Why DX is about much more than football for the Minnesota Vikings

The Minnesota Vikings ehanced DX embraces social change as well as football.

The post Why DX is about much more than football for the Minnesota Vikings appeared first on Marketing Land.

With no preseason games due to the COVID outbreak, the 2020 NFL regular season is perhaps the most anticipated in its 100-year history. But for the NFL’s Minnesota VIkings, the 2020 offseason led to the creation of customer experiences that had just as much to do with community as catches, and just as much to do with social justice as scoring touchdowns. 

“As we transitioned to the offseason and [COVID] set in, we were seeing how serious the issue was and how much it was going to impact the economy, then at the same time in April we had to worry about how to deal with fan outreach for the virtual NFL Draft,” said Genette Seske Amar, Manager of Engagement and Sales Analytics for the Vikings, who also led the strategy for the team’s first ever mobile app development. “Then we are located only three miles from where George Floyd lost his life and we knew we had to communicate with fans as a community, even though every fan does not want to be engaged at a community level.” 

Creating a new fan DX

The death of George Floyd and the COVID outbreak were two unanticipated factors as the Vikings planned to establish an enhanced digital experience to deliver content-led engagement to its fans for the 2020 season and beyond. 

“Most NFL teams only talk to fans when it is about the game,” said Vikings Director of Analytics Rich Wang. “But we like to think we have a different dynamic here because we are an international brand steeped in midwest culture, and with a heavy U.K. presence in our fan base. We knew we had to deliver something different with our digital experience.” 

The Vikings selected omnichannel marketing cloud Selligent to leverage data to uncover fan insights, create new ways to interact with players, build community and camaraderie, while using relevant content to ensure memorable and purposeful touchpoints with the organization. 

In the cause of enhanced engagement, Wang had led a research project over a four-year period to identify the personas of Vikings’ fans, coming up with six distinct fan personas to build outreach around: 

  • Generational fan that roots for the team as part of a a family legacy; 
  • Football lover who is engaged with the entire League;
  • Intense ex-athlete who enjoys the competition of the sport; 
  • ‘Season Sid’ who is a season ticket holder and bases his summer, fall and winter social calendar around Vikings’ games; 
  • ‘Sidekick Sally’ who goes along for the ride to the games, enjoys the game experience, and also enjoys wearing Vikings apparel, especially unique and hard-to-find items; and
  • Community/social fan who views the Vikings as an extension of the community first and foremost. 

Marketing based on the personas has doubled the team’s conversion rate. 

“We did a lot of research with predictive models and how to engage each fan persona,” said Wang. “Our emails have to look different now and really demonstrate that we care about our community. Simply asking for credit card information for transactions will not work.” 

Providing a platform

The Vikings are using Selligent’s AI engine, Selligent Cortex, to deliver personalized content using their Smart Content platform. Personalization is based on fans’ activities across channels.  

“Our goal is to provide tools and capabilities for simple integration,” said Troy Smith, North America general manager for Selligent. “We have been working with the Vikings for a while to help build this marketing automation platform.” 

The platform tracks Site tracks fans as they engage with sites, sends data directly to the Vikings organization, and uses AI capabilities and real-time learning to create a more robust journey in multiple channels. 

“It allows the Vikings to serve their fans in a real-time dynamic and offer further personalized content,” said Smith. “We have in-depth experience working in entertainment sectors as we deal with casino and gaming platforms. That experience has been key in building our relationship and resources with the Vikings.”  

The Vikings’ built their relationship with the fans during the unprecedented offseason with virtual events for the NFL Draft in April and the release of the 2020 NFL regular season schedule in May. The events drew over 5,000 viewers and gave the team an opportunity to connect with its fans during turbulent times. It also allowed the team to build upon its omnichannel strategy. 

“The NFL is giving us more leeway with content right now,” said Wang. “We now have a pregame show an hour before kickoff and have free games to play in our Vikings app.” 

The increased offseason engagement with the virtual events, and custom emails to address Minnesota’s social justice issues, connected with fans from all six personas, leading to a 99% season ticket renewal rate while collecting payment from over 80% of fans. The recent reopening of the Vikings museum has allowed the team to begin the process of in-person experiences. 

The team’s additional channels for retrieving fan data include social media, email responses, and responses to social and community outreach content. 

“Having transactions-based communications was never our goal,” said Sekse Amar. “It is all about driving personalized content and engaging [the fans] with unique experiences.” Such experiences include personalized surveys, community outreach projects and opportunities, behind-the-scenes player updates, Social responsibility financial donation opportunities; and fun virtual experiences for young fans.  

“We have seen great success from these interactions,” said Sekse Amar. “It really set the stage for our fans as they prepared for the regular season.”

Building a satisfying stadium DX

Long before COVID existed, the Vikings and their state-of-the-art stadium, U.S. Bank Stadium (opened in 2016), were committed to trying to provide the best onsite digital experience and reporting in the NFL.

The digital experience begins as soon as fans enter the stadium. Since the stadium’s 2016 opening, the Vikings implemented a digital ticketing system to track a ticket as it is resold, given away, or transferred to different individuals. This replaced the outdated PDF ticket method that was used at the old Metrodome, which had no way of tracking a ticket after being purchased. Now they can track each person who physically walks through the stadium. 

“When we opened the new stadium we ripped off the bandaid and went straight to a digital system right away,” said Wang. “And the information we learned has been extremely valuable.”  

The team only knew the real identities of about 20,000 people of its over 64,000 capacity at the old Metrodome. Now they know every person that enters the U.S. Bank Stadium, collecting well over one million profiles from attendees since the facility opened. They also now know that seven out of 10 season ticket holders do not attend the game themselves; eight out of 10 game attendees are at their first game at U.S. Bank Stadium; and on average fans attend two games per season. 

“It has helped us elevate our game day experience,” said Wang. “Our game day presentation has to be top notch.”  

That game-day experience includes embracing the cold Minneapolis winters and the fact that the stadium will not be at full capacity for the 2020 season. The Vikings have partnered with Sleep Number beds, Miller beer and U.S. Bank to create “homegating” experiences, and are sending homegating packages to season ticket holders. The Vikings are also creating hashtag campaigns for fans to share their homegating experiences. 

“We have no choice but to embrace this season for what it is,” said Sekse Amar. “Our fans embrace the elements and we have to go out of our way to create a fan experience that is different and dynamic at the same time.”

Talking 2021

A key part of the Vikings CX strategy is the continuous testing of messaging to see what resonates with their fans. 

“We are already looking at what omnichannel marketing looks like for 2021,” said Sekse Amar. “We are looking at best ways to sell and market virtual events while maintaining consistency between a viewer experience and an in-person experience.” 

The team is also reviewing tactics such as what pay-per-click advertising may look like in 2021 as well as non-traditional digital advertising methods that could connect with a fan base that should be mostly at home during the winter months because of COVID and cold weather. 

“Everything is a blank canvas right now,” said Seke Amar. “Some of our fans feel like they are helping us on the field when they are at a game, so it is up to us to maintain that enthusiasm by using all of our digital resources.”  

 

This story first appeared on MarTech Today.

 

 

The post Why DX is about much more than football for the Minnesota Vikings appeared first on Marketing Land.

How to Embed CRM Principles into Your Media Strategy

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The Secret to Conversion Rate Optimization: Video Marketing

Video has proven itself to be the most memorable and engaging marketing medium around. Video content continues to outperform other kinds of content. Users overwhelmingly prefer videos to text, audio, and static imagery. It makes sense that marketers who capitalize on video’s strengths will earn better conversion rates than those that don’t. Eyeview[1] has found…

Conversions Through Video Marketing

Video has proven itself to be the most memorable and engaging marketing medium around.

Video content continues to outperform other kinds of content. Users overwhelmingly prefer videos to text, audio, and static imagery.

It makes sense that marketers who capitalize on video’s strengths will earn better conversion rates than those that don’t. Eyeview[1] has found that simply including a video on your landing page can boost conversions by over 86%. The conversion goal was for visitors to click the ‘Subscribe’ button.

Brands that don’t take advantage of the benefits of video marketing are missing out. If you are looking for a reliable way to improve your conversion rate optimization metrics, start with the video.

Your video marketing strategy will impact CRO

Marketers often spend more time on traffic acquisition than optimization. For most businesses, getting thousands of new visits to your landing page isn’t valuable unless those visitors turn into customers.

This is where conversion rate optimization comes in. Investing in CRO programs and strategies can increase ROI by as high as 223%[2]. The better your customer insights are, the more data you can leverage towards boosting conversions.

Even among users who don’t watch videos, having access to video content can optimize conversion. Landing pages with videos have higher conversion rates than landing pages that don’t – even among users who don’t click on the actual video itself!

Video can play a central role in achieving CRO success. The key is establishing clear video marketing goals and measuring your success in achieving them.

Five video marketing goals you should keep in mind:

Set specific expectations

Every video marketing campaign should have a single, specific goal. Examples include generating awareness, gathering new leads, or retargeting customers.

Measure video success

You can’t improve what you can’t measure. Capturing viewer data is key to improving video (and CRO) success.

Check (and recheck) for obstacles

Consider the challenges that stand between your organization and its goals. Continuously look for ways to overcome these challenges.

Align video messaging

All of your video content should align with your current business goals. Your messaging must be relevant to those goals, and offer value to your audience.

Set realistic deadlines

Concrete deadlines ensure your video marketing efforts generate predictable outcomes that you can build on over time.

How to leverage video to improve conversions

Data capture and analysis is the key to leveraging video to improve CRO. It won’t work without a video hosting platform that can capture user data and analyze viewer engagement.

This is the major difference that turns video marketing into a conversion boosting asset. Without this capability, there is no way to measure or optimize video content for conversion.

Once you have an engagement analysis in place, you can begin running A/B testing to optimize conversion. The data captured by your video hosting solution is the data you will measure and compare during testing.

Video has already proven itself one of the most valuable formats in the digital marketing sphere. The ability to gather user data and optimize video content for conversion is an obvious value gain. These two features greatly complement one another.

There are hundreds of ways to optimize video to improve conversion. Two of the simplest and most effective ways are optimizing placement and content type.

Optimizing video placement for conversion

Many new video marketers assume that social media is the best place to use video content. While this can definitely achieve results, it’s not always the best CRO strategy for video.

eCommerce businesses can achieve significant gains by including videos on product pages. Subscription-based companies might find that landing page videos generate the most conversions. Even homepage videos can lead to CRO benefits.

Optimizing video content type for conversion

Not all videos are the same. Some are explainers, others are promos. There are also customer testimonials, product tutorials, and company culture videos. Each of these has its own unique use case and audience.

Finding the right type of video content for your web page can be tricky. Your intuition may not be able to tell you what the best type of video for your home page is. You may find out that the video you expected to underperform is actually the best-performing choice.

Top-performing videos lend themselves well to sustained A/B testing. You can run them during webinars, in-person retail events, on social media, and on your own web page at the same time. In each case, the data you gather on viewer engagement builds a more detailed picture of your overall CRO strategy.

Video CRO best practices: linking, calls-to-action, follow-ups

You can’t isolate video from the rest of your content. Every message you send out to users forms part of a whole. The ideal CRO strategy complements high-performing video with other content and formats.

For example, video can make a major impact on the success of your email marketing campaign. Instead of writing, “sign up now” or “get instant access” in your email newsletter, you can use, “watch the video”.

In fact, we’ve seen this approach result in a 28% jump in newsletter signups. The act of watching a video is far more user-friendly than filling out email fields.

Videos can make powerful calls-to-action because they are easier to consume than any other content medium. Users are generally willing to fill signup forms in order to gain access to video content. Think of the video as a reward.

The videos themselves are also great locations for call-to-action placement. With the right video hosting solution, such as Cincopa, placing a signup form at the end of a video is easy. You can simply overlay the video with an image, or integrate a customized solution for integrated signups.

Marketing automation makes it easy to craft highly personalized follow-up campaigns. Once you integrate a solution for tracking video analytics, you can start segmenting viewers according to their place in your sales funnel.

Showing the right video content to the right users at the right time is a sure-fire way to improve conversion rate optimization. The more data your video hosting provider collects for analysis, the more informed your optimization decisions will be.

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A Copy Testing Methodology for the Digital Age

It takes one wrong word to put your foot in your mouth. We’ve all done it and, in the process, squandered an opportunity to impress someone (or some crowd). With copy, you have a chance to slip up on every homepage, product page, or ad. Copy is a bridge between your product and your customers. […]

The post A Copy Testing Methodology for the Digital Age appeared first on CXL.

It takes one wrong word to put your foot in your mouth. We’ve all done it and, in the process, squandered an opportunity to impress someone (or some crowd).

With copy, you have a chance to slip up on every homepage, product page, or ad.

Copy is a bridge between your product and your customers. Design matters, too, but it’s context for the message—not the message itself. It’s why copy is twice as important:

But how do you improve it? How do you know which word or phrase might tank a sale? Or what missing detail preserves just enough uncertainty to keep someone from clicking “Add to cart”?

While copy testing has been a decades-long standard for brand spots, it wasn’t built for the modern age. And A/B testing, another way to pit phrase-against-phrase, doesn’t tell you why a version won. That leaves you with a lot of uncertainty—which HiPPOs are all too happy to resolve.

A modern copy testing methodology, by contrast, delivers fast, affordable bursts of quantitative and qualitative feedback for direct-response copy.

Pre-testing: great for singular brand campaigns—and little else 

Copy testing isn’t new. It came from “pre-testing,” and it made more sense when companies ran singular brand campaigns.

If you needed to find the pitch with the highest “day-after recall” because you were running the same TV ad for weeks (or months), pre-testing helped protect you from a total flop.

You gathered a “consumer jury,” exposed them to variations of an ad, then measured the likeability, persuasion, and recall of ads with quantitative (e.g., “On a scale of 1 to 100…”) and qualitative (i.e. open-ended questions) methods.

Modern versions show ads to consumers who watch them online, from their homes. Still today, pre-testing is slow and expensive. Even contemporary, streamlined methods of pre-testing have price tags between $2,000 and $6,500 per ad.

That’s no problem for months-in-development campaigns and seven-figure ad budgets. It’s ludicrous for a startup and our rapid-fire environment of rotating social media ads and landing page tweaks.

As Frito Lay’s CMO Ram Krishnan concedes, “It’s very tough to test just because of the volume of content we are putting out.” Even if you’re spending millions on Google and Facebook, the traditional methodology has pitfalls.

What copy testing will (and won’t) achieve

If you ask a focus group to choose a color for your brand, you won’t end up with fuschia.

The ad that performed the best on average, especially for quantitative metrics, delivers your typically inoffensive McDonald’s spot—the safety scissors of the ad world. Sacrifice reward; avoid risk.

Some marketers take the opposite approach by avoiding copy testing. Neither Allstate’s “Mayhem” campaign nor Old Spice’s “The Man Your Man Could Smell Like” campaign went through copy testing. (There was “a lot of pressure to kill” the former, according to Allstate’s former VP of marketing.)


Being weird was the point. As Oscar Meyer’s former ad lead Tom Bick recalls, “We literally used what I fondly called the F-me test. Is it bold, will it possibly ruffle feathers internally, will consumers say, ‘I can’t believe they did that’?”

Testing can lead to false confidence, cautions Bick:

It gives you the illusion that you are being a disciplined marketer and it gives you a sense of confidence, be it false, that you are doing the right thing.

Advertising is about building trust and a feeling about a brand that predisposes people to liking you [. . .] that then allows more rational messaging maybe to come through the filter. And most copy tests don’t reward you for that.

Copy testing, in other words, won’t help you differentiate—it will help you know if you’re conveying that differentiation effectively, in a brand spot or on a long-form sales page.

A/B testing copy has limitations, too.

Why A/B testing isn’t a replacement

A/B testing can tell you which version of copy generated more leads or sales. It tells you nothing about why a given variation won. 

For ad campaigns, A/B testing also risks spending a lot of cash on a losing variation, one whose shortcomings you could’ve sussed out in advance.

A/B testing further assumes that you have enough traffic to test to begin with, which becomes increasingly less likely as users move down the funnel. (A blog post earns more traffic than a product page, which earns more traffic than a checkout page…)

Even then, do you really want to test your wild ideas on purchase-ready buyers? As Unilever’s Elliot Roazen notes, that’s an expensive, haphazard experimentation process:

Creative and product teams will work to put together sales pages and then launch the pages with paid media behind them, tweaking the page’s copy and design based on performance metrics.

The problem is that these assumptions, more often than not, are merely hunches, and paid traffic isn’t exactly cheap.

There’s also a risk of lost context. If you’re testing a brand new value proposition on your homepage, what happens if the product page alludes to the value prop of your control? Or your drip campaign touts unrelated benefits? A/B testing your messaging carelessly can turn your marketing copy into a patchwork quilt.

If the copy in a variation is ignored or contradicted elsewhere in the funnel, how will you know the impact of copy changes to one page? You won’t. 

A modern approach to copy testing

Direct-response copy is the driving force of modern marketing. Compared to pre-testing of TV campaigns, it has different needs. Recall is less important—attention (e.g., on a landing page) is already won and doesn’t need to be maintained for long.

A modern, data-driven approach blends quantitative and qualitative data to tell you:

  1. What is or isn’t working (quantitative). How easy is it to understand your message? How much do people care about that pitch? How badly do they want to keep reading?
  2. Why it is or isn’t working (qualitative). Which words and phrases make a difference? Which are missing? What turns people off?

Peep Laja, founder of CXL Institute, explains what that looks like for us:

CXL Institute has 100+ landing pages—one for each course and training program, and a number of PPC landing pages. These pages are copy-heavy, with hundreds of words because CXL Institute is a complicated, expensive product.

The way to increase the conversion rate on those pages is to improve the copy. But web analytics or heat maps can’t tell you anything about the quality of your words.

Most get by with opinions from their colleagues—because they’re easy to source. Of course, the constituent whose opinion matters most is the customer.

The process for getting answers for any use case breaks down into four steps.

A four-step copy testing methodology

Copy testing is a research methodology, not a set-in-stone process. There’s flexibility based on who you are and the questions you need to answer.

You can tailor these broad steps to your needs.

Step 1: Develop research goals and questions.

Make a list of things you want to learn from copy testing: What is it that you want to know? Typically, you want to focus on uncovering friction and copy blind spots. 

You might have research questions about the overall copy (“What doubts and hesitations do you have about this?”) or a specific section of the page (“On a scale of 1 to 5, how interesting is this?”). 

“There’s no limit to what questions you might ask,” says Laja. “You start with research goals. Then, you formulate the question accordingly. Few do copy testing after a page is live, although this is low-hanging fruit.”

As Roazen has found, copy testing can also help refine product messaging prior to a launch: 

Our mandate has recently switched to the creation of new brands, which (roughly speaking) follows a workflow of ideation, validation, launch, and optimization. Between each of these stages, we sense check our communications with feedback from target consumers.

For some concepts, the feedback from these tests results in a serious pivot. You really have only a few seconds to communicate the “what” you are selling, the value that this product provides, and how much you’re selling it for. In rounds of copy testing, consumers have said our product pages do not clearly articulate one of these key communication points, meaning we have to figure out a change that makes this clearer.

By rigorously copy testing your sales page, you ensure that you are getting verbatim, qualitative feedback to refine your copy further. This gives you a head start when you finally do launch. Essentially, you’re starting on second or third base.

Step 2: Recruit panelists.

You need folks to be part of your study. This is qualitative research, so as few as five people will add value, but the optimal range is around 15 people

Find people interested in your offer (i.e. your target audience) but aren’t customers yet (so they’re unbiased). 

For consumer products, interest-based Facebook groups are a good place to find people. For specific B2B folks (targeting by title + industry), LinkedIn is a good bet. 

You need to compensate the panelists for their time (e.g., gift cards, real money). The more niche or hard-to-get people are, the more you need to pay. 

Step 3: Facilitate research sessions.

Run individual sessions with each panelist. Any video conferencing tool with screen-sharing functionality works. As the panelist reads the copy, ask the research questions you’ve prepared. 

Step 4: Gather all the research data in one place.

The simplest way to analyze the data is with a spreadsheet. Gather all the questions and answers you got from the panelists. 

Like any research, it takes time and effort. (The way around it is to use a tool like Copytesting, which automates all of that for you.)

If you’re wondering what you’ll learn, here are some examples, broken down by quantitative and qualitative results.

Quantitative and qualitative results from copy testing

Examples of quantitative feedback

Quantitative feedback from copy tests tells you:

  • How clear a message is (e.g., via a Likert scale). Do users understand your headline? Your value proposition? Is jargon or awkward phrasing getting in the way? Clarity beats persuasion. 
  • How much people care. Are you talking about the things that people care about? A clear pitch for the wrong benefit isn’t persuasive. 
  • How much people want to keep reading. If the goal of a headline is to interest people in reading what comes after, are you doing a good job?

For example, in a test on Copytesting, Kion Flex scored well (4.3 out of 5) for clarity. The product describes the problem it solves—“mild, temporary joint discomfort”:

Kion Flex producgt.

But while clear, the messaging is general. Is it best as a daily supplement? For injury recovery? Aging joints? 

Readers cared less (in Copytesting parlance, the “CareScore” was lower) about the points made. A generic use-case robs readers of the “this is exactly what I’m looking for” moment. A supplement for any joint discomfort doesn’t sound like the one I need for my issue.

Compare that to Lambda School, which scored exceptionally well on CareScore:

Lambda school copytesting results.

The headline certainly helps—they’re “the school that invests in you.” But they back that up by addressing a primary anxiety in higher education and a barrier for many: “pay no tuition until you’re hired.”

These interpretations, of course, would be speculative without the qualitative feedback to support them. 

Examples of qualitative feedback

When it comes to copy, the problem often isn’t the wrong words but the missing ones—the specifics of which you won’t uncover without qualitative feedback.

That lack of information costs you sales, found Nielsen Norman Group:

In our e-commerce studies, we found that 20% of the overall task failures in the study—times when users failed to successfully complete a purchase when asked to do so—could be attributed to incomplete or unclear product information.

Supply sells a $75 single-blade razor. But its copy promises the same benefits as every other razor—less irritation, nicks, and bumps.  

Supply razor product.

Why this razor—at this price point? Consumers are unsure:

  • “I’d ultimately like to ask what makes this better than other similar products on the market?”
  • “I’d like to know more about the design of the handle and why it looks the way it does. Is it made to be disposable, or how long will it last?”
  • “Do people who bought it think it’s worth $75? How much are extra blades?”

The feedback is a laundry list of questions that crave specifics on exactly how it works, the materials of its construction, and performance differences between a single-blade razor and the ubiquitous three-blade varieties.

Incredible outcomes can also seem, well, incredible. That’s what Chris Rost of SwipeGuide learned after running a copy test on the site’s primary benefit page:

Process improvement and waste reduction.

Despite highlighting real, ROI-focused outcomes, testers we’re skeptical. “This sounds great,” Rost heard again and again, “but we don’t believe it.”

Rost and his team realized they needed to embed details about who achieved those results (e.g., testimonials from real people at real companies) and explain how they did it—the “meat and potatoes” of the process.

In other instances, the words that are present cause problems.

Take CXL Institute. We’re not afraid to lean into hostile brand territory—especially because completing a Minidegree or learning A/B testing statistics does take commitment.

But how far is too far? 

CXL become great at what you do copy.

Quantitative feedback alone about whether the above copy was persuasive (or, in the context of an A/B test, whether that variation converted better), wouldn’t reveal which phrases resonated or put people off.

Here’s what people had to say about the paragraphs above:

  • “To me that sounds really militant.”
  • “It sounds rather elitist.”
  • “This section turned me off. It comes across as haughty and unnecessarily arrogant.”
  • “I don’t like that it says too hard for most, because that sounds a bit snobby.”

If we were going for elitist or arrogant, we nailed it. But we weren’t. 

Some respondents were “intrigued” by the pitch of the courses as “challenging,” but, overall, the aggressiveness of the copy made us seem like jerks. So we dialed it back:

CXL become great at what you do additional copy.

A new group of testers validated those changes:

  • “The tone of the rest of the text does a good job of implying the type of commitment that’s needed to learn something of value via their course and website.”
  • “It’s refreshing to see a program that discloses that effort is required.”
  • “I think this program can be trusted since it says that people should only take this course if they are serious about their careers.”

Some people still thought it was a bit much, but then again, CXL Institute isn’t for everyone :)

At an even more granular level, we identified trigger words that really turned people off. “Badass,” apparently, is one of those words:

CXL personalization.
  • “I think this part of the segment is unnecessary: ‘It takes real badass.’ I honestly think this is pretty cheesy and takes away from the professionalism of the program.”
  • “I don’t like the swear word. It sounds like it takes effort to do the program but it could have been more professionally said.”
  • “The whole ‘badass’ phrasing is so dodgy it doesn’t feel like the big names that train with the company can be legitimate.”

For SwipeGuide, Rost catalogs such keywords, good and bad:

We’ve gotten great insight into what kind of language turns people on, sparks interest, or makes them skeptical.

We now have a list of keywords that B2B-minded people are looking for in a benefits page. When I go back to implement revisions, I can target keywords that are unclear.

If you’re writing copy—or accountable for its success—you want to know this stuff. Otherwise, you risk two things:

  1. Running an expensive ad campaign with copy that doesn’t work.
  2. Throwing out a bunch of good copy because you don’t realize that one word is poisonous.  

Because qualitative feedback helps you understand exactly where you’ve gone too far, you can take risks—rather than staying in the safe center. 

As Chef Sean Brock writes, “Overseason something with salt and acid just so you know what is too much. Then ride the line, and you’ll find your balance.” Without qualitative feedback, you’re throwing out the whole plate of food, still none the wiser. 

Conclusion

Most executives can’t code—HiPPOs are unlikely to challenge a line of JavaScript. But they can put together a sentence, and they absolutely have opinions on the sentences written by others.

Modern copy testing delivers data to support—or challenge—choices for direct-response copy. It also gives marketers the qualitative feedback to know what needs to be changed, be it a single word or whole paragraphs.

You may be happy that a percentage of reviewers think your copy is weird. Success, as with pre-testing, may not be about maxing out your quantitative scores. But, armed with information on why reviewers think what they think, you’ll know the risks and rewards you’re choosing. 

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Activating Google Audience Strategies in Display and Video

As with any strategies that require tags and non-addressable targeting, it is important to make sure that you are identifying ways to supplement or replace tactics effectively. While we do not know how media platforms an…

As with any strategies that require tags and non-addressable targeting, it is important to make sure that you are identifying ways to supplement or replace tactics effectively. While we do not know how media platforms and browsers will partner together moving forward, the safest approach will be to continue building out your first-party data and leveraging other PII-backed third-party sources to enrich it. Tactics that also still work off a connected ID space, like what is available with GA360 / enhancements to Ads Data Hub, will also be valuable approaches that can still provide a lot of informed behaviors  to tailor your approach and limit larger impacts from future challenges.