struggle with
3. Two aspects of clarity to focus on are design & content
4. Designing for clarity creates an unimpeded “eyeflow”
5. Content clarity ensures the images and text combine to minimize
comprehension time
1/11/12 8
9. Urgency
1. Is there an indication that action needs to be taken now?
2. Two components
Internal (how the visitor is feeling upon arrival)
External (influence the marketer can introduce to the visitor)
3. Tone of presentation, offers, and deadlines can all influence externally
1/11/12 9
10. Anxiety
1. What potential misconceptions or worries could the visitor have about
taking an action?
2. Anxiety is a function of the credibility you have built with the visitor
3. By asking the visitor to take action you are asking the visitor for trust
1/11/12 10
11. Distraction
1. Are there any actions on the page that could divert a visitor?
2. The more visual inputs a visitor has the less likely they are to make a
decision
3. Minimizing distractions like unnecessary product options, links and
extraneous information will increase conversions
1/11/12 11
12. 6 Common Landing Page Mistakes
1. Improper Factoring
2. Running a Test Too Short or Too Long
3. Tracking or Analyzing the Wrong KPI’s
4. Not Targeting or Segmenting
5. Not Taking Action on Results
6. Being Tactical vs. Thinking Ahead
1/11/12 12
13. Improper Factoring
• Poor or No Isolation of Variables
• For example, changing a headline’s text, font, and color, all at the same time
Buy One, Get One Free
Get Two For the Price of One
• How many tests should this change encompass?
• 1?
• 2?
• 3?
• 4?
1/11/12 13
14. Improper Factoring
Buy One, Get One Free
Get Two For the Price of One
This should be 4 tests, not 1
Test 1 Get Two For the Price of One
Test 2 Get Two For the Price of One
Test 3 Get Two For the Price of One
Test 4 Get Two For the Price of One
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15. Running a Test Too Short or Long
1. Stopping a test early because you think you have a winner
2. Letting a test run too long because you don’t yet have a winner
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16. Tracking or Analyzing Wrong KPI’s
1. Measuring a KPI that is too far upstream (in the funnel) from the
ultimate goal
2. Measuring only one KPI when there are multiple indicators and/or
goals that matter
Example
Homepage test measuring conversions
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17. Not Targeting or Segmenting
1. Optimizing your site or campaign for anyone and everyone
2. Not targeting tests to include good visitors (and exclude bad visitors)
3. Not segmenting results
Examples
1. Consider developing personas
2. What does your average customer look like?
3. Price sensitive, Value Add, Quality, Features
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18. Not Taking Action on Results
1. Not making the winning changes to your site
• You or your IT department
2. Not taking what you’ve learned and running another test
• Iterative test learning - repeat
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19. Being Tactical vs. Thinking Ahead
1. No Plan = No Momentum
• How many of your clients have a testing plan currently?
2. Think ahead, and ask:
• What elements are you testing?
• What is the objective?
• What is considered “successful”?
• What is the audience?
• For whom does it matter?
• Scheduling? What comes next?
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20. 5 Landing Page Tips
1. Use Your Headline to Explain the Value of Your Offer - What's in it for Me?
2. Use Caption Text Under Your Image(s)
3. Use Thank You Pages & Suggest Next Steps
4. Make Your “Submit” Button Engaging
5. Avoid “Contact Us & Submit,” - Create Stronger Offers
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21. Headlines
1. A clear action
• i.e. Download our Guide
2. A clear description of your offer
• i.e. Download our Guide to Car Safety
3. An explanation of the value of your offer
• i.e. Download our Guide to Car Safety and Learn Which Brand was
Rated the Safest by JD Powers 3 Years in a Row!
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22. Caption Text with Image(s)
1. Rule of Thumb is to use at least one image on a landing page
2. Behaviorally, people are more likely to read caption text than body text
3. Use caption text to underline value of your offer
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23. Use Thank You Pages & Next Steps
1. What does your visitor see after taking an action?
2. Thank You page is a great opportunity to suggest next actions
• Subscribe to newsletter
• Read our blog
• Connect with us on Twitter
• Share this offer with a friend
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24. Make Your Submit Button Engaging
1. No one get’s excited about submitting information to a marketing
database
2. Best practice is to use an action word reminding visitors what they will get
What Would You Rather Click On?
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25. Avoid “Contact Us”
1. Contact Us pages only attract spam and sales people, not prospects
2. Create landing pages based on buyer stages
• Early Stage
• Mid Stage
• Late Stage
Early Stage
Late Stage
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26. Free Testing Tools (or almost free)
1. Google Website Optimizer
2. Optimizely
3. Visual Website Optimizer
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27. WhichTestWon Test of the Week
Landing Page Test
Landing Page Test
Democratic National Committee Tests its Facebook App: Which Got More Users
Invite Friends?
Version A Version B
Version A Version B
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30. Test Results
1. Version B got significantly more app users to invite their Facebook friends
2. Test #1: Adding the word “optional” to the personal message inviting
friends to use the app got a 4.5% lift in invites.
3. Test #2: Using “Ask Your Friends” instead of “Inspire Your Friends” on step
two of the app got a 5.9% lift in invites.
4. Test #3: Prompting users to enter a reason for voting AFTER they clicked
the “Commit to Vote” button before downloading the app boosted sign-ups
11.1%.
5. Test #4: Removing the app’s permission to access “Religious/Political
Views” from people’s Facebook profiles boosted sign-ups 18.5%.
6. Test #5: Changing the invite message from “Will you join me in committing
to vote?” to “[Your Friend] asks: Will you join me in committing to vote?”
boosted sign-ups
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